Changing customer attitudes in rural markets (A holistic perspective in changing Indian economic scenario)

Attitude is considered as a relatively enduring organization of beliefs around an object predisposing one to respond to some preferential manner. Indian consumers are also associated with values of nurturing, care and affection. These values are far more dominant that values of ambition and achievement. Product which communicate feelings and emotions gel with the Indian consumers. Rural market is large and diverse in nature. Rural consumers check for the price tag. The product has to satisfy rural need and should offer value for money. It is not true that only cheap brands sell in rural markets. Marketers can use product and package design to influence their attitude. This paper conceptually explores how the rural customer attitude is changing and how companies are catering to their needs/wants.