Asian Journal of Management and Commerce
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P-ISSN: 2708-4515, E-ISSN: 2708-4523

Asian Journal of Management and Commerce


2020, Vol. 1, Issue 2, Part A
A study of rural consumers perception towards consumer durables in Karnataka


Author(s): Karishma Gajendra, Dr. J Gajendra Naidu, Kishore Jatty Gajendra and Kishan Jatty Gajendra

Abstract: More than sixty percent of Indian population lives in villages. These villages may have only few to few hundreds of households. Depending upon the size of the village, we might find few shops, a small post office, panchayat (village council) office, and a school. Weddings, local fairs, religious celebrations add thrill to rural life. The basic needs of the rural people are food, clothing and shelter. With the cross flow of people from rural to urban or semi urban, the necessities have increased over the time. This cross flow of information has made the rural to purchase supplementary products and services in addition to increased demand for basic needs. Increased literacy rate has also acted as a catalyst for demanding more goods and services Lot of discussions are happing in India regarding whether rural India is developed in terms of income, infrastructure and mind set of rural consumers. Many times we hear about prosperity of rural people. The decision regarding whether development has happened cannot be based only on the rural areas close to city canters. The reality of rural India is little different than what we hear. There are many villages without basic amenities. Because of the seasonal nature of income, buying durables goods is a dream for many rural consumers. Even today there are rural families earning income less than Rs.3000 per month.

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How to cite this article:
Karishma Gajendra, Dr. J Gajendra Naidu, Kishore Jatty Gajendra, Kishan Jatty Gajendra. A study of rural consumers perception towards consumer durables in Karnataka. Asian J Manage Commerce 2020;1(2):12-16.
Asian Journal of Management and Commerce