Conference on Marketing to Rural Consumers: Recent submissions

  • Uzhavar Sandhais- A boon or bane for rural empowerment in Tamil Nadu 
    Salim, M.H.; Sundar, Hari; Das, Anoop (Indian Institute of Management Kozhikode, 2008-04-05)
    Farmers who brave the vagaries of monsoon to produce vegetables and fruits, find it difficult to sell the produce at a profitable price. Establishment of U.S has helped to overcome the hardships posed by the middlemen. The ...
  • Tracking consumer decision process for successful marketing to rural consumers 
    Alice, Annam K.A. (Indian Institute of Management Kozhikode, 2008-04-05)
    Primary objectives of the investigation was to examine the characteristics of the buying decision process of the respondents. Important variables by the researcher were compared with the result in the empirical review and ...
  • Tapping marketing strategies of agro products in rural India 
    Goswami, Rahul; Sharma, Swati (Indian Institute of Management Kozhikode, 2008-04-05)
    There had not been any difference in the proportion of farms using pesticides. Dependency on ITC has been more for marginal farms and it has gradually reduced with the increase in the size of farm.
  • Substitutability of haats and retail store in rural markets: A study across the states in India 
    Sanal Kumar, Velayudhan (Indian Institute of Management Kozhikode, 2008-04-05)
    The study examines the extent to which the fixed location retail stores and periodic markets substitute each other. The rational consumer assumptions used in central place theory & also the law of retail gravitation suggest ...
  • A study of consumer behavior aspects and brand preferences in rural India with reference to FMCG sector 
    Gupta, S.L; Mittal, Arun (Indian Institute of Management Kozhikode, 2008-04-05)
    Present study is descriptive in nature which is based on empirical evidences based on primary data.The responses are quite mixed in the rural India.Consumers prefer some of the popular brands but they also prefer to use ...
  • Shopping malls -Destinations for Rural and Urban consumers (A comparitive study) 
    Rana, Jyoti (Indian Institute of Management Kozhikode, 2008-04-05)
    The study is based on the questionnaire and interview of the consumers and marketers.Shopping malls are a happening phenomenon cropping up in metros and major cities.But the question that arises is whether these malls will ...
  • Rural petroleum retail-Case of a major oil PSU 
    Aithal, Rajesh K (Indian Institute of Management Kozhikode, 2008-04-05)
    Villagers have to travel long distances before they can get petroleum products for their farming and transportation purposes.By opening the rural petroleum retail outlets the company was bringing assured petroleum products ...
  • Rural marketing - Understanding the consumer behaviour and decision process 
    Dhumal, Mandar Naresh; Tayade, Avishkar; Khandkar, Ankita (Indian Institute of Management Kozhikode, 2008-04-05)
    The importance of rural market at present competition is to capture market share and consumer loyalty.India is the land of villages. Rural consumer is different from urban consumer in terms of interests,priorities,attitudes, ...
  • Rural Insurance Market: An Opportunity to Tap the Potential 
    Gupta, Santosh Kumar; Ranjan, Rajeev (Indian Institute of Management Kozhikode, 2008-04-05)
    India has been according the highest priority to the uplift of the poor and has, therefore, been introducing various schemes of financing the low-income groups for self-employment through financial institutions (MFIs), ...
  • Rural India- Exploring potential consumer markets 
    Goswami, Rahul; Juneja, Ekta (Indian Institute of Management Kozhikode, 2008-04-05)
    There is a huge potential for MNC and National companies to tap the hitherto neglected processed food market in the rural India.With the expected growth of food sector and huge amount of foreign investment pumping into the ...
  • Rural consumer's behaviour and decision making process for acquiring health care services (An empirical analysis with special reference to Uttar pradesh) 
    Sharma, Vinay; Seth, Piyush (Indian Institute of Management Kozhikode, 2008-04-05)
    This paper along with emphasizing on the urgency of health care needs of the 'Rural Poor' of Uttar Pradesh, the most populous state of India has expressed their willingness and wish for an improved health care system having ...
  • Rural Brand Preference Determinants in India 
    Anand, Sandip; Krishna, Rajneesh (Indian Institute of Management Kozhikode, 2008-04-05)
    This study was done in two Indian states with the objective of exploring the dynamics of branding in rural India. The study was done through sample survey using structured questionnaire. the sample size for the study was 354.
  • Retailer behaviour in Nuagaon block with respect to selected consumer non-durables 
    Kar, Pravat Surya; Das, Ipsita (Indian Institute of Management Kozhikode, 2008-04-05)
    Paper tries to confine the study to the retailer behaviour for consumer non-durables in a specific market.Low end cosmetics, chewing tobacco, writing pen, bathing and washing soaps, candies, batteries, branded biscuits,unbranded ...
  • 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 ...
  • Organizing Local Markets in Vajrapukotturu Mandal 
    Arakal, Jeevan J. (Indian Institute of Management Kozhikode, 2008-04-05)
    This case documents the efforts of the Bapuji Rural Enlightenment and Development Society (BREDS) in Varapukotturu mandal of Srikakulam district, Andhra Pradesh. BREDS is na NGO founded in 1983 and currently works in fouteen ...
  • 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 ...
  • The influence of opinion leaders in rural markets 
    Zacharias, Siby; Salam, Afsal; Jose, M.C.; Kuruvila, Binu; Anand, Denny (Indian Institute of Management Kozhikode, 2008-04-05)
    In rural market, the influence of opinion leaders in decision making and purchasing the product is remarkable.An opinion leader is like a peer group leader in that, this person tends to lead the opinions of a group of ...
  • 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 ...
  • 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.
  • 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 ...

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