Consumer Behaviour : A comparative Review of Rural and Urban Consumers

Abstract

In today's dynamic and complex business environment it is need of the hour to
comprehend the behavior of consumers. For the purpose of understanding the behavior
of rural and urban consumers the literature is reviewed and it was found that there is
difference in the buying behavior of rural and urban consumers. The main aim of the
paper is to compare the buying behavior of consumers in rural and urban areas. It will
help the marketers to know the requirement of consumers in different areas so that they
can make the appropriate strategies accordingly.