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 ...

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 ...

The study has been conducted to understand source characteristics in terms of the effect of the endorser expertise (Pornpitakpan 2004).

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 ...

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 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 ...

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 ...

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The journey of marketers to the rural markets has been one of surmounting one hurdle after another. These include the 4As-availability, affordability, acceptance and awareness. Adapting themselves to the rural atmosphere, ...