A RESERCH PROPOPPSAL ON CONSUMPTION PATTERN OF YOUTH IN RURAL AREA SUBMITTED TO DEPARTMENT OF BUSINESS MANAGEMENT SANKALCHAND PATEL COLLEGE OF ENGINEERING

Submitted By: Name

: -HARESH P. PATEL

(117520592030)

PRAKASH T.PARMAR (117520592033) KRISHANA K. SHILU [BATCH 2011-13] MBA SEMESTER- III JUNE -JULY 2012 Submitted To:- Gujarat Technological University (11752059203)

DEPARTMENT OF BUSINESS MANAGEMENT SANKALCHAND PATEL COLLEGE OF ENGINEERING

BACK GROUND
The urban- rural inequality in market, as well as customer characteristics bring 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 in search of job opportunities, work, education, marriage and personal reasons.

From the marketing perspective, migration leads to new market opportunities. And so, 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.

The results reveal that the migrated consumers consider the following dimensions when shopping in the urban environment: they areas hopping 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. They are unhappy with poor shopping environment, if any. These dimensions describe the factors to which the migrant rural consumers give importance in the urban shopping environment.

INTRODUCTION
The major portion of Indian population resides in rural India. According to the Indian recent census report, there are 638,365 villages in about 74% of Indian population lives in the villages. The main occupation of the Indian rural population is agriculture and related occupations. The scenario is changing, as the economic development in the urban area is much faster due to industrialization such as IT, automobile, and the like. The rural-urban migration exists in India as the rural population seeks to make use of the opportunities in the urban environment for job, work, education, marriage and personal reasons. As per the census report, 39 million people migrated in rural- urban patterns of which 54%were female. As a result of this migration the literacy rate among rural India is 65% (Source: Indian Census Report) The Indian textile and apparel industry sectors comprise the second larges a agriculture, with more than 33 million person engaged in this industry .it contributed 1 percent to GDP, 15 per cent to the to tall export sand 8%. To the total manufacturing output By virtue of being among the earliest established industries in the country, and being sector responsible for rapid growth of the newly industrialized countries, in addition to the data given above, the textile industry plays a significant role in the Indian economy. This industry has a rich past in India, in addition to its dimensions in culture and heritage, so much so that any study of Indian history would be incomplete without a detailed treatment of the countrys textile trade. Textile production has been an integral part of the lives of millions of poor people, including farmers, in India for centuries.3 In addition, textile production has backward linkages with agriculture and allied activities, at least in the case of natural fibers. The Indian textile1 and apparel sectors2 comprise the second largest employer.

"With increasing incomes and awareness levels, the needs and consumption in small town India are converging with larger, more affluent towns. Though there are fewer affluent and middle class consumers in these smaller towns their tendency to trade-up is often higher than that of their big-city counterparts," Abheek Singhi, Partner & Director, BCG India.

LITERATURE REVIEW
This research done by the Tao sun and Guohua wa they study of the consumption pattern for rural and urban area also because of they study of the rural and urban people have different attitude, interest, opinion and self concept and they find out the statistical differences for both rural and urban area about there income, life style, consumption pattern for the purchase of the product. They study about both the region for there life style. They study the income inequality are affect for consumption of the product. They have study different aspect like as under Ideal future image They study in this topic the need of the rural people and urban people what they want first by help of Maslows hierarchy theory and know in which they need fall most by help of some test. Patronage behavior Where they go for purchase is it a well known store so the urban people are more influences for good store for purchase the product. Shopping partners Urban people are less want to go shopping alone compare to the rural area Price consciousness Rural people are more consciousness for the price

Product innovativeness Rural people are less want to the product innovativeness because of they purchase the product which already used by some one. Brand consciousness Urban people are more consciousness for brand for purchasing the product other then rural people. Brand recall Rural people are less like to recall there brand after purchase the product but the urban people are more likely to recall there brand that they purchase previously

LITERATURE REVIEW Consumer Behavior and Product Performance: An Alternative

Conceptualization AUTHOR: - Chem. L, Narayana John A, Howard and Jagdish N, Sheth, The (Theory of Buyer Behavior) Brian M, Campbell (The Existence and Determinants of Evoked Set in Brand Choice Behavior) LITERATURE REVIEW: - This paper suggested to us when people have multiple choice of selection of brand what stages they have pass. 1. New brand 2. Total set at any given time 3. Awareness set (in the paper we have study about how the awareness affect to consumer purchase decision)

4. Unawareness Set (we understand that if a people unawareness about the brand they are less likening for purchase the product.) 5. Evoked Set (the set of brands of a product which the buyer considers when making a Specific brand choice) it means people have such alternative and select among of them any one and how they select to those brands it all about that. 6. Inert set (The inert set consists of those brands in the product category for which the consumer has neither a positive nor a negative evaluation (indicated by 0). He is aware of them, but he may not have sufficient information)

7. Inept Set (The inept set, on the other hand, consists of those brands the consumer has rejected from his purchase consideration, either because he has had an unpleasant experience or because he has received negative feedback)

EMPIRICAL STUDY (This is the other way of study of consumer behavior) for take an opinion of people what they are think for our brand and ask questions. And analysis of awareness of brand and intension for purchase a product

OBJECTIVE OF STUDY 1. Know the awareness and unawareness set of the brand 2. To know about the consumer behavior by the way of evoked set, inert set and inept set.

RESEARCH PROBLEM The rural consumers are exposed to number of media of communication like press, television, radio, web marketing and different state-of-the-art sales promotion techniques. And this retail environment is totally new to the rural people who will live in small town or villages. They do not study on finding whether the new retail atmospherics change the shopping behavior of the migrants, if so, what are the key drivers associated with the change. And this has been identified as the problem for the study.

OBJECTIVE OF STUDY 1. 2. To study the consumption pattern of Rural and Urban consumer. To study the factor influencing on the consumption of rural and urban

consumers. 3. 4. To study the demographic factors influence on consumption pattern. To study the relationship of demographic factors and factor responsible for

consumption pattern of rural and urban consumers.

Research Methodology
Sampling method: Convenience Sampling The convenience sampling method is that to convenience the people to arranging. Sample size: 300 We selected the sample size is 300 because this sample are more use full to defining the problem identifying more liable result of the study. Area of study: Ahmadabad as urban and village of Visnagar as rural We selected the above area of the study because its very useful to the project to getting the sample of the study. Respondents: Consumer living in rural and urban area. Respondent is living in the rural and urban area because it concern with the project title. Data collection method: Survey method will be used to collect primary data Primary data: Questionnaire will be used to collect primary data To collecting the primary data using the structure queationnier is appropriate because the primary data is validated than the reliability of the study is more. Secondary data: To Finding out Appropriate Result of the Project study The Secondary Data Are Using with Help of Reports, Published Surveys and Research Papers from Journals.

References: