Consumers' Attitude Towards Network Marketing with Special Reference to the City of Rourkela

Abstract

INetwork Marketing (NM) also known as the multi-level marketing started in the late nineties in India has become popular with the Indian mass breaking the age, income, qualification bars. The concept challenged the entrepreneurs to write their own success stories as leaders. The idea is to give financial independence to people involved in the process as well as to provide full time career opportunities. This paper aims to find the consumer's awareness and perception about the network marketing through a sample survey in a city of Rourkela. The paper considers both user and non-user of the network marketing for the study. The result shows market potentiality for the network marketing, as non - user has a positive opinion about the concept and the existing user are satisfied with the products bought through the channel. Moreover the service provided by the network marketers is found to be satisfactory.