In the rural area the main occupation is farming, trading, craft andother odd jobs, like plumbing, electrical work, masonry work, carpentryetc.
In rural areas the primary health workers, doctors, teachers and thePanchayat-Raj members belong to the reference groups and alsoinfluence in the decision making process of the rural consumers.
The rural folk are very much fond of music and folklore. TAMASHAand NAUTANKI are the popular form of entertainment in Maharashtra andUttar Pradesh and then there are television, radio and video films.
Rural customers though not well educated, have good commonsense, wise & sharp and are very conscious of “Value for money”.
Rural customer senses patronizing attitudes and even formidablebarriers to protect themselves and is bigger brand loyalists than their urban counterparts.
High degree of involvement
A typical rural customer checks and rechecks the expensiveproduct they are buying and they cannot be pushed too far as there is nourgent requirement for the products.
A word of mouth recommendations by users and sheer familiarityinfluences rural folk in their purchase decisions.
Decisions regarding the brand of consumer durables are taken bythe man in the household in consultation with others in the community.
It can be seen in general sense low purchasing power, lowstandard of living, low per capita income, low literacy level and over alllow social and economic positions are traits of rural consumers.