Rural consumer behavior and strategic marketing innovations
BHATTACHARYA, SAURABH
Rural consumer behavior and strategic marketing innovations An exploratory study in Eastern India - 2014 - 15-25
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.
CONSUMER BEHAVIOR
658.8342
Rural consumer behavior and strategic marketing innovations An exploratory study in Eastern India - 2014 - 15-25
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.
CONSUMER BEHAVIOR
658.8342