Rural consumer preference for mobile phone with reference to villages of Kolar District, Karnataka
Keywords:
rural & urban consumers, literacy rate, telecom industryAbstract
In this era of globalization, marketers have not just focused on serving urban consumers profitably, but are also focusing at rural markets due to success of HUL, LG, Dabur, ITC, Chick Shampoo and many more brands in FMCG. These brands were successful very early in 2005 by focusing on just 10,000 villages on a total of over 6,30,000 villages. Now, Indian rural market is more potential market due to improved literacy rates and high TV penetration. Indian rural literacy rate is 71% as on 2015, while 86% is the literacy rate of Urban India (The Economic Times of India, 30th June, 2015). Indian rural market is a potential market due to improved literacy rate, improved purchasing power, and better infrastructure. Mobile as a product for communication has become most essential product for rural consumers. There is a change in Indian Telecom industry compared to past 10 years. According to Gartner report, after China, India would be fastest growing mobile telephony market in Asia Pacific. The companies need to make proper assessment while marketing for the rural India and hence the need to understand the value of unique marketing mix in retailing for rural areas which again is not uniform based on geography, infrastructure, etc. This research is an attempt to understand buying behavior of rural consumers of Kolar district.
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