A Study on Rural Youth's Shopping Preferences towards Mobile Phones and Personal Computers

Gowda, Kavitha R. and Mathews, Soney (2015) A Study on Rural Youth's Shopping Preferences towards Mobile Phones and Personal Computers. The International Journal of Management, 10 (2). pp. 76-83. ISSN 0973-9165

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A major portion of India that lives in villages has undergone a remarkable incremental change in many areas like, improved literacy rates, infrastructure, transportation, increased industrialization, reformed government policies to enhance status and livelihood of villagers. As result of this, even villager's purchasing power has increased, which can be noticed from success stories of FMCG providers for the target rural market. With many technological innovations that have been noticed in the mobile manufacturer and service provider and a need for computer in urban areas, rural youth is not an exception. This study is an attempt to understand the need for computer and mobile phones in rural youth and thus conclude on prospective market for the shopping goods.

Item Type: Article
Uncontrolled Keywords: Mobile Phones, Personal computer, Purchase decision, Rural market, Youth market
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Law, Arts and Social Sciences > School of Business
Depositing User: Unnamed user with email masilah.mansor@newinti.edu.my
Date Deposited: 21 Nov 2016 08:27
Last Modified: 21 Nov 2016 08:27
URI: http://eprints.intimal.edu.my/id/eprint/624

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