A Paradigm Shift in the Shopping Orientation of Rural Shoppers – An Empirical Study

Abstract

Rural marketplaces in India have recently overtaken their urban counterparts in terms of demand and opportunity. As per the statement from McKinsey & Company, “Indian rural market, in the next twenty years will be greater than entire consumer market in South Korea and Canada as of now and it is almost four times bigger to the size of the urban Indian market.” The study was conducted in six villages in Coimbatore, and a sample of 300 consumers was chosen based on disproportionate stratified random sampling. The major findings of the study show that marketing strategies adopted by the manufacturers are significantly associated with the amount spent by the consumers. It is found through binary logistics that the declarations like I share my spending practices with my friends, I go to a shop as I can look at an extensive variability of stock, an individual can save a portion by spending for giveaways, and I would shop from the adjacent store are consistently anticipated grounded on the category of gender.