Browsing by Author "Kapoor, Varun"

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    Analysis of causes for the differential adoption of international apparel brand in India
    (Mudra Institute of Communications, Ahmedabad, 2009) Kapoor, Varun; Atul Tandan
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    Rural Research Project: Chhallal, Katagla
    (MICA, 2008) Naithani, Deepti; Morparia, Divya; Matthai, Johann; Narula, Shravan; Kapoor, Varun
    Today’s rural India is well aware of the products and brands and have begun to ask for specific brands. Rural India has begun to adopt, albeit slowly for some marketers, the ways of urban living. With the urban markets slowly inching towards saturation, brand marketers have started to look at rural India for growth and size. The penetration of media in Rural India is relatively different from that in Urban India. Television continues to be the medium with the highest reach, but penetrates only 38 per cent of the huge rural population in the country. Radio overtakes print in rural India and becomes the medium with the second most reach. Radio reaches 18 per cent of the rural population. The penetration of print is 15 per cent. Cinema, like in urban India, has the lowest reach in rural India – it reaches a mere 5 per cent of the rural population.