Rural Consumer Buyer Behavior towards Mobile Phones

A tremendous change in rural region noticed from past 8 to 10 years, in terms of development in infrastructure, increased literacy rates, demand for FMCG and automobiles; it can be predicted as next target market for many other products as well. When the future of India has been predicted for retail market, communication, Rural India being a major portion of Indian market draws more attention. Rural India is known for its vivid diversity. With 6,38,000 villages; India houses world’s largest rural population. India has 711.6 million rural population and 132.4 million rural households, which comprise of 70% of total Indian population. As urban market is getting saturated, marketers are looking at rural market as an option to grow their market share.Study helps to understand potential market for mobile phones and thus can help mobile phone manufacturers to devise strategies focused at rural consumers. The thesis analyses the consumer buyer behaviour of rural areas of Karnataka, their purchase process towards mobile phone and thus helping marketers in devising marketing programmes/ strategies to enhance sale of mobile phone in rural areas.