Understanding the rural consumer's behaviour in the context of his ecosystem: a telecommunication perspective

Rural markets have always been a challenge for market researchers. Conventional tools applicable in urban areas are not directly adaptable in the rural setting.

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....

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