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This book combines theoretical aspects and well researched study on influence of social factors on rural consumer behavior. Concepts are clearly elaborated with relevant tables and figures. The book also provides an insight into the environment of rural marketing, characteristics of rural market, opportunities, challenges, rural social life and rural demographics. Further the book focuses on the behavioral dimensions like informational, value expressive, utilitarian influences and various reference groups' influence at different stages of purchase decision process. The family influences discussed in the book include influence of family members at different stages of purchase decision, family members influence for specific decision areas, roles of different family members in purchase decision, mode of influencing by family members, family members influence on different product attributes, power structure and purchase influence pattern of the selected products.