CONTENTS:- 1. Introduction. 2. Theories on Consumer behaviour. 3. Concepts on rural consumers. 4. Socio-economic Profile of West Bengal. 5. Pre-purchase rural consumer behaviour. 6. Purchase and post-purchase rural consumer behaviour. 7. Rural Consumers' perceptions on consumer and environment protection. 8. Summary of findings and conclusion.
In this age of severe competition, consumers are at the centre of focus. Producers and marketers are vying each other for drawing attention of the consumer. Hence how the consumers behave requires investigation. Since urban market is going to be saturated day by day, the rural consumers have become their target. Earlier, how these consumers behave did not draw much attention of the researchers. This realize is a humble attempt for filling up that gap.