Professional Documents
Culture Documents
Session - 2011-2013
Institute of Business Management CSJM University,kanpur
Contents
Some facts about Rural India
Characteristics of the Rural Consumer
40-60
Middle aged
Above 60
Old
Owner farmers
Shopkeeper/trader
Salary earner Agri worker Unskilled non-agri labourer
14
31 6 9
16
39 3 4
20
40 2 5
Artisans
Rest(livestock, fishery, milkman)
6
2
4
1
2
1
Economic Circumstances
Economic Circumstances
Purchasing power of an individual plays an important role in choice of product. The fact that majority rural sector are self employed increases the risk of stability of income. His urban counter part enjoys a stable monthly inflow of income.
Economic Circumstances
The saving habits in the rural sector include fixed deposits and small savings in the bank and post office. Villagers are still reluctant to go for credit purchase as is hampers their reputation in village. In a very real terms, a rural consumer has more buying power than urban counterpart.
Psychological Factors
Psychological Factors
Rural consumer is quite content to satisfy his basic needs.
Self
actualization needs
Esteem needs
Social needs
Security needs
Basic needs
Psychological Factors
He is less adventurous to take risk. He is not driven by Status symbols, in order to upgrade a better lifestyle.
References
Rural marketing by Pradeep Kashyap and Siddhartha Raut www.wikipedia.org
Thank you