Comparative analysis of rural consumers purchase behavior towards mobile phone in Karnataka

Title

Comparative analysis of rural consumers purchase behavior towards mobile phone in Karnataka

Creator

Gowda K.R.; Kiran G.

Description

Indian urban market is getting saturated for many products. Thus, due to success of brands like Chik shampoo, Project Shakti, LG, Dabur, HLL (then2005), many marketers are now expanding their product offerings to rural markets as well. Also, since major part of India living in villages (around 70%) are now more improved due to increased literacy, TV penetration and improved affordability is a reason for marketers to expand. Of the research conducted on rural India, majority was either on understanding rural consumers on price, quality, brand, function and style or comparing rural consumers over urban consumers on buying behavior. This research focused on comparing rural consumers of two different districts on age, brand and opinion leaders role on influencing the rural preference towards mobile phone. The research focused on understanding the buying behavior of two villages, Keelara and Alekere of Mandya and two villages, Araleri and medahatti of Kolar with reference to mobile phone. 2019 SERSC.

Source

International Journal of Advanced Science and Technology, Vol-28, No. 16, pp. 1263-1273.

Date

2019-01-01

Publisher

Science and Engineering Research Support Society

Coverage

Gowda K.R., Department of Marketing, Institute of Management, Christ Deemed-to-be University, Bangalore, India; Kiran G., Department of Marketing, Welingkar Institute of Management and Development, Bangalore, India

Rights

Restricted Access

Relation

ISSN: 20054238

Format

Online

Language

English

Type

Article

Identifier

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85081190234&partnerID=40&md5=f81e3469fdccb8907eecdba4b7a199dd