>
RURAL CONSUMER BEHAVIOUR
<
CHAPTER 3
51
ECONOMIC SITUATION
The purchasing power of an individual plays a significant
role in the choice of products. People’s economic circumstances are dictated by their
disposable income, savings and debts, credit worthiness, and attitude towards spend-
ing and savings. The patterns of income of a farmer are linked to the harvest and stabil-
ity of income from produce, and are also largely dependent on the monsoons.
The purchasing power of a daily wage earner, on the other hand, is redefined every
day. The fact that a majority in the rural sector are self-employed increases the risk of
stability ...
Get Rural Marketing, 3rd Edition by Pearson now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
