• Dr. Raj Kumar
• Dr.Rajender Kumar
• Dr. Bijay Prasad Kushwaha

Globalization is an interactive co‐evolution of several factors such as economic, social, cultural, institutional, technological, and environmental. The progressive stride of globalization has led each sphere to produce, reduce costs, distribute, and enlarge the terrain. The urban markets have been saturating, so the focus is on trapping the rural markets. The marketer’s efforts and their own increased interaction riding on the growing reach of media, of course apart from increased purchasing power marketers are looking for fresh challenges and approaching in a big way to attract this large market with newer variety of products specially designed for those markets, lucrative schemes, appealing advertisements and logistical supports. The globalization has replaced modest rural consumers with modern rural consumers, led to access varieties of media, modern technologies, product alternatives, and gather enough information before making buying decision. This paper presents the impact of globalization on rural consumers’ buying behaviour, their expectations, and utility aspects. The data is collected from the existing users of two-wheelers residing in the rural part of Guntur district of Andhra Pradesh.

Globalization, Modest, Consumer Buying Behaviour, Expectations

"UNDERSTANDING RURAL CONSUMER BEHAVIOUR IN THE ERA OF GLOBALIZATION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 1, page no.1392-1404, January 2018, Available :http://www.jetir.org/papers/JETIR1801255.pdf

"UNDERSTANDING RURAL CONSUMER BEHAVIOUR IN THE ERA OF GLOBALIZATION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 1, page no. pp1392-1404, January 2018, Available at : http://www.jetir.org/papers/JETIR1801255.pdf