A Comparative Study among the Rural and the Urban India towards the Consumption of Battery

Comparative research is a research methodology in the social sciences that aims to make comparisons across different countries or cultures. This technique often utilises multiple disciplines in one study. The battery industry in India, which is worth Rs. 1700 cr., with a market share of 2000 million units, is dominated by dry carbon cell batteries, and the demand to a large extent is from the rural areas. It also throws light on the recent developments like substitute Chinese products being available and the market for rechargeable batteries growing at a rapid pace, which has affected the industry players drastically. Although these issues have been addressed from different perspective, more researches are required to understand the consumer behaviour towards a particular brand. To understand the behaviour of the consumer, a survey of 350 respondents chosen by random sampling was conducted among the various service centers from various parts of the West Bengal. With the help of descriptive statistics, correlation tests findings were generated. Overall, it was found out that brands that offer a greater variety of options, which appear compatible and require similar skills, tend to be perceived as having greater category expertise or leadership and core competency in the category, which, in turn, enhances their perceived quality and purchase likelihood.