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Abstract

Rapid changes are being experienced in almost every sector in Indian economy. Consumer Durables too, are facing tough times (feeling saturated) in urban markets. A large number of gigantic MNCs have changed their destination from urban to rural markets which have displayed an impressive growth over last few years. The present study is an attempt to examine the purchase motivators (viz; Item of necessity, symbol of social status, marketing influence, brand reputation and time-saving device) for Washing machine in the rural and urban areas of Punjab. The study suggests that more sophisticated use of marketing and advertising strategies, specifically focused on core benefits of product use will be highly useful in tapping these unexplored markets

Keywords

Indian Rural Market Consumer Durables Marketing Influence Brand Reputation

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Examining Rural-Urban Purchase Behaviour towards Washing Machines: An Empirical Study in Punjab

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