Consumer Behaviour and Rural Marketing in India - Hardcover

Agrawal, Meenu

Hardcover

ISBN 10: 8177082159 ISBN 13: 9788177082159

Verlag: New Century Publications, 2009

Inhaltsangabe

The ultimate objective of all production is consumption. A free market economy provides freedom to the consumers to buy and consume goods of their choice. The buying preferences of consumers send signals to producers to produce various commodities in required quantities. Producers, therefore, produces only those commodities which are desired by the consumers. In India, consumer behavior has changed in recent years owing to enhanced awareness, information technology, and, more importantly, governmental intervention through legislations. India's rural consumers account for about 73 percent of the total consumers. In recent years, the lifestyle of a large number of rural consumers in India has changed dramatically and continues to do so. The buying behavior of the rural consumers is influenced by several factors, such as socio-economic conditions, cultural environment, literacy level, occupation, geographical location, efforts on the part of sellers, exposure to the media, etc. This book examines the buying behavior of India's rural masses and the diverse factors which influence their choices. The work is useful for understanding the Indian rural consumer psyche in order to formulate an appropriate marketing strategy.

Über diesen Titel

Über die Autorin bzw. den Autor

Dr. Meenu Agrawal is Principal, Ginni Devi Modi Girls (Post-graduate) College, Modinagar and also Associate Professor and Head, Department of Economics in the same college. She obtained her Ph.D. degree from Ch. Charan Singh University, Meerut in 1991. She specialises in the areas of consumer behaviour, rural development and women empowerment. With more than 32 years of teaching experience and 24 years of research experience, she has authored 21 books and co-authored 6 books in areas of her specialisation. Dr. Agrawal has published 70 research papers in journals and magazines of repute. She has also contributed and presented papers at national and international seminars. She has also organized 8 national seminars, sponsored by the University Grants Commission (UGC), New Delhi and the Indian Council of Social Science Research (ICSSR), New Delhi.

Details zur Ausgabe

• Verlag: New Century Publications
• Erscheinungsdatum: 2009
• Sprache: Englisch
• ISBN 10: 8177082159
• ISBN 13: 9788177082159
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 200
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: eucomply OÜ; hello@eucompliancepartner.com; ; Pärnu mnt 139b-14; Tallinn; 11317; Estland