3. Product
Awareness High Low
Concept Known Less Known
Positioning Easy Difficult
Features Important Less Important
4. Price
Sensitive Yes Very much
Level Desired Medium-High Low-Medium
5 Distribution
Channels Wholesalers Village shops
Stockists Shandies
Retailers Haats and jatras
Supermarkets
Specialty stores
Authorised show rooms
Transport Facilities Good Average
Product Availability High Limited
6 Promotion
Advertising Print, audio-visual, out- TV, Radio, Print Media
doors, exihibitions,etc to some extent
Personal selling Door-to-Door frequently Occasionally
Sales Promotion Contests, Gifts, Price Gifts, Price Discounts
discounts
Good Opportunities Less
Publicity
Rura l Con sumer Behavi or
Chal lenges
Right Competence
Fractional Approach
Limited Knowledge
STI MUL I FOR
BEH AVI OR
Internal
External
Socio-cultural
Culture
Social Class
Group
Family
Role and Status
Sociability
Technological
Economical
Political
BUY ER
CHA RACTE RI STI CS
Age and Life Cycle
Occupation
Economic Situation
Life-Style
Personality and Self Concept
Psychological Factors
BUY ING DECI SIO N
PRO CESS
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Time Spent
Planning buying
Emergency buying
Impulse buying
BUYI NG E VA LUATI ON
PROC EDUR E
Expectancy Model
Lexicographic Model
Conjunctive Model
Disjunctive Model
MA RKET RES EARC H IN
RURAL
Respondents
Time
Accessibility
Secondary Data sources
Primary Data sources
Sampling
Data Collection
NE W RESEA RCH TO OL S
A Ladder
Images of Faces
Geographic
Zones
States, Districts and villages
Density
Climate
Culture
Demographic
Age, lifecycle, gender, Marital status, family size, income,
occupation, Education and religion
Psychographic
Social class , Life style and Personality
Behavioural
Occasions, benefits sought, user status, loyalty status, place