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  • Rural Lecture 3&4

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    mandar1
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    Rural and Urban consumers have Different buying behaviours. Rural Consumers are more Religious and prefer to work hard themselves. Urban consumers are more likely to be influenced by social and economic factors.

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    Rural and Urban consumers have Different buying behaviours. Rural Consumers are more Religious and prefer to work hard themselves. Urban consumers are more likely to be influenced by social and economic factors.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    2 views6 pages

    Rural Lecture 3&4

    Uploaded by

    mandar1
    Rural and Urban consumers have Different buying behaviours. Rural Consumers are more Religious and prefer to work hard themselves. Urban consumers are more likely to be influenced by social and economic factors.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 6

    Developing a Targeted

    Marketing Strategy
    Step 1 : Define Relevant Market
    Step 2 : Analysis of characteristics &
    wants of potential customers
    Step 3 : Identify the basis for
    segmenting the market
    Step 4 : Define and describe market
    segments
    Step 5 : Analyse competitor’s
    position
    Developing a Targeted
    Marketing Strategy
    Step 6 : Evaluate market segments
    Step 7 : Select market segments
    Step 8 : Finalise marketing mix / es
    Differences in CB in Rural and
    Urban markets
    1.Need based buying behaviour
    2.Concious Decision making
    3.Value for money
    4.Concensus decision making
    5.Innate Resistance to change
    6.Different Lifestyle & Product usage
    environment
    Differences in CB in Rural and
    Urban markets
    7. Different perceptions with regard
    to marketing stimuli
    8. Brand consciousness
    9. Brand Loyalty
    10. Quality Consciousness
    11. Rising Aspirations
    12. Innovative uses of products
    Factors influencing Rural
    Consumers during purchase
    of a product
    1.Socio-cultural factors
    2.Group
    3.Family
    4.Role and status
    5.Sociability
    6.Economic factor
    7.Political factors
    Lifestyle of Rural
    Consumers
    1.Very Religious
    2.Prefer to work hard themselves
    3.Strong family ties
    4.Respect for family values
    5.Likes to play cards
    6.Hangs out at choupal

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