rural marketing.

Marketing may aptly described as the process of defining,

anticipating and knowing customer needs, and organizing all the

resources of the company to satisfy them. In fact, satisfaction of

customer’s needs and wants provides the rationale for the firm’s

existence. Knowledge of consumer behavior, therefore, is vital for a firm

to achieve its marketing goals. The consumer’s behavior comprises the

acts, processes and social relationships exhibited by individuals, groups

and organizations in searching, obtainment, use of, and consequent

experience with products and services. An understanding and knowledge

of the motives underlying consumer behavior  helps a firm in seeking

better and more effective ways to satisfy its customers. It helps to select

appropriate sales and advertising strategies, and to plan marketing

programme in a more efficient manner.