Psychology and Buying Behaviour of Rural Consumers with Special Reference to Television, Washing Machine and Refrigerator in the Rural Areas of Meerut Region

Author:Ratika Rastogia*, Sonia Chaudharyb

Abstract:
In this era of competition understanding the consumer is a necessity for producers. The consumer behavior suggest how individual, groups and organization select, buy, use and dispose of goods, services, ideas or experience to satisfy their needs and wants. Consumer needs and preferences are continuously changing given the changes in factors like demographics and lifestyles. Rural areas are scattered and it is next to impossible to ensure the availability of a brand all over the country. It is true that Consumer India is flourishing, but at the same time Indian Consumer has his roots deep into his traditions. This is what calls it as 'The Indian Way'. The present study is an attempt to examine the purchase motivators (viz; Item of necessity, symbol of social status, marketing influence, brand reputation) for television, washing machine and refrigerator in the rural areas of Meerut region. This study is helpful to the manufactures to identity the consumer perception, beliefs, and behavior for improving them to introduce new strategies and increase in sales. Present paper discusses about how to find the modern way for marketing implementation and value addition.

Keywords:Keywords: Rural Market, Rural consumer, Fast growing product segments such as television, washing machine, refrigerator, Buying Decision Process, Characteristics of buyer, Consumer Durables, Brand Preference.

DOI:

International Journal of Trade & Commerce (Vol: 1 Issue:2)