CB Final - Urban vs Rural Consumer Behaviour Group 8...

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Urban vs Rural Consumer Behaviour Abhinav Unnikrishnan A060 Aashay Bhosle B011 Anish Varghese B065 Anil Kumar C038 Shashank Easwaran E013 Satyajit Hoskote E019 Group 8
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General Elections 2014- BJP’s best performing ad in Urban Regions
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General Elections 2014- BJP’s best performing ad in Rural Regions
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Difference between Urban and Rural Markets Definition of Rural area : A population of less than 5,000 Density of population less than 400 per sq km > 25% of the male working population engaged in agricultural pursuits Definition of Urban area: A population of more than 5,000 Density of population greater than 400 per sq km At least 75% of the male working population engaged in non agricultural pursuits
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Difference between Urban and Rural Markets Marketing efforts differ in Urban and Rural markets because of differences in: Population Income level Education Infrastructure Lifestyle Product awareness Product adoption Price Sensitivity
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Analyzing the Urban-Rural Divide Individualism vs Collectivism Using Hofstede’s Dimensions Urban Rural Study in Guntur- H0: There is no difference among urban and rural consumers regarding the influence of TV advertisements that affects their buying behaviour. H2: There is a significant difference among urban and rural consumers regarding the influence of TV advertisements that affects their buying behaviour Dependent Variable Urban Rural T-Value LoS Family members collectively 2.83 3.80 -7.010 .000
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