Understanding the rural consumer’s behaviour in the context of his ecosystem: a telecommunication perspective
Saroj Kumar Mohanta
MART
Abhishek Mishra and Satya Dash
Indian Institute of Management Lucknow
Introduction
The rural population, often considered as a homogeneous mass by marketers, is heterogeneous not only by its economic capacity but also by its occupation. The consumption capabilities of these households vary for different product categories, and this includes mobile phone ownership and usage. The critical variation in the rural population is occupation, where 70% of the households are engaged in agriculture but only about 40% own cultivable land....