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Rural Consumer Purchase Behaviour Towards Mobile Phone with Special Reference to Mandya District, Karnataka

Journal of Rural and Industrial Development

Volume 6 Issue 1

Published: 2018
Author(s) Name: Kavitha R. Gowda, K. S. Gopalakrishna | Author(s) Affiliation: Assistant Professor, Department of Management, CMS Business School, Bangalore, Karnataka, India.
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Abstract

India lives in villages! Rural India is a significant market as 68-70% of India lives in villages. Starting from the Father of Nation to industrialists, it has been predicted and noticed that the future of India lies in its villages. Many marketers (HUL, Dabur, LG, Chik Shampoo, Hero Honda, Mahindra, etc.) have made revenue of 35-45% from rural market1. Today, mobile phones are more than voice communication and have become most important and integral part of life due to various advantages in one product such as - alarm, radio, watching movie/videos, speaking, Whatsapp, access to Facebook, mails, information search, video call, etc. India being big in population and growing economy, with greater population living in villages with improved literacy rates, TV penetration, improved infrastructure, governments and industrialists schemes to improve and tap rural market, is thus a potential market for mobiles too. Rural market being a significant part of Indian economy, and telecom being a fastest growing sector, this paper focuses on understanding the buying behaviour of rural consumers towards mobile phones from the rural consumers of two villages of Mandya district in Karnataka.

Keywords: Acceptability, Affordability, Availability, Awareness, Rural Market

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