Page 71 - DMGT509_RURAL MARKETING

Rural Marketing Pooja, Lovely Professional University

Notes Unit 4: Rural Consumer Behaviour

CONTENTS
Objectives
Introduction

4.1 Rural Consumer Behaviour
4.1.1 Factors Influencing Buying Behaviour

4.1.2 Cultural Factors Influencing Consumer Behaviour
4.2 Buying Process
4.3 Factors Affecting the Purchase Decision of the Rural Consumer

4.4 Opinion Leaders
4.5 Market Segmentation to the Lure Rural Customer

4.6 Organizational Buying Behaviour
4.7 Consumer Behaviour — Positivism and Interpretivism
4.8 Role Play Module

4.9 Summary
4.10 Keywords
4.11 Review Questions

4.12 Further Readings

Objectives

After studying this unit, you will be able to:
 Define Rural Consumer Behaviour.

 Discuss the Buying Process.
 Describe the Consumer Behaviour Roles.
 Explain the Characteristics of Rural Consumer.

Introduction

While analysing the purchase process in rural areas, we come to know that rural buyers
need to be made aware of products through concept selling. Rural marketing involves
bringing the fruits of development to the villagers, besides building relationships with
them. The product demand is low per capita and hence the marketers must look for volume
business. The demand is met by the unorganised sector to start with and by those adventurous
marketers who venture into the rural domain. Consumers of rural markets are spread
throughout the country side with low income levels, lack of education where income comes
in seasonal spurts during harvesting time. Villagers are by and large content lot with fewer
needs. They are also scared to try out new or innovative products. For high tech products

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