"Sociological Aspects of
Rural Markets: A study of Selected Electronic Durables in a
The focus was on the variables, which influence
rural consumers and reasons for differential, purchasing aspirations of rural population
for different consumer electronic products. Attempt was made to analyze the
understanding of rural social structure that underlies rural marketing
strategies and the ways in which social systems and hierarchies are reinforced/changed by these strategies with particular
reference to social values. The study explored the underlying factors of media
influence, which determines the material interests of the rural community.