Customers' Brand Preference towards Mobiles with Reference to Rural Market in Kurnool District

Abstract

Marketing a product differs from urban to rural. In Rural marketing, a company should change its strategies to market its product in rural areas. Unfortunately, this is the unaddressed area by majority of companies though it is bigger. Now, in this war fare the rural marketing is definitely a competitive advantage through which one can win others. The main of the study is to describe the potentiality of Indian rural markets and the people's preference patterns.

The main focus of this study is to know the brand preference patterns by the rural people towards mobiles. This research study is based on the primary data collected directly by approaching the respondents with the help of planned questionnaire. Based on the research findings, there is a bond between demographic parameters and brand preference. Finally, we preserve that consumers are having a specific brand preference and choice towards mobiles in rural areas. Consumers investigate various factors like Price, Features, Service, Brand Image, Availability etc. in prior to the purchase mobile.