Changing Lifestyle and Consumption Patterns of Indian Rural Households: An Analytical Study

Author: Zeeshan Amir, Ali Ghufran

Abstract:
An individual communicates about his/her activities, attitudes, interests, opinions, values, and allocation of income through his/her life style. People’s perception about their own image gets influenced by their changing motivation and needs. Indian market has seen a tremendous change in life style of a common man. The remarkable change in urban life style has trickled across the rural population too. Island of poverty still exists but most of the rural area has transformed beyond imagination. The changing economy has put unprecedented disposable income into the hands of rural consumers who are steadily moving forward towards better quality of life. The present study takes into account the impact of changing lifestyle on consumption pattern in relation to selected demographic variables and socio-economic characteristics. The lifestyle has been explained with respect to food consumption, fashion trends, entertainment, and use of technology. This study is an endeavor to understand how the change in lifestyle of rural households is affecting their consumption pattern bringing a noticeable change in their living standard. The analysis of consumer lifestyle which reflects the psychographics is an important factor in determining how consumers make their purchase decisions and consume the life style goods.

Keywords:Lifestyle, Socio-economic characteristics, consumption pattern

DOI:

International Journal of Trade & Commerce (Vol: 4 Issue:1)