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Inventi Impact - Retailing & Consumer Services

Articles

  • Inventi:mrc/100/14
    BUYING DECISION OF RURAL CONSUMER: A STUDY OF INFLUENCING FACTORS
    Prafulla A Pawar, Rahul K Khandelwal, Nitin B Veer

    Untapped rural market is booming now day due to increase in purchasing power of rural consumers and continuous demand for household electronics products. Objective of this study was to analyze the impact key influencing factors on buying decision of rural consumer and influence of retailers, price, and promotion on the buying behavior. In order to extend literature beyond the domain of rural market, this study was conducted in the context of household electronics products stores. In addition, as with department stores, a wide variety of customers visit electronics stores making the sample more representative of the total population. The study was conducted in the Maharashtra state, India in rural area which have franchised and privately-owned small retailer store. The sample was obtained using cluster sampling. Customers visiting a particular store at that time were approached as they left the store and data was collected with a personally administered survey. Nominal and ordinal scale was used to collect responses. Spearman’s rank correlation co-efficient Rho test, Yule’s’ Q for association of attributes and Karl Pearson’s Chi-square test for independence of variables were used for analysis with the help of SPSS 19 software.On the basis of this study it is concludes that first, Retailers play key role of gatekeeper in the purchase decision making of rural consumers. Second, Value for money always matter for the rural consumers while purchasing the household electronic goods. There is positive association between demand by customers and price of products.Third, It is concluded that promotion scheme affect the consumers’ behavior.

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