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Comparative Study on Buying Behaviour of Rural and Urban Consumer for Purchasing Mobile Phones in Ahmadabad Region

The research is done because it gives the Comprehensive Review of marketing practices in Telecom industry and the factors which cause for buying the mobile phones. Further it will guide the mobile manufactures about the applicability of marketing strategies at urban and rural markets. The main objective of the study is to study the comparison between rural and urban consumers, while purchasing the mobile phone. For this Research, Descriptive single cross sectional research design was selected. 116 respondents were selected from Ahmadabad region and data is collected regarding mobile instruments used, sources of information, influencer in decision making, place to buy and features people want in their mobile. And the findings reveal that Rural people give more importance to promotional schemes as compare to urban people, While urban people give more important to brand name as compared to rural people. While in case of basic functions of mobile both urban and rural people give equal important to it. In urban sample preferred range depends on purpose of using mobile phone.