A study on rural consumer behaviour towards durable goods with special reference to rural areas in Bengaluru, Karnataka State
*N. Md Faiyaz AhmedCorresponding authorfaiy007@gmail.comDepartment of CommerceJamal Mohamed College (Autonomous)Affiliated to Bharathidasan UniversityTiruchirappalli, Tamil Nadu, 620020, India0000-0001-6520-6104View full profile → , A. Khaleelur Rahmanakrakr65@gmail.comDepartment of CommerceJamal Mohamed College (Autonomous)Affiliated to Bharathidasan UniversityTiruchirappalli, Tamil Nadu, 620020, IndiaView full profile →
* Corresponding author · click or hover a name for details
- Received:
- 01 Jan 2026
- Published Online:
- 31 Oct 2026
- Article type:
- Research Article
- Language:
- EN
- Article no.:
- JSMS-1755
- Pages:
- 1161–1171
Abstract
The growth of durable goods in the Indian consumer market is influenced by a number of variables, such as the emergence of middle-class consumers, the expansion of companies’ services and manufacturing in the infrastructure sector, and similar factors. Rising demand primarily comes from residents of semi-urban and rural areas, driven by rising incomes, access to communication and information technology, and government policies promoting rural development. Consequently, many prominent Indian and multinational companies are expanding their reach into rural India. First-time purchasers, not the replacement market, are the main source of demand in rural areas.
This study examines the consumer behaviour of rural people in the context of durable goods; A primary field survey provided the data for this study, which was used to anticipate demand. A random sample of consumers in rural Bangalore participated in the study’s opinion surveys. In the rural areas, researchers observed that product availability, price and awareness were key determinants in consumer choice.
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References
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