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Consumers are the backbone of all business organizations & coherently all business activities concern with consumer and consumer satisfaction.Brand acts as a signal allowing customer to quickly recognize a product as they are familiar with or one they like.The powerful brand is which resides in the mind of the consumer.This paper examines how the rural and urban population conceive the notion of "BRAND". The research aims at comparing the buying behavior of rural & urban consumer & find out their priorities while making a purchase decision regarding mobile phones .This study has been conducted through literature study as well as a questionnaire administered survey of 200 respondents of different age groups, income & occupation and has been analyzed through AHP (Analytical Hierarchy Process) to comply with the objectives & also to draw conclusions.The study reveals that the urban consumer is more brand and style 'conscious' compared to its rural counterpart which prioritizes functionality and price more. It also shows that urban population relies majorly on internet as source of information whereas rural population relies on T.V. ads& Mobile phone retailers.This paper serves as a valuable guideline for management to review their advertising campaigns & modify their mobiles according to the need of the customer.

Impact of Brand on Rural and Urban Consumer BehaviorA Study on Mobile Phone Buyers