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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/431

Title: Tracking consumer decision process for successful marketing to rural consumers
Authors: Alice, Annam K.A.
Keywords: Rural marketing
Tracking the decision process of consumer
pre purchase,purchase,post purchase phases
media exposure & brand awareness
Issue Date: 5-Apr-2008
Publisher: Indian Institute of Management Kozhikode
Abstract: Primary objectives of the investigation was to examine the characteristics of the buying decision process of the respondents. Important variables by the researcher were compared with the result in the empirical review and discussed in the light of the theoretical literature.The frame work for the present study is based primarily on the theoretical model of sequential consumer decision making process.
URI: http://hdl.handle.net/2259/431
Appears in Collections:Conference on Marketing to Rural Consumers

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