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OverviewAccording to 2011 census, rural population was 68.8 percent of the total population of India. The rural population is scattered across 6 lakh villages. Ministry of Rural Development (MoRD), Government of India, is the nodal agency for rural development in India. It co-ordinates, implements and funds schemes which aim at ensuring that the fruits of economic development reach the villages and the common man. Marketing is the most important function for the success of any business organisation. Therefore, marketers have learnt new techniques and have become more creative. In India, rural consumers behaviour is not always rational on account of their illiteracy, ignorance, and poverty. While buying goods and services, they are influenced mostly by personal, traditional and psychological factors. In addition, their behaviour is also guided by those needs which are not satisfied as yet. On account of these drawbacks, they suffer heavily, and this situation can be remedied only through education and awareness. The present age is the age of advertisements and their impact on consumer education and behaviour is profound. Advertisements guide the consumers in selection of goods and services, which they use in their daily life. Though the outlook of rural consumers is still largely traditional yet advertisements and aggressive marketing in recent years have affected their buying behaviour considerably. The present book highlights the characteristics of rural consumers in India, their buying behaviour and problems. It has also examined the barriers in rural consumer education and the steps taken by public authorities to promote awareness among rural consumers. Full Product DetailsAuthor: Dr Meenu AgrawalPublisher: New Century Publications Imprint: New Century Publications Dimensions: Width: 14.50cm , Height: 2.00cm , Length: 23.00cm Weight: 0.452kg ISBN: 9788177084276ISBN 10: 8177084275 Pages: 188 Publication Date: 12 August 2016 Audience: General/trade , General Format: Hardback Publisher's Status: Active Availability: In stock  We have confirmation that this item is in stock with the supplier. It will be ordered in for you and dispatched immediately. Table of ContentsRural Consumer Behaviour; Rural Marketing; Rural Consumers & Advertising: Global & Indian Experiences; Consumer Behaviour: Conceptual Perspective; Problems of Rural Consumers; Determinants of Buying Behaviour; Advertising & Brand Building; Consumer Protection & Education; Competition Policy & Consumers; Appendix: Rural Consumer Behaviour and Advertising: A Case Study Bibliography; Index.ReviewsAuthor InformationDr. 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. Tab Content 6Author Website:Countries AvailableAll regions |
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