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Serving Rural Market Via E-Commerce: A Study for Consumer Durables

Author

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  • Mishra Punit Kumar

    (1 Assistant Prof., Symbiosis Centre for Management Studies, Symbiosis International “Deemed University”, Pune, India)

Abstract

Rural distribution and promotion have always been challenging for consumer durable marketers. There are emerging and innovative distribution options available, but none of them has been found sustainable when scaled up to serve the masses. Off late, e-commerce is growing at an unprecedented pace, and rural India, with a 20% more user base than urban, opened great opportunities and set higher expectations among marketers. This study attempts to understand the impact of factors influencing online purchase decisions for consumer durables via E-commerce. A total of 604 respondents from 12 rural districts of Jharkhand (India) using quota sampling are selected. Stepwise multiple regression and ANOVA are used in the study. Results reveal that the most important factor is product quality, and it is followed by product variety, service quality, and price assessment.

Suggested Citation

  • Mishra Punit Kumar, 2023. "Serving Rural Market Via E-Commerce: A Study for Consumer Durables," Management Theory and Studies for Rural Business and Infrastructure Development, Sciendo, vol. 45(2), pages 142-151, June.
    • Handle: RePEc:vrs:mtrbid:v:45:y:2023:i:2:p:142-151:n:5
    DOI: 10.15544/mts.2023.15
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    More about this item

    Keywords

    E-commerce; Rural Distribution Channel; Customer Decision Making; and Consumer Durable; Internet;
    All these keywords.

    JEL classification:

    • R1 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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