• Dr. Nirmala K.D

Promotion of products and services are inevitable in this competitive world. Many innovative media for promotion have emerged supplementing the traditional media. The rural regions offer numerous challenges when it comes to promoting or advertising products and services due to factors such as the demography and accessibility issues of the rural consumers. Rural consumers are today educated and well learned and have access to technology and digital media. But radio is still a popular means of information and entertainment in the rural areas. Hence the rural consumers have a lot of exposure to radio. So this study on perceptions of rural consumers on the effectiveness of radio advertising especially on purchase decisions and consumer behavior was conducted in Kodagu District of Karnataka

Radio Advertisement, rural consumer, consumer behavior, purchase decisions

"RADIO ADVERTISEMENTS & CONSUMER BEHAVIOR- A PERCEPTUAL STUDY OF RURAL CONSUMERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 8, page no.e670-e676, August-2025, Available :http://www.jetir.org/papers/JETIR2508490.pdf

"RADIO ADVERTISEMENTS & CONSUMER BEHAVIOR- A PERCEPTUAL STUDY OF RURAL CONSUMERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 8, page no. ppe670-e676, August-2025, Available at : http://www.jetir.org/papers/JETIR2508490.pdf