A Research Paper on Purchasing Behavior of Rural and Urban College Going Students over Apparels, Prakasam District, A.P.



Consumer behavior is all about psychological, social and physical behavior of potential customers namely individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Buyer’s reactions to a firms marketing strategy has a great impact on the firm’s success. Thus, now a day understanding the consumer buying behavior has become vital to producers/marketers. The study highlights the major socio-economic differences between rural and urban college going students in terms of their purchasing habits, brand awareness and the student’s preference of brands, paying capacity, patterns of shopping and overall purchasing behavior of the college going students. It is also indispensable to marketers/ designers to know what kind of apparels that the respondents like more, where do they buy and what type they buy and in what quantity they buy, to design and redesign their business strategies to cope up with competition in the market. The conceptualization is then tested with primary quantitative survey data collected from students studying in different colleges of Prakasam district, Andhra Pradesh. Correlation, Chi-square tests and percentages are used in the study.

Key words: Apparels, Brand awareness, Business strategy, Consumer behavior, Socio economic differences.


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ISSN : 2251-1547