TY  - GEN
AU  - BHATTACHARYA, SAURABH
AU  - ROY, SUBHADIP
TI  - Rural consumer behavior and strategic marketing innovations: An exploratory study in Eastern India
PY  - 2014///
KW  - CONSUMER BEHAVIOR
N2  - 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
ER  -