Abstract:

India is a nation endowed with a rich diversity of cultures and traditions. In contemporary times, it is globally recognised as an agriculture-based country. Against this backdrop, the present study has been undertaken to investigate whether rural buyers constitute an independent and distinct category in the consumer market. Field observations in rural areas reveal that their unique needs, consumption patterns, and literacy levels differentiate them significantly from urban students. The rural market demands additional efforts to ensure timely supply, effective user training, and comprehensive pre-sales services. The entry and expansion of cellular and electronics companies into rural Chh. Sambhjinagar have led to remarkable growth in the markets for mobile phones, computers, and televisions. Over the last decade, the number of consumers for these products in rural areas has increased considerably compared to earlier years. Students from rural areas differ fundamentally from their urban counterparts. Lower literacy levels and limited exposure to diverse products and services significantly influence their purchasing behaviour and decision-making processes. Consequently, rural marketing emerges as an essential and influential component of the Indian marketing system.

Keywords:

Rural consumer behaviour, electronic goods purchasing patterns, Brand preference in rural markets, Digital penetration in rural India, Factors influencing buying decisions

Aim/Objectives

Methods