Reaching out to the rural consumers through haats: a study in Karnataka

Sathyanarayana, S. and Suresh, B. H. (2017) Reaching out to the rural consumers through haats: a study in Karnataka. International Journal of Business and Management Invention, 6 (1). pp. 55-64. ISSN 2319-8028

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The oldest of all marketing channels in rural India is the haat, which has survived the rigorous of modern day marketing. Offering a wide range of products and services to rural consumers clustered around its location. They are also referred to as the mobile supermarkets of rural India. In spite of the development of permanent shops, these temporary markets play a vital role in the rural economy. The current empirical study reaching out the rural consumers through haats has been undertaken with an intention to understand the rural consumers buying pattern and behavior in rural haats. In order to realise the stated objectives a structured questionnaire has been prepared and pre-tested and administered on the 1,600 respondents. The validity of the questionnaire was adjudged, using Cronbach's coefficient (a). The values of a in this study for the framed questions were found to be 0.736, 0.805, 0.765 etc, giving an average value of 0.768. The collected data has been collated by SPSS software. Various statistical tools have been extensively used for the analysis of the collected data. We found a significant relationship between the demographic factors with bargaining habits of the rural consumers except gender of the respondents. Based on the analysis of the study a brief summary of findings have been made and a meaningful conclusion have been drawn. Finally the results have been compared with the possible evidence.

Item Type: Article
Divisions: Department of > Business Administrations
Depositing User: C Swapna Library Assistant
Date Deposited: 26 Jun 2019 06:34
Last Modified: 26 Jun 2019 06:34

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