You are on page 1of 6

CONSUMER BEHAVIOR

IN RURAL MARKET
- PUNEET
SHARMA
ROLL NO: 6155

INTRODUCTION
Consumer behavior is a study of
individuals, groups or organization and the
processes they use to select, secure and
dispose of products, services, experiences
or idea to satisfy needs and the impact of
these processes have on consumer and
society.
About 68% of the Indias population stay in
55269 villages in the country against about
317 cities and 4668 towns.

FACTORS INFLUENCING
BUYING BEHAVIOR

The factors that affect buying behavior


in rural market India:
Environment of the consumer
Family
Geographic influences
Influencer
Economics
Place of purchase

WHAT COMES FROM RURAL INDIA??

68% of Indias population


56% of income
64% of expenditure
33% of savings
54% of FMCG sales
59% of durable sales
10-50% of 2 wheelers & 4 wheeler sales

HOW TO TARGET RURAL


CONSUMERS??

Highlight multiples uses of same products


for e.g.: Dettol
liquid
Advertise small packs with a low unit price
for e.g.:
Chotta Pepsi 5 rupaye me
Why pay more??
For e.g.: Nirma surf
A little (of the product) goes a long way
for e.g.: Vim bar

N
O
C

U
L
C

N
O
I
S