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DSpace at Indian Institute of Management Kozhikode >
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Conference on Marketing to Rural Consumers >
Please use this identifier to cite or link to this item:
http://hdl.handle.net/2259/459
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| 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
Education |
| 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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| RM174.pdf | | 242Kb | Adobe PDF | View/Open |
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