Executives social representation of rurality and product adaptation : A case of rural markets in India

Purpose – The purpose of this paper is to demonstrate the rationale and method for studying product adaptation in rural markets. Design/methodology/approach – The paper takes the form of an exploratory design that includes; review of literature, pilot study, and survey method. Findings – Findings of the study are contrary to the general understanding that rural is perceived very differently and hence operationalised differently by different organisation. However, results indicate that contingency theory holds true in case of product adaptation in rural markets also. With the increase in executives' representation of rurality, product adaptation degree also increased. Originality/value – This is probably the first academic study on product adaptation in rural markets to the best of our knowledge. The study attempted to contextualise product adaptation construct from international marketing to rural marketing domain.