Reinforcing Rural Retail Mix in festival seasons by Urban retailers

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.....