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.