AN EMPIRICAL STUDY ON RURAL BUYERS' PERCEPTION TOWARDS SELECTED BRANDS OF CONTRACEPTIVES (WITH REFERENCE TO RURAL AREAS OF UJJAIN DISTRICT)

The biggest problem in the fast growth Indian economy is country's growing population. With a population of over a billion, India needs an inclusive family planning program and awareness campaign towards the use of contraceptives. The use of appropriate contraceptive product reduces the probability of a pregnancy occurring due to sexual intercourse. Marketing of contraceptives to rural buyers is not only a challenge to the marketers but to the manufacturers, communicators, national planners, NGOs, health and family planning institutions and economists as well. Hence, it is very imperative to understand the various aspects of selected rural areas and consumption pattern for such a fast growing market i.e. Contraceptives and rural buyers' perception towards such products.