Comprehending rural market environment

Review

Savanam Chandra Sekhar
School of Managements Studies, Jawaharlal Nehru Technological University Kakinada, Kakinada, East Godavari District, PIN ? 533 003, Andhra Pradesh, India; Department of Business Administration, St. Ann?s College of Engineering and Technology, Chirala, Vetapalem ? 523 187, Prakasam District, Andhra Pradesh, India.
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R. Padmaja
Department of Business Management, Krishna University, Machilipatnam ? 521 001, Krishna District, Andhra Pradesh, India.
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References

Aarati K (2014). Over from Rural Folk to the City-dwellers. The Business Line.

BL Bureau (2012). Rural Indian outpace urbanites in spending growth: Crisil study. The Business Line.

Ramkishen Y (2005). New Perspectives in Rural & Agricultural Marketing. Mumbai: Jaico Publishing House.

Rashmi P (2014). Shopping drought ahead. The Business Line.

Sarangapani A (2008). A Textbook on Rural Consumer Behaviour in India – A Study of FMCGs. New Delhi: University Science Press.

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