Purchasing Behavior of Rural Migrants: A Comparative Analysis of Sukkur and Khairpur Districts

Pakistan is witnessing rural to urban migration because urban areas are comparatively advanced and are equipped with superior infrastructure than rural areas. This study has been designed mainly to compare the Purchasing Behavior between rural migrants of Sukkur and Khairpur districts. Primary data was collected using survey method from 383 rural migrants and data was analyzed by using Factor Analysis and Independent Samples Test. Factor Analysis results indicate that rural migrants of Sukkur and Khairpur districts while purchasing regard Brand Switchover Behavior (BSB), Purchasing Consciousness (PC), Enjoy Purchasing (EP), Income/ Pocket Money (INC/PM) and Price Consciousness/ Quality Consciousness (PRC/QC). Further results if Independent Samples Test suggested that all factors affecting Purchasing Behavior of r migrants in Sukkur district are significantly different than in Khairpur district. This study is helpful for companies and organizations as they can area difference in Purchasing Behavior of rural migrants and they can increase number of customer