India Retail News

The urban-rural inequality in market, along with customer characteristics, brings a major difference in shopping behavior and consumption pattern of the two communities. In India, a sizeable number of persons migrate from rural to urban areas. From the marketing perspective, migration leads to new market opportunities. Marketers have to come out with appropriate strategies to attract and retain migrants. In India, a limited research studies has been done in this regard. A survey was conducted among 74 students who migrated from rural to urban region. The results revealed that the migrated consumers considered the following dimensions when shopping in the urban environment: they are shopping conscious, enjoy urban shopping environment, price and quality conscious, and compare different shops when buying. They want shopping to be recreational, price worthy, perfect and buyer oriented.