Diaspora affluence in rural markets: consumers’ shift from traditional to global products

Purpose The purpose of this paper is to focus on two main aspects: the extent of shift in consumer demand from traditional to global products and the factors that influence this change in consumption behavior. The growing size of the Diaspora and corresponding increase in disposable income form one reason for examining shifts in buying behavior of rural consumers in Kerala. Most of the studies describe a shift in consumption styles, but have not yet explored the extent to which this shift is being influenced by Diaspora culture and, if so, why? Focusing on the extent of the shift in Kerala consumers’ choice from traditional to global products, this paper aims to fill the gaps in past reviews.