IMPACT OF PROMOTIONAL TOOLS ON CONSUMERS’ BUYING BEHAVIOUR AT RURAL MARKET WITH REFERENCE TO GUNTUR DISTRICT, ANDHRA PRADESH

Abstract

This research aims to examine the impact of various promotional tools on consumers' buying behavior in rural markets, with a specific focus on Guntur District, Andhra Pradesh. Rural markets differ significantly from urban ones due to factors like income levels, literacy rates, and access to technology. Promotional tools such as advertising, sales promotions, personal selling, and direct marketing are critical in influencing consumer purchase decisions, particularly in rural markets where access to information and buying options may differ from urban areas. The study investigates how these tools shape perceptions, create awareness, and ultimately drive purchase decisions among rural consumers. Through surveys and data analysis, this research explores the effectiveness of these promotional strategies and identifies the most influential factors in shaping consumer behavior. The findings are expected to provide valuable insights for marketers aiming to tap into the growing potential of rural markets, helping them tailor their strategies to suit the unique characteristics of these consumers.