Rural consumer preference for mobile phone with reference to villages of Kolar District, Karnataka

Authors

  • Dr.Kavitha R Gowda Assistant Professor, Department of Marketing, Institute of Management, Christ Deemed-to-be University, Kengeri Campus, India.
  • Dr.R.Satish Kumar Dean-Research & International Relations, India
  • Dr. K. S. Gopala Krishna Associate Professor, Department of Commerce, BES Evening College, Jayanagar, Bangalore, India

Keywords:

rural & urban consumers, literacy rate, telecom industry

Abstract

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.

References

Aniruddha Akarte, dr. Amishi Arora, (2012). Indian telecom market in transitive economy:A comparative study on buying behavior of rural and urban buyers on mobile phones, ZENITH International Journal of Business Economies & Management research, Vol.2, Issue 6, June 2012, ISSN 2249-8826.

Balaji Sathya Narayanan (2007). Rural Marketing the road for sustainable growth. Marketing Mastermind, 8(5), 22-24

bitstream/2259/465/1/RM53.pdf

Dr. Kanakaiah Madasi and Ch. Raghupataiah (2014). Buying Behavior towards mobile phone: A comparative analysis of rural and urban consumers, Journal of commerce and management thought, Vol.V-1, pp119-135

Dr. M. Malathy, (February 2015). Consumer Buying Behavior pattern towards the choice and usage of mobile phone in Chennai City–an empirical study, Asian Journal of Research in Business economics and Management, Vol.5, No.2, , pp 82-91, ISSN 2249 - 7307

Dr. Pratyush tripathi & Prof. Satish Kr. Singh (Sept. 2012). Consumer Behavior towards the preference and usage of mobile phones service in Bhopal, Current trends in technology and sciences, volume1, Issue2, ISSN 2279-0535

Dr. R.S. Mishra (2014). Mobile phone usage patterns among Indian consumer, Asian Journal of Management Science, 02(03), 116-119

Dr. Sathya Swaroop Debashish and Dr. Nabaghan mallick (March 2015). Consumer Behaviour towards mobile phone handsets-a study in Odisha, International Journal of science, Technology & Management, Vol 4, Special Issue No.1.

Erda, C. V. (2008). A comparitive study on buying behaviour of rural and urban consumer on mobile phone in Jamnagar district. Available at- http://dspace.iimk.ac.in/

Indian Telecom Growth Story: From 10M to 900M Subscribers In 10Yrs, http://trak.in/tags/business/2007/06/19/ indian-telecommunication-story-from-10-million-to-150-million-mobile-subscribers-in-5-years/

Kashyap Pradeep (2012). 2e, Rural Marketing, Pearson, Delhi.

Mesay sata, (2013). Factors affecting consumer buying behavior of mobile phone devices, Mediterranean Journal of Social Sciences, MCSER Publishing: Rome-Italy, Vol4, No.12, Oct 2013, ISSN 2039-9340

Mridanish Jha (2013). A comparative study of the buying behavior of rural and urban consumers towards mobile phone in Bihar, International Journal of Advanced Research in Management and Social Sciences, Vol2., No.4, April 2013, ISSN: 2278-6236

Ratika Rastogi and Sonia Chaudhary (2012). Psychology and Buying Behaviour of Rural Consumers with Special Reference to Television, Washing Machine and Refrigerator in the Rural Areas of Meerut Region, Indian Journal of Trade and Commerce, IIARTC, July-December 2012, Vol1., No.2, pp 249-259, ISSN 2277-5811.

Saurabh S.desai and S.K.Sharma, (2015). A study of consumer behavior exhibited by the college-going students, in purchasing mobile handset; with special reference to Pune region, PARIPEX-indian Journal of Research, Vol.4, Issue 4, April 2015, ISSN – 2250-1991.

Shweta (2016). Buying Behavior of rural consumers and their psychology with special reference to mobile, International Journal of research in finance and Marketing, Jan 2016, Vol.6, Issue 1, ISSN 2231-5985.

Tao Sun and Guohua Wu, (2004). Consumption pattern of Chinese urban and rural, Journal of consumer marketing, Vol.21, No.4,, 21, 4/5, ABI/INFORM, Global pg 245

Downloads

Published

29-09-2021

How to Cite

Dr.Kavitha R Gowda, Dr.R.Satish Kumar, & Dr. K. S. Gopala Krishna. (2021). Rural consumer preference for mobile phone with reference to villages of Kolar District, Karnataka. International Journal of Management Studies (IJMS), 6(Spl Issue 2), 16–26. Retrieved from https://researchersworld.com/index.php/ijms/article/view/1196

Issue

Section

Articles