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An Empirical Study On Rural Buyers' Perception Towards Selected Brands Of Contraceptives (With Reference To Rural Areas Of Ujjain District)


  • MEHTA Rajesh Kumar

    (Faculty-RIT, Indore (MP))

  • MEHTA Dharmendra

    (FMS Pt. JNIBM, Vikram University, Ujjain (MP))

  • MEHTA Naveen

    (Faculty- MIT, Ujjain (MP))


The biggest problem in the fast growth Indian economy is country's growing population. With a population of over a billion, India needs an inclusive family planning program and awareness campaign towards the use of contraceptives. The use of appropriate contraceptive product reduces the probability of a pregnancy occurring due to sexual intercourse. Marketing of contraceptives to rural buyers is not only a challenge to the marketers but to the manufacturers, communicators, national planners, NGOs, health and family planning institutions and economists as well. Hence, it is very imperative to understand the various aspects of selected rural areas and consumption pattern for such a fast growing market i.e. Contraceptives and rural buyers' perception towards such products.

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  • MEHTA Rajesh Kumar & MEHTA Dharmendra & MEHTA Naveen, 2012. "An Empirical Study On Rural Buyers' Perception Towards Selected Brands Of Contraceptives (With Reference To Rural Areas Of Ujjain District)," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 7(1), pages 114-125, April.
  • Handle: RePEc:blg:journl:v:7:y:2012:i:1:p:114-125

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    References listed on IDEAS

    1. Husain, Zakir & Dutta, Mousumi & Ghosh, Sriparna, 2011. "Contraceptive use among illiterate women in India: does proximate illiteracy matter?," MPRA Paper 30790, University Library of Munich, Germany.
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    rural; buyers; population contraceptives; marketing;


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