IEMS Journal of Management Research

Volume: 10 Issue: 2

  • Open Access
  • Original Article

A STUDY ON RURAL CONSUMER BEHAVIOUR TOWARDS SELECTED CONSUMER DURABLE GOODS

Dr. Varadaraja D

Assistant Professor, Department of Commerce and Management, SRS First Grade College, Chitradurga

 

Year: 2022, Page: 1-13,

Received: Oct. 10, 2022 Accepted: Nov. 22, 2022 Published: Nov. 10, 2022

Abstract

In India, rural market has gained importance in India, as its in general development of the economy has brought about considerable expansion in the buying intensity of the rural networks. Descriptive research is adopted for the study and simple random sampling carried out for the study. The major objective of the study is to study the rural consumer awareness, availability, affordability and accessibility of durable goods in rural market. The outcome of the study is Rural consumers are ready to invest their money in the durable goods due to the impulse of changing lifestyle of the society. Availability of additional income induces to purchase luxurious goods. Rural consumers are able to realise the need of the product, good awareness about the product and getting information from various sources about the products.

Keywords: Awareness, Availability, Affordability, Accessibility, Brand awareness, Brand Loyalty.

References

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Cite this article

Varadaraja D. A STUDY ON RURAL CONSUMER BEHAVIOUR TOWARDS SELECTED CONSUMER DURABLE GOODS. 2022;10(2): 1-13.

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