Page 96 - DMGT509_RURAL MARKETING

Unit 5: Rural Consumer

Notes

Task Discuss the changing pattern of Rural Consumers.

Self Assessment

Fill in the blanks:
1. .......................... in the twenty-first century actually means marketing in an open market
situation or in the global market economy.
2. .......................... based customer data, buying trends, segmentations and peripheral segments
need careful attention.

3. Companies’ have to use their core competencies, resources, talents and communications
to the customers keeping the marketing opportunities in .......................... .
4. .......................... wants the product he has used earlier, or as he wants if it is a research
project.
5. .......................... Manager wants to buy the traditional product to avoid inventory problems.
6. One important link in the .......................... process is the role of influencers and veto-ers.

5.3 Influence of the Larger Environment on Rural Consumers

A villager’s needs are different from those of an urban consumer. The environment is a critical
influence in shaping the needs of rural consumers. Products made to urban specifications may
be impractical in rural settings. An excellent example is that of electrical and electronic goods.
Virtually all radios, cassette players and television sets are made to urban power supply
specifications. In many villages, particularly in power-strapped states, voltages fluctuate wildly,
making electrical products susceptible to frequent breakdowns. Rural consumers may not mind
paying more for products like the television or radio if they can withstand frequent voltage
fluctuations.

Geographical Variations in Market Behaviour

The rural market is not a homogeneous one. Variations in economic development and in
consumer willingness to accept innovations are evident in rural markets. Geographical variations
in exposure to urban centers and variations in development have resulted in tremendous
heterogeneity even within a state, for example, the difference between parts of western and
eastern Uttar Pradesh (UP) is extreme. Differences exist between western UP and eastern UP for
bullock cart tyres. While bullock carts in western UP are smaller vehicles with single buffaloes,
in eastern UP, they are bigger vehicles pulled by two bullocks. In western UP, villagers speak
Hindustani whereas in eastern UP they speak Bhojpuri. These have implications for product and
promotion decisions (Rajan, 2005). It has been observed the upper reaches of Himachal Pradesh
have a matriarchal society as against parts of the state adjoining Haryana and Punjab, where
males are considered supremo. Variations in consumer behaviour due to geographical locations
are also reflected in the variations in their innovativeness. LML found that the south was more
receptive to its scooters than the north. In the words of their Marketing Manager, Rakesh Jayal,
‘People in the south are more willing to accept a high-tech product than in the north. They are
more brand conscious, more educated’ (Das Gupta and Menon, 1990). A variation in the behaviour
of buyers of watches between rural areas of the north and of the south is also evident.

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