Consumerism and the Factors Influencing the Parameters of Buying Available at the Disposal of Consumers-An Empirical Study from the Perspective of Wholesale and Retail Markets in India

From the age of "buyer beware" the Indian consumer is slowly but steadily moving into the concept of "seller beware". This is true not only in the case of an urban consumer who has all the information that he needs at the click of a mouse, it is true also in the case of the rural consumer who is not exposed to that extent of the information break through. This study throws light on the buying behaviour of rural consumers and the factors that influence buying behaviour. The attributes of buying behaviour of rural consumers is discussed and the influentials are tested based on which conclusions are drawn as to the importance of various factors and the extent to which these factors influence the buying behaviour of rural consumers.