ASSESSING MOBILE PHONE BUYING BEHAVIOR: COMPARISON OF RURAL AND URBAN MARKETS IN AHMEDABAD DISTRICT

Abstract

This study attempts to understand different aspects of rural consumer behaviour on buying of mobile phones and compare that with urban buying behaviour. The study indicates the factors which are important while purchasing a mobile phone and comparing the same for urban and rural consumers. Analysis has been done by using multivariate technique like Factor Analys is Independent Sample t-test and Chi-Square test. The factors for selecting a mobile phone include value for money, impression, serviceability and efficacy. Additionally, it was found that rural and urban consumers differ in context of two factors viz value for money and impression. The study also conveys that rural and urban consumers are different both in case of the amount spent for buying a mobile phone and role of family members in influencing the purchase decision.