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•Culture •Subculture •Social factors •Technological factors •Economic Factors •Political factors .

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

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

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

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

        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 .

alcohol. Tailored/ Unbranded Cloths. Haats Cell phones.motorcy cle. Local Liquor. Television. Mela Chaupal. brandedclothing .AGE Below 12 LIFE CYCLE STAGE Child RURAL Toys.chocolate s. Daliya URBAN Video games. PC. house. creditcards. Ice Candy. Telephone.stores/ malls 20 – 40 Young 40 – 60 Middle Aged Tractor. internet Car. Above 60 Old . Luxury car. theatre. Kishan Credit Card. Postal savings. holiday trips Clubs. beverages/he althdrinks 13 – 19 Teenage Bicycle. healthinsurance. Cinema Motorcycle. LPG.

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

Persuasion necessary to convince a customer.    The rural customer is content to satisfy basic needs. 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. information may be obtained by visits to company outlets Touch and Feel experience is very important in the current scenario . For high involvement products.

      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 .

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

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