A Textbook On Rural Consumer Behaviour In India - A Study Of Fmcgs

This book presents a comprehensive coverage of the subject with examples from the Indian scenario. The book analyses rural consumer consumption patterns and brand preferences, shifting of brands and reasons for brand shifting, different types of rural markets, mode of purchase, frequency of buying, distance travelled for purchase and store patronage and stresses on consumer decision-making and clearly explains the five stages of problem recognition, information search, evaluation of alternatives, purchase and post-purchase behaviour. It also explains levels of satisfaction with regard to various practices adopted by the marketers and consumerism in rural areas.

Table Of Contents :
1. Introduction
2. Rural Consumer Behariou-An Overview
3. Rural Concumer-A Profile and Consumption Patterns
4. Rural Consumer Buying Behaviour
5. Rural Consumer-Post-Purchase Behaviour Consumerism
6. Conclusion and Suggestions
Bibliography
About Author :
Dr. A. Sarangapani has been teaching and guiding research in various aspects of marketing for the last fifteen years. He has presented the papers in national and international seminars and published twenty six articles in reputed organizations. He has authored four books-Industrial organization and Management, Banking Financial System, Business Correspondence and Report Writing, and Industrial Relations. He has been awarded Ph.D. from Kakatiya University, Warangal.

Presently he is working as an Associate Professor in the faculty of Master of Business Administration, at Alluri Institute of Management Sciences, Warangal, Andhra Pradesh.URC-9373