Title: An Empirical Study on Rural Consumers Perception Towards Consumer Durables
Abstract:The world is changing at a rapid speed. India is not an exception to this. In India nearly seventy percent of the population lives in villages1. It is assumed that economic reforms and green revolutio...The world is changing at a rapid speed. India is not an exception to this. In India nearly seventy percent of the population lives in villages1. It is assumed that economic reforms and green revolution have brought out several changes in the lives of village population. Purchasing power of rural people has substantially increased over the years. “The Indian consumer durables industry has witnessed a considerable change in the past couple of years”.2 Rural people started using large quantities of industrial and durable products. Though gap in the social, economical and cultural systems have changed over a period of time, still there is a wide difference between the rural consumers and urban consumers. The present study focuses on how rural consumers think, feel and select different alternative products. The study also aims at knowing the influence of limited consumer knowledge or information processing in their decision making. The focal point of the study is to know the impact of rural consumer interest and priorities in the process of buying. The study of rural consumers helps marketing companies to improve their strategies to reach them, serve them and expand their market share.Read More
Publication Year: 2016
Publication Date: 2016-06-05
Language: en
Type: article
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Cited By Count: 1
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