Buying Bihaviour
FT‐405M
Consumer Behavior and Rural Marketing
Module 14
RURAL CONSUMER BEHAVIOR
Consumer Buyer Behavior refers to the buying behavior of final consumers ‐ individuals and households who buy goods and services for personal consumption. All of these final consumers combined make up the consumer market. The consumer market in this case is Rural India. About
70% of India’s population lives in rural areas. There are more than 600,000 villages in the country as against about 300 cities and 4600 towns. Consumers in this huge segment have displayed vast differences in their purchase decisions and the product use. Villagers react differently to different products, colours, sizes, etc. in different parts of India. Thus utmost care in terms of understanding consumer psyche needs to be taken while marketing products to rural India.
Thus, it is important to study the thought process that goes into making a purchase decision, so that marketers can reach this huge untapped segment.
Factors influencing buying behavior
The various factors that affect buying behavior of in rural India are:
1. Environmental of the consumer ‐ The environment or the surroundings, within which the consumer lives, has a very strong influence on the buyer behavior, egs. Electrification, water supply affects demand for durables.
2. Geographic influences ‐ The geographic location in which the rural consumer is located also speaks about the thought process of the consumer. For instance, villages in South India accept technology quicker than in other parts of India. Thus, HMT sells more winding watches in the north while they sell more quartz watches down south.
3. Family – it is an important buying decision making organization in consumer markets. Family size & the
Consumer Behavior and Rural Marketing
Module 14
RURAL CONSUMER BEHAVIOR
Consumer Buyer Behavior refers to the buying behavior of final consumers ‐ individuals and households who buy goods and services for personal consumption. All of these final consumers combined make up the consumer market. The consumer market in this case is Rural India. About
70% of India’s population lives in rural areas. There are more than 600,000 villages in the country as against about 300 cities and 4600 towns. Consumers in this huge segment have displayed vast differences in their purchase decisions and the product use. Villagers react differently to different products, colours, sizes, etc. in different parts of India. Thus utmost care in terms of understanding consumer psyche needs to be taken while marketing products to rural India.
Thus, it is important to study the thought process that goes into making a purchase decision, so that marketers can reach this huge untapped segment.
Factors influencing buying behavior
The various factors that affect buying behavior of in rural India are:
1. Environmental of the consumer ‐ The environment or the surroundings, within which the consumer lives, has a very strong influence on the buyer behavior, egs. Electrification, water supply affects demand for durables.
2. Geographic influences ‐ The geographic location in which the rural consumer is located also speaks about the thought process of the consumer. For instance, villages in South India accept technology quicker than in other parts of India. Thus, HMT sells more winding watches in the north while they sell more quartz watches down south.
3. Family – it is an important buying decision making organization in consumer markets. Family size & the