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Rural consumer buying behaviour for consumer non durable branded goods by Monika and Ved Prakash Arya (Student Project)

By: Monika.
Contributor(s): Arya, Ved Prakash.
Material type: materialTypeLabelBookPublisher: Ahmedabad Indian Institute of Management 1993Description: Various Pagination.Subject(s): Consumer behaviour | Rural | Project report (student)DDC classification: SP 1993/370 Summary: The study is relevant to a number of players in the market. The marketers at present grope around their way in the rural market which has enormous potential, without clearly understanding the rural consumer per se. The consumer behaviour varies across the product categories. Through this study, the authors are trying to explore whether advertising really influences rural consumer behaviour and if so, what should be the target audience to achieve the maximum efficiency.
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Submitted to Prof. Gopal Naik

The study is relevant to a number of players in the market. The marketers at present grope around their way in the rural market which has enormous potential, without clearly understanding the rural consumer per se. The consumer behaviour varies across the product categories. Through this study, the authors are trying to explore whether advertising really influences rural consumer behaviour and if so, what should be the target audience to achieve the maximum efficiency.

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