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    <Journal>
      <PublisherName>aimsjournal</PublisherName>
      <JournalTitle>Allana Management Journal of Research, Pune</JournalTitle>
      <PISSN>? ?2581-3137 (</PISSN>
      <EISSN>) 2231 - 0290 (Print)</EISSN>
      <Volume-Issue>Volume 4, Issue 2</Volume-Issue>
      <PartNumber/>
      <IssueTopic>Multidisciplinary</IssueTopic>
      <IssueLanguage>English</IssueLanguage>
      <Season>July 2014 - December 2014</Season>
      <SpecialIssue>N</SpecialIssue>
      <SupplementaryIssue>N</SupplementaryIssue>
      <IssueOA>Y</IssueOA>
      <PubDate>
        <Year>-0001</Year>
        <Month>11</Month>
        <Day>30</Day>
      </PubDate>
      <ArticleType>Marketing Management</ArticleType>
      <ArticleTitle>AN EMPIRICAL STUDY ON CONSUMPTION OF DURABLE AND NON-DURABLE PRODUCTS AMONG RURAL CONSUMERS</ArticleTitle>
      <SubTitle/>
      <ArticleLanguage>English</ArticleLanguage>
      <ArticleOA>Y</ArticleOA>
      <FirstPage>13</FirstPage>
      <LastPage>20</LastPage>
      <AuthorList>
        <Author>
          <FirstName>Dr. Mayanka Sharma</FirstName>
          <LastName/>
          <AuthorLanguage>English</AuthorLanguage>
          <Affiliation/>
          <CorrespondingAuthor>N</CorrespondingAuthor>
          <ORCID/>
          <FirstName>Dr. Raju u. Rathod</FirstName>
          <LastName/>
          <AuthorLanguage>English</AuthorLanguage>
          <Affiliation/>
          <CorrespondingAuthor>Y</CorrespondingAuthor>
          <ORCID/>
          <FirstName>Ijan Nikhil</FirstName>
          <LastName>Yaidya</LastName>
          <AuthorLanguage>English</AuthorLanguage>
          <Affiliation/>
          <CorrespondingAuthor>Y</CorrespondingAuthor>
          <ORCID/>
        </Author>
      </AuthorList>
      <DOI/>
      <Abstract>Consumption pattern of rural consumers differ from the urban consumers. However, In the last one decade consumption pattern of rural consumers has drastically changed and now rural consumers also purchase the same products as urban consumers used to purchase. So far as India is concerned, rural market is emerging as the biggest and most potential market. Thus, the purpose of this study is to understand consumption of durable and non durable products among rural consumers. Primary data has been collected in regard to preferences of various television programmes by rural consumers. Nature of durable and non durable consumption by the various demographic groups of rural consumers and the expected pattern of consumption of Indian rural consumers in the near future has also been studied. The study has revealed many useful findings for markets which want to tap Indian rural consumers.</Abstract>
      <AbstractLanguage>English</AbstractLanguage>
      <Keywords/>
      <URLs>
        <Abstract>https://www.aimsjournal.org/ubijournal-v1copy/journals/abstract.php?article_id=13353&amp;title=AN EMPIRICAL STUDY ON CONSUMPTION OF DURABLE AND NON-DURABLE PRODUCTS AMONG RURAL CONSUMERS</Abstract>
      </URLs>
      <References>
        <ReferencesarticleTitle>References</ReferencesarticleTitle>
        <ReferencesfirstPage>16</ReferencesfirstPage>
        <ReferenceslastPage>19</ReferenceslastPage>
        <References/>
      </References>
    </Journal>
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