A Study of Online Shopping Behaviour of Rural Consumers - Mishra, Sumit;Barik, Bhagabat
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According to a report published by the Internet and Mobile Association of India (IAMAI) and consultancy firm Kantar, there will probably be more internet users in rural India than in urban areas by 2025. In contrast to their urban counterparts, rural consumers still have a relatively low penetration and frequency of internet buying. In many nations, particularly developing ones like India, where they make up 65% of the population and more than half of consumer spending, rural customers represent a sizable and important market segment. The purchasing habits of rural and urban customers differ…mehr

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Produktbeschreibung
According to a report published by the Internet and Mobile Association of India (IAMAI) and consultancy firm Kantar, there will probably be more internet users in rural India than in urban areas by 2025. In contrast to their urban counterparts, rural consumers still have a relatively low penetration and frequency of internet buying. In many nations, particularly developing ones like India, where they make up 65% of the population and more than half of consumer spending, rural customers represent a sizable and important market segment. The purchasing habits of rural and urban customers differ due to a range of factors, including income, occupation, lifestyle, media consumption, social influence, and migration. To fully capitalize on this market, marketers must thus comprehend the shopping habits of rural consumers and adjust their strategy accordingly. The research methodology of this study is descriptive in nature, as it examines the primary factors influencing the online purchase behaviour of rural consumers. To establish a significant presence in rural areas, e-commerce platforms can use the data to develop marketing that is specific to the area & promote community involvement.
Autorenporträt
Dr. Sumit Mishra is a faculty of MBA at NP University, Medininagar having sixteen years of experience in academics and industry as well. Possessing a Ph.D. from ICFAI University Jharkhand, qualified UGC-NET in Management, along with BBA from BIT Mesra & MBA in marketing from University of Pune. Worked at ICICI Bank, HSBC, Indiamart.com, Medall etc.