Rural Areas and rural markets are different, so are the RURAL CONSUMERS.

1. RURAL
CONSUMER
Vijyata
Ranchi Women’s College

2. Key Learning
Rural Consumer
Profile of Rural Consumer
Types of Rural Consumers
Rural Consumer Behaviour

3. Rural
Consumer
Rural Areas and rural markets are different, so
are the RURAL CONSUMERS.
Rural Consumers prefer to buy less expensive
products, ignoring brand, fashion , style quality
etc.

4. Profileof Rural
Consumer
Low Literacy Levels
Low income Levels, purchasing power, standard of living and
per capita income
Rural population is scattered over 638,677 villages , out of
which only 6300 have a population of more than 5000
Principal occupation is farming, trading, crafts , farm and
non-farm activities.
Rural people are fond of music and folklore.
Influenced by reference groups like school teacher, health
worker, panchayat members , traders and grocers.

5. Types of Rural Consumers
Types of Rural
Consumers
Household
Consumers
Rural
Industrial
Users
Rural Resellers
Buying for satisfying personal,
family or household needs.
Buying product and services in
order to manufacture other
products
These buyers are rural
retailers , purchase motive is
commercial

6. Rural Consumers according to buying Behaviour
• Class of rural consumer who habitually buy specific product of specific brand
because he is fully satisfied with the utility of that product or brand
Habitual
Group
• Class of rural consumers who are influenced by the conscious claim and their
buying is based on those claims. Rural consumers being less educated are
more cognitive
Cognitive
Group
• Class of rural consumers who are much affected by the image and features of
the product. Rural consumer are more religious and traditional.
Emotional
Group
• Class of consumers who buy the products on the basis their physical attribute ,
brand has no effect on them
Impulsive
Group
• With increase in schools , roads connectivity , modern communication facilities
, new class of consumer groups have emerged.
New Group

7. Consumer
Behaviour
Consumer Behaviour involves examining
individuals, groups, or organisation and the
processes they use to acquire and organise
information to make purchase decisions and
further , to apply this information to use and
evaluate products and services.

8. The consumer Buying Behaviour Model
Marketing
Stimuli
Product
Place
Price
Promotion
Other
Stimuli
Economic
Technological
Political
Cultural
Buyer’s
Characteristics
Cultural
Social
Personal
Psychological
Buyer’s
Decision
Process
Problem
Recognition
Information
Search
Evaluation
Post Purchase
Behaviour
Buyer’s
Decision
Product
Choice
Brand Choice
Dealer Choice
Purchase
timing
Purchase

9. Problem
Recognition
Information
Search
Evaluation Purchase
Post
Purchase
Behaviour
Buyer’s Decision Process

10. Factors that
influence
Rural
Consumer
Behaviour
Stimuli
Perception
Attitudes
Needs and
Motives
Demographics
Culture
Beliefs and
Values
Social class
Influence
Group

11. THANK
YOU!!!
Write to me at
Vijyata.rwc@gmail.com