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Reinforcing Rural Retail Mix in festival seasons by Urban retailers

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dc.contributor.author Ganakumar P., Baba
dc.date.accessioned 2014-12-29T09:51:03Z
dc.date.available 2014-12-29T09:51:03Z
dc.date.issued 2008-04-05
dc.identifier.uri http://hdl.handle.net/2259/120
dc.description.abstract The research explores the decontextualization of place in sumulated experiences of rural festivals sponsored by urban retail stores. Primary data are collected from urban retailers and their rural customers based upon the snow ball sampling stages. In first stage, rural advertisements well thought-out during the restival seasons in the four districts of Western Tamilnadu were identified. Based upon that in stage two 30 urban retailers were selected in four feeder towns. From the respons given by the urban retailers in stage three 200 rural consumers were identified. Multidimentional scaling technique was used to assess the rural advertising media. Derived approaches are used to collect perception data about the promotional measures taken by the urban retailers in rural places..... en_US
dc.language.iso en en_US
dc.publisher Indian Institute of Management Kozhikode en_US
dc.subject Retailing-Rural Marketing en_US
dc.subject Rural Markets en_US
dc.title Reinforcing Rural Retail Mix in festival seasons by Urban retailers en_US
dc.type Other en_US

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