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Rural buyers' perception about mosquito repellants

Author

Listed:
  • D. MEHTA

    (FMS Pt. JNIBM, Vikram University, Ujjain (M.P.), India)

  • Anand GARG

    (Canara Bank, Ahemdabad (Gujarat), India)

  • Naveen K. MEHTA

    (The Institute of Chartered Accountants of India, New Delhi, India)

Abstract

Mosquito repellants prevent mosquito bites and prevention of "man-mosquito contact" is a critical factor in transmission and spread of any disease through mosquitoes particularly in rural area. There has been a long standing 'bias' towards rural buyers. The rural markets are considered rigid in the nature but it is not the case in real sense. Marketing to rural buyers is not only a challenge to the marketers but to the manufacturers, communicators, national planners and economists as well. That is why it has been necessary to understand the various aspects of selected rural areas and consumption pattern for such a fast growing market i.e. mosquito repellants and rural buyers’ perception towards such urban products. The present paper aims to find out the factors influencing the purchase decisions of rural buyers for mosquito repellants and to study the perceptions of present and potential rural buyers' of selected mosquito repellant brands.

Suggested Citation

  • D. MEHTA & Anand GARG & Naveen K. MEHTA, 2010. "Rural buyers' perception about mosquito repellants," Economia. Seria Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(1), pages 43-52, June.
    • Handle: RePEc:rom:econmn:v:13:y:2010:i:1:p:43-52
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    More about this item

    Keywords

    mosquito; repellent; malaria; rural market; buyers;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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