Expectation Measurement and Satisfaction Management of Rural Consumer: With Special Reference to Bicycle Products

The huge thrust by marketer into rural markets triggered by saturating urban markets and knowing the latent needs of this huge rural potential market. The marketers efforts and their own increased interaction riding on the growing reach of media, of course apart from increased purchasing power marketers are seeking fresh challenges and coming in a big way to attract this large and relatively untapped market with newer variety of products specially designed for those markets, price cuts lucrative schemes, appealing advertisement and logistical support by the way of e-chaupals and rural malls have affected rural consumers in ways difficult to measure. The study covers the expectation measurement and satisfaction management of bicycle users in the rural part of the country. The data is collected from the users of the bicycles residing in the rural area of Jaunpur, a District of eastern Uttar Pradesh. In the study we have tried to measure the expectation and satisfaction of the consumers of bicycles.