Associate Professor, Universal Business School, Lalru
Online published on 11 October, 2019.
Consumer buying behaviour is the decision process and acts of the people involved in buying and using the products. Today is the world of consumer oriented market. Consumers are provided with hundred of choices to buy a product. So it has become imperative for the marketers to understand the consumer's needs and wants in order to satisfy them. For the marketers to retain their business it is very important to make available the better options to the consumers. Telecom sector is the fastest growing sector not only in urban area but in rural area also. The present study aims at understanding the impact of the marketing influences on the buying behaviour of rural telecom customers.
