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.