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Brand identification and "brand equity" in rural India for consumer goods - prospects and challenge by Ramesh K. (Student Project)

By: K., Ramesh.
Material type: materialTypeLabelBookPublisher: Ahmedabad Indian Institute of Management 1995Description: 111 p.Subject(s): Brand Identification | Brand equity | Rural India | Consumer goods | Project report (student)DDC classification: SP 1995/514 Summary: Rural India constitutes near 70 percent of the total population, has been a wilness for a quite a few hot action, from the consumer goods sector, both durables and non-durables during the years beginning mid-80's. To remain in the fray during the decades to come, the large producers and the multi-nationals have started focussing their efforts towards the rural consumer. The factors underlying changes in the face of the rural Indian dynamics were sought to be explored and the myths be cleared.The vast potential for some essential branded goods such as food items, consummables such as tea powder, edible oils etc in the immediate future was conclusively proved by the study. The improvement through leaps and bounds in the literacy level of rural India coped with the burst in information revolution, helped bring the urban-lifestyle before a rural consumer in an unadulterated way.
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Submitted to Prof. Vasant Gandhi

Rural India constitutes near 70 percent of the total population, has been a wilness for a quite a few hot action, from the consumer goods sector, both durables and non-durables during the years beginning mid-80's. To remain in the fray during the decades to come, the large producers and the multi-nationals have started focussing their efforts towards the rural consumer. The factors underlying changes in the face of the rural Indian dynamics were sought to be explored and the myths be cleared.The vast potential for some essential branded goods such as food items, consummables such as tea powder, edible oils etc in the immediate future was conclusively proved by the study. The improvement through leaps and bounds in the literacy level of rural India coped with the burst in information revolution, helped bring the urban-lifestyle before a rural consumer in an unadulterated way.

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