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Culture Subculture Social

factors Technological factors Economic Factors Political factors

Societies are bound by definitive norms being followed by set of thepeople . This norms dictate the ways and means of behaving, working addressing and conducting ourselves in society. In rural India these norms are strong and rigorously followed too. Violation of these norms can even lead to cast out of the society

Social custom Customs are socially accepted norms that have been in practice over a long time .In urban India due to due to course of time customs are fading away . Eg; touching feet of elders. Traditions Traditions are the long standing beliefs that are believed to be true in nature and often practiced in a ritualistic manner, without knowing the origin or questioning the need to do so. Rural people are staunch believers in traditions. Eg; washing hair and leaving open calls evil spirits

Cast play a key role in behaviors of community . In rural India ,the upper caste and lower cast differences still continue and are considered an important facet of everyday life. There is a clear demarcation in the villages for house making, two areas , including natural resources such as drinking water and grazing land for cattle. In urban limited physical space and pressure on limited available natural resources , interaction based on economic status and vocations rather than on basis of caste leads to an absence of such division

Socio Economic Classification (Urban) Unskilled/Skilled workers Shop owners/Industrialists Self-employed professionals Clerical/salesman Supervisory level Junior level Officers/Executives Senior level Officers/Executives

Landlord farmers, educated, exposed to urban environment, aspiring to match urban lifestyle, technology adapters, owns tractors, two wheelers, music system. Rich farmers with about 5 acres of land, may not be educated, with friends and relatives in urban and consult them for technology adaptation, status conscious, owns tractors, two wheelers, TV 2-5 acres land, manage small savings, opt for time tested technology, owns TV, tractors. Little or no land, agricultural labour, living below poverty line .

CHANGING BEHAVIOUR Return of people from urban Information technology Communication Explosion of MediaFAMILY Individualized Joint FamilyROLES and STATUS Urban-Social standing or Material wealth Rural-Occupation, Caste


It is influenced by: Personality and psychological factors Lifestyle Occupation and Income Personality and Self Concept Economic circumstances Age and stage of lifestyle Perception and brand belief

AGE Below 12


RURAL Toys, Ice Candy, Daliya

URBAN Video games,chocolate s, beverages/he althdrinks

13 19


Bicycle, Television, Cinema

Motorcycle, Telephone, LPG. Tailored/ Unbranded Cloths, Local Liquor, Haats

Cell phones,motorcy cle, internet

Car, PC, brandedclothing , alcohol,stores/ malls

20 40


40 60

Middle Aged

Tractor, Kishan Credit Card, Postal savings, Mela Chaupal,

Luxury car, creditcards, house, healthinsurance, holiday trips Clubs, theatre,

Above 60


Sum total of unique individual characteristics that determine how a person responds to the environment. Tendency to buy the products which suit our personality. Self image is the way we perceive ourselves in a society. In the rural market, purchase depends on situation and Pan Masala in rural, Popcorn in urban

The rural customer is content to satisfy basic needs. Persuasion necessary to convince a customer. Peer pressure not very relevant High esteem but content with everyday life

Perception plays a major role in purchase behavior for the rural consumer. Quality and price influence the perception of the consumer. Barrier to level of trial and acceptance of products Rural customer trusts government services

Prefers getting information from opinion leaders rather than media. For high involvement products, information may be obtained by visits to company outlets Touch and Feel experience is very important in the current scenario

Rural people working in urban India increasing Gifts from urban people Migrated village folk New Class of Opinion Leaders Rural Consumer Ready to buy products that are not basic necessities

Level of involvement depends on factors like: Price Availability Variety Knowledge Purpose Eg. Wristwatch, Cereals and Pulses, Medical Services

Problem Recognition (NA for rural consumers) Information Search (NA for rural consumers) Evaluation of Alternatives Purchase Decision Post Purchase Behaviour