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Indian Rural Male Consumers and Their Preferences for Buying

  • Couverture cartonnée
  • 88 Nombre de pages
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Colour acts as the visual cue, a differentiating indicator or stimulus which attracts prospective customers to touch and feel the ... Lire la suite
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Description

Colour acts as the visual cue, a differentiating indicator or stimulus which attracts prospective customers to touch and feel the product and to some extent even buy it. This world of colour if interpreted and studied systematically can bring out miraculous results. Majority of the product assessment is based on colours alone. So, sensible use of colours can contribute not only to differentiate products and services from competitors, but also to influencing moods and feelings - positively or negatively - and therefore, moulding attitude towards certain products and services.This study reviews the literature relating to colour psychology in the context of marketing and highlights the results of survey of selected male consumers in rural areas of Gujarat(India). This work also reveals some interesting findings related to product categories viz Apparels,Refrigerator, Ceiling fan, Mobile handset, Domestic Flour Mill, Moulded chair and Almirah/Storewell. The result of this study can have important implications for companies trying to enter rural India for better prospects.

Auteur

Dr Harishchandra Singh Rathod specialises in Marketing Management and has over 12 years of teaching and research experience. He is associated with research related to Consumer Behaviour, Tourism Marketing, Services Marketing, Economics and Brand Management.

Informations sur le produit

Titre: Indian Rural Male Consumers and Their Preferences for Buying
Sous-titre: Influential Role of Colours on Consumer Buying Behaviour of Selected Product Categories
Auteur:
Code EAN: 9783659774263
ISBN: 978-3-659-77426-3
Format: Couverture cartonnée
Editeur: LAP Lambert Academic Publishing
Genre: Economie
nombre de pages: 88
Poids: g
Taille: H220mm x B220mm x T150mm
Année: 2015