Page 95 - DMGT509_RURAL MARKETING

Rural Marketing

Notes 5.1 Lifestyle of Rural Consumer

The popular image of a rural consumer is of one who has limited educational background, is
exposed to limited products and brands, chooses price over quality, and is influenced by word-
of-mouth communication. There is also the view that a rural consumer is no different from his
urban counterpart. Changing consumption patterns reflect the evolving lifestyle of rural
consumers. The increase in the purchase and use of products was noted in the previous chapter
while examining the growing importance of rural markets. The influences on the behaviour of
the rural consumer are also changing. The lifestyle of rural consumers is influenced by:
1. Increasing incomes and income distribution.
2. Marketers’ efforts to reach out and educate potential consumers.

3. The situation in which the consumer utilises the product.
This last point is usually an overriding factor. Understanding the product-use situation creates
opportunities for marketers. This is because the rural environment does not have the infrastructure
facilities available in urban areas, which affect the consumption of both durable and non-durable
products.

Did u know? In the first half of the last century companies in India found competition of
low level or even non-existent. Whatever was produced was sold at a good profit and
therefore the stress was on increasing production. From 1991, competition started raising
its head in practically every business area, leading companies to start focusing on markets
rather than just production.

5.2 The Elusive Average for Rural Consumer

Since a stereotype of the rural consumer or of rural consumer behaviour is absent, it creates
problems as well as opportunities for the marketer. Variations in behaviour reflect geographical,
demographic and behavioural influences on lifestyle, which provides marketers with options
to segment the market. The creative use of products suggests possibilities for market development.
Behavioural bases for segmenting could be socio-cultural or consumer perceptions and attitudes.

Geographic and Demographic Influences on Behaviour Variations

To understand rural buying behaviour, a marketer must first understand (a) the factors that
influence buying behaviour and (b) the variations in behaviour. These help to generate
information upon which a marketer can create bases to segment the rural market taking the
following factors into consideration:
1. Environment of the consumer

2. Geographical influences
3. Influence of occupation
4. Place of purchase
5. Creative use of products

The behaviour variations that are unique to rural markets are influenced by the place of purchase
and occupation and sometimes get reflected in the creative application or use of products.

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