International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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A STUDY OF LOW-INCOME CONSUMER BEHAVIOR FROM ETHNOGRAPHIC PERSPECTIVE

    1 Author(s):  DR.K.ABRAHAM

Vol -  15, Issue- 6 ,         Page(s) : 42 - 51  (2024 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

It was found that the main factors which created relationship between market place and low-income consumers of scheduled castes are 'low price', 'credit facility', 'shop nearer to their residence',' familiar shopkeeper', 'quantity', 'quality' and 'other benefits' like discounts, gifts, offers, prizes, etc

A.V.Athelstane,(1979) ‘Ethnography’, Sage Publications, New Berry Park C.A.
A.V. Thurston,(1964) ‘Castes and Tribes in India’, Sultan Chand Publications, Delhi.
Cunninghum and Cunninghum, (1981) ‘Marketing: ‘A managerial approach’, South Western Publishing Company, Cincinnati.

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