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Resea ch A icle
The Buying Beha io o Ru al Consume s Towa ds Mobile Phone,
Compu e and Tele ision
D . Rakesh V. Ahi ao *
Assis an P o esso , Shi aji A s Comme ce & Science College, Kannad, Maha ash a, India
Co esponding Au ho : *D . Rakesh V. Ahi ao DOI: h ps://doi.o g/10.5281/zenodo.17685710
Abs ac
Manusc ip In o ma ion
India is a na ion endowed wi h a ich di e si y o cul u es and adi ions. In con empo a y imes,
i is globally ecognised as an ag icul u e-based coun y. Agains his backd op, he p esen
s udy has been unde aken o in es iga e whe he u al buye s cons i u e an independen and
dis inc ca ego y in he consume ma ke . Field obse a ions in u al a eas e eal ha hei
unique needs, consump ion pa e ns, and li e acy le els di e en ia e hem signi ican ly om
u ban s uden s. The u al ma ke demands addi ional e o s o ensu e imely supply, e ec i e
use aining, and comp ehensi e p e-sales se ices. The en y and expansion o cellula and
elec onics companies in o u al Chh. Sambhjinaga ha e led o ema kable g ow h in he
ma ke s o mobile phones, compu e s, and ele isions. O e he las decade, he numbe o
consume s o hese p oduc s in u al a eas has inc eased conside ably compa ed o ea lie
yea s. S uden s om u al a eas di e undamen ally om hei u ban coun e pa s. Lowe
li e acy le els and limi ed exposu e o di e se p oduc s and se ices signi ican ly in luence hei
pu chasing beha iou and decision-making p ocesses. Consequen ly, u al ma ke ing eme ges as
an essen ial and in luen ial componen o he Indian ma ke ing sys em.
▪ ISSN No: 2583-7397
▪ Recei ed: 21-09-2025
▪ Accep ed: 28-10-2025
▪ Published: 23-11-2025
▪ IJCRM:4(6); 2025: 199-203
▪ ©2025, All Righ s Rese ed
▪ Plagia ism Checked: Yes
▪ Pee Re iew P ocess: Yes
How o Ci e his A icle
Ahi ao RV. The Buying Beha io
o Ru al Consume s Towa ds
Mobile Phone, Compu e and
Tele ision. In J Con emp Res
Mul idiscip. 2025;4(6):199-203.
Access his A icle Online
www.mul ia iclesjou nal.com
KEYWORDS: Ru al consume beha iou , elec onic goods pu chasing pa e ns, B and p e e ence in u al ma ke s, Digi al
pene a ion in u al India, Fac o s in luencing buying decisions
1. INTRODUCTION
The p esen e a is widely ecognised as he age o in o ma ion
and echnology. In he con ex o he Indian ma ke , i is e iden
ha he elec onic goods sec o has expe ienced emendous
g ow h o e he pas decade. Today, all majo cellula and
elec onic companies a e p o iding hei se ices in Chh.
Sambhjinaga ci y, esul ing in a signi ican and ema kable
inc ease in he numbe o elec onic goods.
Du ing he cou se o his s udy, he esea che obse ed ha
u al consume s di e conside ably om hei u ban
coun e pa s in hei pu chasing habi s, opinions, and decision-
making p ocesses ega ding a p oduc . Fac o s such as limi ed
educa ional awa eness and es ic ed ma ke a ailabili y o
p oduc s and se ices ha e led o a dis inc i e consume
beha iou in u al a eas, which con as s sha ply wi h ha in
u ban egions. The pu chasing beha iou o u al consume s is
hus undamen ally di e en om ha o u ban consume s, and
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ma ke ing s a egies ha p o e e ec i e in u ban ma ke s
canno necessa ily be applied success ully in u al ma ke s.
Consequen ly, a ious companies ope a ing in u ban ma ke s
ha e de ised independen ma ke ing s a egies aimed a
success ully pene a ing u al ma ke s. The policy o economic
libe alisa ion has b ough unp eceden ed economic g ow h o
India. Since he ini ia ion o economic e o ms in 1991, he
ans o ma ion o u al India has begun in ea nes . As we en e
he 21s cen u y, i is e iden ha he e ha e been p o ound
changes in he li es yles and consump ion pa e ns o u al
consume s. Compa ed o Chh. In Sambhjinaga ci y, he
pu chasing and consump ion o goods among u al consume s
ha e been inc easing a a apid pace.
Acco ding o a s udy conduc ed by he Ru al Ma ke ing
Associa ion o India (RMAI), as epo ed in he Financial
Exp ess in 2011, u al ma ke s accoun o mo e han en pe
cen o India’s popula ion, 56 pe cen o he coun y’s income,
and 33 pe cen o i s sa ings. These de elopmen s ha e d awn
he a en ion o nume ous co po a e en i ies owa d u al
ma ke s. Ru al ma ke ing has become a new s a egic ocus o
bo h na ional and in e na ional companies, pa icula ly in
sec o s such as so d inks, elec onics, elecommunica ions,
and au omobiles.
In his s udy, he esea che has sough o d aw a en ion o he
pu chasing beha iou o consume s in bo h u ban and u al
ma ke s wi h espec o elec onic goods. The s udy also
examines he a ious ac o s in luencing pu chase decisions
among u ban and u al consume s, as well as a emp s a
compa a i e analysis o hei pu chasing beha iou .
Demog aphic Con ex
U banisa ion ends ha e b ough abou no able demog aphic
changes. Acco ding o he p o isional Census o India epo
(2011), Chh.Sambhjinaga ci y had a popula ion o 1,193,167,
comp ising 618,845 males and 574,322 emales. Simila ly,
Kannad (Municipal Council) own in Chh.Sambhjinaga
dis ic , Maha ash a, eco ded a popula ion o 40,759,
including 21,144 males and 19,615 emales. By 2020,
Chh.Sambhjinaga ci y’s popula ion had g own signi ican ly o
app oxima ely 1,558,000, while he es ima ed popula ion o
Kannad own eached abou 300,260, wi h he male- o- emale
a io emaining simila o ha o 2011.
Resea ch Ra ionale
Despi e he ongoing p ocess o u banisa ion, a subs an ial
p opo ion o he popula ion con inues o eside in u al a eas,
o e ing signi ican ma ke po en ial. To ap in o his as u al
ma ke , companies mus de elop e ec i e ma ke ing
communica ion s a egies ha add ess i s unique challenges.
Ru al ma ke ing, in i s b oade sense, encompasses p oduc and
se ice dis ibu ion, p icing s a egies, logis ics, and
communica ion channels. This s udy seeks o highligh
di e ences in pu chasing beha iou be ween he ma ke s o
u ban Chh. Sambhjinaga and Kannad own, wi h a pa icula
ocus on he p e e ences o u al and u ban s uden s o mobile
phones, compu e s, and ele isions. Fu he mo e, i aims o
iden i y he ac o s in luencing s uden s’ pu chasing decisions
and o compa e buying beha iou pa e ns be ween u al and
u ban s uden s in Chh. Sambhjinaga dis ic .
Signi icance o he S udy
In he cu en e a o in o ma ion and echnology, he sec o has
unde gone p o ound and ans o ma i e changes. O e he las
decade, he ma ke o elec onic goods has wi nessed
subs an ial g ow h. Alongside u ban a eas, u al egions a e also
expe iencing signi ican de elopmen ac oss a ious sec o s.
Consequen ly, he numbe o consume s in u al a eas is
inc easing apidly, mi o ing ends obse ed in u ban ma ke s.
Mode n consume s end o seek comp ehensi e in o ma ion
abou a p oduc be o e making a pu chase decision. This shi
e lec s a mo e in o med and delibe a e app oach o
consump ion. In ligh o hese de elopmen s, he p esen s udy
seeks o analyse he pu chasing beha iou o consume s in bo h
u ban and u al ma ke s wi h espec o elec onic goods. The
esea ch u he aims o iden i y and e alua e he a ious
ac o s in luencing pu chasing decisions among consume s
om hese wo demog aphic segmen s. Addi ionally, i
endea ou s o compa e and con as he buying beha iou o
u ban and u al consume s, he eby highligh ing simila i ies,
di e ences, and he unde lying causes shaping hei pu chase
pa e ns.
2. OBJECTIVE OF STUDY
• To analyse he p e e ences o u al consume s ega ding
mobile phones, compu e s, and ele isions.
• To iden i y he key ac o s in luencing hei pu chase
decisions.
• To explo e he ole o b and, p ice, and u ili y in shaping
hei a i udes.
• To examine pos -pu chase sa is ac ion and usage pa e ns.
3. RESEARCH METHODOLOGY
The esea che has a emp ed o p epa e a desc ip i e esea ch
pape . This en i e s udy is based on he collec ion o ele an
seconda y da a. The seconda y da a has been collec ed om
a ious sou ces such as published books, a icles published in
a ious jou nals and newspape s, pe iodicals, con e ence
pape s, wo king pape s, and websi es e c.
4. REVIEW OF LITERATURE
In he p esen esea ch, epo s om su eys conduc ed by he
go e nmen and non-go e nmen al o ganisa ions ha e p o ided
ex emely use ul in o ma ion o he esea che ’s s udy p ocess.
Va ious social scien is s a bo h mic o and mac o le els ha e
conduc ed s udies in India and ab oad ela ed o consume
beha iou , u al ma ke ing, and u ban ma ke s. Speci ically, he
s udy has e iewed ea lie esea ch ela ed o he beha iou o
u al and u ban consume s and consume conce ns ega ding
du able goods.
Bha dwaj, S., San osh, S., and P akash, P. (2011) ha e
explained ha as a consume expe iences economic
de elopmen , hei inancial g ow h also inc eases. His o y
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es i ies o he ela ionship be ween he de elopmen o he
inancial ma ke and economic g ow h, which in u n
signi ican ly educes po e y. This is pa icula ly impo an o
he economy o a de eloping coun y like India, as he lack o
such de elopmen ine i ably p e en s people om accessing
a ailable esou ces and hus pushes hem in o he una oidable
cycle o po e y.
Gi idha , K.V., and Rajee , D. (2011) s a ed ha in he 21s
cen u y, wi h he g owing use o he in e ne day by day, online
shopping is inc easing no only in ci ies bu also in u al a eas.
In hei esea ch, hey emphasised consume beha iou in
online shopping and he e o e de eloped a Fishbein model,
which is used o examine a i udes and belie s abou ce ain
aspec s.
Sh o iya, V. (2010) cla i ied ha he u aliza ion o Indian
ma ke ing is an ine i able phenomenon, and his end has
al eady begun. In e ms o consume p e e ences and choices,
u al ma ke s a e no longe uly u al, especially a e he
in oduc ion o global b ands. In e ms o consump ion, u al
ma ke s ha e immense po en ial compa ed o hei u ban
coun e pa s. Thus, u al ma ke s a e poised o become he
u u e ma ke s o India.
Nabi, K. Md., Kisho e, C., and Pani, L.K. (2010) s a ed ha
mode n consume s li e in a c owded, compe i i e wo ld o
simila p oduc s and se ices.
Kuma , A., Kim, Y.K., and Pel on, Y. (2009) examined he
di ec and indi ec e ec s o indi idual sel -concep , p oduc -
o ien ed a iables (i.e., consume s’ need o uniqueness (NFU)
and clo hing in e es ), and b and-speci ic a iables (i.e.,
pe cei ed quali y and emo ional alue) on pu chase in en ions
owa d local b ands e sus e ail b ands a ailable in he Indian
ma ke . Consume s a e in a posi ion o in luence p oduce s o
ma ke e s ega ding ac o s such as size, quali y, p oduc
con en , p ice, and a e -sales se ice. P adeep, K., s a ed ha
ma ke s equi e li le in es men and in as uc u e and p o ide
huge oppo uni ies o ma ke ing p oduc s and se ices o u al
consume s. Mah o, R.K. (2020) opined ha due o be e p ices
o ag icul u al p oduce, he pu chasing powe o u al people
has inc eased. As hei pu chasing powe emains unde u ilised,
he inc easing pene a ion o ele isions and he g ow h a e o
he elec onic goods ma ke a e now conside ed he backbone
o he economy.
B and
O e all Sha e
U ban (%)
Ru al (%)
You h (18–30)
Wo king P o essionals (31–45)
Samsung
22%
18%
26%
14%
30%
Xiaomi
20%
16%
24%
30%
18%
Vi o
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%
Mo o ola
4%
3%
5%
2%
5%
O he s
4%
3%
5%
3%
1%
Sou ce: In e na ional Da a Co po a ion (IDC)
B and Popula i y S a is ics (Sample Da a)
The collec ed sample da a p esen s an o e iew o b and
popula i y in he mobile phone ma ke , segmen ed by o e all
ma ke sha e, u ban and u al consume dis ibu ion, and
speci ic demog aphic ca ego ies such as you h (aged 18–30)
and wo king p o essionals (aged 31–45).
• Samsung eme ges as he leading b and wi h an o e all
sha e o 22%, cap u ing 26% o he u al ma ke compa ed
o 18% in u ban a eas. I shows signi ican pene a ion
among wo king p o essionals (30%) bu ela i ely lowe
adop ion among you h (14%).
• Xiaomi holds 20% o he o al ma ke , wi h highe u al
adop ion (24%) han u ban (16%). I is pa icula ly popula
among he you h segmen (30%), al hough i s sha e among
wo king p o essionals is modes (18%).
• Vi o accoun s o 15% o he o al sha e, wi h ela i ely
balanced u ban (14%) and u al (16%) dis ibu ions. I s
appeal is mode a e among bo h you h (18%) and wo king
p o essionals (13%).
• Oppo cap u es 12% o he ma ke , wi h sligh ly s onge
u al (14%) han u ban (10%) p e e ence. I holds a 15%
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sha e in he you h segmen bu only 11% among wo king
p o essionals.
• Apple has a 10% o e all sha e, showing high pene a ion
in u ban a eas (18%) bu minimal p esence in u al ma ke s
(2%). I a ac s 12% o he you h demog aphic and 9% o
wo king p o essionals.
• Realme secu es 8% o he ma ke , wi h u ban (9%)
adop ion sligh ly highe han u al (7%). I pe o ms
ela i ely be e among you h (10%) han among wo king
p o essionals (6%).
• OnePlus holds 5% o e all, d i en mainly by u ban
consume s (9%) wi h negligible u al each (1%). I has
mode a e popula i y among bo h you h (6%) and wo king
p o essionals (7%).
• Mo o ola ep esen s 4% o he ma ke , wi h sligh ly highe
u al (5%) han u ban (3%) adop ion. I s p esence is
minimal in he you h segmen (2%) bu be e among
wo king p o essionals (5%).
• O he b ands collec i ely con ibu e 4%, wi h simila u ban
(3%) and u al (5%) dis ibu ion, and low adop ion ac oss
bo h demog aphic segmen s.
This da a indica es a clea u ban– u al di ide in b and
p e e ences, as well as dis inc di e ences in adop ion
pa e ns be ween younge consume s and wo king
p o essionals. No ably, Samsung and Xiaomi domina e he
u al segmen , while Apple, OnePlus, and Realme exhibi
s onge u ban o ien a ion.
Sugges ions
The p esen s udy was unde aken wi h he sole in en ion o
enhancing public awa eness ega ding “Ru al Consume s’
Pu chasing Beha iou owa ds Mobile Phones, Compu e s,
and Tele isions.” The esea che , unc ioning as bo h a social
obse e and a conce ned ci izen, asse s ha he opinions
p esen ed a e en i ely pe sonal and a e no in luenced by any
poli ical, comme cial, o o ganisa ional agenda. Based on he
empi ical indings, he ollowing ecommenda ions a e
p oposed:
A) Recommenda ions o Companies
1. Unde s and Ru al Mindse s: De elop p oduc s and
ma ke ing s a egies ha align wi h he cul u al alues,
li es yle pa e ns, and aspi a ions o u al consume s.
2. A o dable Paymen Solu ions: P o ide low-cos EMI
op ions and ensu e cus ome suppo is a ailable in local
languages.
3. S eng hen Dis ibu ion and Se ice Ne wo ks:
Expand u al supply chains and es ablish eliable a e -
sales se ice cen es o build consume us .
4. P omo e Digi al Li e acy: Conduc awa eness p og ams
and o ganise li e p oduc demons a ions o amilia ise
u al consume s wi h mode n elec onics.
B) Recommenda ions o Policymake s
1. Expand Digi al In as uc u e: Inc ease b oadband
pene a ion and mobile ne wo k co e age in u al a eas.
2. Subsidise Educa ional Technology: O e subsidies o
incen i es o u al s uden s o pu chase compu e s and
essen ial digi al de ices.
3. Collabo a e wi h NGOs: Pa ne wi h non-go e nmen al
o ganisa ions o p omo e digi al awa eness and skill
de elopmen ini ia i es in u al communi ies.
5. CONCLUSION
The s udy e eals ha u al consume s in he 21s cen u y a e
inc easingly adop ing mode n elec onic de ices, wi h mobile
phones leading he end. Al hough a o dabili y and
awa eness emain signi ican challenges, he u al ma ke
possesses immense un apped po en ial. A cul u ally sensi i e
and a ge ed app oach by bo h companies and policymake s
can signi ican ly accele a e u al India’s ansi ion in o a
digi ally empowe ed economy.
The combined analysis o su ey da a and e i ied seconda y
sou ces o Maha ash a highligh s key ma ke dynamics:
• Samsung commands a 22% u al ma ke sha e, indica ing
bo h b and dominance and s ong ecall alue.
• Xiaomi holds a 20% sha e, d i en p ima ily by younge ,
p ice-sensi i e consume s.
• Apple accoun s o only 2% o u al ma ke sha e,
consis en wi h i s p emium posi ioning and u ban-
cen ic s a egy.
The indings unde sco e he necessi y o coo dina ed
ac ion be ween p i a e en e p ises and go e nmen
agencies o b idge he u al-u ban digi al di ide, he eby
p omo ing inclusi e and sus ainable g ow h in India’s
echnology landscape.
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© 2025 D . Rakesh V. Ahi ao. This is an open-access a icle dis ibu ed unde he e ms o he C ea i e Commons A ibu ion 4.0 In e na ional License (CC
BY NC ND).h ps://c ea i ecommons.o g/licenses/by/4.0/
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Abou he Au ho
D . Rakesh V. Ahi ao is an Assis an P o esso a
Shi aji A s, Comme ce & Science College, Kannad,
Maha ash a, India. His academic in e es s include
u al consume beha iou , elec onic goods ma ke s,
and socio-economic esea ch. He has con ibu ed o
con empo a y s udies highligh ing digi al adop ion
ends and ma ke ing dynamics in u al India.
