Behaviour of Rural Consumer1 Session Objectives 1.Examination of Factors affecting rural consumers’ behaviour (STEP) 2.Introduction to Social Class Concept.

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Presentation transcript:

Behaviour of Rural Consumer1 Session Objectives 1.Examination of Factors affecting rural consumers’ behaviour (STEP) 2.Introduction to Social Class Concept with SEC for various categories 3.Examination of the status of rural infrastructure and its potential applications for marketing 4.Examination of buying and consumption characteristics of rural consumer

Intro… Composition of Consumer behaviour!!!! Why study consumer behaviour?? What’s the catch in ‘India’- ‘Indian Consumer’? Unravelling ‘Indian-Rural’- big deal? ‘Ethnocentrism’ in India- a sure formula for ‘SUICIDE’?

Consumer Buying Behaviour Model P60 Marketing Stimuli (4 Ps)  Other Stimuli (ETPC)  Buyers’ Characteristics (CSPP)  Buyer’s Decision process (PIEppb)  Buyer’s Decisions (Product Choice, Brand Choice, Dealer Choice, Purchase Timing, Purchase Amount) Hurrrrray !!!!

Factors affecting Rural CB….. Culture:  Set of values, perceptions, preferences and attitudes 1.Social Sanction 2.Social Custom 3.Traditions- (e.g.Shampoo commercials) 4.Caste (e.g. mohallas) 5.Sub Culture- Regional Influences (food habits, what we see around us!!)

……Factors affecting Rural CB Social Class- What is it?  What is SEC?- P64, 65  SEC- Urban- Occupation and Education  SEC- Rural- House type and Education  SEC- Urban- A1, A2, B1, B2, C, D, E1, E2  SEC- Rural- R1, R2, R3A, R3B

…..Factors affecting Rural CB Social Factors Family Social Movements Roles and Status Products and Status symbols Sociability Levels of Social interaction

….Factors affecting Rural CB Technological Connectivity Doordarshan Amul-Tara haats and n-logues Automobiles Agricultural Technologies

Characterstics of RC

Factors affecting Rural CB Economic factors P72

…..Factors affecting Rural CB Political Factors Churn happening PRI Verbalisation Chances!!!

Characteristics of RC Age and stages of lifcycle Occupations and income Economic Circumstances Lifestyle _AIOD (P76) Personality and Self Concept Personality and brand Belief Information Search and pre-Purchase Evaluation Rise of consumerism Opinion leadership Brand loyalty