Rural Consumer Behaviour

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Consumer Behaviour- Definition

y Consumer behaviour is a dynamic interaction of

affection and cognition, Behaviour and the environment by which the human beings conduct exchanges during their lives

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Fundamentals of consumer behaviour

y 4 types of behaviour based on 2 parameters  Degree of buyer involvement (high&low)  Degree of differences among brands ( significant & insignificant)

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Types of consumer behaviour

High involvement Significant differences among brands Few differences among brands Complex buying behaviour Dissonance buying behaviour Low involvement Variety buying behaviour Habitual buying behaviour

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On the basis of time spent

y Planned purchase behaviour y Emergency purchase behaviour y Impulse purchase behaviour

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Decision making process

role Initiator Influencer Description The individual who determines that some need or want exists A person who, by some intention, or unintentional word or action, influence the purchase The individual who actually makes the transaction The person who most directly involves in the consumption or use of purchase

Buyer user

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Consumers
y What does a rural consumer want?  Manufacturers would no doubt be overjoyed to know the answer

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Factors which influence rural consumers during purchase of a product

y Socio-cultural factors y Groups y Family y Role and status y Sociability y Economic factors y Political factors

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Factors which influence the final choice

y Attitude of others y Advice of the retailer y Experience at the retail outlet y Demonstration of products y Mood swing y Perceived risk

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Lifestyle of rural consumers

y Rural consumer is very religious y Rural consumers prefer to work hard themselves y Strong family ties & respect for family values y Likes to play card and hang out at choupals

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Profile of rural consumer

y Traditional outlook y Perception and its influence y Less exposure to marketing stimuli y Conscious of value for money y Realistic aspirations y Concept of quality y Attitude towards prestige products y Suspects hype and fear of being cheated

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Rural shopping habits. Consumer insight

y Preference for small or medium package y Role of retailer y Role of opinion leaders for durables

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Buying decision process

Problem recognition: perceiving a need

Information search: seeking value

Alternative evaluation: assessing value

Purchase decision: buying value

Post purchase decision: value of consumption or use

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The buyer decision process

y Need recognition y Needs can be triggered

by:


Internal stimuli

Normal needs become strong enough to drive behaviour

External stimuli
Advertisements Friends of friends

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y Consumers exhibit y Information search

heightened attention or actively search for information y Sources of information

    

Personal Commercial Public Experential Word-of-mouth

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y Evaluation procedure y Evaluation of alternatives

depends on the consumer and the buying situation. y Most buyers evaluate multiple attributes, each of which is weighted differently y At the end of the evaluation stage, purchase intentions are formed

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y Two factors intercede

y Purchase decision

between purchase intentions and the actual purchase

 

Attitude of others Unexpected situational factors

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y Satisfaction is important:


y Post purchase behaviour

Delighted consumers engage in positive wordof-mouth Unhappy customers tell on average 11 other people

y Cognitive dissonance is

common

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Marketing offer: Product, price, place, promotion

Stimuli Internal External Environment: Socio-cultural Technological Economic political

Organism Buyers characteristic s

Behaviour Decision making action

Consequence Satisfaction Cognitive dissonance

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