Changing Demand for Consumer Durables (With Special Reference to Rural Consumer Behavior)

ABSTRACT India is emerging as the world’s largest middle class consumer market with an aggregated consumer spend of nearly US$ 13 trillion by 2030, as per a report by Deloitte titled 'India matters: Winning in growth markets'. This news is fuelled by rising incomes and growing affordability, the consumer durables market is expanding for consumer durables such as refrigerators, and consumer electronic goods in rural India. It is expected that India will have the fifth largest consumer durables market in the world by 2025. The consumer electronics market is expected to increase to US$ 400 billion by 2020. A small attempt is made here to know the rural consumers choices for few products and their understanding in buying these products.