Psychographics of Rural-Urban Purchase Behaviour towards Consumer Durables in Punjab

Abstract

Since 1991, India is going through a transition phase. It has opted for liberalisation and globalisation and reaffirmed its commitment to new economic policies. This will bring about a marked change in rural markets too, as these will now be flooded with a variety of foreign products. The Indian rural market with its vast size and demand base offers a huge opportunity that MNCs cannot afford to ignore. The present study is a comparative examination of various psycho-socio characteristics forming vital part of rural-urban purchase behaviour of the leading & prosperous state of Punjab (India). Present study offers useful implications for various durables manufacturing companies about modifications required in present marketing strategies applied for tapping urban markets and to decide, if possible and to what extent, these strategies can be molded and applied successfully to the rural markets.