Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-May10-Article5-Consumer Perception Towards Different Media Options:An Empirical Study of Rural v/s Urban Perspective
- Price : 80.00
- Published on May 1, 2010
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Indian media market is one of the largest in the world by virtue of its reach, access and business potential. This volatile industry has made several changes in its performance model to achieve success in an unprecedented competitiveness. Indian newspapers have grown steadily along with the other media. The Internet, which was once assumed to eat away newspapers, has not been able to affect the newspaper business till date. The socio-economic fabric of India, which is so different, makes room for sustenance of all forms of media. Media amalgamation and interdependence are at the root of success of media industry. This paper analyzes the different factors that affect the choice and preferences of media vehicles in rural and urban consumers. The research also emphasizes on the fact that how important the media is in consumer’s consumer's buying decision process. that is surging ahead is the credit cards industry. Today, the Indian population feels that a wallet without a card is empty. During the last one decade, there has been an exponential growth in the issue of credit cards and their usage.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.