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Rural Communication Media: Its Impact on the Rural Markets

Rural Communication Media: Its Impact on the Rural Markets
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Author(s): K. K. Kishore Mishra (Chandigarh University, India), Swati Priya (BBDNIIT, India), Syed Sajid Hussain (Chandigarh University, India)and Swati Gupta (Chitkara University, India)
Copyright: 2024
Pages: 17
Source title: Sustainable Investments in Green Finance
Source Author(s)/Editor(s): Sanjay Taneja (Graphic Era University (Deemed), India), Pawan Kumar (Chandigarh University, India), Simon Grima (Department of Insurance, Faculty of Economics Management and Accountancy, University of Malta, Msida, Malta & Faculty of Business, Management and Economics, University of Latvia, Riga, Latvia), Ercan Ozen (Usak University, Turkey)and Kiran Sood (Chitkara Business School, Chitkara University, India & Research Fellow at the Women Researchers Council (WRC) at Azerbaijan State University of Economics (UNEC), Azerbaijan)
DOI: 10.4018/979-8-3693-1388-6.ch007


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The chapter aims at analyzing the impact of rural media of communication, which is a blend of conventional rural-centric media and modern mass media, on the rural markets of Uttar Pradesh, India. An interview schedule as a survey instrument was conducted administered for a sample of 1200 respondents in central Uttar Pradesh from February to June 2021. The data analysis of the study was carried out in IBM SPSS Statistics 27.0. The study concluded that buyers respond maturely to the various promotional sources investigated. Hindi dallies, both national and local, play an important role in raising awareness about various items. The most successful media vehicles for connecting with clients in rural areas are posters, handbills, hoardings, banners, and television programs. Mobile vans, newspapers, and e-displays and advertisements plastered on public transportation are all very successful advertising tools.

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