*Research Scholar, University College of Commerce & Business Management, Kakatiya University, Warangal, India
**Professor, University College of Commerce & Business Management, Kakatiya University, Warangal, India
Online published on 24 November, 2015.
In the Indian economy several changes have taken place especially after the era of liberalization, Globalization and Privatization that took place in 1990. In effect to the new policy implementation, numerous companies from different parts of the globe entered into almost all sectors of the Indian economy. The economy has totally changed its dimensions in different spheres thus offering products and services of various aspects. Sectors such as Manufacturing, Processing, Services and Agricultural have attained new faces.
Especially, during the last two decades the Indian consumer durables industry has witnessed substantial developments. It was noted that there is a much change in the lifestyle among the rural consumers and a notable rise in their income. Due to these changing patterns the rural consumers have greater affordability. Moreover the increased advertisements have become yet another influential factor to gear up sea changes among the buying behaviour of the rural consumers and hence they begun to have sophisticated lifestyle at par with or sometimes much better than the urban consumers. The increase in their income is due to the dual income of the nuclear families in the rural areas. Apart from the steady income gains, the financing options and several other hire purchase schemes are found to be major drivers in the Indian consumer industry. In this paper an attempt has been made towards the analysis of consumer buying and shopping behaviour of 300 sample respondents.
