A Contrast of Consumer Behavior towards Durables in Rural – Urban perspective, with impact of Religious beliefs, an empirical study

Abstract

The Indian consumer market is the largest in the world next only to China in terms of business potential, performance and competitiveness. The mass media explosion experienced in Kerala, the most developed state of India next to Gujarat had made the marketing and communication strategies easier for the durables marketers. The sales of consumer durables have been stupendous in the past five years with the demand rising by leaps and bounds, despite the global recession that struck USA in 2008 with ramifications across the globe. The religious affiliations and belief system could shape the personality-self- image-of the Consumers and their purchase attitude towards durables. Consumer behavior as a science is only forty years old with oldest buying behavior model unveiled in the late 60’s.  Internal variables like personality attitude, belief and opinions have been studied across the globe.  Among the external variables culture and religion have emerged as key external variables. This aspect is explored herein on the impact of religious beliefs on Purchase attitude-behavior  in the dichotomy of the rural-urban divide. India is going to become one of the biggest markets for consumer durable as the country becomes one of the top five economics in the world.  (Nagraj 2000, Sengupta et al 2008).The market for durables will significantly increase in future and hence worth studying this market and how religiosity could affect the consumer purchase behavior in this segment is important.  India being a multi-religious country makes it interesting to find out if there are any differences in consumer behavior with respect to durables.