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Anthropological Approaches to the Study of Buying Behavior and Consumers Rights of Rural and Tribal Consumers in India: An Appraisal

Jitendra Kumar Premi , Jitendra Kumar Premi

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Indian Journal of Research in Anthropology 5(2):p 57-64, July-Dec 2019. | DOI: http://dx.doi.org/10.21088/ijra.2454.9118.5219.1

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Jitendra Kumar Premi. Anthropological Approaches to the Study of Buying Behavior and Consumers Rights of Rural and Tribal Consumers in India: An Appraisal. Indian J Res Anthropol. 2019;5(2):57–64.

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Abstract

Business anthropology has emerged recently as a professional sub-field that joins together several streams of literature related to multiple dimensions of the business enterprise. A consumer is the one who pays something to consume goods and services produced. As such, consumers play a vital role in the economic system of a nation. The aims and objectives to be considered are as follows; to identifying cultural and socio-economic determinants which affect the buying behavior of rural and tribal consumers in the backward and tribal villages of India, to explore the awareness regarding legal provisions of the consumer rights among the rural and tribal consumers in backward and tribal villages of India and to investigate the incidents of violation and exploitation of the consumer rights of the rural and tribal consumers in backward and tribal villages of India. The paramount fact is that, we have the huge scarcity of the research work related to the consumer behavior, in the terms of business anthropological perspectives, especially on the tribal consumer behavior. One of the prime objectives of these kinds of studies is to investigate the impact of demonetization on the rural and tribal production, trade and markets. Apart from these there are no studies on the impact of demonetization on the tribes of India. Above mentioned facts have proved that that there is a big gap in the field of rural and tribal consumer behavior study, especially in the terms of business anthropology. Therefore, there is urgent need to conduct such type of study. The comprehensive analysis of the primary data which will collect from tribal and rural areas; will form a basis for recommendation and policy measures with consideration of the cultural, socio-economical and local particularities. The finding of the study would highlight various dimensions of problems encountered by rural and tribal consumers in terms of violation of their rights and exploitation through chain of disbursement of goods and services.

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Cite this article

Jitendra Kumar Premi. Anthropological Approaches to the Study of Buying Behavior and Consumers Rights of Rural and Tribal Consumers in India: An Appraisal. Indian J Res Anthropol. 2019;5(2):57–64.

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DOI: http://dx.doi.org/10.21088/ijra.2454.9118.5219.1

Keywords

Buying Behavior; Consumer Right; The Rural Consumers; The Tribal consumers; Demonetization.

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