*Assistant Professor, Malwa Institute of Science and Technology (Management), DAVV University, India. premlal01@gmail.com
**Executive Director, Shiv Kumar Singh Institute of Technology Science, Indore, India. gdgidwani@gmail.com
Rapidly increasing growth in the information technology and outsourcing industry is a major demand driver for the growth of branded products of FMCG in a rural segment of the country. Rapid urbanisation of rural areas has fuelled inflow of massive population from the countryside and smaller towns into the major cities of the country. Foreign investment is also a critical factor principally on account of the capital concentrated temperament of the zone. The world of at present is changing speedy. India has no exemption. Particularly the pace of change that India and its people are experiencing in their socio-cultural surroundings is incredible after the opening up of the economy. India, with its extensive variety, offers a captivating extent to study. In this study 1000 rural consumers have been selected and correlation and regression were applied to examine the impact of consumption pattern on buying capacity of consumer behaviour.
Socio-cultural surroundings, Consumption Pattern, Buying Capacity, Consumer Behaviour
