Browsing by Author "Syam, Gundimeda Sumedha"
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Understanding decision making behaviour for the consumption of media in Indian urban and rural context
Chaudhary, Devansh; Syam, Gundimeda Sumedha (Indian Institute of Management Ahmedabad, 2020)The media market value chain is a dynamic structure and it transforms in tandem with the changing consumption habits of audiences. In this study we aim to identify why certain individuals would (or would not) be inclined ...