RESEARCH PAPER ON RURAL CONSUMER: POSTPURCHASE BEHAVIOUR

Presented by : RamesTiwari PiyusRathaur Pankaj maurya

Rural India

Population of india-1.2b Population in rural area-72% Income of rural area is about 43% of total national income.

Post-Purchase Behavior
After the purchase, the consumer might experience dissonance about their purchase and be alert to information that supports their decision.
Marketing communications should supply beliefs and evaluations that reinforce the consumers choice and help him or her feel good about the brand. Marketers must monitor post-purchase satisfaction and post-purchase actions.

Objective of research

This study undertakes an in-depth enquiry into the buying behaviour of rural consumers. The study of factors which influences the buying behaviour of consumer. To examine the post-purchase behaviour of sample rural consumers in terms of their levels of satisfaction.

Data and Methodology

Primary data collection through a structured questionnaire. The schedules for rural consumers were structured to collect data regarding their Demographic, Socio-cultural background, Consumption patterns, Income levels, Buying motives, And preferences.

Contd

For empirical analysis, we classified the respondents into three categories-Level of ( High, Middle And Lower) income. We measured the satisfaction levels of consumers with regard to food items, packaged Toiletries and cosmetics.

Scope of the Study

This enables the researcher to make an in-depth study of the brand preferences and brand loyalties. FMCGs available in rural areas are limited, three broad categories of products are included in the study: Food, Toiletries, And Cosmetics.

Post-Purchase Evaluation

To broaden the customer set of experiences stored in memory To provide a check on selecting the products To make adjustment in future purchase decisions. Analyse the levels of satisfaction Examine the post-purchase behaviour of consumers.

Sl.No

Particulars A. Product Attributes

Aggregate Scores of Different Income Groups i ii iii

1 2 3 4 5 6

Quality Quantity Price Packing Freshness Taste

25 10 25 15 20 22

15 15 20 15 18 15

10 25 5 20 12 13

SN

PERTICULARS

Aggregate Scores of DifferentIncome Groups

General Factors

ii

iii

Availability

25

15

10

Regularity of Supply

21

16

13

Proximity of Shop

15

17

18

Range of Products

19

16

15

For quantification of the responses of the sample rural consumers, weights have been assigned as +2, +1, 0, 1, and 2 for the responses highly satisfied, satisfied, neither satisfied nor dissatisfied, dissatisfied, highly dissatisfied, respectively. Final scores for each feature are calculated by multiplying the number of responses by the weights of corresponding responses. The resultant weighted scores of these features provided by sample consumers.

Consumer satisfaction with regard to packaged food items

S.No.

Particulars Product attributes

Aggregate scores of Different income groups i ii iii

1
2 3 4 5 6

Quality
Quantity Price Taste freshness packing Total scores Ideal score Total respodent

35
20 19 11 1 6 91 300 25

33
35 32 23 29 30 182 660 55

10
12 12 11 9 6 58 240 20

General factors availbility 1 2 3 Range of products Regulatry of supply Proximity of retail shop 15 14 13 7 24 23 22 22 4 5 4 4

Total score
Ideal score

49
200

90
440

17
160

No of respodents

25

55

20

Ideal score=weightege value*no of respondents*no. of factor For example=2*25*6=300

Aggregate score=13*2+15*1+11*0-4*1-2*1=35

Interpretation
The level of satisfaction was high with the product attributes as well as general factor on a moderate scale

Hypothesis
H0:Customer satisfaction is independent on different factors (price, quality, quantity).

H1:Customer satisfaction is not independent on different factors (price, quality quantity).

Hypothesis test
Level of satisfaction High Medium Low Factor of satisfaction Price 55 25 20 100 Quality 40 35 30 105 Quantity 5 40 50 95 100 100 100 300

E 55 40 5 25 35 40 33.3 35 31.66 33.3 35 31.66

(O-E) 21.7 5 -26.66 7.7 0 8.34

(O-E) 2 470.89 25 710.75 59.29 0 69.55

(O-E) 2/E 14.14 .71 22.41 1.78 0 2.19

20
30 50 Total

33.3
35 31.66

-13.3
.5 18.34

176.89
25 336.355

5.31
.71 10.6 57.87

Interpretation

Tabulated Value at (5%,4)=9.488 Calculated value =57.87 Thus null hypothesis is rejected i.e. customer satisfaction is dependent on the factors such as (price, quality, durability etc.)

Suggestions

In village HAATS, consumer goods should be promoted through product demonstrations and samples.

Seasonal market.
Proper disclosure of the terms of credit and price information will lead to good customer relationship. The products offered by the rural retailers should fit into the living system of rural people.

The entire size, design, image and layout of the shop should be made to suit the rural requirements. The brand names of the products sold in rural markets should be easy to remember and pronounce. Maintaining centralized depots for stocking the inventory at satellite villages reduces the retailing costs.

Conclusion

The key to ensure consumer satisfaction lies in understanding the customer behavior. The rural market is blooming with the increase in the disposable incomes of the households. An effective communication play a major role to educate the consumers regarding the use of products.