Rural marketing: opportunities and challenges -- Environment and profile of the rural market -- Rural consumer -- Researching rural markets -- Saga of rural market segmentation: segmentation, aggregation, and affordability -- Positioning for value -- Value creation through innovation and product...

Purpose – This study aims to examine empirically how consumers' attitude towards retail stores gets affected by situational, consumer, store and product characteristic variables when they face out‐of‐stock situations. Design/methodology/approach – Survey method for data collection was...

This highly practical and informative book provides unique insights into the essential. features of rural markets in India as well as challenges posed by the rural consumer. Retaining the managerial perspective of the first edition, this second edition. has been thoroughly revised and expanded,...

Purpose – The study seeks to understand the influences on the prevalence of rural retailing institution of periodic markets. It examines the influence of access to and population of the location on the performance of periodic markets and their effect on the competition between periodic markets...

Sainand beedis was a small business that produced and sold beedis, which was a leaf wrapped tobacco product used for smoking. Sainand Beedis served parts of a district in the southern state of Andhra Pradesh in India. The competition for the firm was from strong regional brands. The firm offered...

Crane Supari was a leading brand of betel nut pieces in South India. Crane Supari was perceived as a quality brand and was well accepted in urban areas, but this was not true in rural areas where the smaller brands dominated. The smaller brands had both effective and efficient distribution in...

Purpose The purpose of this paper is to examine the influences of parent brand characteristics and brand-extension fit on attitude towards the extension in the context of services-to-goods (SG) brand extension compared with services-to-services (SS) brand extension. Design/methodology/approach A...