Page 94 - DMGT509_RURAL MARKETING

Karan Arora , Lovely Professional University Unit 5: Rural Consumer

Unit 5: Rural Consumer Notes

CONTENTS
Objectives
Introduction
5.1 Lifestyle of Rural Consumer

5.2 The Elusive Average for Rural Consumer
5.3 Influence of the Larger Environment on Rural Consumers
5.4 Occupation and Consumption Pattern

5.5 Place of Purchase Variations
5.6 Social and Behavioural Influences
5.7 Attitude to Quality and Price
5.8 Brand Preference and Loyalty
5.9 Heterogeneity of Rural Consumers

5.10 Segmentation Opportunity
5.11 Summary
5.12 Keywords

5.13 Review Questions
5.14 Further Readings

Objectives

After studying this unit, you will be able to:
 Discuss the Lifestyle of Rural Consumer.

 Describe the Heterogeneity of Rural Consumers.
 Explain the Occupation and Consumer Pattern of Rural Consumers.
 Describe the Elusive Average for Rural Consumer.

Introduction

The focus of this unit is on the buying behaviour of rural consumers. It covers the lifestyle,
behaviour variations and influences on rural consumers. Variations in lifestyle indicate
opportunity for the marketer. Examining the lifestyle of the rural consumer helps to understand
the consumption pattern and the influence of the environment on consumer behaviour. It has
been found that products developed to meet the needs of the rural consumer are more widely
accepted than products developed for urban markets. The influence of geography and occupation
on consumer behaviour patterns is also examined. The rural consumer’s place of purchase and
product-use is diverse and also does not necessarily reflect the behaviour seen among urban
consumers. Influences on rural consumer behaviour include environment, cultural practices,
perceptions and attitudes. The variations reflected in the design of product and messages are the
result of strategic marketing decision-making.

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