Rural Buyer Behaviour

7/28/2019 Rural Buyer Behaviour

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Rural Consumer Behaviour


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Model of CB

What stimulates a consumer to look for productsand services?

How can the consumer know about the products

and services that can fulfill his needs?

How does marketing, environmental and personal

characteristics affect the buying process of the

consumer?

How does the buyer takes decisions to buy? Where, what and when does he buy?

How does he consume the product? What will be

his feel


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Marketing Offers:

4 Ps

Environmentalfactors: PEST

Stimuli:

External &

Internal

Organism:

Buyer

Characteristics

Behaviour:

Decision

MakingAction

Consequence

:

Satisfaction/

CognitiveDissonance


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Buying Decision Process Need Recognition: Gap between Actual and

Desired state of the buyer. Research to identifyconsumers present and future needs.

Information Search: Find the products to satisfy

ones need through personal or commercialsources. Marketers should design communicationprograms to ensure maximum impact in minimumtime.

Evaluation of Alternatives: Shorter time forconvenience goods and more time for durablegoods. Based on several models-list of attributesand the satisfaction level. Marketers shouldsupply information on USPs, Comparative

advertising and use role models for effective


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Purchase Decision: Total Set-Awareness set-consideration set- Choice set- Final Decision.

Final Decision is influenced by: Opinion leaders,

perceived risk and unanticipated situational

factors.

Once the final choice has been made the decision

involves:

1. From which dealer to buy the product?

2. What quantity to buy?

3. When to buy?

4. Which payment mode to choose from?


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Post purchase Behaviour: The feelings of thebuyer after using the product. If it meets

expectations the consumer feels satisfied. If not,

he feels disappointment.

Word of mouth publicity

Disposal of products: when not reusable, when

dissatisfied , when planning to buy new

Marketers should take proper care to formexpectations of the consumer. Assure the

customer by highlighting success stories.

Educate proper use of product. Ensure timely

servicing.


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Environmental factors in CB

Socio- Cultural Factors

1. Culture

2. Groups---associated, reference, opinion leaders

3. Family Technological factors

1. Communication

2. Transportation

3. Machinery


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Economic Factors

1. Globalisation

2. Competition

3. Inflation (Sachets)4. Credit facility

Political factors

1. Development

2. Consumer Protection


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Buyer characteristics

Age and Lifecycle stage---childres, youth etc.

Occupation

Income Situation

Lifestyles---Activities, Interests and Opinions Personality and Self Concept--- brand and

consumer personality must match.

Motivation: stage ofmaslows hierarchy

Learning: Numbers, images, simple words, easyuse

Perception: Selective Attention, Distortion and

Retention


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Buying Behaviour Patterns

Degree of Involvement: 4 types of buyerbehaviour based on two parameters---

ComplexVariety

Seeking

Dissonancereducing

Habitual

Difference

among brands

Involvement levels


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Complex: High end consumer electronics anddurables--- marketers should try demonstrations,

opinion leadership, trained sales force for this

category

Dissonance reducing: Carpets, furniture etc.

buyer identifies certain attributes and uses them.

Marketers should be aware of this.

Habitual: Daily needed goods. Consumers lack

brand consciouness. Rational appeal and

emotional appeal.

Variety seeking: confectionary items. Focus on

USP and highlighting the difference.


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Amount of time spent

1. Planned buying

2. Emergency

3. Impulse

Rural Buyer Behaviour

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