abhishreshthaa
Abhijeet S
A stereotype of the rural consumer or of rural consumer behavior is absent and this creates problems as well as opportunities for the marketer. Variations in behavior reflect geographical, demographical and behavioral influences on lifestyle, which provides marketers with options to segment the market.
To understand rural buying behavior, a marketer must first understand the factors that influence buying behavior and the variations to behavior. These help to generate information upon which a marketer can create bases to segment the rural market taking the following factors consideration:
• Environment of the consumer
• Geographical Influences
• Influence of Occupation
• Place of Purchase
• Creative use of Products
Obviously rural consumers do make some purchases from urban areas (towns etc) because there are a few product categories where rural distribution is still comparatively low and therefore the consumers buys from towns; and in certain cases, the consumer seeks variety. In the case of biscuits, toilet soaps and washing powders, the consumers may perceive the range in villages as limited.
To understand rural buying behavior, a marketer must first understand the factors that influence buying behavior and the variations to behavior. These help to generate information upon which a marketer can create bases to segment the rural market taking the following factors consideration:
• Environment of the consumer
• Geographical Influences
• Influence of Occupation
• Place of Purchase
• Creative use of Products
Obviously rural consumers do make some purchases from urban areas (towns etc) because there are a few product categories where rural distribution is still comparatively low and therefore the consumers buys from towns; and in certain cases, the consumer seeks variety. In the case of biscuits, toilet soaps and washing powders, the consumers may perceive the range in villages as limited.