The ultimate objective of all production is consumption for the satisfaction of varied needs of man. A free market economy provides freedom to the consumers to buy and consume goods of their choice. Buying preferences of the consumers send signals to the producers to produce various commodities in required quantities. Producers, therefore, produces only those commodities which are desired by the consumers. Consumer behaviour is related to likes and dislikes and expectations of the consumers.

Consumer behaviour has changed in recent years owing to enhanced awareness, information technology and more importantly governmental intervention through legislations.  Thus, the manufacturers are more cautious in dealing with consumers of their respective products.

The rural consumers in India account for about 73 percent of the total consumers. In recent years, the lifestyle of a large number of rural consumers in India has changed dramatically and the process of change is on. The buying behaviour of the rural consumers is influenced by several factors such as socio-economic conditions, cultural environment, literacy level, occupation, geographical location, efforts on the part of sellers, exposure to media etc.

The consumer movement in India till now has been confined to the middle class citizens in urban areas. It has yet to spread among the masses in rural areas. This book is an effort to understand buying behaviour of rural masses which is influenced by a host of diverse factors. The work is useful to understand the Indian rural consumer psyche in order to formulate an appropriate marketing strategy.

Dr. Meenu Agrawal (b. 1963) is Reader and Head, Department of Economics, GDM Girls (PG) College, Modinagar. She obtained her Ph.D. degree from Ch. Charan Singh University, Meerut in 1991. She specialises in the areas of rural development, poverty alleviation, and women empowerment. With more than 24 years of teaching experience and 17 years of research experience, she has authored 2 books and co-authored 3 books in areas of her specialisation.

Dr. Agrawal has published 25 research papers in journals/magazines of repute. She has also contributed and presented papers at national and international seminars. She is Director of a Major Research Project sponsored by University Grants Commission (UGC), New Delhi.