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Rural Consumer Behavior

By: Debabrata Dash

Faculty Marketing
Krupajal Management Studies

Consumer Behavior
Consumer Behavior - Definition Consumer behavior is a
dynamic interaction of affection and cognition, behavior
and the environment by which human beings conduct
exchanges during their lives. The behavior that consumers
display in searching for , purchasing, using ,evaluating and
disposing of products and services that they expect will
satisfy their needs. It is thus a study of how individuals
make decisions to spend their available resources like time ,
money, effort-on consumption related items.

Fundamentals of Consumer Behavior 4 types of

behaviou based on 2 parameters Degree of buyer
involvement(high & low) Degree of differences
among brands(significant & non significant)

Types of consumer Behavior

On the basis of time spent:
Planned purchase behavior
Emergency purchase behavior
Impulse purchase behavior

Role played by consumers in decision Making

Needs and wants of rural consumers
What does a rural consumer want?
Manufacturers would no doubt be overjoyed to
know the answer.

Factors which influence rural consumers during

purchase of a product

Socio-cultural factors
Group Family Role and status Sociability
Economic factors
Political factors

Factors which influence the final choice Attitude of others Advice

of the retailer Experience at the retail outlet Demonstration of
products Mood swing Perceived risk.
Lifestyle of rural consumer Rural consumer is very religious Rural
consumers prefer to work hard themselves Strong family ties &
respect for family values Likes to play cards & hang out at choupal

Profile of rural consumer Traditional outlook Perception and its

influence Less exposure to marketing stimuli Conscious of value
for money Realistic aspirations Concept of quality Attitude
towards prestige products Suspects hype and fear of being
Rural shopping habits: consumer insights Preference for small or
medium package Role of retailer Role of opinion leaders for

The Buyer Decision Process Need recognition

Information search Evaluation of alternatives
Purchase decision Postpurchase behavior Needs can
be triggered by:
Internal stimuli Normal needs become strong enough
to drive behavior External stimuli Advertisements
Friends of friends Process Stages.
Consumers exhibit heightened attention or actively
search for information Sources of information:
Personal Commercial Public Experiential Word-ofmouth Process Stages.

Evaluation procedure depends on the consumer and the

buying situation. Most buyers evaluate multiple attributes,
each of which is weighted differently. At the end of the
evaluation stage, purchase intentions are formed. Process
Two factors intercede between purchase intentions and
the actual decision: Attitudes of others Unexpected
situational factors Process Stages Video Snippet Wild Planet
realizes that kids and parents make the decision for toys.
Satisfaction is important: Delighted consumers engage in
positive word-of-mouth. Unhappy customers tell on
average 11 other people. Cognitive dissonance is common
Process Stages

Thank You