Evolution and Trends in Rural Marketing Research: A Meta-Analysis (KEY IJP************944)

• Shakeel Sheikh

Abstract

This paper presents a comprehensive meta-analysis of rural marketing research spanning six decades. Through systematic examination of 46 studies published between 1965 and 2024, this research identifies core conceptual developments, methodological approaches, and evolving paradigms in rural marketing scholarship. The analysis reveals a transition from viewing rural markets as peripheral extensions of urban marketing strategies to recognizing them as distinct ecosystems requiring specialized approaches. Four dominant research streams are identified: consumer behavior in rural contexts, rural marketing channel innovations, digital transformation, and inclusive business models. Chronological analysis demonstrates a shift from descriptive to empirical methodologies, with recent emphasis on interdisciplinary frameworks integrating sociological and technological dimensions. The findings indicate significant research gaps in sustainability, measurement standardization, and longitudinal impact assessment. This meta-analysis contributes a structured framework for understanding the intellectual evolution of rural marketing as a distinct domain within marketing science and offers directions for future research that addresses the complexities of rural market ecosystems.