Today marketers are much interested in finding factors influencing attitude towards advertising. Past researches suggest that individuals use advertisement for three basis purposes viz. information seeking, entertainment, social expression and may influence attitude towards advertising. This...

Barley, a nutri-rich cereal is gaining momentum among stakeholders owing to multiple health benefits but the concern is its declining area, possibly attributed to lack of market and competitive pricing strategy. Amongst alternatives, contract farming is widely suggested for better price...