MR.

MOTIBHAI PATEL BUYS A TRACTOR

CONTEXT
Rural India.
Mechanisation in agriculture sector.
Women and Children: No role in buying decision
process of agro-development products.
Huge demand-supply gap.
Virtually no marketing by manufacturers.
High cost product.
Wilson: Excellent brand image and resale
market.
CASE ANALYSIS
A function of Internal/Personal, Situational
and Social factors.
Personal/Internal:- a)Motivation: Esteem
Need. b)Perception: Voluntary attention paid
for product selection. c)Learning: through use,
interaction and demonstration
CONSUMER BUYING BEHAVIOUR:

Internal/Personal(contd..)
Personality: Competent (The brand Wilson has a
matching personality) and enterprising.
Age group: Young.
Life-Style: Achievement-oriented.
SOCIAL:
Reference Group: Friends with Technical Expertise
and other farmers. Family has little influence.
Role and Status: Leadership.
Social Class: Large-holding Farmer
CULTURAL
Rural market.
Educated Farmer.
Newspaper and Radio.
BUYING ROLE: Initiator ,decider and
buyer(and user) : Single Individual.


BUYING BEHAVIOUR : Complex. High-
involvement product with significant brand
difference.
STAGES OF BUYING DECISION
Problem Recognition : by consumer.
Information Source: Personal.
Evaluation of alternatives : Strong positive
brand- belief through attribute-evaluation
procedure.
Purchase decision: Only in Brand Choice.
Delayed(Supply constraint).
Post-Purchase behaviour : Informed decision.
Little chance of dissonance.


Thanks