Page 106 - DMGT509_RURAL MARKETING

Unit 5: Rural Consumer

 The influence of children on choice is mostly for personal care products. Notes
 The cultural and social practices have a major influence on the behaviour of the rural
consumer.

 A marketer’s response to the influence of cultural and social practices is in the areas of
product and of promotion.

 Consumer’s interpretation of product and promotion contribute to creating the position
for the product.
 A marketer does not perceive an opportunity in rural market when he or she thinks that
the rural consumer buys only unbranded items.
 The heterogeneity among rural consumers is an opportunity for the marketers to identify
possible ways of segmenting this market.

5.12 Keywords

Brand Loyalty: Multi-brand strategies and entry for new brands in rural markets are possible,
even though it is perceived to be a highly brand loyal market. The rural consumer is willing to
consider alternatives The loyalty of rural consumers to a brand varies according to product
categories.

Buyer’s Loyalty: Buyer’s loyalty is limited and can be enhanced with active participation of
retailers. Since competitors are doing exactly the same, one have to be on the constant look out
for better and more rewarding promotional plans both customers and retailers.

Forward Vertical Integration: In which the vendor can start to manufacture the product it was
selling, for example the cloth-maker starts to make readymade garments, or the television
picture tube maker starts making television sets. In such case there is loss of a customer.
PR: Public Relations plays a great role in building company’s brand image.
Promotion: Promotion tries to generate immediate consumer response with respect to company’s
overall marketing strategy. While advertising builds long term customer awareness and attitudes,
promotional plans are meant to have a short-term influence on the customers.

5.13 Review Questions

1. Explain the Lifestyle of Rural Consumer.
2. What are the geographic and demographic influences on behaviour variations?
3. Describe the influence of Larger Environment on Rural Consumers.
4. Discuss the occupation and consumption pattern of Rural India.
5. Explain the Social and Behavioural influences on Rural Consumer.

6. Describe the Brand preference and Loyalty of Rural Consumers.
7. Discuss the heterogeneity of Rural Consumers.
8. What do you mean by Brand Loyalty?

9. Explain the Buying Process.
10. Describe the perception and its influence on product design and message.

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