“A Comparative Study on Attitude of Consumers towards Branded Consumer Durable Products in Rural & Urban Market of Solapur District”

Abstract

Major portion of Indian population (about 69%) resides in rural area point towards the need for developing good understanding rural market and rural marketing trend. Consumers from rural market are distinctly different from urban counterparts in many aspects such as availability of information sources, factors influencing purchase decision, attitude towards products, and their value expectations. In case of consumer durables it is observed that only 35% sale is actualized from rural market and 65% sale is contributed from urban market. Despite of this the penetration levels of branded products are also less in rural market as compared with urban market. Also the established products accounts for merely 10% of the consumer durable market that to in rural market it is less as compared to urban market (report of RNCOS, 2010). Rural market accounts the untapped potential for leading companies to grow their market share with distinctive challenges. Measuring their attitude, knowing the factors forming their attitude & making their attitude favorable towards branded consumer durable products is a key area of concern for leading companies. Hence, researcher is keen to know the attitude and perception being most important factors affecting consumer purchase decision in rural and urban market.