Page 74 - DMGT509_RURAL MARKETING

Unit 4: Rural Consumer Behaviour

For example, the Mukhiya’s opinion (Head of the village), in most cases, is shared with the Notes
rest of the village. Even in a house the male head is the final decision maker. In rural areas,
this trend is very prominent.
4. Changes in saving and investment patterns From gold, land, to tractors, VCR’s, LCV’s.

Table 4.1: Differences in Buyer Behaviour

Rural Urban
Conservative Innovative
Values, aspirations, needs - traditional and based Follow trends (including International)
on culture, social customs, beliefs
Eldest Male Member KDM Varies
Collective Sanction Unheard

4.2 Buying Process

The most effective and therefore usual buying process involves the following areas:

1. Problem recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision

5. Post purchase behaviour

Figure 4.2: Buying Process

Need Recognition &
Problem Awareness

Information
Search

Evaluation of
Alternatives

Purchase

Post-Purchase
Evaluation

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