| Consumer Value in Purchase |
Urban Consumer |
Rural Consumer |
| White |
Brown |
White |
Brown |
| Personal benefits/safety |
19 |
25 |
21 |
22 |
| Social/family/Love/Peer pressure
|
20 |
22 |
21 |
23 |
| Economy/Biogenic/Security |
28 |
14 |
30 |
11 |
| Achievement/Status-social comparison/Esteem |
16 |
24 |
13 |
17 |
| Passive |
9 |
4 |
10 |
13 |
| Others/hedonic/Ethical/Aesthetics., |
8 |
11 |
5 |
14 |