Page 86 - DMGT509_RURAL MARKETING

Unit 4: Rural Consumer Behaviour

3. Direct marketing, Eureka Forbes salesman in your house, “See for yourself how easy it is Notes
to use the vacuum cleaner, Sir.”
4. Exposure to advertisements, wife to husband, “See the mixer grinder ad on the TV and you
would agree it is the best value for money.”
5. Personality factor, “I cannot buy a motorcycle, only a car would do for me.”
Attitudes has four functions:

1. Utilitarian function or brand utility
2. Ego-defensive function in which product enhances self concept
3. Value expressive function where consumer values, lifestyle are reflected
4. Knowledge function that fulfills need to know

Also, there can be a combination of several of these functions.
The task before buyers is one of resolving conflicting attitudes as given below:
 Tasty v/s healthy food, pizza or fruit cream

 Quality v/s price, Wipro PC or the assembled one
 Sturdy v/s elegant, jeans or silk
The decisions are taken on purchases on the following considerations:
 The Family
 Economics

 Emotional support
 Lifestyle
 Family socialization through adoption of manners, values, goals

Young person

Family Friends

Values, Interpersonal Skills, Style, Fashion, Fads,
Manners Speech, Career Goals, In/Out, Consumer
Consumer Behaviour Behaviour

Family Consumer Roles

 Husband/wife
 Children

 Teens
Family lifecycle, where lifestyle keeps changing as can be seen from the following:
1. Bachelor - mostly carefree
2. Honeymooners - need affordable luxuries

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