This paper discussed the behavioural approach regarding four wheeler's consumer psychology. Instead of traits, behavioural approach proponents believe that behavior is a function of social factors and learning. Understanding of consumer's personality can be of immense help to the management in the selection of right kinds of consumer for different jobs. Various factors like income growth, development of roads, transportation, political issue, change to modern lifestyle, sources of income has affected the consumption psychology of the rural consumers. A very important aspect of muavza (compensation) for the land acquisition) by government and new government policies regarding compensation, on the purchase of four wheeler has been considered for the studies. So, this paper reviewed the rural area of Gautam Budha Nagar of Uttar Pradesh district as a representative of the rural consumer behaviour analysis.
Consumer behaviour, four wheeler, purchase, rural area, Consumer
