Rural Consumer Behaviour

The consumer decision process

• Largely heterogeneous nature of the rural set up
• The buying decision process
Post Purchase
Behaviour

Purchase

Alternatives
Evaluation
Information
Search
Need
Recognition
 Dependent upon
• Environmental factors
Socio cultural factors
Technological factors
Economic factors
Political factors
• Individual factors
Demographics, personality and self-concept
• Psychological factors
Perceptions, cognition, motivation
 Environmental Factors
• Socio-cultural Factors
Requirement of collective and social sanction
Customs and traditions
Caste/Sub culture
Social class
Groups: Associated groups, reference groups, opinion
leaders
Importance of family in decision making
Roles and status
Sociability
• Technological factors
Advent of new technology (Biotechnology, digital and
satellite technology, ICT)
More information available
E-Choupal,, IFFCO Vodafone, Nokia Agricultural News
• Economic factors
Globalisation: Awareness about larger number of brands
Information exchange and dissemination
Competition: Regional brands, fakes and counterfeits
• Political factors
 Information Search
• Sources of information
Families and friends (High importance)
Mass media
Marketing communication
Experiential (Learning by doing and Seeing is believing)
• Information search depends upon
Type of product: Convenience/Speciality good
Nature of the product: Technical complexity
 Evaluation of alternatives
• Type of goods
Convenience goods: Less time taken
TOM recall becomes important
Shopping goods: More time taken
Proper communication of the POD and the value
• The brands which the consumer becomes aware of
(Awareness set)
• The brands which the consumer considers
(Consideration set)
 Factors affecting the purchase
• The one brand which the consumer zeroes down on
from the consideration set
• Dependent upon
Opinions of others
Unexpected situational factors
Perceived risk
 Buying Behaviour Patterns
Involvement
High Low

Significant Variety
Complex
Differences Seeking
Between
brands
Dissonance
Low Habitual
Reducing
 Post Purchase Behaviour
• Satisfaction
• Delight
• Cognitive dissonance