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Browsing Conference on Marketing to Rural Consumers by Issue Date

Browsing Conference on Marketing to Rural Consumers by Issue Date

Now showing items 1-20 of 36

Brand aspirations and brand switching behaviour of rural consumers: A case study of Haryana

Kumar, Sanjeev; Singh, M.R.P (Indian Institute of Management Kozhikode, 2008-04-05)

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 ...
Attitude towards Women: A study of two villages in the State of Uttare Pradesh

Shukla, Timira (Indian Institute of Management Kozhikode, 2008-04-05)

The village of Dasna and Chapraula adjoining National Capital Region were selected for the study. The selection of villages is providential as theyare close to Ghaziabad, which is the throes of economic boom. Since the ...
Awareness and Consumption Pattern of Rural Consumers towards Home and Personal Care Products

Bishnoi, Vinod Kumar; Bharti (Indian Institute of Management Kozhikode, 2008-04-05)

The present research being exploratory-cum-descriptive in nature mainly depends upon primary sources of information, which have been collected with the help of a structured questionnaire. The study has been conducted in ...
A Comparative Study on Buying Behaviour of Rural and Urban Consumer on Mobile Phone in Jamnagar District

Erda, Chirag V. (Indian Institute of Management Kozhikode, 2008-04-05)

The study is about the Mobile Phone buying behaviour of consumers in rural and urban areas. The prsent study confined to the consumer behaviour in Jamnagar District.
BUZZ"- A spontaneous marketing tool in rural market for financial products

Bright A., Oliver (Indian Institute of Management Kozhikode, 2008-04-05)

In the pilot study it was observed that most of the rural people need lot of clarification and casual discussions for retrieving the relevant information. Hence it was decided to have direct interview by using the unstructured ...
Brand awareness and preference in rural markets

Patro, Sanjay; Varshney, Sanjeev (Indian Institute of Management Kozhikode, 2008-04-05)

This study is to understand the relationship of brand awareness on perceived quality and its consequent impact on selection of the brand in a rural purchase situation. The relationship between top-of-mind recall and linking ...
Agribusiness Sector in Rural India and Increasing Opportunities of E-Commerce

Goswami, Rahul; Juneja, Ekta; Sharma, Swati (Indian Institute of Management Kozhikode, 2008-04-05)

Agriculture and the food supply chain in general posses a history of quick adoption and assimilation of new technologies, especially cost reduction technologies. Agriculture was identified as one of the great promises of ...
Concept, Application and Marketing of rural tourism

Aithal, Rajesh K.; Anil, R.K. (Indian Institute of Management Kozhikode, 2008-04-05)

An attempt was made in the paper to understand the concept of rural tourism.The benefits of rural tourism and the linkage to development have also been touched upon in the paper.The unique challenges posed in marketing of ...
1-Contents

IIMK (Indian Institute of Management Kozhikode, 2008-04-05)

This file is the content page of the conference volume
Empowering farmers through creation of rural hub: A case study on Haryali kisaan bazaar

Narang, Ritu; Singh, Smita (Indian Institute of Management Kozhikode, 2008-04-05)

Haryali Kisaan Bazaar was opened on 16th july 2002 at Hardoi district of UP with stocks of 300 stock keeping units(SKUs), ranging from fertilizer to pesticides to farm implements to animal feed, which quickly rose to the ...
Developing a market strategy for a leading agrochemical company:A case study on adoption of agrochemicals by the vegetable growers in Chattisgarh

Sahney, Sangeeta; Shrivastava, Archana (Indian Institute of Management Kozhikode, 2008-04-05)

The study was confined to the vegetable growers of Chattisgarh, with the sample being concentrated around patches of vegetables growers in and around Raipur & Durg.The farmer profile indicated that the farmers have large ...
Design and implementation of communication strategy in rural markets: A case of Tata Shaktee GC sheet brand

Sharma, Nikhil; Narula, Sapna A. (Indian Institute of Management Kozhikode, 2008-04-05)

The study has been done in consultation with a rural consultancy firm MART.The case addresses the challenges faced in communication by the said brand in rural areas. The case also suggests strategies to differentiate the ...
Executives representation of rural markets

Sridhar, G.; Debiprasad, Mishra; Vaswani, L.K. (Indian Institute of Management Kozhikode, 2008-04-05)

This paper attempts to understand the representation of rurality in rural markets of executives of selected product categories. Initially in the paper, discussion revolves around the construct rurality in rural markets ...
Customization of Marketing Mix for Rural Markets

Menon, Narendranath; Suresh, K. (Indian Institute of Management Kozhikode, 2008-04-05)
Definitional Issues of Rural and Rural Market Environment

Bhave, Subhash W.; Markale, Amod (Indian Institute of Management Kozhikode, 2008-04-05)
Influence of education on the use of informal referent groups as information source by consumers in rural markets

Sanal Kumar, Velayudhan (Indian Institute of Management Kozhikode, 2008-04-05)

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 ...
E-Learning a Potential Learning Solution for Rural India - A Critical Analysis

Mukherjee, Debarshi (Indian Institute of Management Kozhikode, 2008-04-05)

The major focus of this initiative is to cater to the information needs of the people living in the villages. There are different people with different information needs. These portals provide a wide array of services ...
Impact of ITC's e - Choupal on rural India-A case study

Garg, Bhavet; Mohita; Marwah, Sanjiv (Indian Institute of Management Kozhikode, 2008-04-05)

Though the primary objective of the study is to understand the attitude of farmers towards concept of ITC e-Choupal and its impact on rural India so, case study cum descriptive research design is most suitable.
NATUReal's Growth Options: Rural or Urban Markets?

Nair, Satish K.; Chawla, Vijay (Indian Institute of Management Kozhikode, 2008-04-05)

The case seeks to address issues in brand management with a specific focus on rural marketing and covers the concepts of brand elements, brand extentions, brand positioning strategies, corporates/umbrella branding versus ...
Reinforcing Rural Retail Mix in festival seasons by Urban retailers

Ganakumar P., Baba (Indian Institute of Management Kozhikode, 2008-04-05)

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 ...

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