Research scholar, Department of Commerce, J.J.College of Arts and Science, Pudukottai
Online published on 15 March, 2019.
Consumption makes little meaning without consumers, who are users of goods and services or final takers of specified goods, even when the goods are to be converted or combined with some kind of service and resold. Consumer groups believe consumers have several basic rights that they are entitled to. The rights include products whose quality is consistent with their prices and the claims of manufacturers’ protection against unsafe goods, adequate and accurate information about goods or services and of course a choice among a variety of products. On the other hand, consumers as buyers have some responsibilities such as making sure that a product is used for the purpose intended by the manufacturer, and following the instructions provided with the product. Consumer behaviours involves the study of when, how, what and where people do or do not buy products. Any marketer is keen in closely monitoring the changes in terms of numbers and specially keeping regular track of the changing pattern of consumers’ aspirations and competitive actions. In our country 70% of the total population lives in villages. Revolution and economic reforms in India have brought out several changes in the whole market environment, especially in rural market. Several studies, seminars and meetings have been conducted on the rural markets with special reference to the consumer durable products. For studying the above changes in market in liberalized era, the attempt has been taken to study on rural consumer behaviour towards consumer durable products in Sivaganga District.
