07-07-2012, 09:49 AM
RURAL CONSUMER BEHAVIOUR
RURAL CONSUMER BEHAVIOUR.ppt (Size: 126 KB / Downloads: 48)
The understanding of consumers has to invariably come from the consumer. The information relating to consumer behaviour has to be necessarily based on an enquiry into their purchase process.
The purchase act by a consumer is governed by various factors such as economic, social and psychological.
CONSUMER BEHAVIOUR refers to the acts of individuals directly involved in obtaining and using goods and services and includes the decision process that provide a purchase.
Consumer Behaviour is not only the study of what people consume but also ‘where’, ‘how often’ and ‘under what conditions’ the product is consumed.
RCB is influenced by :
Environmental Factors
a) Economic b) Political
b) Technological c) Legal
Socio-Cultural
a) Culture and Sub-Culture
b) Social Classes (Reference group,family,etc.)
Personal Factors
a) Age & Life Cycle b) Occupation
c) Life Style d) Self-Concept
Psychological
a) Motivation b) Perception
c) Belief & Attitude d) Learning
Inferences drawn from some of the recent studies :
A majority of rural consumers draw information from friends and neighbours.
More rural consumers gather information from retailers, compared to those in urban areas.
About 70% of the rural consumers were advised by the retailer to buy a specific brand.
CONSUMER BEHAVIOUR
Friends and Retailers are the most reliable sources of information, compared to other sources in both rural and urban areas, and retailers play a vital role in rural markets, particularly for convenience products.
Very few consumers feel that advertisements through mass media have made any impact.
In a little more than 50% of the cases, family members would select the brand in both rural and urban areas.
Consumers in both rural and urban areas generally perceive a product to be of inferior quality when it is priced low and vice-versa.
Higher income consumers are less price sensitive and fairly brand loyal for all the products.
A majority of the consumers buy the convenience products from the same shop, indicating high shop loyalty; however rural higher income consumers buy from outside the village.
Rural Consumers buy durables, mostly during the post-harvest season, outside the village (nearly towns).