Executives social representation of rurality and product adaptation: A case of rural markets in India
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 14 June 2011
Abstract
Purpose
The purpose of this paper is to demonstrate the rationale and method for studying product adaptation in rural markets.
Design/methodology/approach
The paper takes the form of an exploratory design that includes; review of literature, pilot study, and survey method.
Findings
Findings of the study are contrary to the general understanding that rural is perceived very differently and hence operationalised differently by different organisation. However, results indicate that contingency theory holds true in case of product adaptation in rural markets also. With the increase in executives' representation of rurality, product adaptation degree also increased.
Originality/value
This is probably the first academic study on product adaptation in rural markets to the best of our knowledge. The study attempted to contextualise product adaptation construct from international marketing to rural marketing domain.
Keywords
Citation
Sridhar, G. and Mishra, D. (2011), "Executives social representation of rurality and product adaptation: A case of rural markets in India", Asia Pacific Journal of Marketing and Logistics, Vol. 23 No. 3, pp. 285-303. https://doi.org/10.1108/13555851111143222
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited