23-02-2013, 11:08 AM
Rural marketing- Understanding the consumer behaviour and decision process
ABSTRACT
Explained in this paper rural population account for 70% of the indian population and it is increasing at the high rate in comparision to urban population. The buyer of rural and urban area different in their characteristics while buying any product. The reason behind its differentiation are many like;- Age and life style. Occupation. Economic situation Life style. Personality and self concept. Psychological factors like perception cognition and motivation.
Buying decision of the consumer of different age occupation differ from rural area to urban area the rural area is move bounded by the tradition , custom, and value which bring a gigantic change in the life style and personality of the customers of the rural area in comprasion to urban area. Where people are more attached towards the welter cultural now per capita income of the consumers in the rural area restrict them for low consumption pattern as compared to urban population. Where the consumers are brand conscious and are ready to pay high.