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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/462

Title: Brand aspirations and brand switching behaviour of rural consumers: A case study of Haryana
Authors: Kumar, Sanjeev
Singh, M.R.P
Keywords: Rural marketing
Brand aspirations
Rural consumers
Issue Date: 5-Apr-2008
Publisher: Indian Institute of Management Kozhikode
Abstract: Brand was the most important factor that was affecting the consumer decision in case of durables followed by reference, mainly of friends and relatives.Brand image is the most important factor that marketers need to give special attention, first by designing proper communication strategies and reach, followed by product quality.
URI: http://hdl.handle.net/2259/462
Appears in Collections:Conference on Marketing to Rural Consumers

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