| 000 | 01029npc a2200169Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2014 xx 000 0 und d | ||
| 060 | _a658.8342 | ||
| 100 | _aBHATTACHARYA, SAURABH | ||
| 245 |
_aRural consumer behavior and strategic marketing innovations _bAn exploratory study in Eastern India |
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| 260 | _c2014 | ||
| 300 | _a15-25 | ||
| 520 | _aRural 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. | ||
| 653 | _aCONSUMER BEHAVIOR | ||
| 700 | _aROY, SUBHADIP | ||
| 773 |
_oP15302 _nM _932647 _011203 _tINDIAN JOURNAL OF MARKETING |
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| 942 |
_2ddc _cARTCL |
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| 999 |
_c12455 _d12455 |
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