FACTORS AFFECTING PURCHASE DECISION OF CONSUMERS IN RURAL AREAS OF VIRUDHUNAGAR DISTRICT

Abstract

With increasing economic and social conditions of rural consumers along with their knowledge and attitude on quality and health consciousness, their purchasing decisions are drastically changing in order to meet their personal and family needs and as a result demand for various products and services are continuously increasing in rural areas. The results show that affordability, promotion, product features and trustworthiness are factors affecting purchase decision of consumers in rural areas. There exits significant association amidst factors affecting purchase decision of consumers in rural areas and their demographics. Promotion, affordability, trustworthiness and product features are positively and significantly influencing satisfaction of consumes in rural areas. Therefore,
companies should provide variety of products in lower prices and values and they must fulfill promises and save cost of consumers in rural areas. Companies should give attractive advertisements in rural areas and they must provide discounts and offers regularly for them. Besides, companies should give quality of products in various sizes and in attractive packaging.