Rural Consumer Behavior

In: Business and Management

Submitted By ani091190
Words 4149
Pages 17
Reaching out to Rural
India: A Study of
Consumer Durable

Anirudh Sharma

A Management Project Report
On

Reaching out to Rural India:
A Study on Consumer Durable

PREPARED FOR

Prof. Dhananjay Singh
MARKETING
INSTITUTE OF MANAGEMENT TECHNOLOGY
HYDERABAD

BY
ANIRUDH SHARMA
STUDENT
INSTITUTE OF MANAGEMENT TECHNOLOGY
15st Oct. 2015

1

ACKNOWLEDGEMENT

I would like to thank my faculty guide Prof. Dhananjay Singh for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project.
My sincere thanks to all the rural respondents’ family who take out there time and help me in understanding their buying behaviour. This enabled me to study buying behaviour of rural consumer towards consumer durable products.
I would also like to express our gratitude to all the retail store owners who take out time from there busy schedule and answered my questions and help me in providing data and their knowledge about the research.

TABLE OF CONTENTS

S.No.

Topic

Page no.

1

Introduction

4

2

Consumer durable industry in India

5

3

Major players

6

4

Strategies implemented by some companies

6

5

Distribution channel

6

Objective

7

Literature review

8

Research methodology

9

Analysis

10

Conclusion

15

11

Bibliography

16

8-9
9
10-11
11
12-14

3

Reaching Out to Rural India – A Study of Consumer Durable

Introduction
In past few years, rural markets have acquired significance, as the overall growth of the economy has resulted into massive increase in the purchasing power of the rural communities. The rural areas are consuming a large quantity of industrial and urban manufactured products.
Census India defines “rural as any habitation having a population…...

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