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DSpace at Indian Institute of Management Kozhikode >
1. Conference Proceedings >
Conference on Marketing to Rural Consumers >
Please use this identifier to cite or link to this item:
http://hdl.handle.net/2259/462
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| 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
Haryana |
| 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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Files in This Item:
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Size | Format |
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| RM64-04-04.1.pdf | | 1210Kb | Adobe PDF | View/Open |
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