Browsing by Author "Boaz, Akansha"

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    Rural Research Project: Kevchi
    (MICA, 2014) Akella, Pavan; Boaz, Akansha; Raje, Neeraj
    Marketing has evolved in India over the years. Suddenly many brands are shifting their focus to rural India. It is not only an interesting and an untapped market but also poses huge numbers and hence interests the brands. Since Rural Marketing is in its nascent stage, brands want to enjoy the first mover advantage and capture the territory and create a brand loyalty by taking over the mind space of the rural consumer before other brands come in. However, most of the companies also realise that it is not an easy market and is extreme diverse. The landscape, the language, the socio-cultural behaviour are varied and difficult to understand. Hence, a lot of research is being carried out in this areas to understand the psyche of the rural consumer. Understand the rural consumer and their lifestyle.  Find out the factors that affect their behaviour and decisions, Understand their consumption patterns of brands and media.