A descriptive study on propensity of rural customers of Nepal with reference to super market shopping

Yuvaraja Seegodu Eshwarappa



Nepal is the land of mountains, hills and flat land in three parts from Himalayan region to UP and Bihar borders of India. With the majority of Hindu religion, consisting more than 100 known ethnic groups out of 26 million population. An economy consists of 83% of rural population and 7% growth in the urban population in recent past. Due to rapid changes in urban population, it is vital to ascertain the rural customer’s propensity to adopt the changing pattern of urban customization all over the three regions. In this paper an exertion has been put to identify the propensity of rural customers who are converting into urban status at larger quantity. With the outcome of the research the super marketers can alter the logistics and stores as per new entrants’ expectations. The first supermarket in Kathmandu established 27 years ago in the name of ‘Blue Bird’ and had only 8 in 2008. From last 4 years the number goes to 120 individual and retail chains in this industry and expecting the growth of about 15% every year. As Nepal sandwiched between two big Asian giants India and China, it is very easy to import imitate and creative products from both the sides. The study was done in the outskirts of Kathmandu valley which consists of Lalitpur and Bhaktapur where the rural customers use to visit in larger numbers. Analysis has been done on the responses given by them. The outcome of the research expresses the propensity of the rural customers in supermarkets of Nepal in retail industry is considerably different than the propensity of the urban customers in many factors. In this article most of the factors have been discussed in detail.

The rural customers are very important in Nepal because of its size and now it is also a crucial part for super markets due to rise in the rate of urbanization in terms of demographic factors. By the analysis of the data it is more evident that the propensity of the urban customers and rural customers are quite different and need to be addressed very carefully. It is true that the urban consumers do not plan much before buying their durables whereas; the rural consumers significantly planned before the buying of the same (Singh, 2012). From the information of the findings supermarkets could address the rural customers in terms of their preferred category of products, price, discounts and other important factors which are discussed in this research paper. It is also true that, both rural and urban consumers experience significant influence of their families for buying the selected products.


However the rural consumers experience greater influence of their families as compared to their urban counterparts and the consumers with high general self-confidence but with low specific self-confidence prefer to take the help of a friend who knows something about the buying of the product (Singh, 2012).This research article also proposes the need for an operative instrument for the appropriate administration of the supermarkets in this reasonable situation. One must principally appreciate the desires of the rural customers where a precise supermarket is going to be fixed up. An accurate blend of retail and supermarket management will together texture an accomplishment story.



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ISSN : 2251-1563