Page 82 - DMGT509_RURAL MARKETING

Unit 4: Rural Consumer Behaviour

Self-image Notes

Self-image is the some total of a person as he thinks about himself and it is a guiding factor in
purchase decision along with wisdom of opinion leaders. A person may have the following
feeling in his mind while making a decision to purchase a particular item, like, What type of
person am I? What image do I project to outsiders? How do people view my personality?, etc.
The answers to these questions make for the self-image. There are several types of self-image:
1. How people view themselves?
2. How they want others to view them?
3. How they would like to seen in the future?

Self-image and products purchased have an interesting connection. The industrialist buys
Mercedes to project the self-image of a successful person. Actors and actresses want to look good
and attractive to their fans and their clothes, makeup is meant to focus on that image. Marketers
take advantage by using this concept while communicating to them.

Consumer Perception

Consumer Perception is the consumer’s view of the things including messages and stimuli
seen/focused on him. These perceptions are given or acquired by visual stimulus, like seeing
pictures of products in advertisements, hearing about the products from friends and looking
through retail shops, Point of Purchase (POP) material that create a visual impact.
To heighten the impact advertisers use sensational gimmicks including adventure sports, and
pretty women as sex objects to make the impact. The level of minimum stimulation, which can
attract is called the threshold level. For two different stimuli the minimum difference, which
becomes noticeable is known as JND, or Just Noticeable Difference.

Weber has given the law, which stipulates that, “an additional stimulus equal to JND must be
added for majority of people to perceive a difference between the resulting stimulus and the
initial stimulus.”
Car polish makers add some ingredients in the product that it keeps the lustre for a week as
compared to competitive product where the shine lasts for four days. The danger in making it
better, to the extent that the shine lasts for a month or even a fortnight, would increase the gap
between purchases. Marketers and advertisers use the JND to good use in their product
development and advertising strategy.
Subliminal perception works even below the JND stimulus as psychologists have found that
even such stimulus leaves an impression on the subconscious level and while it remains dormant
it may manifest itself at the right time when product purchase is being considered. Years before
a friend had said that the best TV set is from Sony and today while finalizing the purchase it
comes as bolt from the blue and the decision is made in its favour.
Hence there are a number of factors that affect the purchase decision of the rural consumer. Thus,
the purchase decision process is based on the complex nature of human insights, which the
marketers find ways to stimulate and bring to surface in their favour.

Self Assessment

Fill in the blanks:

7. A company may launch its new product to meet the needs and requirements of the
...................... customers.

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