A PRISMA SYSTEMATIC REVIEW: APPLICABILITY OF THE 5-STAGE CONSUMER BUYING DECISION MODEL IN RURAL INDIA

This study conducts a PRISMA-based systematic review to evaluate
the applicability of the five-stage consumer buying decision model
comprising need recognition, information search, evaluation of
alternatives, purchase decision, and post-purchase behavior within
the rural Indian context. Systematically reviewed 38 peer-reviewed
empirical studies published between 2005 and 2024, the review
integrates structured synthesis through a review matrix and qualitative
thematic analysis. The findings suggest that, while the five-stage model
provides a structured approach to relevance, its practical application
in rural India is fragmented and nonlinear. Key deviations include
reliance on word-of-mouth and local retailers, collective family and
group-based decisions, affordability-driven evaluations, and a near
absence of formal post-purchase feedback mechanisms. Thematic
analysis reveals that rural consumers’ decisions are shaped by social
norms, economic constraints, and community influence rather than
rational, individual processes. The study concludes that the five-stage
model requires contextual adaptation to reflect the behavioral realities
of rural India