This study delves into the nuanced dynamics of rural consumer behavior concerning the purchase of durable goods, with a specific focus on the influence exerted by existing users of these products. Drawing from extensive field research and surveys conducted in rural communities, we explore how the experiences and recommendations of current users impact the decision-making processes of potential buyers. The findings illuminate the significant role that social networks and peer influence play in shaping rural consumers' preferences and choices regarding durable goods. Our study provides valuable insights for marketers, policymakers, and businesses seeking to understand and harness the power of existing user influence in rural markets.

Rural consumers, Durable goods, Consumer behavior

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