abhishreshthaa
Abhijeet S
Rural con sumers do not decide on the basis of information provided by companies or advertisement. They prefer consulting others who have purchased the products previously. These actual experiences of the other actual users significantly influence the buying decision in rural areas.
In Personal Selling, it is required that the potential users are identified and awareness is created among them about the product, its features & benefits. This can be achieved through the efforts of a highly motivated salesperson, supplemented by the influence of opinion leaders in villages.
‘Opinion leaders’ & ‘Word of Mouth’ are thriving among rural consumers. Opinion leaders in rural can be defined as a person who is considered knowledgeable and is consulted by others, and his advice is normally followed. He could be a politician, big landlord, teacher; progressive farmer etc.
There could be different opinion leaders for different purposes. ‘Word of Mouth’ information holds a lot of validity in the rural areas, since rural consumers place more emphasis on the experience of the other who uses different brands of the product.
In Personal Selling, it is required that the potential users are identified and awareness is created among them about the product, its features & benefits. This can be achieved through the efforts of a highly motivated salesperson, supplemented by the influence of opinion leaders in villages.
‘Opinion leaders’ & ‘Word of Mouth’ are thriving among rural consumers. Opinion leaders in rural can be defined as a person who is considered knowledgeable and is consulted by others, and his advice is normally followed. He could be a politician, big landlord, teacher; progressive farmer etc.
There could be different opinion leaders for different purposes. ‘Word of Mouth’ information holds a lot of validity in the rural areas, since rural consumers place more emphasis on the experience of the other who uses different brands of the product.