Print & Electronic ISSN Number

Purchasing Behavior of Rural Consumers Migrated To Urban Areas: A Case Study of Sukkur and Khairpur Districts

Authors:
Dr. Ikhtiar Ali Ghumro
Hussain Amar Dayo
Dr. Riaz Ahmed Mangi

Abstract:
Many people migrate from rural areas to urban areas due to better infrastructure. Purchasing Behavior of rural migrants is described and influenced by five study variables which include Brand Switchover Behavior (BSB), Purchasing Consciousness (PC), Enjoy Purchasing (EP), Income/Pocket Money (INC/PM) and Price Consciousness / Quality Consciousness (PRC/ QC). This study is carried out as a Case Study of Sukkur and Khairpur districts in which an attempt has been made to understand the Purchasing Behavior of rural consumers who have migrated to urban areas of Sukkur and Khairpur districts. A close ended survey was conducted from 383 respondents and data was analyzed by using Descriptive Statistics and Factor Analysis. Results of study suggest that rural migrants show Brand Switchover Behavior (BSB) as they switch brands in urban market. Further study discloses that rural migrants show Purchasing Consciousness (PC) and they Enjoy Purchasing (EP) in urban market. Migrants also consider Income/ Pocket Money (INC/PM) on purchasing. Results also show that rural migrants have Price Consciousness/ Quality Consciousness (PRC/QC) in urban market.


SALU-CER Editor in Chief
Working as faculty member in institute of Commerce Shah Abdul Latif University Khairpur since 12 September 1996. At present working as Professor and Director Institute of Commerce of Shah Abdul Latif University Khairpur. Also working as founder Editor-in-Chief of SALU-Commerce & Economics Review since 2015.

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