Indian urban and rural consumer markets exhibit high degree of variations with regard to consumer behaviour. Many of the urban markets have high density of population, well-developed infrastructure and high connectivity due to communication networks and transportation. The awareness levels of urban consumers are believed to be far better as compared to their rural counterparts. Though about 70% of the Indian population still live in rural areas, the traditional rural markets are mostly un-integrated, small in size and mostly primitive in nature. The objective of the present study is to evaluate the factors influencing consumer behaviour and purchase decisions with regard to consumer durables in select districts of Telangana.
