Rural Indians' Perceptions of Brands Based on Ethics in Advertising

ISBN-13: 9783659139086 / Angielski / Miękka / 2012 / 60 str.

Anita Gupta

Opis

Advertising as well as Marketing to the rural consumers is an altogether different ballgame. Here, life of the people revolves around traditional or cultural beliefs and values rather than on rationality and pragmatism. No wonder then, that customer perception of brands here plays a pivotal role in customerspurchase decision-making for various product categories and hence understanding that has significant relevance for marketers. Ethics in advertisements play a very important role in forming and molding the customer perception for their brands.Not much research was carried out earlier on the impact of ethics in advertisements on the customers perception of brands in the context of rural India. This book is an attempt to fill that knowledge gap. It is based on a research conducted in rural areas of Uttar Pradesh-the biggest state in India in terms of the population. It was thought useful to come up with the outcome of a research on the issue of customer perception of brands based on ethics on advertising which carries a huge significance in the world of Marketing.

O autorze

I specialize in Marketing and have 8 years of experience in teaching and research. Presently, I am a PhD scholar at Symbiosis International University, Pune.My research interest is in the field of Rural MarketingI have worked at reputed institutes like Indian Institute of Management Ahmedabad, Symbiosis and IBS.I am currently residing in Mumbai.