Behavior of the Rural Consumers * Most of the purchases relating to the personal products are done in the weekly haats + Immediate and need based purchases done from the local kirana shops * For high involvement and investment purchases they visit the nearest feeder market * Influencer Groups like Gram sevaks, sarpanch influence a lot of purchase decision for high investment purchasesBehavior of the Rural Consumers * The purchase decision is no more only in the hands of the male members, the women in rural India are becoming more aware thanks to self help groups e.g. The evolution of “Nari Adalat” in the state of Gujarat * The rural habits have also changed a lot which now involve a lot of use of durable and non- durable consumer products. + Education & increasing penetration of internet services are making the younger generation brand savvy * Only one soap is used by the whole familyBehavior of the Rural Consumers * The consumption of biscuit is more in the morning + When it comes to chocolates, local brands are preferred * Purchase of chocolates is very price sensitiveRuralites attitude towards savings.. * Rural people tend to invest and save in small amounts * The concept of micro finance is gaining popularity * They tend to rely on the postal savings as it is the only govt. institution with easy accessibility + The procedure in the postal departments for savings is convenient and less tedious