Differences in Perception of Value between Urban and Rural Consumers

dc.contributor.author	Velayudhan, Sanal Kumar
dc.date.accessioned	2016-05-27T10:24:49Z
dc.date.available	2016-05-27T10:24:49Z
dc.date.issued	2013
dc.identifier.uri	http://hdl.handle.net/2259/738
dc.description	1 Professor, Indian Institute of Management Kozhikode, IIMK Campus	en_US
dc.description.abstract	The study examines the differences in perception of value between urban and rural consumers .The perceived value is grouped as functional/instrumental, symbolic/expressive and costs/sacrifice. The differences are expected because of the cultural aspect of acquisitiveness and the habit of frugality of rural consumers. The differences in perceived value can arise between urban and rural consumers also because of income variations and social class with larger percentage of the rural consumers having lower income and therefore having cost/sacrifice as the dominant value. A cross-sectional survey of 127 buyers of toilet soap is carried out to examine the identified research issues	en_US
dc.language.iso	en	en_US
dc.publisher	Indian Institute of Management Kozhikode	en_US
dc.relation.ispartofseries	;IIMK/WPS/118/MKTG/2013/04
dc.subject	Rural	en_US
dc.subject	Urban	en_US
dc.subject	Value	en_US
dc.subject	Functional	en_US
dc.subject	Expressive	en_US
dc.subject	Cost	en_US
dc.subject	Culture	en_US
dc.subject	Social Class	en_US
dc.title	Differences in Perception of Value between Urban and Rural Consumers	en_US
dc.type	Working Paper	en_US