Impact of Branding on Rural Consumer Buying Behaviour in Karnataka

Branding in rural areas has become essential for firms seeking to tap the vast and growing rural population and ensure optimum product exposure. Effective branding enhances sales, revenue, profitability, and demand, while influencing rural consumers’ buying behaviour amid changing lifestyles, economic growth, and rising awareness. Brand image plays a key role in encouraging willingness to switch brands, yet rural branding still faces challenges in reaching its full potential. Once considered a low-interest area, rural branding has evolved into an important field of research. This study examines the impact of branding on rural consumer buying behaviour in Karnataka. With over 61% of its population residing in rural areas and improving literacy levels, Karnataka presents significant untapped market potential. The study adopts a descriptive research design using a survey method and non-probability quota sampling across four revenue divisions-Bangalore, Mysore, Belagavi, and Kalaburagi.