RURAL CONSUMERS

INTRODUCTION
 Rural consumers buy from Local cities and
districts.
 Frequency of purchase
 Products availability matters
 Companies will have to promote retailer in
each villages.
PROFILE OF RURAL CONSUMER
 Literacy
 Income
 Density
 Influencers
 Occupation
 Culture
 Language
 Media habits
RURAL CONSUMER BEHAVIOUR
 Consumer behavior is the actions and the
decision processes of people who purchase
goods and services for personal consumption
FACTORS AFFECTING BUYING
BEHAVIOUR OF RURAL CONSUMER
 Environment of the consumer
 Geographic influences
 Influence of occupation
 Place of purchase
 Creative use of product
 Brand preference and loyalty.
FACTOR INFLUENCING
CONSUMER BEHAVIOUR
1. Economic factors
2. Political factor
3. Technological factor
4. Legal factor
a) Money lenders
b) Consumer protection act
5. Cultural factors
a) Culture
b) Sub culture
c) Social class
6. Social factors
 Family
 Reference group

7. Personal factors
• Age and life cycle
• Occupation
• Economic circumstances
• Life style
• Personality and self confidence
8. Psychological factors
Motivation
Perception
Learning
Beliefs and attitudes.
BUYING DECISION PROCESS IN
RURAL MARKETING
  Buying decision process describes the
fundamental stages that a customer goes
through when deciding to buy a product
 Buying decision of rural consumer depend
on: Life style and personality of consumer
Tradition Custom Value
 Consumers pass through five stages while
making a purchases decision. These are:
Problem/need Recognition Information
Search Evaluation of Alternatives Purchase
Decision Post-purchase Behaviour
PROBLEM/NEED RECOGNITION
 Consumer first tries to find the need of product which
primarily depend on cost in rural area
 Need can be triggered by internal and external stimuli
 Marketer should help consumers identify their
current and future problems/need in this stage
 To do so marketer have to research on consumer need
and problem
 By so doing marketers can design products/services
capable of meeting those needs/problems and develop
marketing strategies that can trigger consumer
interest in those products or services
INFORMATION SEARCH
 Consumer try to find information pertaining to
their want satisfying product to make the right
choices
 consumer searches for internal or external
information.
 Information gathering may be passive or active
EVALUATION OF ALTERNATIVES
 At this time the consumer compares the
brands and products that are in their evoked
set.
 The process of evaluating alternatives
depend on consumer and the buying situation
of an individual
 customers evaluate product attributes and
features that are most relevant to their
needs
PURCHASE DECISION
 Evaluation process lead to purchase intention
POST-PURCHASE BEHAVIOUR
 The aim of marketing is not to make a sale but
to create a long term relationship with a
customer
 The buyer feels satisfied when the perceived
product performance is close to his/her
expectations
 If it exceeds the expectation the customer is
delighted
 If it fall short of expectation the customer is
disappointed
 The buyers post purchase actions will provide
necessary feedback to the marketers