Rural Consumer Behaviour

Model of CB
What stimulates a consumer to look for products

and services? How can the consumer know about the products and services that can fulfill his needs? How does marketing, environmental and personal characteristics affect the buying process of the consumer? How does the buyer takes decisions to buy? Where, what and when does he buy? How does he consume the product? What will be his feel

Marketing Offers: 4 Ps

Stimuli: External & Internal

Organism: Buyer Characteristic s

Behaviour: Decision Making Action

Consequence : Satisfaction/ Cognitive Dissonance

Environmental factors: PEST

Buying Decision Process

Need Recognition: Gap between Actual and

Desired state of the buyer. Research to identify consumers present and future needs. Information Search: Find the products to satisfy ones need through personal or commercial sources. Marketers should design communication programs to ensure maximum impact in minimum time. Evaluation of Alternatives: Shorter time for convenience goods and more time for durable goods. Based on several models-list of attributes and the satisfaction level. Marketers should supply information on USPs, Comparative advertising and use role models for effective

 Purchase Decision: Total Set-Awareness set-

consideration set- Choice set- Final Decision. Final Decision is influenced by: Opinion leaders, perceived risk and unanticipated situational factors. Once the final choice has been made the decision involves: 1. From which dealer to buy the product? 2. What quantity to buy? 3. When to buy? 4. Which payment mode to choose from?

 Post purchase Behaviour: The feelings of the

buyer after using the product. If it meets expectations the consumer feels satisfied. If not, he feels disappointment. Word of mouth publicity Disposal of products: when not reusable, when dissatisfied , when planning to buy new Marketers should take proper care to form expectations of the consumer. Assure the customer by highlighting success stories. Educate proper use of product. Ensure timely servicing.

Environmental factors in CB
Socio- Cultural Factors

1.
2. 3. 1. 2. 3.

Culture Groups---associated, reference, opinion leaders Family Technological factors Communication Transportation Machinery

 Economic Factors

1.
2. 3. 4. 1. 2.

Globalisation Competition Inflation (Sachets) Credit facility Political factors Development Consumer Protection

Buyer characteristics
Age and Lifecycle stage---childres, youth etc.

Occupation
Income Situation Lifestyles---Activities, Interests and Opinions Personality and Self Concept--- brand and

consumer personality must match. Motivation: stage of maslows hierarchy Learning: Numbers, images, simple words, easy use Perception: Selective Attention, Distortion and Retention

Buying Behaviour Patterns

Degree of Involvement: 4 types of buyer

behaviour based on two parameters--Involvement levels

Complex
Difference among brands

Variety Seeking

Dissonance reducing

Habitual

 Complex: High end consumer electronics and

durables--- marketers should try demonstrations, opinion leadership, trained sales force for this category Dissonance reducing: Carpets, furniture etc. buyer identifies certain attributes and uses them. Marketers should be aware of this. Habitual: Daily needed goods. Consumers lack brand consciouness. Rational appeal and emotional appeal. Variety seeking: confectionary items. Focus on USP and highlighting the difference.

 Amount of time spent

Planned buying 2. Emergency 3. Impulse

1.