Two-wheeler industry is growing at the rate of 10-15% year-on-year. A key factor contributing to this growth is the rural consumers’ potential. The socioeconomic changes (lifestyle, habits and tastes, and economic status), literacy level, infrastructure facilities, and increase in the income and expectations of the rural consumers are pushing the rural market ahead at around 25% annually. This study specially focuses on rural consumers’ preference attributes while purchasing a two-wheeler. The study is useful to the corporate world to tap this segment and improve the living standards of the rural folk.

Earlier, rural consumers lacked general awareness and technology because of their remote dwellings and low level of education. But of late, there has been a drastic improvement in their attitude following the development in communication technology, awareness towards education and job oppurtunities here and abroad. The study aims to identify the rural consumers’ purchase attitudes and thus help the marketers in tapping this segment.

Management Research Journal, Multinational Companies, Indian Pharmaceutical Sector, Financial Management, Working Capital Management, Public Sector Enterprises, Inventory Management, Credit Management, Multinational Private Sector Companies, Multiple Regression Techniques, Pharmaceutical Companies.