Comparative analysis of rural consumer’s purchase behavior towards mobile phone in Karnataka

Abstract

Indian urban market is getting saturated for many products. Thus, due to success of brands like Chik shampoo, Project Shakti, LG, Dabur, HLL (then…2005), many marketers are now expanding their product offerings to rural markets as well. Also, since major part of India living  in villages  (around 70%)  are now more improved due to increased literacy, TV penetration and improved affordability is a reason for marketers to expand. Of the research conducted on rural India, majority was either on understanding rural consumers on price, quality, brand, function and style or comparing rural consumers over urban consumers on buying behavior. This research focused on comparing rural consumers of two different districts on age, brand and opinion leaders’ role on influencing the rural preference towards mobile phone. The research focused on understanding the buying behavior of two villages , Keelara and Alekere of Mandya and two villages, Araleri and medahatti  of Kolar with reference to mobile phone