Factors affecting the selection of a product (focus on rural consumers of uttarakhand)
Published: 2011
Author(s) Name: Dr. Manoj Bisht, Dr. Kailash Saklani, Dr. Swati Anand
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Abstract
The rural India offers a tremendous market potential.
Rural markets are the new markets, which are
opening up for both durable and non-durable
products. Companies that have expanded in these
areas found that, they are able toward off
competition, generate a new demand and in turn,
increase their sales or profits. Long-term perspective
of marketing planning with modern approach is
essential for their future growth. The Indian rural
market is a goldmine, which needs to be explored.
Rural consumers behaviour needs to be understood
and products specially designed to suit the rural
lifestyle. The academia and the industry have to come
together and explore the opportunities that lie within
the hinterland. Therefore, keeping in view of above
scenario, present study is an attempt to find out
affecting factors of product selection for consumer
durables in rural areas of Uttarakhand.
Keywords: Products Selection, Affecting Factors, Rural Consumers
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