Artikel Jurnal :: Kembali

Artikel Jurnal :: Kembali

Socio-economic Classification and its Scope in Crafting Rural Segments

Rinalini Pathak Kakati : Shazeed Ahmed; (Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2015)

 Abstrak

With the liberalization of the Indian Economy in the mid 1990’s, substantial growth has been seen
in the rural areas. Rural India which comprises around 70% of the total population of the country has
become an emerging area for marketers. This study tries to identify key market variables that can help
in crafting rural market segments. The socio-economic classification (SEC) 2011 which segments
the market based on education level and possession of consumer durables. This study examines
income as another key market variable together with education in the creation of distinct segments
or hybrid segments. It then further identifies important criteria like technical, promotional and social
in influencing consumers’ behaviour in the context of the purchase of consumer durables which can
thereby help to create segments. The study concludes that the increase in education level has higher
impact than increase in income on the important identified purchase criteria.

 Metadata

Jenis Koleksi : Artikel Jurnal
No. Panggil : pdf
Entri utama-Nama orang :
Subjek :
Penerbitan : [Place of publication not identified]: Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2015
Sumber Pengatalogan :
ISSN : 23562242
Majalah/Jurnal :
Volume : Vol. 7, No. 2, Juni 2015: Hal. 119-138
Tipe Konten :
Tipe Media :
Tipe Carrier :
Akses Elektronik : http://journal.ui.ac.id/index.php/amj/article/view/5474
Institusi Pemilik : Universitas Indonesia
Lokasi :
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No. Panggil No. Barkod Ketersediaan
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