Rural Consumer Behaviour

Created by:-
1.Akhil manoj panikar(6163)
2.Aditya Dhara(6104)
3.Archisha Prakash(6138)
4.Dipasha Ambadekar(6105)
5.Farhan sawal(6192)
6.Gurneet Saini(6187)
7.Jaswinder Kaur(6129)
8.Nishant Bhor (6118)
9.Samiuddin zardi(6211)
10.Soham kondalkar(6223) Assigned by:-
Priyanka ma'am
What is Rural consumer behaviour?
 Study about the behaviour shown by rural consumer about the acquisition, consumption and
disposition of various products.
 Consumers of rural market are spread throughout the country side with low-income, lack of education
where income comes in seasonal basis during harvesting time.
 They are also scared to try out new or innovative products.
 Because of low income ,price becomes extremely important and rural demand is highly price sensitive
and rural consumers always search for less price products nearby areas until they have no other option
they will not buy high prices products.
 Promotion is done through gifts and price discounts and by giving price discount pamplets and mass
sale in some market.
 There are more than 600,000 villages against about 300 cities and 4600 town is available in India.
 Thus it is important to study the thought process that goes into making a purchase decision , so that
marketers can reach its huge untapped segment.
-Akhil
Factors influencing buying behaviour of rural
consumers.

 Cultural factors.  Packing  Price

1. Packaging is related to
1. A significant determinant 1. Rural consumers prefer
affordability, the ability to
of consumers Behaviour consumer durables that offer
identify, ease to users, and
2. The impact of culture basic functions.
the appeal of the PROGRESS
depends upon the CHECK product
2. High priced products with
narrowness of a culture 2. Rural consumers appreciate
difficult to handle features
or its merger with other bright colours in product
cultures are generally not liked by
packaging
3. The social and cultural rural consumers
3. Factors such as rituals,
festivals, harvesting differences in rural areas
seasons affect consumer demand packaging variations
buying behaviour for products. -Dipasha
Factors affecting purchasing power behaviour of rural consumers.

 CASTE SYSTEM:
Indian Society had a scheme of social gradation. Marketers have to be sensitive towards the caste systems and
accordingly products in rural areas. While developing advertisements, brand communication and promotion plans,
marketers should have to be sensitive to ensure relevance of characters and message which doesn’t affect any caste
system.
 EDUCATION:
Highly educated persons may spend on books, personal care products, and so on. But a person with low or no
education may spend less on books and more on personal grooming products.
 GENDER:
The consumer behaviour varies across gender. For example, girls prefer certain feminine colours such as pink,
purple and peach, whereas boys go for blue, black and brown.
 References:
A reference group is a small group of people such as colleagues at workplace, club members, friends circle,
neighbours, family members, and so on.
-Aditya
Evaluating buying behaviour of people in rural areas.

By now the consumer has done enough research about the kind of product that can solve his
problem. The next step is to evaluate alternative products that can solve his problem. Various
points of information gathered from different sources are used in evaluating alternatives. 

Generally, consumers evaluate the alternatives based on a number of attributes of the product.
Looks, durability, quality, price, service, popularity, brand, social media reviews are some to the
factors that consumers consider. 

-Soham
Post purchase behaviour.

 This is when a customer is assessing whether or not they are happy with their purchase. How they
feel will affect whether they make further purchases from your brands. Sometimes customers feel
anxious after they’ve bought something. They’ve just splashed their cash, so it’s natural for them to
question if this was well spend.
 Following are the ways to win at post-purchase marketing
1) Refund policy
2) Returns process
3) How-to guides
4) Product care tips
5) Loyalty programme
6) Product satisfaction feedback
-Jaswinder
Communication and lingual barriers in rural consumers affecting
buying behaviour

 1. Low Literacy Levels

 2. Media Research and Exposure

 3. Diverse Audiences

 4. A Dearth of Information

 5. Deprived people & deprived markets

 6. Problems in sales force management

-Samiuddin
Difference between rural and urban consumer behaviour.

DIFFERENCE BETWEEN RURAL AND URBAN CONSUMER BEHAVIOUR

1. POPULATION
2. INFORMATION SEARCH
3. EVALUATION OF ALTERNATIVES
4. THINKING OF CONSUMER
5. NEW PRODUCT AWARENESS
6. STANDARD OF LIVING
7. INCOME LEVEL

-Archisha
Personality types in Rural consumer behaviour

  Profile of rural consumer –

◦ Literacy rate is low
◦ Maximum education till primary school or high •  Perception
school level ◦ Process of selecting, organizing and
◦ Print media & hoardings can not make significant attaching meaning
impact to events happening in the environment
◦ Product demo become integral to the rural market Factors influencing the rural consumer
promotional strategy behavior
◦ Average money earned by rural consumer is much ◦ Factors that affect perception are
lower than urban counterpart exposure and
 Indian rural customer is marred largely by interpretation
illiteracy & poverty
 Rural consumer has 2 or 3 brands to choose from
whereas urban one has many more choices
Stimuli
◦ Sensory inputs
◦ Information cues about characteristics of the product
◦ Include products, packages, brand names, commercials -Farhan
etc.
Various attitudes in Rural consumer behaviour.
 Instrumental Function
 Attitudes serve as means to reach a desired goal or to avoid an undesired goal. Instrumental attitudes are made by the activation of need
that are associated with the attitude objects and arouse favourable or unfavourable feelings.

 Ego-defensive Function
 The ego-defensive function of attitude shows the importance of psychological thoughts. Attitudes may be required and maintained to
protect the person from facing threats from becoming aware of his own unacceptable impulses .

 Value Orientation Function

 The value orientation function takes into consideration the attitudes, which are held because they express an individual’s values and
enhance his self-identity. These attitudes arise by conditions that threaten the self-concept, restart the person’s self image by the cues that
increase the person’s value and make them salient to him

 Knowledge Function
 This function is based on a person’s need to maintain a stable, organized and meaningful structure of life. Attitudes that provide a standard
by which a person evaluates every aspect of the world around him serve as the knowledge function as well .

-gurneet
Price and quality in products which affect behaviour of consumers

 Price structure is explained with the help of company Balaji with its product potato wafers.
 Brand aims to provide good quality at a good price — value for money. They believe in selling a
product worth Rs 15 at Rs 10.
 Balaji has affordable price unlike other popular brands almost 50% less, despite of in cost bearing
process like engaging in research, sustainability, product innovation and new manufacturing
techniques this all is possible as Balaji makes good use of freely available resources like water and
air, it makes biogas (worth approximately 15-20 lacs) to use in the canteen by treating waste water
from the plant, generates electricity worth 25-30 lacs which is used in the plant. Benefits from these
savings are transferred to the consumer.
 Pricing Policy Out of 6 Ps of marketing mix pricing is one of them price of the product is main
element in any organization. Therefore, decision regarding price is the most vital decision for a
marketing manager. Right price can promote sales of the company.
 The company has adopted retail pricing policy under the policy the company binds the retailers to
sale the branded goods at the fixed rate decided.
-Nishant
Conclusion
 As of the final point , we would like to conclude that buying behaviour of rural consumer is one of
the most diversed and vibrant consumer behaviour available
 Various factors are available for comparison from urban to rural consumer which shows the
difference between the behaviour of consumer.
 Various points prove that rural market can be profit if used in the right way.
 Post consumer behaviour of people always help the suppliers to make the product more effective
and rural consumers also contribute to the same.
 Linguistic barriers cannot be completely eliminated but can be controlled if used in the right and
precise manner.
 Purchasing power also varies between buying or not buying …there is no thinking process as they
are based on money to buy things… and it can be further studied for more precise information

-Akhil
Thank you.