Abstract
Rural Marketing is a subject that has assumed much significance in contemporary Indian Economics Studies and this is quite obvious because of the huge size of rural consuming group. The vastness of Indian Rural Market has increasingly prompted many Indian as well as multi-national companies to view it as major thrust area. Unfortunately some business houses do not realize the real objectives of marketing and try to adopt all sorts of malpractices in the form of high price, deceptive practices, shoddy or unsafe products etc to serve their narrow objective of profit earning. Therefore, the rural consumer must reflect protective buying behavior in order to be free from the clutches of these sellers. In this paper an attempt has been made to examine the protective behavior of the rural consumers with the help of statistical tools like Likert scale, Chi-square test etc in order to examine the association of consumer protective behavior with variables like gender, occupation and education. And it has been found that variables namely sex, education and occupation has a bearing on the protective behavior of the consumers.
Highlights
OF THE STUDY AREA Http://www.granthaalayah.com© International Journal of Research -GRANTHAALAYAHThe area of the study of periodic rural markets is from the Jorhat district of Assam
(i) To measure the extent of protective behavior exhibited by the rural consumers against exploitation in the rural market in Assam
HYPOTHESIS In the rural market of Assam, the sellers, product characteristics and situational Characteristics are not conducive to safeguard the interest of the consumers
Summary
OF THE STUDY AREA Http://www.granthaalayah.com© International Journal of Research -GRANTHAALAYAH. The area of the study of periodic rural markets is from the Jorhat district of Assam. Assam is one of the important States of North East India. The state is divided into twenty seven districts. Jorhat is located in the central part of Assam Valley. The district is bordered by Sonitpur and Lakhimpur district in the North and Naga Hills in the South. In the Western side of the districts, there lies Golaghat district while Sibsagar district is situated to the East
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