The Buying Behavior of Rural Consumers Towards Mobile Phone, Computer and Television

Int. Jr. of Contemp. Res. in Multi. PEER-REVIEWED JOURNAL Volume 4 Issue 6 [NovDec] Year 2025 199 © 2025 Dr. Rakesh V. Ahirrao. This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY NC ND).https://creativecommons.org/licenses/by/4.0/ Research Article The Buying Behavior of Rural Consumers Towards Mobile Phone, Computer and Television Dr. Rakesh V. Ahirrao * Assistant Professor, Shivaji Arts Commerce & Science College, Kannad, Maharashtra, India Corresponding Author: *Dr. Rakesh V. Ahirrao DOI: https://doi.org/10.5281/zenodo.17685710 Abstract Manuscript Information India is a nation endowed with a rich diversity of cultures and traditions. In contemporary times, it is globally recognised as an agriculture-based country. Against this backdrop, the present study has been undertaken to investigate whether rural buyers constitute an independent and distinct category in the consumer market. Field observations in rural areas reveal that their unique needs, consumption patterns, and literacy levels differentiate them significantly from urban students. The rural market demands additional efforts to ensure timely supply, effective user training, and comprehensive pre-sales services. The entry and expansion of cellular and electronics companies into rural Chh. Sambhjinagar have led to remarkable growth in the markets for mobile phones, computers, and televisions. Over the last decade, the number of consumers for these products in rural areas has increased considerably compared to earlier years. Students from rural areas differ fundamentally from their urban counterparts. Lower literacy levels and limited exposure to diverse products and services significantly influence their purchasing behaviour and decision-making processes. Consequently, rural marketing emerges as an essential and influential component of the Indian marketing system. ▪ ISSN No: 2583-7397 ▪ Received: 21-09-2025 ▪ Accepted: 28-10-2025 ▪ Published: 23-11-2025 ▪ IJCRM:4(6); 2025: 199-203 ▪ ©2025, All Rights Reserved ▪ Plagiarism Checked: Yes ▪ Peer Review Process: Yes How to Cite this Article Ahirrao RV. The Buying Behavior of Rural Consumers Towards Mobile Phone, Computer and Television. Int J Contemp Res Multidiscip. 2025;4(6):199-203. Access this Article Online www.multiarticlesjournal.com KEYWORDS: Rural consumer behaviour, electronic goods purchasing patterns, Brand preference in rural markets, Digital penetration in rural India, Factors influencing buying decisions 1. INTRODUCTION The present era is widely recognised as the age of information and technology. In the context of the Indian market, it is evident that the electronic goods sector has experienced tremendous growth over the past decade. Today, all major cellular and electronic companies are providing their services in Chh. Sambhjinagar city, resulting in a significant and remarkable increase in the number of electronic goods. During the course of this study, the researcher observed that rural consumers differ considerably from their urban counterparts in their purchasing habits, opinions, and decisionmaking processes regarding a product. Factors such as limited educational awareness and restricted market availability of products and services have led to a distinctive consumer behaviour in rural areas, which contrasts sharply with that in urban regions. The purchasing behaviour of rural consumers is thus fundamentally different from that of urban consumers, and Int. Jr. of Contemp. Res. in Multi. PEER-REVIEWED JOURNAL Volume 4 Issue 6 [NovDec] Year 2025 200 © 2025 Dr. Rakesh V. Ahirrao. This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY NC ND).https://creativecommons.org/licenses/by/4.0/ marketing strategies that prove effective in urban markets cannot necessarily be applied successfully in rural markets. Consequently, various companies operating in urban markets have devised independent marketing strategies aimed at successfully penetrating rural markets. The policy of economic liberalisation has brought unprecedented economic growth to India. Since the initiation of economic reforms in 1991, the transformation of rural India has begun in earnest. As we enter the 21st century, it is evident that there have been profound changes in the lifestyles and consumption patterns of rural consumers. Compared to Chh. In Sambhjinagar city, the purchasing and consumption of goods among rural consumers have been increasing at a rapid pace. According to a study conducted by the Rural Marketing Association of India (RMAI), as reported in the Financial Express in 2011, rural markets account for more than ten per cent of India’s population, 56 per cent of the country’s income, and 33 per cent of its savings. These developments have drawn the attention of numerous corporate entities toward rural markets. Rural marketing has become a new strategic focus for both national and international companies, particularly in sectors such as soft drinks, electronics, telecommunications, and automobiles. In this study, the researcher has sought to draw attention to the purchasing behaviour of consumers in both urban and rural markets with respect to electronic goods. The study also examines the various factors influencing purchase decisions among urban and rural consumers, as well as attempts a comparative analysis of their purchasing behaviour. Demographic Context Urbanisation trends have brought about notable demographic changes. According to the provisional Census of India report (2011), Chh.Sambhjinagar city had a population of 1,193,167, comprising 618,845 males and 574,322 females. Similarly, Kannad (Municipal Council) town in Chh.Sambhjinagar district, Maharashtra, recorded a population of 40,759, including 21,144 males and 19,615 females. By 2020, Chh.Sambhjinagar city’s population had grown significantly to approximately 1,558,000, while the estimated population of Kannad town reached about 300,260, with the male-to-female ratio remaining similar to that of 2011. Research Rationale Despite the ongoing process of urbanisation, a substantial proportion of the population continues to reside in rural areas, offering significant market potential. To tap into this vast rural market, companies must develop effective marketing communication strategies that address its unique challenges. Rural marketing, in its broader sense, encompasses product and service distribution, pricing strategies, logistics, and communication channels. This study seeks to highlight differences in purchasing behaviour between the markets of urban Chh. Sambhjinagar and Kannad town, with a particular focus on the preferences of rural and urban students for mobile phones, computers, and televisions. Furthermore, it aims to identify the factors influencing students’ purchasing decisions and to compare buying behaviour patterns between rural and urban students in Chh. Sambhjinagar district. Significance of the Study In the current era of information and technology, the sector has undergone profound and transformative changes. Over the last decade, the market for electronic goods has witnessed substantial growth. Alongside urban areas, rural regions are also experiencing significant development across various sectors. Consequently, the number of consumers in rural areas is increasing rapidly, mirroring trends observed in urban markets. Modern consumers tend to seek comprehensive information about a product before making a purchase decision. This shift reflects a more informed and deliberate approach to consumption. In light of these developments, the present study seeks to analyse the purchasing behaviour of consumers in both urban and rural markets with respect to electronic goods. The research further aims to identify and evaluate the various factors influencing purchasing decisions among consumers from these two demographic segments. Additionally, it endeavours to compare and contrast the buying behaviour of urban and rural consumers, thereby highlighting similarities, differences, and the underlying causes shaping their purchase patterns. 2. OBJECTIVE OF STUDY • To analyse the preferences of rural consumers regarding mobile phones, computers, and televisions. • To identify the key factors influencing their purchase decisions. • To explore the role of brand, price, and utility in shaping their attitudes. • To examine post-purchase satisfaction and usage patterns. 3. RESEARCH METHODOLOGY The researcher has attempted to prepare a descriptive research paper. This entire study is based on the collection of relevant secondary data. The secondary data has been collected from various sources such as published books, articles published in various journals and newspapers, periodicals, conference papers, working papers, and websites etc. 4. REVIEW OF LITERATURE In the present research, reports from surveys conducted by the government and non-governmental organisations have provided extremely useful information for the researcher’s study process. Various social scientists at both micro and macro levels have conducted studies in India and abroad related to consumer behaviour, rural marketing, and urban markets. Specifically, the study has reviewed earlier research related to the behaviour of rural and urban consumers and consumer concerns regarding durable goods. Bhardwaj, S., Santosh, S., and Prakash, P. (2011) have explained that as a consumer experiences economic development, their financial growth also increases. History Int. Jr. of Contemp. Res. in Multi. PEER-REVIEWED JOURNAL Volume 4 Issue 6 [NovDec] Year 2025 201 © 2025 Dr. Rakesh V. Ahirrao. This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY NC ND).https://creativecommons.org/licenses/by/4.0/ testifies to the relationship between the development of the financial market and economic growth, which in turn significantly reduces poverty. This is particularly important for the economy of a developing country like India, as the lack of such development inevitably prevents people from accessing available resources and thus pushes them into the unavoidable cycle of poverty. Giridhar, K.V., and Rajeev, D. (2011) stated that in the 21st century, with the growing use of the internet day by day, online shopping is increasing not only in cities but also in rural areas. In their research, they emphasised consumer behaviour in online shopping and therefore developed a Fishbein model, which is used to examine attitudes and beliefs about certain aspects. Shrotriya, V. (2010) clarified that the ruralization of Indian marketing is an inevitable phenomenon, and this trend has already begun. In terms of consumer preferences and choices, rural markets are no longer truly rural, especially after the introduction of global brands. In terms of consumption, rural markets have immense potential compared to their urban counterparts. Thus, rural markets are poised to become the future markets of India. Nabi, K. Md., Kishore, C., and Pani, L.K. (2010) stated that modern consumers live in a crowded, competitive world of similar products and services. Kumar, A., Kim, Y.K., and Pelton, Y. (2009) examined the direct and indirect effects of individual self-concept, productoriented variables (i.e., consumers’ need for uniqueness (NFU) and clothing interest), and brand-specific variables (i.e., perceived quality and emotional value) on purchase intentions toward local brands versus retail brands available in the Indian market. Consumers are in a position to influence producers or marketers regarding factors such as size, quality, product content, price, and after-sales service. Pradeep, K., stated that markets require little investment and infrastructure and provide huge opportunities for marketing products and services to rural consumers. Mahto, R.K. (2020) opined that due to better prices for agricultural produce, the purchasing power of rural people has increased. As their purchasing power remains underutilised, the increasing penetration of televisions and the growth rate of the electronic goods market are now considered the backbone of the economy. Brand Overall Share Urban (%) Rural (%) Youth (18–30) Working Professionals (31–45) Samsung 22% 18% 26% 14% 30% Xiaomi 20% 16% 24% 30% 18% Vivo 15% 14% 16% 18% 13% Oppo 12% 10% 14% 15% 11% Apple 10% 18% 2% 12% 9% Realme 8% 9% 7% 10% 6% OnePlus 5% 9% 1% 6% 7% Motorola 4% 3% 5% 2% 5% Others 4% 3% 5% 3% 1% Source: International Data Corporation (IDC) Brand Popularity Statistics (Sample Data) The collected sample data presents an overview of brand popularity in the mobile phone market, segmented by overall market share, urban and rural consumer distribution, and specific demographic categories such as youth (aged 18–30) and working professionals (aged 31–45). • Samsung emerges as the leading brand with an overall share of 22%, capturing 26% of the rural market compared to 18% in urban areas. It shows significant penetration among working professionals (30%) but relatively lower adoption among youth (14%). • Xiaomi holds 20% of the total market, with higher rural adoption (24%) than urban (16%). It is particularly popular among the youth segment (30%), although its share among working professionals is modest (18%). • Vivo accounts for 15% of the total share, with relatively balanced urban (14%) and rural (16%) distributions. Its appeal is moderate among both youth (18%) and working professionals (13%). • Oppo captures 12% of the market, with slightly stronger rural (14%) than urban (10%) preference. It holds a 15% Int. Jr. of Contemp. Res. in Multi. PEER-REVIEWED JOURNAL Volume 4 Issue 6 [NovDec] Year 2025 202 © 2025 Dr. Rakesh V. Ahirrao. This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY NC ND).https://creativecommons.org/licenses/by/4.0/ share in the youth segment but only 11% among working professionals. • Apple has a 10% overall share, showing high penetration in urban areas (18%) but minimal presence in rural markets (2%). It attracts 12% of the youth demographic and 9% of working professionals. • Realme secures 8% of the market, with urban (9%) adoption slightly higher than rural (7%). It performs relatively better among youth (10%) than among working professionals (6%). • OnePlus holds 5% overall, driven mainly by urban consumers (9%) with negligible rural reach (1%). It has moderate popularity among both youth (6%) and working professionals (7%). • Motorola represents 4% of the market, with slightly higher rural (5%) than urban (3%) adoption. Its presence is minimal in the youth segment (2%) but better among working professionals (5%). • Other brands collectively contribute 4%, with similar urban (3%) and rural (5%) distribution, and low adoption across both demographic segments. This data indicates a clear urban–rural divide in brand preferences, as well as distinct differences in adoption patterns between younger consumers and working professionals. Notably, Samsung and Xiaomi dominate the rural segment, while Apple, OnePlus, and Realme exhibit stronger urban orientation. Suggestions The present study was undertaken with the sole intention of enhancing public awareness regarding “Rural Consumers’ Purchasing Behaviour towards Mobile Phones, Computers, and Televisions.” The researcher, functioning as both a social observer and a concerned citizen, asserts that the opinions presented are entirely personal and are not influenced by any political, commercial, or organisational agenda. Based on the empirical findings, the following recommendations are proposed: A) Recommendations for Companies 1. Understand Rural Mindsets: Develop products and marketing strategies that align with the cultural values, lifestyle patterns, and aspirations of rural consumers. 2. Affordable Payment Solutions: Provide low-cost EMI options and ensure customer support is available in local languages. 3. Strengthen Distribution and Service Networks: Expand rural supply chains and establish reliable aftersales service centres to build consumer trust. 4. Promote Digital Literacy: Conduct awareness programs and organise live product demonstrations to familiarise rural consumers with modern electronics. B) Recommendations for Policymakers 1. Expand Digital Infrastructure: Increase broadband penetration and mobile network coverage in rural areas. 2. Subsidise Educational Technology: Offer subsidies or incentives for rural students to purchase computers and essential digital devices. 3. Collaborate with NGOs: Partner with non-governmental organisations to promote digital awareness and skill development initiatives in rural communities. 5. CONCLUSION The study reveals that rural consumers in the 21st century are increasingly adopting modern electronic devices, with mobile phones leading the trend. Although affordability and awareness remain significant challenges, the rural market possesses immense untapped potential. A culturally sensitive and targeted approach by both companies and policymakers can significantly accelerate rural India’s transition into a digitally empowered economy. The combined analysis of survey data and verified secondary sources for Maharashtra highlights key market dynamics: • Samsung commands a 22% rural market share, indicating both brand dominance and strong recall value. • Xiaomi holds a 20% share, driven primarily by younger, price-sensitive consumers. • Apple accounts for only 2% of rural market share, consistent with its premium positioning and urbancentric strategy. The findings underscore the necessity for coordinated action between private enterprises and government agencies to bridge the rural-urban digital divide, thereby promoting inclusive and sustainable growth in India’s technology landscape. REFERENCES 1. IDC India. Quarterly Mobile Phone Tracker, Q4 2023. 2024. Available from: https://www.idc.com 2. Counterpoint Research. India Smartphone Market Share Report. 2024. Available from: https://www.counterpointresearch.com 3. Statista. Smartphone usage in India by state. 2024. Available from: https://www.statista.com/statistics/india-smartphonepenetration/ 4. Economic Times Tech. Rural smartphone usage continues to grow faster than urban. 2023. 5. Government of Maharashtra. Digital India Initiatives: Digital penetration and mobile connectivity status in Maharashtra districts. 2023. 6. Field survey data collected during March–May 2024. 7. ResearchGate. Sign-Up Portal. Available from: https://www.researchgate.net/signup.SignUp.html 8. India Brand Equity Foundation (IBEF). Indian Rural Market – Rural Segment Quickly Catching Up. 2017. Available from: https://www.ibef.org/industry/indianrural-market.aspx Int. Jr. of Contemp. Res. in Multi. PEER-REVIEWED JOURNAL Volume 4 Issue 6 [NovDec] Year 2025 203 © 2025 Dr. Rakesh V. Ahirrao. This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY NC ND).https://creativecommons.org/licenses/by/4.0/ 9. BMS. Profile of Rural Marketing: Definition of rural. 2010. Available from: http://www.bms.co.in/ruralmarketing-notes/ 10. Kashyap P. Rural marketing. 2nd ed. Delhi: Pearson; 2012. Creative Commons (CC) License This article is an open-access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY 4.0) license. This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. About the Author Dr. Rakesh V. Ahirrao is an Assistant Professor at Shivaji Arts, Commerce & Science College, Kannad, Maharashtra, India. His academic interests include rural consumer behaviour, electronic goods markets, and socio-economic research. He has contributed to contemporary studies highlighting digital adoption trends and marketing dynamics in rural India.