Factor Analysis of Rural Consumers Preference Attributes in the Purchase of Cell Phone - An Empirical Analysis

Abstract

Earlier, most of the rural consumers lacked the general awareness and were not aware of the latest developments in technology as they lived in remote rural areas and inner towns, and at the same time, they were not sound in education. In recent times, there has been an improvement in the rural consumers' attitudes because of exposure to communication technology, education, job opportunities in town and abroad. The goal of the study is to identify the rural consumers' purchase attitudes.