What is meant by choice heuristics? What rules are commonly followed by urban consumers versus rural consumers?

Choice heuristics refer to the mental shortcuts or simplified decision-making strategies that consumers use to make purchase decisions quickly and efficiently. Since evaluating all available options can be time-consuming and mentally exhausting, consumers rely on heuristics to streamline their choices, especially in situations where they have limited time, knowledge, or motivation to make a detailed comparison. These heuristics help in reducing cognitive load and minimizing decision-making effort while maintaining a satisfactory level of accuracy in their choices.

Consumers use various heuristics depending on their preferences, past experiences, social influences, and the availability of information. Some common types of choice heuristics include:

1. Price Heuristic – Consumers assume that higher-priced products are of better quality.
2. Brand Heuristic – They prefer well-known and trusted brands over unknown ones.
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