Comparison between Rural and Urban Consumer Behaviour: An Empirical Study

These days, all customers have good communication and connection with both the items and each other. A mature and awakened society may be identified by its knowledgeable and educated consumers. Consumer education imparts knowledge and skills that enable one to make better purchasing decisions. In order to be able to defend himself against any wrongdoing on the side of the merchant, a customer must be satisfied to be watchful and discriminating. They keep an eye out for different marketing gimmicks and deceptions connected to the products they are purchasing. Consumers look for knowledge on every aspect of a product, from its creation to its use, increasing their awareness and helping them make the best decision for their requirements. Therefore, it is crucial to investigate the source the consumer is using to gather this information. The purpose of the study is to identify the numerous factors that influence consumer awareness, as well as how they differ and overlap among the various market groups. The study utilized a stratified sampling method to select 1377 customers from the Telangana district of Hyderabad, providing a representative sample for analysis. Methodologies included Chi-square and Regression analysis techniques, enabling a comprehensive examination of the data. The study noted that the reading habit and the extent of discussion with various members of society are the main variables that assist a consumer in increasing his density of awareness. Specific variables such as reading habits and social engagement were found to significantly impact consumer awareness levels among both rural and urban participants. The variables were chosen to identify the relationship between the factors associated with awareness among rural and urban consumers and their level of awareness. Consumers must be well-informed in order to respond to new technologies and impending difficulties since reading and conversation play a key role.