A COVID-19 IMPACT ANALYSIS ON THE MIGRATION OF RUSTIC CONSUMERS TO BRANDED DIGITAL GOODS W.R.T ANDHRA PRADESH

Abstract

The aim of the paper is to understand to what extent Covid-19 has impacted the preference of rural consumers towards their brand preferences related to digital products specifically mobile phones and laptops for e-education. The questions include different aspects related to brand preferences, rural consumer purchasing power, and the mode of purchase. This paper provides a viewpoint in understanding the purchasing power levels of rural consumers, brand preferences, and mode of purchase of products. It provides an insight into understanding that is there any significant difference in the rural consumers’ mindset towards the usage of digital products related in terms of brand. Another insight is to understand is there any significant difference in the demand and purchasing patterns of the rural consumers towards digital products. One more insight is to understand the preferred mode of purchase of digital products by rural consumers. This study also helps in understanding which is the most preferred digital product that the rural consumer is preferred to serve his purpose. The sample size of the study selected is 215 which includes all the age groups who are aware of the digital products and their importance. The data collection technique used for this method is emailing of the questionnaire. The statistical technique used for this study is Z test for one sample mean