EXCEL International Journal of Multidisciplinary Management Studies

  • Year: 2012
  • Volume: 2
  • Issue: 8

Impact of advertisement in rural part of madurai city with special reference to rise Advertising Pvt Ltd

  • Author:
  • N. Muthukumar, K. Sankar Ganesh, M. Shumuga Sundaram
  • Total Page Count: 11
  • DOI:
  • Page Number: 260 to 270

*Assistant Professor, Department of Business Administration, Kalasalingam University, KrishnanKoil – 626190, Virudhunagar, Tamil Nadu

**Assistant Professor, Department of Business Administration, Kalasalingam University, KrishnanKoil-626190, Virudhunagar, Tamil Nadu

***Assistant Professor, Department of Business Administration, Kalasalingam University, KrishnanKoil-626190, Virudhunagar, Tamil Nadu

Abstract

Advertisement has brought tremendous changes in the rural market. Therefore the companies targeting the rural market audience relay more on the medias and advertisement. This study focuses on understanding the impact of advertisement in rural market with special reference to RISE Advertising Pvt Ltd and also the factors influencing the rural customers in purchase decision. Survey was carried out with 200 public in rural areas of Madurai. The data was collected with the help of a questionnaire. The tools used for the analysis include frequency analysis, correlation analysis and chi-square. This study helps to understand the rural audience and to frame strategies to come out with successful marketing and advertising strategies.

Keywords

Advertisement, Media, Purchase Decision, Rural Market, and Strategies