Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Impact of Marketization on Rural Consumer Wellbeing

Author(s): Shilpa Gupta

In numerous research and academic discourses, studies relating to understanding the quality of life of local communities have received a lot of popularity and attention. It is critical to research well-being in order to comprehend quality of life. This study aims to determine the impact of marketization on the wellbeing of rural consumer and their quality of life in the Reasi district of Jammu, J&K. The study focuses on rural consumers and how marketization has affected their quality of life. The study's findings demonstrate that there is a need to better understand locals' perceptions of wellbeing and the realities on the ground.

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