Rural consumer behavior and strategic marketing innovations An exploratory study in Eastern India

By:

BHATTACHARYA, SAURABH

Contributor(s):

ROY, SUBHADIP

Material type:

Mixed materialsPublication details: 2014Description: 15-25Subject(s):

CONSUMER BEHAVIOR

NLM classification:

658.8342

In: INDIAN JOURNAL OF MARKETINGMSummary: Rural India, of late, has received much desired attention from the marketers given the fact that the urban markets have either become saturated or sales have leveled off. Further more, given the fact that more than 60% of the Indian Population lives in rural areas, it became worthwhile to investigate rural consumer behavior. The study also explores whether innovative marketing activities of firms targeted towards the rural consumers are meeting the criterion of affordability, accessibility, availability and awareness.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		44/2	Available		P15302

Rural India, of late, has received much desired attention from the marketers given the fact that the urban markets have either become saturated or sales have leveled off. Further more, given the fact that more than 60% of the Indian Population lives in rural areas, it became worthwhile to investigate rural consumer behavior. The study also explores whether innovative marketing activities of firms targeted towards the rural consumers are meeting the criterion of affordability, accessibility, availability and awareness.

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