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Socio-economic Classification and its Scope in Crafting Rural Segments

ASEAN Marketing Journal

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Title Socio-economic Classification and its Scope in Crafting Rural Segments
 
Creator Rinalini Pathak Kakati
Shazeed Ahmed
 
Subject socio-economic classification; segmentation; consumer durables; hybrid
 
Description With the liberalization of the Indian Economy in the mid 1990’s, substantial growth has been seen in the rural areas. Rural India which comprises around 70% of the total population of the country has become an emerging area for marketers. This study tries to identify key market variables that can help in crafting rural market segments. The socio-economic classification (SEC) 2011 which segments the market based on education level and possession of consumer durables. This study examines income as another key market variable together with education in the creation of distinct segments or hybrid segments. It then further identifies important criteria like technical, promotional and social in influencing consumers’ behaviour in the context of the purchase of consumer durables which can thereby help to create segments. The study concludes that the increase in education level has higher impact than increase in income on the important identified purchase criteria.
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2016-01-11
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/5474
 
Source ASEAN Marketing Journal; Vol 7, No 2 (2015): December 2015; 119-138
 
Language en