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Influence of education on the use of informal referent groups as information source by consumers in rural markets

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dc.contributor.author Sanal Kumar, Velayudhan
dc.date.accessioned 2014-12-26T05:05:26Z
dc.date.available 2014-12-26T05:05:26Z
dc.date.issued 2008-04-05
dc.identifier.uri http://hdl.handle.net/2259/115
dc.description.abstract The information source used by consumers in rural markets is expected to differ from those of urban market with greater influence of informanl referent groups. This is examined for an innovation to avoid variations in prior information among consumers. The influence of education on the use of informal referent groups among rural consumers was also examined. en_US
dc.language.iso en en_US
dc.publisher Indian Institute of Management Kozhikode en_US
dc.subject Rural Marketing en_US
dc.subject Information source of rural consumers en_US
dc.subject Referent groups en_US
dc.subject Education en_US
dc.title Influence of education on the use of informal referent groups as information source by consumers in rural markets en_US
dc.type Other en_US


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