A Compartive Study on Importance of Pleace of Purchase in Urban and rural Indian Market for Selected Consumer Durable Products

Abstract

Consumer behaviour is the buzzword now. Firms who underestimate their consumers will have no chance to serve them. Competition is intensifying day-by-day and the firms have to evolve their strategies based on the behaviour of the consumer, on a continuous basis, to stay ahead and win the race. Consumer behaviour as a discipline is quickly gaining new ground over the years. This has become even more relevant in the present-day world, marked up by rapid changes and explosion of information technology. It holds great interest for marketers, consumers and students of human behaviour.