Challenging Cocacolisation of Rural Nepali Market: The Role of Education
Original Article
Journal of Education and Research, Volume 5, Issue 2, 2015, 31-48, https://doi.org/10.3126/jer.v5i0.15729
Publication date: Mar 10, 2016
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APA
In-text citation: (Dhungana & Pfefferle, 2015)
Reference: Dhungana, R. K., & Pfefferle, A. (2015). Challenging Cocacolisation of Rural Nepali Market: The Role of Education. Journal of Education and Research, 5(2), 31-48. https://doi.org/10.3126/jer.v5i0.15729
Reference: Dhungana, R. K., & Pfefferle, A. (2015). Challenging Cocacolisation of Rural Nepali Market: The Role of Education. Journal of Education and Research, 5(2), 31-48. https://doi.org/10.3126/jer.v5i0.15729
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Dhungana RK, Pfefferle A. Challenging Cocacolisation of Rural Nepali Market: The Role of Education. Journal of Education and Research. 2015;5(2):31-48. https://doi.org/10.3126/jer.v5i0.15729
Reference: Dhungana RK, Pfefferle A. Challenging Cocacolisation of Rural Nepali Market: The Role of Education. Journal of Education and Research. 2015;5(2):31-48. https://doi.org/10.3126/jer.v5i0.15729
AMA
In-text citation: (1), (2), (3), etc.
Reference: Dhungana RK, Pfefferle A. Challenging Cocacolisation of Rural Nepali Market: The Role of Education. Journal of Education and Research. 2015;5(2), 31-48. https://doi.org/10.3126/jer.v5i0.15729
Reference: Dhungana RK, Pfefferle A. Challenging Cocacolisation of Rural Nepali Market: The Role of Education. Journal of Education and Research. 2015;5(2), 31-48. https://doi.org/10.3126/jer.v5i0.15729
Chicago
In-text citation: (Dhungana and Pfefferle, 2015)
Reference: Dhungana, Raj Kumar, and Alexandra Pfefferle. "Challenging Cocacolisation of Rural Nepali Market: The Role of Education". Journal of Education and Research 2015 5 no. 2 (2015): 31-48. https://doi.org/10.3126/jer.v5i0.15729
Reference: Dhungana, Raj Kumar, and Alexandra Pfefferle. "Challenging Cocacolisation of Rural Nepali Market: The Role of Education". Journal of Education and Research 2015 5 no. 2 (2015): 31-48. https://doi.org/10.3126/jer.v5i0.15729
Harvard
In-text citation: (Dhungana and Pfefferle, 2015)
Reference: Dhungana, R. K., and Pfefferle, A. (2015). Challenging Cocacolisation of Rural Nepali Market: The Role of Education. Journal of Education and Research, 5(2), pp. 31-48. https://doi.org/10.3126/jer.v5i0.15729
Reference: Dhungana, R. K., and Pfefferle, A. (2015). Challenging Cocacolisation of Rural Nepali Market: The Role of Education. Journal of Education and Research, 5(2), pp. 31-48. https://doi.org/10.3126/jer.v5i0.15729
MLA
In-text citation: (Dhungana and Pfefferle, 2015)
Reference: Dhungana, Raj Kumar et al. "Challenging Cocacolisation of Rural Nepali Market: The Role of Education". Journal of Education and Research, vol. 5, no. 2, 2015, pp. 31-48. https://doi.org/10.3126/jer.v5i0.15729
Reference: Dhungana, Raj Kumar et al. "Challenging Cocacolisation of Rural Nepali Market: The Role of Education". Journal of Education and Research, vol. 5, no. 2, 2015, pp. 31-48. https://doi.org/10.3126/jer.v5i0.15729
ABSTRACT
The shelves of local shops are filled with an abundance of imported beverages. Coca-Cola, Pepsi, Fanta, Sprite, Frooti, and Red Bull among others have made the way to rural Nepal, where agriculture is still the primary source of income. As the result of increasing access to imported goods and products in rural markets, local products are gradually losing ground. This paper shows that tailored consumer education can assist de-cocacolising the market and increase the competitiveness and diversification of local products. It does so by imparting knowledge and skills to individuals to be critical and responsible consumers who start seeking an equal share of local products in the rural market. For this paper, extensive desk review, rural market observations and interviews with consumers of different age groups, vendors and youth wereused as data generation techniques.
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