Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Comparative analysis of rural consumers purchase behavior towards mobile phone in Karnataka Description An account of the resource 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. Creator An entity primarily responsible for making the resource Gowda K.R.; Kiran G. Source A related resource from which the described resource is derived International Journal of Advanced Science and Technology, Vol-28, No. 16, pp. 1263-1273. Publisher An entity responsible for making the resource available Science and Engineering Research Support Society Date A point or period of time associated with an event in the lifecycle of the resource 2019-01-01 Identifier An unambiguous reference to the resource within a given context <a href="" target="_blank" rel="noreferrer noopener"></a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85081190234&amp;partnerID=40&amp;md5=f81e3469fdccb8907eecdba4b7a199dd" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85081190234&amp;partnerID=40&amp;md5=f81e3469fdccb8907eecdba4b7a199dd</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 20054238 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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