chapter 2 review of literature -...

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Chapter 2

Review of Literature

The rural markets have been the focus of the study for social scientists,

especially the economic geographers since a long time. A bulk of literature is

available about the different spatio-temporal and socio-economic aspects of rural

markets. Rural markets have been studied by the scholars of different disciplines from

different point of view. In order to understand the various studies related to rural

markets and associated aspects, a review based on available literature is presented in

this chapter. The studies have been broadly undertaken in international and Indian

perspectives.

Developments in Marketing Geography:

The “marketing”, in general business term, is concerned with distribution of

the demand of various goods and services and with the arrangements of supply of the

same through an efficient distribution network. It is essentially that function of

management oversees the buying and selling of a firm‟s commodities. The strategies

and policies involved in marketing are inevitably manifested in some spatial form. It

is the areal expression which is given to the source of demand and areal structure of

system of supply that provide the foundation for a geographical study of marketing.

However, if one consider the large section of the working population that is engaged

exclusively in marketing functions, the large part of the urban landscape that is

devoted to the structures of wholesale and retail trade, and the complex channels of

distribution that lead from producing to consuming areas, it becomes even clearer that

there is place and need for special attention to marketing geography. Such a

development would not only greatly increase understanding in the other fields of

economic geography, but would also help the geographer working in the field of

marketing to contribute significantly to solutions of problems in the actual business of

marketing (Applebaum, 1947).

Thus, the marketing geography may be described as the application of

geographical methods and techniques to study market places as units of space and

various kinds of activities associated with the spatial distribution of goods required by

the consumers (Srivastava, 2007). The root of marketing geography is the “market-

place”. The word „market‟ is derived from the Latin word „mercatus‟ which refers to a

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place where buyers and sellers meet. Markets are spatial units; thus their location, site,

situation, physical extent, morphology and areal combination, etc. are of spatial

significance to geographers (Saxena, 2004). In brief, marketing geography is

concerned with the location and distribution of markets, their infrastructural pattern,

measure and extent of marketing activity, movement of commodities, consumer

behavoiur, perception and the determination of hierarchy in order to prepare a

systematic plan for regional development, and their role and rationale in socio-

economic development.

Source: Developed by researcher, 2011.

Fig. 2.1

Marketing geography has now emerged as a subject of its own and has

emerged as the foremost and integrative topic for the study of economic geography.

Marketing is not only an indispensable feature of modern life but also an indicator of

regional economic development (Saxena, 2004). A need for the study of marketing in

economic geography is evident, not only to strengthen various aspects of economic

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geography, but also to help the geographer in the field of marketing to find significant

solutions to problems in the actual business of marketing. Marketing geography is

associated with the channels of distribution through which goods move from producer

to consumer (Applebaum, 1954).

I. Studies in International Perspectives

Though economic geographers have bestowed considerable attention on the

study of resources and factors of production until recently, they had neglected study

of the associated market-places and marketing. Man‟s economic activity covers a

broad spectrum and can be described in a generalized form, while its associated

phenomena like agriculture, industry, transportation and marketing require special

attention and techniques of study not only to understand their present status but also

for development and planning. No doubt, some sporadic discussion and surveys has

been made on marketing activities, both in rural and urban centres in the world but

these studies were considered as a part of either urban geography, industrial

geography or agricultural geography till the middle of last century.

However, the fifth decade of the twentieth century witnessed the introduction

of new discipline of marketing geography. William Applebaum (1954) laid the

foundation of this discipline by defining the field and scope of marketing geography.

He defined the marketing geography as being „concerned with the delimitation and

measurement of market and with the channels of distribution through which goods

moves from producers to consumers‟. During the 1960‟s and 70‟s marketing

geography became very popular in western world especially for planning the location

of different commercial firms in U.S.A. and Britain. Various aspects of marketing

geography and periodic markets have been studied by different geographers in

different phases of time. The practical importance of marketing geography in its

initial stage has been pointed out by geographers like Berry, Bohannan, Bromley,

Hodder, Goods, Mintz, Skinner, Smith, Symanski and others. The market centres

were considered as functions of centrality which provide various types of function and

services to their tributary areas. With the introduction of Central Place Theory of

Christaller (1933) and Losch (1954), the study of service centres including

wholesaling and retailing became very common.

The studies on marketing geography were undertaken at African, Latin

American and Asian countries. Stine (1962) has described the origin of periodic

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markets as an economic phenomenon. Belshaw (1965) have given a good account of

the change in marketing system from traditional exchange to modern markets in

various parts of the world. B. W. Hodder (1965) highlighted the distance factor in

determining the demand of goods in the market centres. The limit of market area is

the maximum range of threshold value of goods distributed from market centres. He

concluded that although the goods are distributed in all the markets but high order

goods dealing markets have started in this decade. Skinner (1965) identified three-tier

system of exchange, which was temporarily interlocking. He recognised rural markets

as the smallest unit associated with intermediate and central markets at national level

for exchange system. The geographical importance of market was emphasized after

the publication of Berry‟s book entitled „Geography of Market Centres and Retail

Distribution‟ (1967). A substantial part of this book is devoted to the markets in

peasant societies particularly considering market location and their periodicity. Many

studies on the cognitive and behavioural approach to market were also undertaken by

Ambrose (1968), Garnier (1970), Mulvihill (1976) and others.

Hodder (1961) highlighted the periodic market centres in rural part of

Yarubaland. Bohannan and Daltan (1962) worked on markets in Africa, whereas

Johnson (1965) focused on the spatial development of market towns in Indian

perspectives. Works of Hill (1966) and Ginsberg (1967) on the traditional market

authority and their periodicity in West Africa and foundation of economic geography

respectively are praise worthy. „The market as a factor in the localization of industry

in the United States‟ (Harris, 1967) is concerned with such markets and associated

phenomena which are typically associated with a considerable industrial labour force,

with numerous other factories and with well-developed facilities of many types.

Industries appear to be concentrated in areas having maximum accessibility to

national or regional markets for different products.

Alonso (1967) in his paper „The theory of the urban land market‟ presented a

non-mathematical overview, without trying to give it full precision of long and rather

complex mathematical analysis which constitutes a formal theory of the urban land

market. Brush, J.E. (1967) observed the functional and spatial hierarchy of central

places in south western Wisconsin. „Retail location and consumer behavoiur‟ (Berry,

Barnum and Tennant, 1967) provides evidence relating to all factors of the central

places, including the size and spacing of central places, locational patterns and groups

of retail activities, consumer travel behaviour, systems of trade areas, and their

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interdependencies. It examines not only the interdependencies among the various

aspects of central place systems, but also how these aspects and interrelationships

vary from place to place in south western Iowa. McKim (1969) and Hodder and

Ukwu (1969) studied the market centres of north-eastern Ghana and west Africa

respectively.

Smith (1972), Eighmy (1972), Symanski (1974), Thorpe (1978) and Hay

(1977) analysed the periodic markets locations and frequencies in different regions of

the world. Hay observed the location of periodic markets with reference to economic

factors while Smith, Symanski and Eighmy viewed spatio-temporal relationship of

periodic markets. R. J. Bromley (1971, 1974 and 1979) presented literature on

marketing geography in the form of review and bibliographies during 1970‟s. With

the establishment of the International Geographical Union (IGU) and a working group

on market distribution system/ market place exchange system (1972-73), the study of

marketing activities in geography had been accelerated, not in developed countries but

also in developing countries like India.

Apart from these, Scott (1970), Davies (1976), Garnier and Delobez (1979)

have analysed the various facets of markets including periodic/rural marketing. Alao

(1968) developed the concept of market shift in order to explain the system in which

the market meetings move from one market to another. The relationship between

temporal and locational spacing was discussed first by Hodder and Ukwu (1969) and

further elaborated by Fagerlund and Smith (1970) and Wood (1978), etc. They have

examined a hypothesis that “proximity in space implies separation in time” and both

direct and inverse relationship has been found in the various regions of the developing

world. This relationship has been examined in terms of trader and consumers‟

hypothesis developed and discussed by Gana (1976), Ishihara (1978), Thorpe (1978),

Filani and Richards (1976), etc.

The distribution of market centres, their periodicity and marketing processes

in north-western Nigeria was studied by Adalemo in 1970. Fagerlund and Smith

(1970) presented their works in the form of „A preliminary map of market

periodicities in Ghana‟. In 1970, McNulty, Johnson and Good had presented

literatures of international repute on various aspects of marketing geography viz.,

urban centres and markets, organization of space, rural markets and trade respectively.

Marketing geography had made remarkable progress at international level in 1971.

The contributions of various scholars during this year includes - P. Hill (Two types of

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west African house trade), C. Meillassoux (The development of indigenous trade and

markets in west Africa), R.H.T. Smith (Theory of periodic markets - Consumer and

travel behaviour), R.T. Jackson (Periodic markets in southern Ethiopia), R.J. Bromley

(Markets in developing countries), and R. Symanski (Periodic markets of Andean

Columbia).

C.A. Smith (1972) and R.H.T. Smith (1972) have presented their research

findings in the form of „Domestic marketing system of western Guatemala‟ and „The

synchronization of periodic markets‟ respectively. The periodic market system in

North-western Ghana (McKim, 1972) and „Periodic markets: A problem of locational

analysis‟ (Good, 1972) were also very good attempts. The pioneering works like

periodic markets, daily markets and fairs (Bromley, 1974), periodic markets and

traveling traders in Uganda (Good, 1975), periodic market places and traveling traders

in developing countries (Smith, 1976) deserves special mention. McKim (1982) and

Hugar (1984) observed the daily market place exchange system in rural Tanzania, and

stability and instability of rural markets in Gadag taluka respectively. B. Harris‟s

work (1984) „State and Market‟ is a major contribution to this sub-field of geography.

This book represents the output of the fieldwork of a project on “State policy and the

marketed surplus of rain fed crops (with special reference to small farmers) in South

India”. In this work, the author has considered in detail the relationship between state

and market, all government intervention affecting commodity trading and its finance

in a dry region of Tamil Nadu.

Apart from these, Gormsen (1985) and Harris (1985) have analysed the

various facets of markets. „The role of periodic and daily markets in planning from

below in Africa‟ by Obudo (1985) examined the spatial planning traditions and

explains the ideology of planning from below in market-place sub-systems for Africa.

Smith‟s work (1986) on „Agricultural Marketing and Distribution‟ highlighted the

changing characteristics of agricultural markets and explores the dual role of market

as a means of transport, process, store and grade procedure, and as an information

system that connects procedure with consumers in terms of place, time and form.

These roles make the market system a key instrument for imposing change on the

farm community, change generated for the most part by urban needs.

The pace of development in marketing geography was very rapid in the

seventies and eighties of last century. With the establishment of the „International

Geographical Union (IGU) Working Group on Market Distribution System/ Market

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Place Exchange Systems’ (1972-73), the formative process of marketing geography

started taking place rapidly. After the termination of the Working Group on Market

Place Exchange Systems (1984), a new unit „Study Group: Geography of Commercial

Activities‟ had come into being in France IGU summit in 1984. Later, this group was

converted into „IGU Commission on Commercial Activities‟ in 1988. Afterwards

again a new study group has been created as „Study Group on Globalization of

Retailing‟ replacing the commission on commercial activities, in Hague meeting

during 1996.

After nineties, the field of marketing geography has witnessed a new

dimension and scope through the integration of geographical Information system.

Grimshaw‟s work (2000) „Bringing Geographical Information System into Business‟

is a pioneer work of its own kind. Thrall (2002) worked on „Business Geography and

New Real Estate Market Analysis‟ focuses on integrating land-use location science

with the technology of geographic information systems. The text describes the basic

principles of location decision and the means for applying them in order to improve

the real estate decision. Swales (2004) book entitled „Marketing Geography‟ is one of

the leading works in this field. This book covered almost all the topic concerned with

this field. Jafari (2008) and Pellenbarg and Wever (2008) have presented their

research findings in the form of „Using a Geographic Information System to Develop

a Marketing Geographic‟ and „International Business Geography‟ respectively. One

of the most recent works by Dawson (2013) in the form a book entitled „Retail

Geography‟ which successfully propose a framework, based on empirical research, to

explain the strategic processes of post-entry development in international retailing

through consideration of the dynamic capabilities attributable to retailers. Thus, the

field and scope of marketing geography has widened to a very considerable extent.

II. Studies in Indian Perspectives

The early phase of geo-economic study of marketing and market-place started

in thirties of the last century in the form of research papers appearing in the various

Indian journals on market fairs, periodic markets and market centres. This phase

continues till 1960 with the introduction of new themes of study such as agricultural

marketing, market-place trade etc. All these studies have given a base for further

research in this field. After 1970, several studies were conducted by geographers at

Udaipur, Madras, Madurai, Mysore, Gorakhpur, Nagpur, Allahabad, Jabalpur, Kanpur

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and Varanasi, which were related to marketing in their regional setting. Infact, this

was the real beginning of the geography of commercial activities in India. The

NCAER (National Council of Applied Economic Research) has also helped in

promoting the study of market centres with a view that market towns could accelerate

the process of spatial development of India (Saxena, 2004).

The last decade of 20th

century recorded the major developments in marketing

geography. Hierarchy, trade area, and planning perspective have attracted quite a

good number of scholars. Planning perspective and related aspects have been over

looked by the scholars, whereas synchronization of market centres has attracted the

attention of the researchers. Many national and international conferences were held

especially on commercial activities in India under the auspices of IGU commission on

commercial activities. Indian scholars have shown keen interest in marketing

geography. The reviews and bibliographies presented by various scholars from time to

time (Saxena, 1977; Sami, 1980; Dixit and Verma, 1980, 1988; Sinha, 1983, 1984;

Shrivastava, 1984; Dixit, 1990) make it evident that Indian scholars have made

substantial contribution to the field of marketing geography. The pioneering works of

markets for Malabar Products (Ramakrishnan, 1931) and the trade centres of

Tinnevilly district and cotton markets in the same region were studied by Krishnan

(1940) and Ponniah (1940) respectively are worth-mentioning. Weekly markets in

Bamnia were studied by Sinha (1951), at Barpali by Pattaniak (1953), at Patharia-

Kalan region by Tamaskar (1955), at Modinagar by Mukherjee (1957) and at

Bombay-Karnataka region by Deshpande (1941).

Marketing geography has emerged in India during sixties. During this period,

the theme has attracted the attention of large number of researchers, on various

perspectives of marketing geography. Diverse nature of studies were conducted

during this period, which deal with the various perspectives like evolution, regional

relationship, consumer behaviour, commodity flow, trade area etc. of different market

centres (Singh, 1960; Reddy, 1961; Kulkarni, 1962; Singh, 1962; Alam, 1963; Singh,

1965; Rao, 1966; Tamaskar, 1966; Agarwal, 1968; Mukherjee, 1968; Chatterjee,

1969).

During seventies and eighties, this sub-field of geography got firm-footing in

India and witnessed a rapid growth in literatures, when a large number of

contributions were made by Indian researchers. During this time-period, as many as

355 research papers and 35 doctoral theses were produced (Srivastava, 2007).

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Besides, a number of books and research projects were also added to the literature on

the subject. The National Council of Applied and Economic Research edited papers

on the role of market centres in the spatial development process (NCAER, 1972). It is

appreciable contributions to the subject consisting of articles mainly on the role of

market centres and regulated marketing in the development process, viz., Bumb

(1972), Bedekar (1972), Andrade and Johnson (1972), Khan (1972) and Talwar

(1972). The growth, distribution and the periodicity of market places in North Bengal

region and their role in development process is elaborated by Bhattacharaya (1973).

Sami (1974) and Saxena (1974) have studied the retail structure and morphological

patterns of Patna and Kota respectively. Whereas, the hierarchy of trade towns in

Bihar and their trade was evaluated by Sinha and Mandal in 1951.

Saxena‟s work (1975) on the „Geography of transport and market centres of

Hadaoti plateau‟ is a major contribution to the field of marketing geography.

Srivastava, K.R. (1976) has examined the spatial distribution of rural markets and

consumer goods in Meerut district. The market compatibility of trade centres in the

Baghelkhand Plateau was undertaken by Shrivastava, V.K. (1976). Sita (1976) dealt

with the spatial distribution of periodic markets in South Kokan region. The spatial

and structural analysis of the rural market network was attempted by Singh and Singh

(1977). Tamaskar (1977) worked out on the periodic marketing system in Medieval

Maharastra, whereas Shrivastava (1978) interpreted the behaviour of market

participants in theoretical framework. Geetha (1978) discussed the size characteristics

of trade areas of periodic markets in Krishnagiri Taluka of Tamil Nadu. Shrivastava

and Gupta (1979) investigate consumer travel pattern of the periodic markets with

specific reference to Kanpur metropolis. The growth and development of wholesale

grain and vegetable markets is worked out by Viswanath (1979).

During eighties, Tamaskar, B.G.; Shrivastava, V.K.; Saxena, H.M.; Dixit,

R.S.; Gedan, D. were among the major contributors. Tamaskar (1981, 1983a,

1983b, 1984, 1985) worked on market attractiveness, stability and persistence of

periodic market places in urban centres, trader‟s travel behaviour, market cycle, the

role of periodic market places and marketing system with special reference to Arvi

upland. Shrivastava (1981, 1983) worked on agriculture markets of U.P. and socio-

economic organization of rural marketing in North India. Saxena, H.M. has focused

upon different perspectives viz., consumer behaviour, development of rural markets,

commodity structure, delineation of trade areas of market town and market-place

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exchange system in Ancient India with specific reference to the market centres of

Rajasthan (Saxena, 1980a, 1980b, 1982, 1983a, 1983b, 1991).

Dixit, R.S. has made a commendable contribution to the subject and

contributed with a number of research papers and books during this period. He studied

various perspectives of marketing geography, like: growth, distribution, typology,

hierarchy, trade areas, morphological structure, consumer travel behaviour,

synchronization, market cycles, periodic and regulated marketing, functional

structure, role in spatial development and transport accessibility and connectivity of

market centres (1980a, 1980b, 1981, 1983a, 1983b, 1984a, 1984b, 1984c, 1984d,

1985, 1986a, 1986b, 1987, 1988, 1990, 1991, 1992a, 1992b, 1996, 1999, 2001a,

2001b, 2003). Gedan (1980, 1981, 1983, 1984, 1985) has analysed origin, typology,

hierarchy, transport system, seller‟s travel behaviour and spatio-temporal spacing of

periodic markets in Wardha region in Maharastra. Shrivastava and Nayak (1980),

Mandal (1985), Hugar (1991) traced out the origin, development and stability of

market centres. The studies of Hamirpur tehsil (Katiyar and Singh, 1981), Kannauj

block (Sharma, 1985), Lower Silabati basin (Jana, 1986) focused upon various

perspectives like growth, distribution, hierarchy, trade areas, periodic marketing and

planning. Singh (1982), Kumbhar and Deshmukh (1984) and Khan (1998) described

periodic markets and defined their regional links and role in rural and agricultural

development.

Wanmali (1981) centred his study on „Periodic Markets and Rural

Development in India‟, whereas Tamaskar (1985) through his work „Rural-urban

Interaction occasioned by Periodic Marketing Systems‟ hypothesize that the exposure

of rural consumers to towns has a great potential for providing development inputs to

rural areas. Work of Karennavar (1985) on delineation of impact regions of market

centres aims to delineate the input regions of market centres of Gadak taluka of

Dharwar district in Karnataka state. Ram and Shrivastava (1985) intend to outline a

strategy of rural development through periodic marketing. The hypothesis developed

in this paper assumes that small size market towns can act as growth centres in the

lower Ganga-Ghagra doab leading to its rural development. Saxena (1988, 1992)

concentrates his study on the role of rural markets in development of different

geographical units. Baqee and Ahmad (1990) tried to investigate whether the shape

analysis technique can be used in the spatial analysis of rural markets while locational

characteristics of regulated markets of Gulburga district are worked by Hugar (1992).

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Jana (1991) in his study of Jalpaiguri district illustrated market characteristics and the

development of rural areas.

„Transport and Marketing Facility in Backward Region of Patha Area of

Bundelkhand was taken by Srivastava (1992), whereas Ali (1995) searched the

elements responsible for distribution and location of weekly markets and their role in

tribal dominating Baghelkhand region. Reddy (1994) and Thakur (1997) highlighted

the rural development through periodic markets. In 1999, the „Commercial Activities

and Development in Ganga Basin‟ and „Agricultural Marketing in India‟ were done

by Srivastava, V.K. and Acharaya, S.S. and Agarwal, N.I.

Apart from these, Lokhande and Pawar (1999, 2000 & 2001) have analysed

the periodicity and distributional patterns of market centres, spatial distribution,

centrality and hierarchy of market centres in Kolhapur district of Maharastra. The

books entitled „Traditional and Non-Traditional Market Exchange in India‟ was

written by Hugar, S.I. (2000), and „A Geographical Analysis of Rural Markets and

Rurban Centres‟ by Sinha, A.K. (2000). The book entitled „Marketing and Sustainable

Development‟ by Saxena (2002) deals with nature and scope of marketing geography,

the ecological framework of the Central Hadaoti region and growth of markets in

relation to the ecological complex. Under first three chapters, the urban, agricultural

and rural marketing patterns have been discussed. The other chapters analysed the

impact of marketing on the environment and planning for sustainable development.

Velayudhan, S.K. (2002) in his book „Rural Marketing - Targeting the Non-Urban

Consumer‟ examined issues in the rural markets and also explored managerial option

for the issues faces by the marketers. It examines in greater detail the concept of rural

markets and rural marketing, and explores some more methods that marketers use to

access the rural consumer. In 2003, Saxena and Debroy, and Khan presented their

works „Marketing Behaviour - A Regional Analysis‟ and „Enabling Agricultural

Markets for the Small Indian Farmer‟ respectively.

Furthermore, the books „Marketing Geography‟ (Saxena, 2004) and „Rural

Agriculture and Marketing‟ (Verma, Jiloka & Mandal, 2006) deserved special

mention. Mulimani (2006) and Singh, Prasher & Negi (2006) have presented, their

research findings in the form of „Origin and Evolutionary Process of Markets in

Raichur District‟ and „Resource Use and Process of Marketing Efficiency of Off-

Season Vegetables in Western Systems in a Backward Region‟ respectively. The

books entitled „Marketing Systems in a Backward Economy‟ and „Periodic Markets

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and Agricultural Development‟ by Srivastava, R.K. (2007) and Srivastava, V.K.

(2008) respectively, whereas „Rural Marketing - Concepts and Practices‟ by Dogra

and Ghuman (2008) are great contributions. „Spatial Analysis of Hierarchy of Market

Centres of Bilha Block in Bilaspur District of Chattisgarh‟ done by Kamlesh and Patel

(2008) assessed the importance of the market centres in terms of marketing functions

and also delineate the corresponding service areas of some selected higher order

centres to check and analyse the spatial and functional problems and prospects of

marketing development.

„Dimensions of Market Area of Periodic Centers‟ (Trivedi, V., 1993) were

valuable contributions in the field of marketing geography. Mundra (1995)

emphasized the need of marketing research in rural areas for various problems,

challenges and strategies as transportation, communication, market channel and

management. Razia Sultana (1999) studied geographical analysis of rural markets and

need and demand of the people in Satkhira upazila. Singh, P.K. (2001) studied the

spatial organization of periodic market centres of Unnao district of Uttar Pradesh.

Pawar, C.T. and Lokhande, T.N. (2004) assessed the spatial distribution of market

centres and their role in regional development in Kolhapur of Maharastra.

The contributions of N. Khan along with other scholars of department of

geography, Aligarh Muslim University to the sub-field of marketing geography are

praiseworthy. They have focused their study on various aspects of geography of rural

marketing, which includes studies on rural markets (1991, 1994, 1998, 1999, 2000),

agricultural marketing (1988, 1989, 1990, 1991, 1992, 1997, 1999, 2003, 2005, 2006,

2007), spatio-temporal synchronization of rural markets of various geographical units

(1990, 1991, 2002), trade area (1993), behavior of market participants (1993, 1998,

2003), livestock marketing (2008) and centrality and hierarchy of market centres

(2004, 2007). N. Khan has also worked on sponsored research projects on vegetable

and livestock marketing by different government agencies. M. Ali, Khan, M. M. and

N. Khan (2007) have studied the hierarchy of periodic market centres in the rural

hinterland of Shahjahanpur district. The book entitled „Agricultural Geography -

Marketing and Development‟ (Siddiqui, Z., 2009) focused on the role of regulated

markets in agricultural development. Ali. M. (2009) in his book „Geography of

Agricultural Marketing at Grass Roots Level‟ focused on the role of periodic markets

in transaction of agricultural commodities. The work done by Khan, N. and Khan,

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M.M. (2010a) „Rural Economic Development through Rural Markets: A Grass Roots

Level Study‟ highlights the role of rural markets in employment generation through

the trading of agricultural and non-agricultural commodities in Ambedkarnagar

district of Uttar Pradesh. „Some Comments on Rural Market Participants and their

Socio-Economic Transformation in Rural India - A Case Study‟ (Khan, N. and Khan,

M. M., 2010b) and „Traders and Consumers‟ Spatio-Economic Behaviour and

Changing Consumer Demand in Rural India: A Case Study in Economic Geography‟

(Khan, M. M. and Khan, N., 2010c) focused their attention on market participants and

consumer behaviour in rural perspectives. Khan, N. and Khan, M. M. worked on

some significant aspects in the field, such as „Sustainability of Vegetable Cultivation

and Marketing: Exploring the State of Indian Farmers (2012), „Marketing Revolution

in Rural India: Emerging Trends and Strategies (2012)‟ and „Marketing of

Agricultural Crops in Rural Indian Economy: A Case Study (2012)‟. The most recent

work entitled „Sustainability of Vegetable Cultivation and Marketing: Exploring the

State of Indian Farmers‟ (Khan, M. M. and Khan, N., 2014) are also a notable

contribution by these marketing geographers. In addition to these above-mentioned

contributions a number of doctoral dissertations were completed at various Indian

universities during these periods.

Conclusion

Among commercial activities, marketing is considered to be the dominant

activity worldwide; therefore, geographers have taken more interest in studying

various facets of marketing geography. Geographers have done considerable work in

the field of commercial activities in general and marketing geography in particular.

Their main emphasis is on regional study as well as on the study of individual market

town. The research work in the field of marketing geography is very tentative and

there is a vast scope of research, especially in the field of origin of markets in various

geo-historical regions. The study of retail marketing in urban areas is a potential field

of study because it will help in urban commercial planning. The concept of hierarchy

has been used in marketing geography to obtain the status of market centres in a

region. The delimitation of market area or trade area is also an important aspect,

which not only helps in understanding the present status of a market town but also

provides a base for future planning. The studies related to the role of market towns in

regional development and planning provides a base for spatial planning. Agricultural

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marketing which is an inter-disciplinary subject dealt by economists and

agriculturalists. Geographers have recently given attention to this subject, but their

studies are important for spatial planning of markets and market yards.

Many of the phenomena that the geographers map in various kinds of studies,

such as terrain, soil, vegetation, climate, land use, mineral resources, industries,

settlements, types of farming, traffic and transportation or communication systems,

bear upon marketing in various ways. The marketing geographer should consider all

these significant factors in their future studies. In India, like other branches of

geography, attention towards philosophical and methodological research in marketing

geography is quite low. Since, different countries of the world have different geo-

economic situations and are culturally highly diversified, therefore, there is a need to

study the markets and marketing pattern of each geo-cultural region. It is a fact that

skill in geographic techniques is not acquired without a solid background in

geography, so it is necessary for the marketing geographer to obtain relevant

knowledge of the principles and methods of economics, marketing research, statistics,

and the theory and practice of accounting. Thereafter they should blend these

techniques with those of geography. Better research and more valuable results can be

derived from such cross-fertilization of ideas and research methods. There is a vast

scope of research in the field and it can be stated that it is a rapidly growing field of

study, having a short history and a long future.

In developing countries, the change of globalization of trade,

commercialization process and emergence of market oriented agriculture, required

immediate knowledge of geographical insights for selecting better and optimum

localization of market centres, shopping centres as well as crops land use planning.

Hence, marketing geography with its different models would be effective tools for

rural, urban as well as agricultural development and planning. This sub-branch of

geography has very bright future prospects in agriculture, rural marketing, consumer

behaviour, retailing, and corporate sector as well as in the comparative analysis of

rural and urban trade and marketing. So, the marketing geography, as being the

subject dealing with spatial dimension of markets and marketing activities and related

features, has a wide range of relevance and significance in modern world.

30

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