AN EMPIRICAL STUDY ON CONSUMPTION OF DURABLE AND NON-DURABLE PRODUCTS AMONG RURAL CONSUMERS
Author: Dr. Mayanka Sharma , Dr. Raju u. Rathod , Ijan Nikhil Yaidya
Category: Marketing Management
Abstract:
Consumption pattern of rural consumers differ from the urban consumers. However, In the last one decade consumption pattern of rural consumers has drastically changed and now rural consumers also purchase the same products as urban consumers used to purchase. So far as India is concerned, rural market is emerging as the biggest and most potential market. Thus, the purpose of this study is to understand consumption of durable and non durable products among rural consumers. Primary data has been collected in regard to preferences of various television programmes by rural consumers. Nature of durable and non durable consumption by the various demographic groups of rural consumers and the expected pattern of consumption of Indian rural consumers in the near future has also been studied. The study has revealed many useful findings for markets which want to tap Indian rural consumers.
