Rural Buying Behavior: A Study with Special Reference to Mobile Phones - R. Gowda, Kavitha; Kumar, R. Satish; Gopalakrishna, K. S.
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The rural consumer is evolving from the poverty-stricken, illiterate stereotype, with a fear of change and reluctance to spend. Today¿s rural consumer is value driven. A product is worth purchasing if it enhances his life in a meaningful way. Literacy is rising, and exposure to the same commercials as urban consumers has created a demand for typically urban products and services. Villagers are willing to adopt new products or services if they can clearly see the benefits that accrue. Several research studies have proved that the rural market has been profitable for FMCG products and automibles too.…mehr

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Produktbeschreibung
The rural consumer is evolving from the poverty-stricken, illiterate stereotype, with a fear of change and reluctance to spend. Today¿s rural consumer is value driven. A product is worth purchasing if it enhances his life in a meaningful way. Literacy is rising, and exposure to the same commercials as urban consumers has created a demand for typically urban products and services. Villagers are willing to adopt new products or services if they can clearly see the benefits that accrue. Several research studies have proved that the rural market has been profitable for FMCG products and automibles too.
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Autorenporträt
Dr.Kavitha R GowdaPhD, MPhil, MBA, B.EAssistant Professor, School of Business and Management,CHRIST Deemed-to-be University, Bangalore. Has around 20 years of experience. In her teaching experience of 17 years, she presented around 50 papers in conferences and has 22 publications.