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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/459

Title: Influence of education on the use of informal referent groups as information source by consumers in rural markets
Authors: Sanal Kumar, Velayudhan
Keywords: Rural marketing
Information source of rural consumers
Referent groups
Issue Date: 5-Apr-2008
Publisher: Indian Institute of Management Kozhikode
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.
URI: http://hdl.handle.net/2259/459
Appears in Collections:Conference on Marketing to Rural Consumers

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