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@article{172631,
        author = {Mr. Ayush yadav},
        title = {A Critical Study of Rural Market in India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {9},
        pages = {450-453},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=172631},
        abstract = {Rural areas are defined by the Indian Census as areas with a population density of less than 400 people per square kilometer, where at least 75% of working-age males are employed in agriculture, and where no municipality or board exists. According to the Planning Commission of India, a town with a population of up to 15,000 is considered rural. In India, the gap between rural and urban consumers is constant. The majority of rural Indian consumers lack literacy and are impoverished.
A rural consumer's decision to purchase any kind of product is therefore influenced by a number of factors, including the product's cost-benefit ratio, consumer awareness and purchasing power, product verification and demonstration, customization, utility, ease of installation, maintainability, aesthetics, attitude toward the product, opinion leaders' roles, and the consumer's own opinion. When selling a product in rural areas, a marketer should look for all of the aforementioned factors.
Indian rural consumers fall into a low per capita income group and have a low level of living. It has been discovered that other people typically have an impact on rural consumers' purchasing decisions and processes. Compared to their senior relatives, young people in rural areas are more receptive to new ideas. In contrast to personal-use products, rural consumers prefer those that are useful and benefit the entire family.
The informal sector's percentage of credit disbursements is decreasing as agri-credit flows increase. This suggests that rural finance is being formalized, which would guarantee many margins with the rural populace. This conventional knowledge is being challenged by technological and geopolitical developments, leading to a "return to roots" concept in farming methods and policymaking. The flow of agricultural finance has grown at an average yearly rate during the past ten years. The print media effect on rural consumers is very less, whereas price is an important factor for rural consumers. Young people are more receptive to new ideas and seniors are dependent on other people for their purchasing decisions.},
        keywords = {},
        month = {February},
        }