Comparison of Rural and Urban Consumer Behaviour in Punjab and Chandigarh: An Empirical Study

2002 ◽  
Vol 27 (3) ◽  
pp. 149-176 ◽  
Author(s):  
B.S. Bhatia ◽  
Anupam Bawa
Keyword(s):  
Empirical Study ◽  
Marketing Strategy ◽  
Brand Loyalty ◽  
Consumer Behaviour ◽  
Geographic Region ◽  
Distinctive Features ◽  
Rural Market ◽  
Urban Market ◽  
Rural And Urban

The region of Punjab and Chandigarh does not show the type of differences in consumer behaviour that are normally expected in a rural urban market comparison in India. In fact, the rural market shows more similarities than differences with the urban market. Many of these similarities are in those aspects about which earlier writers had found great differences, e.g. frequency of purchase, type of distribution outlet patronised, brand loyalty, exposure to advertisements, to name but a few. No stark differences in consumer behaviour were found on comparing the rural market with the urban market. The distinctive features of this region, including its prosperity and well connectedness may be responsible for these findings. The findings of this study have a bearing on the marketing strategy that should be designed for geographic region.

Targeting Rural Yoghurt Market: A Way Forward

2012 ◽  
Vol 1 (2) ◽  
pp. 203-209
Author(s):  
P.A.P. Samantha Kumara ◽  
S.A. Buddhika
Keyword(s):  
Sri Lanka ◽  
Consumer Behaviour ◽  
Medium Scale ◽  
Competitive Edge ◽  
Marketing Function ◽  
Rural Market ◽  
Urban Market ◽  
New Entrants

This case describes the marketing practices at Mali, one of the new entrants to the crowded yoghurt market in Sri Lanka. Mali focuses on the rural yoghurt market—a significant market untapped by big players in the yoghurt market. Being a medium-scale enterprise, Nimal, the owner of the Mali, manages the marketing function of the company. So far he has succeeded in the rural market where he focuses on his marketing applications. However, he faces some issues, such as, to what extent he can survive with the existing marketing practices? How can the company address the changes taking place in the consumer behaviour of the rural market? What opportunities are available in the urban market where Mali is about to enter? What lessons can be learned from the applications of marketing practices in a typical rural market? And how the strategic bases of Mali can be affected in long term to get competitive edge in yoghurt market?

Personality Trait Theory and Consumer Behaviour

1978 ◽  
Vol 3 (2) ◽  
pp. 111-120 ◽  
Author(s):  
Ruby Roy Dholakia
Keyword(s):  
Empirical Study ◽  
Physical Properties ◽  
Marketing Strategy ◽  
Personality Trait ◽  
Consumer Behaviour ◽  
Personality Types ◽  
Personality Theory ◽  
Trait Theory ◽  
Psychological Attributes ◽  
Indian Context

An empirical study was conducted to test the relevance of personality trait theory in the Indian context. The objective was to define the scope of personality trait theory for research and marketing strategy by overcoming the limitations of past studies. The findings indicated that differences in brand use could be explained by personality theory under certain conditions. Specifically/ the findings showed that brands which occupied different product positions attracted different personality types. These positions might be created by a combination of physical properties and socio-psychological attributes of the product.

Econometric Analysis of Returns to Education of Rural and Urban Labour Markets Workers in Tamil Nadu

2020 ◽  
pp. 336-344
Keyword(s):  
Wage Inequality ◽  
Tamil Nadu ◽  
Returns To Education ◽  
Labour Markets ◽  
Wage Distribution ◽  
Rural Market ◽  
Rural And Urban ◽  
Rate Of Returns ◽  
Education Groups ◽  
Quantile Regression Method

The objective of this study was to empirically evaluate the returns to education of rural and urban labour markets workers in Tamil Nadu using the IHDS data with appropriate Econometric models. First, the present study estimated the earning functions of the rural and urban market's workers by OLS technique and standard Mincerian earning functions. Secondly, the quantile regression method was also used to examine the evolution of wage inequality. The findings of the study showed that the effects of education and experience on the log of hourly wages were positive, and these coefficients were statistically significant. The returns to education increased with the level of education and differed among the workers of rural and urban labour markets. The results showed that the rates of returns to primary, middle and higher secondary were higher in the urban market, whereas those of secondary and graduation were higher in the rural market. The study revealed that the effect of education was not the same across the rural and urban wage distribution. The rate of returns differed considerably within education groups across different quantiles of the wage distribution.

Cultural influence on brand loyalty of rural consumers in the Indian context

2017 ◽  
Vol 11 (1) ◽  
pp. 60-72 ◽  
Author(s):  
Rashmi Ranjan Parida ◽  
Sangeeta Sahney
Keyword(s):  
Brand Loyalty ◽  
Influencing Factor ◽  
Cultural Factors ◽  
Business Organizations ◽  
Market Strategy ◽  
Content Type ◽  
Four Dimensions ◽  
Rural Market ◽  
Rural Consumers ◽  
The Impact

Purpose The purpose of the study is to develop a scale to identify and measure cultural factors and brand loyalty among rural consumers. The study also seeks to analyze the impact of identified cultural factors on the overall brand loyalty of rural consumers. Design/methodology/approach A questionnaire was developed to measure cultural factors and brand loyalty of rural consumers. Exploratory factor analysis was carried out to identify cultural factors, and a regression analysis was carried out to study the impact of the identified factors on brand loyalty. Findings Four dimensions of culture were identified from the study, i.e. virtuousness, religion, sociability and ethnocentrism. The analysis reveals that virtuousness is the most influencing factor on brand loyalty of rural consumers, followed by sociability and religion. Ethnocentrism was found to have insignificant influence on brand loyalty. Research limitations/implications The Indian rural market is a market of opportunity and unlimited business potential. An understanding of the cultural factors of rural markets and their influence on brand loyalty would help marketers and business organizations build an appropriate market strategy to explore benefits. Originality/value The paper attempts to explore the influence of certain cultural factors on the brand loyalty of Indian rural consumers, which has not been researched extensively. This provides a good insight for all marketers who want to succeed in this market.

Tihar Jail Products – Branding, Distribution and Communication Strategy

2012 ◽  
pp. 1-18
Author(s):  
Dheeraj Sharma
Keyword(s):  
Public Policy ◽  
Marketing Strategy ◽  
Business Strategy ◽  
Consumer Behaviour ◽  
Communication Strategy ◽  
First Year ◽  
Rehabilitation Centre ◽  
Sales Revenue ◽  
Organizational Behaviour ◽  
The World

Tihar Jail (TJ), one of the largest prisons in the world also functions as a reformation and rehabilitation centre. As a part of this effort, it operates a factory and a baking school in its premises. A consultant had been employed by Tihar Jail to find solutions for the stagnation in sales revenue despite marketing quality products and garnering good reviews from customers. This case is suitable for first-year MBA-level course in marketing management as well as for more-focused courses in product marketing strategy, business strategy, consumer behaviour, organizational behaviour, sales and distribution, or public policy.

Sign in / Sign up

Export Citation Format

Share Document