ENGLISH LANGUAGE AND ITS EFFECT ON CONSUMER BUYING BEHAVIOUR IN RURAL GUJARAT

Language plays a pivotal role in marketing communication, influencing consumer perceptions, attitudes, and buying behaviour. In rural India, particularly in Gujarat, the English language holds both aspirational and symbolic significance, shaping consumer responses in unique ways. This theoretical review examines the cognitive, emotional, and behavioural impacts of English-language marketing on rural consumers. Cognitively, English can enhance perceptions of quality and modernity but may also create comprehension challenges and dependency on intermediaries. Emotionally, it evokes aspirational appeal, social prestige, and trust, motivating purchase intentions and brand loyalty. Behaviourally, these effects translate into product adoption, repeated purchases, and positive word-of-mouth. The study also identifies key challenges faced by rural consumers, such as misinterpretation and lack of clarity, and recommends strategies including bilingual messaging, simplified language, visual aids, and consumer education to enhance marketing effectiveness. The review provides insights for marketers to balance the aspirational value of English with accessibility, enabling informed consumer decisions in rural Gujarat.