Journal Information

Print ISSN 2228-7019
Online ISSN 2228-7027

Frequency: 4 Issues/Year


    An official journal of the Islamic Azad University (IAU)

Young Rural Consumers Behaviour: Demographics and Purchase Pattern towards Smart Phones

Dr. Jyoti Rana


The objective of the present study is to understand the purchase intention and consumer behaviour of young, educated rural consumers towards Smart Phones. Data was collected from 800 young and educated rural consumers. The relevant responses were analysed using descriptive statistics, correlation, and Chi-square via the Statistical Package for Social Sciences (SPSS). Marketers must focus on the need of female consumers and consumers who are living in the less developed cities of India. The coverage area of the study is too small and needs to be expanded to generalise the findings. Respondents were selected from educational institutions of two cities Gurgaon and Faridabad, the developed cities of Delhi, NCR India. Consequently, there is a limitation to representing the entire population of India. The findings of the paper indicate the purchase behaviour and buying habits of young and educated rural consumers, which resulted in some important findings. Background of the literature indicates a lot of studies related to young consumers, but a limited number of studies are conducted with educated young rural consumers. The current findings are helpful for marketers to target their market and to frame marketing strategies related to Smartphones.The results of analysis and discussion helped to know the effects of age, gender and location on various attributes consumers consider while purchasing smart phones. Further, the empirical findings contribute to the field of academics by adding to the existing body of knowledge of purchase pattern and consumer behaviour.

Keywords: Consumer Behaviour, Purchase Pattern, Smart Phones, Demographics, India

Volume: 9 | Issue: 2

Pages: 35-45

Paper ID : 190015

Issue Date: May , 2019

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