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Rural Consumer Behaviour

9263 Words38 Pages

Marketing is considered as the most important function of all business organizations worldwide. Rural market has become strong with increase in potential for consumption of variety of products and services. For many products, the rural market provides a promising field. Rural reach is on the rise and it is fast becoming an important route to growth. The various factors that have made the rural market attractive are the large population, increasing prosperity, growth in consumption, changes in life style etc. This necessitates the need for a new approach to marketing research and to understand the rural consumer behaviour. The present target of all manufacturers is the rural consumers. Understanding their purchase behaviour helps to identify …show more content…

The study revealed that a majority of consumers were highly enlightened. They were concerned with the quality of the products. It further revealed that both the urban and rural consumers desired to have quality products at reasonable prices and they relied more on the advice of retailers.
Mallikarjuna Reddy, K16 (2002) (16Dr.Mallikarjuna Reddy, K., “Marketing Strategy: Linkages with Consumer Behaviour”, Indian Journal of Marketing, Vol. XXXII, No.3-4, March – April, 2002, pp.7-9, 23.) studied the consumer behaviour models and their relevance to consumer electronic industry, linkages of buyer behaviour with marketing strategies of consumer electronics firms and concluded that studying the consumer behaviour provides a sound basis for identifying and understanding consumer …show more content…

He has stated that the durable goods consumption which was 25% of the total market in eighties has been growing rapidly and now exceeds 50%. The author has also stated that rural marketing was neglected by most of the companies due to the concept of urban orientation. The author concluded that more rural research studies should be undertaken to understand rural consumers for better results because, the next big marketing revolution is rural

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