New Century Publications

Home  |    About Us  |   NEW ARRIVALS  |    Order Form  |    Join Mailing List  |    Contact Us

Search For

Complete Catalogue - 2015-2016
in PDF format

    Economics and Commerce
Accounting Standards / Auditing
Banking, Finance and Insurance
Business Environment
Capital Market
Climate Change
Development Economics
Disaster Management
Economic History
Economic Planning in India
Economic Reforms in India
Employment and Labour Welfare
Energy Security
Environment and Economics
Food Security
Foreign Direct Investment (FDI)
Foreign Exchange/Currency
Foreign Trade/External Sector
Global Financial Crisis/Global Recession
Goods and Services Tax (GST)
Governance / E-governance
Human Development
Indian Economy: General
Indian Industry, Small and Medium Enterprises, Public Sector
Information and Communication Technology (ICT)
Infrastructure and Urban Development
International Economics
International Trade
Islamic Studies
Labour Economics
Micro Finance/Self-help Groups (SHGs)/Micro Credit
Micro, Small and Medium Enterprises (MSMEs)
Monetary/Credit Policy
Panchayati Raj
Public Finance, Fiscal Federalism, Government Budgeting, Taxation
Public-Private-Partnership (PPP)
Regional Development
Research Methodology
Rural Development and Poverty
Skill Development
Social Services/Human Welfare
Urban Planning
Water Resources
Consumer Behaviour, Advertising and Consumer Protection
Corporate Governance
Human Resource Management (HRM)
Human Resources Development (HRD)
Management - General
Management Ethics
Mergers and Acquisitions
Project Management
Quality Management / TQM
Retail Management
Risk Management
Supply Chain Management
Working Capital Management
    Political Science
Central Asia
Defence and Security
European Union
Foreign Policy
Government and Politics
Human Rights
International Relations
Minority Studies
North Africa
South Asia
United States
West Asia
    Food Standards
Food Science
Body, Mind and Spirit / Yoga
General Reference
    Women Studies
Women and Law
Women Empowerment
Women Studies / Gender Studies
Indian History
Economic Laws
Intellectual Property Rights (IPRs)
Law - General
    Education - General
Human, Economic and Environmental
Clinical Psychology

Rural Marketing, Media Planning and Consumer Protection
By Meenu Agrawal

First Published : 2016
ISBN : 9788177084276
Pages : 188
Binding : Hardbound
Size : 5 x 9
Price : US$ 39

According to 2011 census, rural population was 68.8 percent of the total population of India. The rural population is scattered across 6 lakh villages. Ministry of Rural Development (MoRD), Government of India, is the nodal agency for rural development in India. It co-ordinates, implements and funds schemes which aim at ensuring that the fruits of economic development reach the villages and the common man.

Marketing is the most important function for the success of any business organisation. Therefore, marketers have learnt new techniques and have become more creative. In India, rural consumers’ behaviour is not always rational on account of their illiteracy, ignorance, and poverty. While buying goods and services, they are influenced mostly by personal, traditional and psychological factors. In addition, their behaviour is also guided by those needs which are not satisfied as yet. On account of these drawbacks, they suffer heavily, and this situation can be remedied only through education and awareness.

The present age is the age of advertisements and their impact on consumer education and behaviour is profound. Advertisements guide the consumers in selection of goods and services, which they use in their daily life. Though the outlook of rural consumers is still largely traditional yet advertisements and aggressive marketing in recent years have affected their buying behaviour considerably.

The present book highlights the characteristics of rural consumers in India, their buying behaviour and problems. It has also examined the barriers in rural consumer education and the steps taken by public authorities to promote awareness among rural consumers. 

1. Rural Consumer Behaviour
1.1 Rural India: An Overview
1.1.1 Degree of Ruralisation
1.1.2 Rural Poverty
1.1.3 Constitutional Provisions for Rural Development
1.1.4 Ministry of Rural Development (MoRD)
1.1.5 Council for Advancement of People’s Action and Rural Technology (CAPART)
1.1.6 Training of Rural Development Functionaries
1.1.7 Information, Education and Communication (IEC)
1.1.8 District Rural Development Agency (DRDA)
1.1.9 Mahatma Gandhi Institute for Rural Industrialisation (MGIRI)
1.2 Consumption and Consumer Behaviour
1.3 Rural Consumers
1.4 Impact of Advertisements
1.5 Rural Consumer Education
2. Rural Marketing
2.1 Marketing in the Globalized World
2.2 Rural Marketing
2.3 Marketing Research
3. Rural Consumers and Advertising: Global and Indian Experiences
4. Consumer Behaviour: Conceptual Perspective
4.1 Consumption
4.2 Consumer
4.2.1 Consumer Behaviour
4.3 Rural Consumer
4.3.1 Rural Consumer Behaviour
4.4 Consumerism
4.5 Consumer Movement
4.6 Consumer Welfare
4.7 Consumer Education
4.7.1 Rural Consumer Education
4.8 Advertisements and Advertising
5. Problems of Rural Consumers
5.1 Adulteration
5.2 Short Weighing and Measuring
5.3 Imitation Manufacture
5.4 Unfair Guarantees and Warranties
5.5 Sales Gimmicks
5.6 Lack of Quality Control and Safety
5.7 Massive Profiteering
5.8 Sub-standard Quality
5.9 Unreasonable Price
5.10 Evil Practices of Multinationals
6. Determinants of Buying Behaviour
6.1 Characteristics of Consumer Buying Behaviour
6.1.1 First Stage: Problem and Need
6.1.2 Second Stage: Search for Alternatives
6.1.3 Third Stage: Evaluation of Alternatives
6.1.4 Fourth Stage: Awareness
6.1.5 Fifth Stage: Understanding
6.1.6 Sixth Stage: Attitude
6.1.7 Seventh Stage: Conviction
6.1.8 Eighth Stage: Trial
6.1.9 Ninth Stage: Buying Decision
6.2 Factors in Consumer Behaviour
6.2.1 Personal Factors
6.2.2 Attitude Factors
6.2.3 Psychological Factors
6.2.4 Cultural and Religious Factors
6.2.5 Social Factors
6.2.6 Information Factors
6.2.7 Marketing and Advertisement Factors
7. Advertising and Brand Building
7.1 Forms of Advertisements
7.1.1 Press Advertisements
7.1.2 Newspapers
7.1.3 Magazines
7.1.4 Film Advertisements
7.1.5 Radio Advertising
7.1.6 Television Advertising
7.1.7 Direct Mail Advertising
7.1.8 Outdoor Advertising
7.1.9 Speciality Advertising
7.1.10 Point of Purchase Advertising
7.2 Nature of Advertisements
7.2.1 Product Advertising
7.2.2 Institutional Advertising
7.2.3 National, Local and Co-operative Advertising
7.2.4 Consumer and Industrial Advertising
7.2.5 Rational and Emotional Advertising
7.3 Advertising to Children
7.4 Advertising Standards
7.5 Advertising Regulation
7.6 Advertising Research
7.7 Branding
7.7.1 Emotional Branding
8. Consumer Protection and Education
8.1 Role of the Government
8.2 Department of Consumer Affairs
8.3 Major Legislations to Protect Consumers
8.3.1 Sale of Goods Act, 1930
8.3.2 Drugs and Cosmetics Act, 1940
8.3.3 Prevention of Food Adulteration Act, 1954
8.3.4 Essential Commodities Act, 1955
8.3.5 Trade and Merchandise Mark Act, 1958
8.3.6 Monopolies and Restrictive Trade Practices Act, 1969
8.3.7 Standards of Weight and Measures Act, 1976
8.3.8 Contract Act, 1982
8.3.9 Consumer Protection Act, 1986
8.4 Mumbai Grahak Panchayat
8.5 Consumer Online Resource and Empowerment (CORE) Centre
8.6 Consumer Clubs
8.7 Consumer Education and Awareness
8.7.1 Areas of Consumer Education
8.7.2 Determinants of Consumer Education
8.8 Impact of Education on Consumer Behaviour
8.9 Consumer Protection
8.9.1 Brief History
8.9.2 Need for Consumer Protection
8.9.3 United Nations and Consumer Protection
8.9.4 Role of Standards
8.9.5 Quality Council of India (QCI)
8.9.6 Consumer Protection Act, 1986
9. Competition Policy and Consumers
9.1 Objectives of Competition Policy
9.2 Positive Effects of Competition
9.3 Economic Reforms and Competition
9.4 Competition Act, 2002
Appendix: Rural Consumer Behaviour and Advertising: A Case Study


Dr. Meenu Agrawal is Principal, Ginni Devi Modi Girls (Post-graduate) College, Modinagar and also Associate Professor and Head, Department of Economics in the same college. She obtained her Ph.D. degree from Ch. Charan Singh University, Meerut in 1991. She specialises in the areas of consumer behaviour, rural development and women empowerment. With more than 32 years of teaching experience and 24 years of research experience, she has authored 21 books and co-authored 6 books in areas of her specialisation.

Dr. Agrawal has published 70 research papers in journals and magazines of repute. She has also contributed and presented papers at national and international seminars. She has also organized 8 national seminars, sponsored by the University Grants Commission (UGC), New Delhi and the Indian Council of Social Science Research (ICSSR), New Delhi.  

4800/24, Bharat Ram Road, Ansari Road, Daryaganj, New Delhi - 110 002 INDIA
Tel. : 91-11-23247798, 65396605, 43587398; Fax : 91-11-41017798; Mobile: 9811266355
E-mail :
A creation of : Crux Infotech