Rural Buying Behavior: A Study with Special Reference to Mobile Phones

The rural consumer is evolving from the poverty-stricken illiterate stereotype with a fear of change and reluctance to spend. Today’s rural consumer is value driven. A product is worth purchasing if it enhances his life in a meaningful way. Literacy is rising and exposure to the same commercials as urban consumers has created a demand for typically urban products and services. Villagers are willing to adopt new products or services if they can clearly see the benefits that accrue. Several research studies have proved that the rural market has been profitable for FMCG products and automibles too.