Buying Behaviour of Rural Consumers and their Psychology with Special Reference to Mobile

Indian Rural markets are dynamic and fastest growing market for most products and services including telecom. Rural consumer needs and preferences are continuously changing given the changes in factors like demographics and lifestyles. New challenge in front of the marketers is to target the Rural Consumer and understanding their behaviour. The rural consumer behavior suggest how individual, groups and organization select, buy, use and dispose of goods, services, ideas or experience to satisfy their needs and wants. The consumer market in rural India is expanding never before. Increasing purchasing power of rural consumer major shift in their purchasing pattern (krish & Ramakrishnan, 2011). The rural share of popular consumer goods and durables ranges from 30 to 60 percent. While more and more rural consumers purchasing branded products and awareness about right of the consumer is lacking (singh & pandey, 2007)

The present study is an attempt to examine the purchase motivators for Mobile phone of rural area of Dehradun Region. This study is helpful to the manufactures to identity the consumer perception, and behavior for improving them to introduce new strategies and increase in sales. Present paper discusses about how to find the modern way for marketing in rural area.