Socio-economic Classification and its Scope in Crafting Rural Segments


With the liberalization of the Indian Economy in the mid 1990’s, substantial growth has been seen in the rural areas. Rural India which comprises around 70% of the total population of the country has become an emerging area for marketers. This study tries to identify key market variables that can help
in crafting rural market segments. The socio-economic classification (SEC) 2011 which segments the market based on education level and possession of consumer durables. This study examines income as another key market variable together with education in the creation of distinct segments or hybrid segments. It then further identifies important criteria like technical, promotional and social in influencing consumers’ behaviour in the context of the purchase of consumer durables which can thereby help to create segments. The study concludes that the increase in education level has higher
impact than increase in income on the important identified purchase criteria.


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Detail Information

Bagian Informasi
Pernyataan Tanggungjawab
Pengarang Kakati, Rinalini Pathak - Personal Name (Pengarang)
Ahmed, Shazeed - Personal Name (Pengarang)
Edisi Publish
No. Panggil
Subyek segments the market
Klasifikasi
Judul Seri
GMD Text
Bahasa English
Penerbit FE-Universitas Indonesia
Tahun Terbit 2015
Tempat Terbit Jakarta
Deskripsi Fisik p. 119-138, 21 cm
Info Detil Spesifik ASEAN MARKETING JOURNAL Vol.VII - No. 2- 2015


Citation

Kakati, Rinalini Pathak. (2015).Socio-economic Classification and its Scope in Crafting Rural Segments(Publish).Jakarta:FE-Universitas Indonesia

Kakati, Rinalini Pathak.Socio-economic Classification and its Scope in Crafting Rural Segments(Publish).Jakarta:FE-Universitas Indonesia,2015.Text

Kakati, Rinalini Pathak.Socio-economic Classification and its Scope in Crafting Rural Segments(Publish).Jakarta:FE-Universitas Indonesia,2015.Text

Kakati, Rinalini Pathak.Socio-economic Classification and its Scope in Crafting Rural Segments(Publish).Jakarta:FE-Universitas Indonesia,2015.Text

 



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