Challenging Cocacolisation of Rural Nepali Market: The Role of Education
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 were used as data generation techniques.
Copyright on any research article is transferred in full to the journal. The copyright transfer includes the right to reproduce and distribute the article in any form of reproduction (printing, electronic media or any other form). The authors are needed to transfer the copyright to the journal by signing the Copyright Transfer form. The Copyright form will be sent to authors via email once the final comments (from reviewers and editors) are addressed. Articles in this journal are licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Articles in this journal are licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. This license permits all users, including the author(s), to copy and redistribute the material in any medium or format. You can also remix, transform, and build upon the material for any purposes, even commercially. But you must give appropriate credit, providing a link to the license and indicating if changes were made, and you must distribute your contributions under the same license as the original.