Rural consumers brand choice behavior for mobiles

Brand choice, which constitutes an important aspect of consumer behavior, refers to the selection of a specific brand of a product out of the available brands in the market. Consumers purchase decisions for mobiles are always influenced by a vast number of factors which lead them to select a particular brand in preference to others. The individual firm marketing a specific brand is likely to be the most concerned with consumer brand choice and it is toward this aspect of the subject that the present study has been directed. The findings in this study may offer great potential to those who are interested In drawing specific implications for their own marketing decisions. This paper through an illumination on the influencing factors/attributes on rural consumers purchase behavior.