A STUDY ON BUYING AND REFERRING THE PRODUCT PATTERN OF RURAL CONSUMERS IN PUDUKKOTTAI CITY

C. Rajalingom; D. Elangovan

doi:10.29121/shodhkosh.v3.i2.2022.4679

A STUDY ON BUYING AND REFERRING THE PRODUCT PATTERN OF RURAL CONSUMERS IN PUDUKKOTTAI CITY

Authors

C. Rajalingom Ph.D. Research Scholar, PG and Research Dept. of Commerce, Govt. Arts College, Ariyalur, Tamilnadu.
Dr. D. Elangovan Assistant Professor, PG and Research Dept. of Commerce, Govt. Arts College, Ariyalur, Tamilnadu.

DOI:

https://doi.org/10.29121/shodhkosh.v3.i2.2022.4679

Keywords:

Branded Product, Purchasing Pattern, Shopping And Pudukkottai City

Abstract [English]

The digital technology and improved infrastructure, rural consumers are now exposed to a wide range of products and services. However, their buying behavior remains distinct from urban consumers due to cultural, economic, and social factors. Understanding these patterns can help businesses. Understanding rural consumer behavior is essential for businesses aiming to penetrate and sustain in rural markets. This study explores the purchasing patterns of rural consumers, their decision-making process, brand preferences, and the role of word-of-mouth referrals. The research highlights key factors influencing buying behavior, including socio-economic conditions, cultural influences, product availability, and digital penetration. The findings provide valuable insights for marketers to devise effective strategies for engaging rural consumers.

References

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Verma, S. (2022). Impact of Word-of-Mouth Marketing in Rural India. Journal of Consumer Research, 12(4), 223-239

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Published

2022-12-31

How to Cite

C. Rajalingom, & D. Elangovan. (2022). A STUDY ON BUYING AND REFERRING THE PRODUCT PATTERN OF RURAL CONSUMERS IN PUDUKKOTTAI CITY. ShodhKosh: Journal of Visual and Performing Arts, 3(2), 1143–1148. https://doi.org/10.29121/shodhkosh.v3.i2.2022.4679

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Issue

Vol. 3 No. 2 (2022): Volume 3 Issue 2 July-December - 2022

Section

Articles

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