rural buyer behaviour
TRANSCRIPT
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Rural Consumer Behaviour
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Model of CB
What stimulates a consumer to look for productsand services?
How can the consumer know about the products
and services that can fulfill his needs?
How does marketing, environmental and personal
characteristics affect the buying process of the
consumer?
How does the buyer takes decisions to buy? Where, what and when does he buy?
How does he consume the product? What will be
his feel
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Marketing Offers:
4 Ps
Environmentalfactors: PEST
Stimuli:
External &
Internal
Organism:
Buyer
Characteristics
Behaviour:
Decision
MakingAction
Consequence
:
Satisfaction/
CognitiveDissonance
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Buying Decision Process Need Recognition: Gap between Actual and
Desired state of the buyer. Research to identifyconsumers present and future needs.
Information Search: Find the products to satisfy
ones need through personal or commercialsources. Marketers should design communicationprograms to ensure maximum impact in minimumtime.
Evaluation of Alternatives: Shorter time forconvenience goods and more time for durablegoods. Based on several models-list of attributesand the satisfaction level. Marketers shouldsupply information on USPs, Comparative
advertising and use role models for effective
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Purchase Decision: Total Set-Awareness set-consideration set- Choice set- Final Decision.
Final Decision is influenced by: Opinion leaders,
perceived risk and unanticipated situational
factors.
Once the final choice has been made the decision
involves:
1. From which dealer to buy the product?
2. What quantity to buy?
3. When to buy?
4. Which payment mode to choose from?
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Post purchase Behaviour: The feelings of thebuyer after using the product. If it meets
expectations the consumer feels satisfied. If not,
he feels disappointment.
Word of mouth publicity
Disposal of products: when not reusable, when
dissatisfied , when planning to buy new
Marketers should take proper care to formexpectations of the consumer. Assure the
customer by highlighting success stories.
Educate proper use of product. Ensure timely
servicing.
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Environmental factors in CB
Socio- Cultural Factors
1. Culture
2. Groups---associated, reference, opinion leaders
3. Family Technological factors
1. Communication
2. Transportation
3. Machinery
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Economic Factors
1. Globalisation
2. Competition
3. Inflation (Sachets)4. Credit facility
Political factors
1. Development
2. Consumer Protection
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Buyer characteristics
Age and Lifecycle stage---childres, youth etc.
Occupation
Income Situation
Lifestyles---Activities, Interests and Opinions Personality and Self Concept--- brand and
consumer personality must match.
Motivation: stage ofmaslows hierarchy
Learning: Numbers, images, simple words, easyuse
Perception: Selective Attention, Distortion and
Retention
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Buying Behaviour Patterns
Degree of Involvement: 4 types of buyerbehaviour based on two parameters---
ComplexVariety
Seeking
Dissonancereducing
Habitual
Difference
among brands
Involvement levels
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Complex: High end consumer electronics anddurables--- marketers should try demonstrations,
opinion leadership, trained sales force for this
category
Dissonance reducing: Carpets, furniture etc.
buyer identifies certain attributes and uses them.
Marketers should be aware of this.
Habitual: Daily needed goods. Consumers lack
brand consciouness. Rational appeal and
emotional appeal.
Variety seeking: confectionary items. Focus on
USP and highlighting the difference.
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Amount of time spent
1. Planned buying
2. Emergency
3. Impulse