IDEAS home Printed from
   My bibliography  Save this article

A Study on Buying Intentions of Rural Families towards Durable Goods


  • K. Arul Rajan

    () (RLecturer-Selection Grade, PSG Institute of Management, Tamil Nadu.)

  • Dr. R. Nandagopal

    () (Director, PSG Institute of Management, Tamil Nadu.)


The Indian rural market offers plethora of opportunities to durable product manufactures. This paper aims at an empirical research of rural customers in buying intentions of durable goods and particularly to determine the factors influencing the purchase of two wheelers. Underlying the research are a set of hypothesis that have been formulated to include determinants referring to social norms, perceived utility and information search. These hypotheses form the basis of this research and are empirically tested by means of structured equation modeling using PLS software. The results identify social norms as the strongest drivers of buying intentions for purchase of durable products in rural areas.

Suggested Citation

  • K. Arul Rajan & Dr. R. Nandagopal, 2010. "A Study on Buying Intentions of Rural Families towards Durable Goods," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 5(1), pages 115-120, April.
  • Handle: RePEc:jct:journl:v:5:y:2010:i:1:p:115-120

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    Rural Marketing; Buying behaviour; Structured equation model;

    JEL classification:

    • A0 - General Economics and Teaching - - General
    • C0 - Mathematical and Quantitative Methods - - General


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:jct:journl:v:5:y:2010:i:1:p:115-120. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dr. Himanshu Agarwal). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.