Impact of Improving Socio - Economic Conditions on the Purchase Behavior of Customers in Central Rural Uttar Pradesh
Keywords:
Socio economic conditions, rural customers, purchase behaviorAbstract
The Indian rural market with vast size and demand base offers great opportunities to marketers. Two – thirds of the country’s consumers live in rural areas and almost half of the national income is generated here. The rural market is now bigger than the urban market for most categories. The socio economic conditions in rural India have been improving for the past decades. By 2020, it is expected that every village will be connected by an all weather road, will have internet, an almost every home will have electricity and possess a mobile phone. With significant improvement in rural infrastructure coupled with agriculture reforms, we can expect rural markets to reach inflection point. This will lead to an explosion in demand. In view of improving rural infrastructure, the paper aims at analyzing the impact of improving socio economic conditions on the purchase behavior of customers in central rural Uttar Pradesh. The research paper is the result of the research works of the thesis.
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