• Rashmi Mehra
• Dr Dharmendra Kumar

Today, with improved infrastructure in rural areas, the scenario has changed. Rural households are almost as well equipped and managed as their urban areas. The changing economic and socio-cultural features has significant impact on consumers buying behaviour in rural areas. To survive in these market segments the marketers & manufactures have to adopt such strategies that will suit the expectation level of the potential consumer to know their consumers better, and identify factors that initiate purchase to meet their needs and wants. This study examines consumer awareness, purchase behaviour, and consumption patterns of durable goods in rural areas, with specific reference to the Kumaun region. Using primary data from 1,000 households, the research explores brand ownership, product usage periods, purchase frequency, decision-making timeframes, sources of information, payment methods, and levels of awareness across various durable categories. The findings reveal that brand preferences vary significantly by product type, with a balanced representation of domestic and international brands dominating different market segments. Price, quality, and durability emerge as the most critical information sought by consumers prior to purchase, while discussions with family, friends, and relatives remain the most trusted source of product knowledge, followed by the internet. Payment patterns indicate a predominant reliance on cash transactions, with installment plans primarily used for high-value goods such as vehicles. Awareness levels are highest for frequently used and affordable items like mobile phones and televisions, and lowest for costlier products such as four-wheelers. Overall, the study underscores that rural purchasing behaviour is shaped by a combination of economic considerations, product performance, social influence, and access to information.

Durables, Consumption pattern, Rural Consumer, Awareness level, Brand preference, Purchase behaviour

"AN ANALYSIS OF CONSUMER AWARENESS AND CONSUMPTION PATTERN OF DURABLE GOODS IN UTTARAKHAND STATE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 8, page no.e390-e404, August-2025, Available :http://www.jetir.org/papers/JETIR2508455.pdf

"AN ANALYSIS OF CONSUMER AWARENESS AND CONSUMPTION PATTERN OF DURABLE GOODS IN UTTARAKHAND STATE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 8, page no. ppe390-e404, August-2025, Available at : http://www.jetir.org/papers/JETIR2508455.pdf