Description

The ultimate objective of all production is consumption. A free market economy provides freedom to the consumers to buy and consume goods of their choice. The buying preferences of consumers send signals to producers to produce various commodities in required quantities. Producers, therefore, produces only those commodities which are desired by the consumers. In India, consumer behavior has changed in recent years owing to enhanced awareness, information technology, and, more importantly, governmental intervention through legislations. India's rural consumers account for about 73 percent of the total consumers. In recent years, the lifestyle of a large number of rural consumers in India has changed dramatically and continues to do so. The buying behavior of the rural consumers is influenced by several factors, such as socio-economic conditions, cultural environment, literacy level, occupation, geographical location, efforts on the part of sellers, exposure to the media, etc. This book examines the buying behavior of India's rural masses and the diverse factors which influence their choices. The work is useful for understanding the Indian rural consumer psyche in order to formulate an appropriate marketing strategy.