Vol 2 No 1 (2016)

Purchasing Behavior of Rural Migrants: A Comparative Analysis of Sukkur and Khairpur Districts

Hussain Amar Dayo
Ikhtiar Ali Ghumro
Zulfiqar Ali Rajper
Hassan Jawad Soomro

Pakistan is witnessing rural to urban migration because urban areas are comparatively advanced and are equipped with superior infrastructure than rural areas. This study has been designed mainly to compare the Purchasing Behavior between rural migrants of Sukkur and Khairpur districts. Primary data was collected using survey method from 383 rural migrants and data was analyzed by using Factor Analysis and Independent Samples Test. Factor Analysis results indicate that rural migrants of Sukkur and Khairpur districts while purchasing regard Brand Switchover Behavior (BSB), Purchasing Consciousness (PC), Enjoy Purchasing (EP), Income/ Pocket Money (INC/PM) and Price Consciousness/ Quality Consciousness (PRC/QC). Further results if Independent Samples Test suggested that all factors affecting Purchasing Behavior of r migrants in Sukkur district are significantly different than in Khairpur district. This study is helpful for companies and organizations as they can area difference in Purchas

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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