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
Bibliography
Index
