摘要:本文是一篇留学生发展中国家市场分析assignment,直到最近,被视为无谓的印度经济的趋势表明,印度农村市场的增长速度高于城市(费沙,2007年,班纳吉和Sangameshwaran,2009年)。这样的增长已经导致了农村和城市市场是否正在变得均匀(Vijayraghavan和Phillip,2005)的辩论。
(13). Figures in brackets indicate the number of executives who expressed their representation of rural markets for the respective item. These dimensions of rural market are similar to what literature on rurality has broadly suggested. In literature, there is consensus that rural has three broad dimensions viz., ecological, occupational, socio-cultural (Redfield, 1947, Bealer et al, 1965, Miller and Luloff, 1981, Jacob and Luloff, 1995, Friedland, 2002).
Based on the content analysis and review of literature; 33 items were developed initially. Six academic and research scholars were involved in the item reduction process. Nine items were removed in the first round and 11 items were removed in second round of item reduction, thus resulting into 13 item scale to measure perceived rurality in rural markets. Each of the items is measured on a five point Likert like scales ranging from strongly agree (5) to strongly disagree (1). An item to measure overall perceived rurality in rural markets is asked on a similar scale.
In the international marketing literature, product adaptation is identified by different product elements like design and features (Ward, 1973, Sorenson and Wiechmann, 1975, Hill and Still, 1984, Baalbaki and Malhotra, 1995, Leonedou, 1996, Chandrasekaran, 2000, Lagas et al, 2008), packaging and labelling (Ward, 1973, Sorenson and Wiechmann, 1975, Hill and Still, 1984, Leonidou, 1996, Chandrasekaran, 2000, Lagas et al, 2008) and brand name (Leonidou, 1996, Alashban et al, 2001, Lagas et al., 2008). From literature review and the outcomes of pilot study; four elements of product were identified to measure product adaptation in rural markets viz. Size /Amount, Features and Constituents, Brand Name, Packaging and Labelling. These four elements were converted into four items measured on a five point rating scale ranging from very substantial (4) to none (0). An item measuring overall adaptation of the product in rural markets was included and measured on a similar five point scale.
In the third stage; survey method was employed. Four product categories were identified on the basis of their adaptability and representation from various product types. Multi -product categories were chosen because focusing on a single product category would have severely limited the sample size and also the generalisability of the study. Product categories identified for the study include; pharmaceuticals, banking, insurance, hair care (oil and shampoo), and television. Organisations were chosen on the basis of two criteria. Firstly, organisations should have marketed their product in rural markets atleast for the past two years. Two years is considered because; the time period would have possibility given the organisation to understand the rural markets. Secondly, organisations should have direct rural market presence.
Local offices in Andhra Pradesh of each of the organisations listed in the BSNL Telephone Directory and Yellow pages, Hyderabad Edition under the product categories are randomly contacted over phone to verify for the above two criteria. In total, 63 out of 75 organisations contacted were considered for the study from which 204 executives participated in the survey. Details of sample are given in Table – 1.
As suggested by Bagozzi and Yi (1991), respondents from more than one managerial level were chosen so as to increase the validity of the study. From every o
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