• ASHISH KUMAR MISHRA

Today the consumers of India have a multiple influence on income growth, aspiration to consume and a changed friendly thoughts and social status across the income ship, especially in rural India. Therefore, the buying behaviour of rural consumers has become an important –topic for discussion because in rural India, in recent time, is consuming everything from detergent to cars and this “rural perception” is being the important topic of market analysis. Besides, we know well that purchase decision in Indian homes have become a collective process with women and teenage children playing a major role on product and brand choices. Rural customers are conscious of value for money and for every rupee each spends. It is difficult to analyse the behaviour of the rural consumers towards the perceptions of the product. In this study the try has been made to know the buying perceptions of the rural consumer, their awareness about the product and their influential’s on their purchasing behaviour. In this competitive market, the companies have to understand the customs and the role of the rural consumers to establish themselves into the rural market. The Indian rural market with grand size and grand demand attracts great opportunities to the marketers. Two third of our country’s consumer lives in rural areas and almost half of the national income is generated from here. Our country is classified in 630000 villages that may be sorted in different parameters such as literacy levels, income levels, penetrations and distances. Customer satisfaction is essentially the culmination of series of customer experiences or, the net result of the good ones and the minus ones. It is an old saying that customer is the king because he is the person whose decision have an influence on the demand of any product or service.

Key words: Rural perception, custom, consumer, purchasing behaviour

"Indian Rural Consumer’s Perception and their Buying Decisions ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 6, page no.269-277, June-2018, Available :http://www.jetir.org/papers/JETIR1806734.pdf

"Indian Rural Consumer’s Perception and their Buying Decisions ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 6, page no. pp269-277, June-2018, Available at : http://www.jetir.org/papers/JETIR1806734.pdf