Published Paper Details:

According to the census 2011, about 69% of people live in rural areas, whereas 31% live in urban areas in our country. Rural India has vast scope for marketers due to the variety of consumers, large rural customer base, and their purchasing capacity, which impact their decision-making. Over the past few decades, there has been a visible change in demand for branded consumable items in rural areas. Despite farm distress and stagnant incomes, consumption of consumer goods has grown at a slower pace in rural areas than in urban areas. The entry of smartphones and the massive reach of telecommunication and media have set a new standard in rural marketing, which is quite challenging for marketers to meet. Today, the consumption pattern in rural India is outpacing, which is a positive sign for marketers. Hence, marketers not only need to understand the purchase process in rural markets but also need to encourage rural people through effective communication and pricing strategies to convert their purchasing power into buying decisions to improve their standard of living. Since Indian marketers, as well as MNCs, are approaching the rural market, cut-throat competition will be evident in the rural market. The research paper is an attempt to understand the buying patterns of rural consumers and their purchase decisions. The findings can be adopted by marketers to meet the demands of new rural business development.