Consumer behavior in context of rural market
•Download as PPTX, PDF•
2 likes•436 views
Recommended
More Related Content
What's hot
What's hot (17)
Viewers also liked
Viewers also liked (7)
Similar to Consumer behavior in context of rural market
Similar to Consumer behavior in context of rural market (20)
Recently uploaded
Recently uploaded (20)
Consumer behavior in context of rural market
- 1. Consumer Behavior in Context of Rural Market “The heart of India still lies in the villages……..”
- 3. Why go Rural? ▪ Urban Push Factor – Saturation Stage – Fierce Competition ▪ Rural pull factor – RisingAffordability – GrowingAcceptance – ImprovingAccessibility – Success Stories of Corporations
- 4. Size of Rural Markets ▪ FMCG - Rs.65000 crore ▪ Agricultural – inputs - Rs.45000 crore ▪ Durables (long life goods) - Rs.5000 crore ▪ Automobiles (2 & 4Wheelers) - Rs.8000 crore ▪ Clothes, footwear etc. - Rs.35000 crore ▪ Construction material - Rs.15000 crore Total - Rs.173000 crore Source: CII Report (2008)
- 5. What is Rural Marketing?
- 6. Rural Marketing? ▪ It is a process involving activities such as assessing, stimulating and converting the purchasing power to prospects ▪ It is a process with two objectives – Customer satisfaction and enhancement of standards of living – Reaching Organisation Goals ▪ It involves application of strategies and tools based on understanding of the consumer ▪ It involves design of products and related components of the marketing mix
- 8. Why? Doing business without Knowing your Consumer is like winking at a pretty girl in dark. You only know what you are doing but not the pretty girl. What are the chances that she will respond ?????
- 9. What is Consumer Behaviour?
- 10. Consumer Behaviour (Factors influencing Consumer Behaviour) ▪ How do the marketing and environmental factors, along with his personal characteristics, influence the consumer’s thinking and his decision making process? (Consumer Decision-Making Process) ▪ What stimulates a consumer to look for product or services? ▪ How does the consumer know about products and services that can fulfil his needs? ▪ How does he consume or use the product or services?What may be his feelings and reaction? (Buyer Behaviour) ▪ How does the buyer take decision? How does he buy?Where, when and what does he buy?
- 11. Factors Influencing Consumer Behavior Personal Age and life cycle stage Occupation Economic Situation Lifestyle Personality and self- concept Social Reference group Family Roles and status Environmental Factor Technological Factors Economic factor Political Factor Cultural Culture Subculture Social class
- 12. Consumer Decision-Making Process Postpurchase Behavior Purchase Evaluation of Alternatives Information Search Need Recognition Cultural, Social, Individual and Psychological Factors affect all steps
- 13. Buyer Behaviour ▪ Other people often influence a consumers purchase decision.The marketer needs to know which people are involved in the buying decision and what role each person plays, so that marketing strategies can also be aimed at these people. (Kotler et al, 1994). Purchase Decision Initiator Influencer Decider Buyer User
- 15. Stimuli (marketer dominated, other) External search Memory Internal search Exposure Attention Comprehension Acceptance Retention Search Need recognition Alternative evaluation Purchase Outcomes Dissatisfaction Satisfaction Individual differences • resources • motivation & involvement • knowledge • attitudes • personality, values, lifestyle Influences • culture • social class • family • situation Complete Model of Consumer Behavior
- 16. Different Rural Marketing Strategies in India
- 18. Product strategy Escort was the first organization to position its motor cycle “Rajdoot” as one that could cope with the rugged terrain of rural India “Jandaar Sawari Shandar Sawari” which was successful in the market.
- 19. Understanding of valued product Value consciousness is big driver for the rural market, consumers are extremely aware of equation of price, quality and image Eat healthy think better Swast khao tan man jagao
- 20. Pricing strategy Paanch strategy. Rs 2 strategy
- 21. Communication strategy Communication in regional languages or Using Regional Motivator Outdoor Media options
- 24. Thank You!
Editor's Notes
- Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Consumer Behaviour is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use.