Page 88 - DMGT509_RURAL MARKETING

Unit 4: Rural Consumer Behaviour

5. Time limit offers Notes
6. Free trial offers
7. Pricing
Example: You are the Marketing and Advertising Manager of Advance Stereo Systems with five
competitors, Philips, Videocon, BPL, AIWA and Sony. Your market share is 3%. You have to
increase it to 5% in one year. Discuss the following questions about market and its behaviour:

1. What cultural, social, personal and psychological factors influence the buyers most? What
sort of research should be undertaken to know the buyer’s attitude and behaviour?
2. What factors should Advance focus on in their marketing plan?

3. What kind of marketing activities should Advance plan to coincide with each stage of
consumer buying process?

Task Plan your target market in Delhi, and look at the marketing mix factors to give
your recommendations to Advance MD.

Purchase Decisions Plan

1. Problem recognition when the need tends to become acute.

2. In rural markets the opinions of elders, those who have travelled outside counts a lot.
3. Information search: The sources are personal family, friends, neighbours, acquaintances,
commercial-advertising, salesmen, dealers, packaging, displays, public source, consumer
rating organizations, experiential-handling, or by examining, and using the product.
4. Evaluation of alternative brands with weight - age given on parameters decided by you,
for e.g.
(i) Cameras—size weight, auto-focus, zoom, speed, price,
(ii) Hotels—location, cleanliness, atmosphere and price.
5. Purchase Decision: There can be a situation where after deciding to buy you delay or even
cancel the purchase. Sometimes if people close to you have a negative attitude towards the
product you may not buy it. Secondly, there may be a change in situation.
Post Purchase Decisions

1. The product could satisfy you.
2. If you are not satisfied then you could try to reverse the purchase action, or sell off the
product.

Evaluate Purchase Attitude of others Purchase decision
alternatives intention Situation factors

Let us discuss the Indian buyer’s purchases of some common FMCG products.
1. Washing powder sells about 30% less than washing soap cakes.

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