Rural buyer matching up to the urban due to changing habits
An Accenture study shows changes defy assumptions of rural buying patterns as footprint of media, telecom increases
Mumbai: Penetration of media and telecom services has changed the way India’s rural consumers buy. Like their urban counterparts, consumers in the hinterland have become more aspirational, striving to purchase branded, high-quality products. They have also become more discerning, no longer willing to accept inferior products simply because they cost less, according to a research study by Accenture Strategy, India, a management consulting and technology services company.