Interaction
Year : 2019, Volume : 37, Issue : 1and2
First page : ( 119) Last page : ( 124)
Print ISSN : 0970-5554. Online ISSN : 2456-8961.

Impact of commercial & traditional media on purchasing behaviour of rural women

Kahtoon Jahida, Dayal Rekha

Faculty of Home Science, Chandra Shekhar Azad University of Agriculture & Technology, Kanpur

Online published on 9 April, 2020.

Abstract

Efficacy of commercial media (radio/T.V/newspaper/magazine/poster) and Traditional media (folksong/dance/fair/exhibition/drama/puppet show) for getting information and selection or purchase of selected household items were investigated in 60 rural women living in two villages Bournali and Basantpur of Kanpur Dehat. The finding of the study revealed that the respondents having less than Rs. 30, 700 annual income in the middle age of 30–40 years belonging with joint filmily of farmer occupation preferred traditional media as a source of information for purchasing household items. The highest ranking was given to the traditional media found sufficient and true. Information about selected household item (Food, cosmetics, toiletry, cloth and miscellaneous item) fair/exhibition were given 1st rank, IInd and IIIrd rank to radio and T V media as a information source by rural women. Good quality and cost aspects of purchasing behaviour of rural women gained highest score 2.80 and 2.73. It was also found that education level was highly significant with commercial media.

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Keywords

Commercial media, traditional media, purchasing behaviour.

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