Rural buyers' perception about mosquito repellants

D. Mehta (), Anand Garg () and Naveen K. Mehta ()
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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

Economia. Seria Management, 2010, vol. 13, issue 1, 43-52

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.

Keywords: mosquito; repellent; malaria; rural market; buyers (search for similar items in EconPapers)
JEL-codes: M10 M30 M31 M37 (search for similar items in EconPapers)
Date: 2010
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