Informations et ressources scientifiques
sur le développement des zones arides et semi-arides

Titre : Rural Buying Behavior : A Study with Special Reference to Mobile Phones

Auteurs  : Kavitha R. Gowda - R. Satish Kumar - K.S. Gopalakrishna
Publisher  : LAP Lambert Academic Publishing
Date de parution : 2020-07-25
Pages : 80

Présentation
The rural consumer is evolving from the poverty-stricken, illiterate stereotype, with a fear of change and reluctance to spend. Today’s rural consumer is value driven. A product is worth purchasing if it enhances his life in a meaningful way. Literacy is rising, and exposure to the same commercials as urban consumers has created a demand for typically urban products and services. Villagers are willing to adopt new products or services if they can clearly see the benefits that accrue. Several research studies have proved that the rural market has been profitable for FMCG products and automibles too.

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