A COMPARATIVE ANALYSIS OF THE CONSUMER BEHAVIOUR OF HIGH SCHOOL GOING YOUTH IN A RURAL AND URBAN SETTING

This research paper aims to analyze and compare the consumer behavior of high school-going youth in rural and urban settings. The study recognizes that consumer behavior is influenced by various factors, including cultural, social, economic and environmental aspects. By examining the similarities and differences in consumer behavior between rural and urban areas, this research will provide valuable insights for marketeers, policymakers and businesses targeting the youth segment. The findings can be utilized to develop targeted marketing strategies and initiatives to meet the unique needs and preferences of this consumer group