A Study of Online Shopping Behaviour of Rural Consumers

According to a report published by the Internet and Mobile Association of India (IAMAI) and consultancy firm Kantar there will probably be more internet users in rural India than in urban areas by 2025. In contrast to their urban counterparts rural consumers still have a relatively low penetration and frequency of internet buying. In many nations particularly developing ones like India where they make up 65% of the population and more than half of consumer spending rural customers represent a sizable and important market segment. The purchasing habits of rural and urban customers differ due to a range of factors including income occupation lifestyle media consumption social influence and migration. To fully capitalize on this market marketers must thus comprehend the shopping habits of rural consumers and adjust their strategy accordingly. The research methodology of this study is descriptive in nature as it examines the primary factors influencing the online purchase behaviour of rural consumers. To establish a significant presence in rural areas e-commerce platforms can use the data to develop marketing that is specific to the area & promote community involvement.