Rural Consumer Behaviour

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Consumer Behaviour- Definition

Consumer behaviour is a dynamic interaction of

affection and cognition, Behaviour and the environment by which the human beings conduct exchanges during their lives

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Fundamentals of consumer behaviour

4 types of behaviour based on 2 parameters Degree of buyer involvement (high&low) Degree of differences among brands ( significant & insignificant)

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Types of consumer behaviour

High involvement Low involvement

Significant differences among brands

Few differences among brands

Complex buying behaviour

Dissonance buying behaviour

Variety buying behaviour

Habitual buying behaviour

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On the basis of time spent

Planned purchase behaviour

Emergency purchase behaviour

Impulse purchase behaviour

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Decision making process

role Description

Initiator
Influencer

The individual who determines that some need or want exists

A person who, by some intention, or unintentional word or action, influence the purchase The individual who actually makes the transaction The person who most directly involves in the consumption or use of purchase

Buyer user

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Consumers
What does a rural consumer want? Manufacturers would no doubt be overjoyed to know the answer

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Factors which influence rural consumers during purchase of a product

Socio-cultural factors

Groups
Family Role and status

Sociability
Economic factors Political factors

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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

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Lifestyle of rural consumers

Rural consumer is very religious

Rural consumers prefer to work hard themselves

Strong family ties & respect for family values Likes to play card and hang out at choupals

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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 cheated

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Rural shopping habits. Consumer insight

Preference for small or medium package

Role of retailer
Role of opinion leaders for durables

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Buying decision process

Problem recognition: perceiving a need

Information search: seeking value

Alternative evaluation: assessing value

Purchase decision: buying value

Post purchase decision: value of consumption or use

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The buyer decision process

Need recognition Needs can be triggered

by:

Internal stimuli

Normal needs become strong enough to drive behaviour

External stimuli
Advertisements Friends of friends

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 Consumers exhibit Information search

heightened attention or actively search for information Sources of information

Personal Commercial Public Experential Word-of-mouth

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 Evaluation procedure

Evaluation of alternatives

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

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 Two factors intercede

Purchase decision

between purchase intentions and the actual purchase

Attitude of others Unexpected situational factors

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 Satisfaction is important:

Post purchase behaviour

Delighted consumers engage in positive wordof-mouth Unhappy customers tell on average 11 other people

Cognitive dissonance is

common

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Marketing offer: Product, price, place, promotion

Stimuli Internal External Environment: Socio-cultural Technological Economic political

Organism Buyers characteristic s

Behaviour Decision making action

Consequence Satisfaction Cognitive dissonance

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