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Consumer Buying Behaviour In Rural India

Rs. 2,500.00



Introduction:
The success or failure in any business depends upon the behaviour of the end-user or consumer who finally uses the product or any service. It enables the manufacturer to know which products have been positively accepted in the market and which ones need changes so as to suit the consumers better. Not only is it critical to the manufacturer but also to all the intermediaries involved in transferring the product to the ultimate user. Thus understanding the consumer behaviour helps in identifying the weak points and also reflects the positive aspects of any business.

So how can we define consumer behaviour? It refers to the acts of individuals directly involved in obtaining goods and services and includes decision process that involves a purchase.

Sciffman and Karuk state that consumer behaviour is the behaviour that consumers display in searching for purchase, using and evaluating products, services and ideas which they expect will satisfy their needs.

It is the behaviour of the consumer which impacts their decision to purchase or not purchase the product. Depending on their decision and their usage, an organization decides which products to manufacture and to continue. The positioning of the product depends on the consumption of the product and this behaviour of consumers may be related to any kind of products or services.

Consumer behavior in the rural market is even more perplexing because of a singular lack of consistency in groups which are homogeneous in parameters of demographics- Age, occupation, education and income. Most marketers realize that India is on the cusp of momentous change. The economy is vibrant, incomes are rising & the habits, preferences & attitude are changing rapidly. But no where is it more evident than in rural India. There is, thus an emerging need to build expertise in rural marketing. There are three challenges that rural marketers must overcome. The first of this is the challenges of reach-markets in the rural India that are small & scattered making them inaccessible & unreliable or both. But this problem is not new & many companies let it hamper them unduly even as others overcome it with innovation. The next challenge is to ensure that the consumers are aware of your brand and want it. The third challenge in RM is influence.

Number of Pages of Project Report: 73
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
EXECUTIVE SUMMARY
CHAPTER 1: INTRODUCTION
CHAPTER 2: THEORETICAL FRAMEWORK
CHAPTER 3: LITERATURE REVIEW
CHAPTER 4: RESEARCH METHODOLOGY
RESEARCH DESIGN
SAMPLE DESIGN
SAMPLE SIZE
RESEARCH PERIOD
RESEARCH INSTRUMENT
HYPOTHESES
DATA COLLECTION
DATA ANALYSIS TECHNIQUES
CHAPTER 5: DATA ANALYSIS AND INTERPRETATION
FINDINGS
LIMITATIONS
RECOMMENDATION
CONCLUSION
BIBLIOGRAPHY
APPENDIX: QUESTIONNAIRE

 


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