5 Rural Consumer Behaviour

8/7/2019 5 Rural Consumer Behaviour

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Rural MarketingRural Marketing

Rural Consumer BehaviorRural Consumer Behavior

Research StudyResearch Study


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INTRODUCTIONINTRODUCTION

AA specialspecial marketingmarketing strategy,strategy, namely,namely, ruralrural

marketingmarketing,, hashas emergedemerged.. ButBut often,often, ruralrural

marketingmarketing isis confusedconfused withwith agriculturalagriculturalmarketingmarketing -- thethe latterlatter denotesdenotes marketingmarketing ofof

produceproduce ofof thethe ruralrural areasareas toto thethe urbanurban

consumersconsumers oror industrialindustrial consumers,consumers, whereaswhereas

ruralrural marketingmarketing involvesinvolves deliveringdeliveringmanufacturedmanufactured oror processedprocessed inputsinputs oror servicesservices

toto ruralrural producersproducers oror consumersconsumers..


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CONSUMER BEHAVIORCONSUMER BEHAVIOR

CONSUMERCONSUMER BEHAVIORBEHAVIOR refersrefers toto thethe actsacts ofof

individualsindividuals directlydirectly involvedinvolved inin obtainingobtaining andand

usingusing goodsgoods andand servicesservices andand includesincludes thethe

decisiondecision processprocess thatthat provideprovide aa purchasepurchase..

ConsumerConsumer BehaviorBehavior isis notnot onlyonly thethe studystudy ofof

whatwhat peoplepeople consumeconsume butbut alsoalso where,where, howhow

oftenoften andand underunder whatwhat conditionsconditions thethe productproductisis consumedconsumed..


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Q.Q. Which soap you prefer to use in bathroom??

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

8% 3% 82% 5% 2%

LUX NIRMA OSWAL LIFEBOY BRIGE


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Q. Which detergent you prefer to use forQ. Which detergent you prefer to use for

washing of clothes ?washing of clothes ?

97%

1% 2%

0%

50%

100%

OSWAL WHEEL NIRMA


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Q. Which toothpaste / toothpowder youQ. Which toothpaste / toothpowder you

normally use ?normally use ?

45%

6%13%

18%

18%

COLGATE

CLOSE UP

DABUR LAL

NIRALA LAL

OTHERS


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Q. Where do you purchase these products?Q. Where do you purchase these products?


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Q. What do you see in product beforeQ. What do you see in product before

purchasing ?purchasing ?79%

12%

4% 5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

PRICE QUALITY PACKAGING OTHERS


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QQ--6 Howdo you feelabouta6 Howdo you feelabouta

productifitispricedlow?productifitispricedlow?

90% Customerssaid90% Customerssaid The Price doesntaffectthemThe Price doesntaffectthem

becausethey continuetousewhattheyareusing.becausethey continuetousewhattheyareusing.

10% Customerssaid10% Customerssaid Lowpriceisgood, quality isLowpriceisgood, quality isdoesntmatters.doesntmatters.

10%

90%

0%0%0%


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QQ--7 Whatdo youpreferatthetime7 Whatdo youpreferatthetime

ofpurchase?ofpurchase?85%

10% 5%

0%

20%

40%

60%

80%

100%

LABOUR PV T SERV ICE FARMERS

According to in this bar diagram:According to in this bar diagram:

85% Customers85% Customers are Labours so Purchase theare Labours so Purchase the

Products according to requirements.Products according to requirements.

10% Customers10% Customers are Pvt service so purchase theare Pvt service so purchase the

Products according to social prestige.Products according to social prestige.

5% customers5% customers are Farmers so Purchase accordingare Farmers so Purchase according

to req. and social prestige.to req. and social prestige.


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QQ--8 Yourbuyingisbehaviorsis8 Yourbuyingisbehaviorsis

influencedby?influencedby?60%

10%

25%

5%

0%

20%

40%

60%

80%

FAMILY MEMBER FRIENDS &

RELATIVE

RETAILER OTHERS

According to this bar digrameAccording to this bar digrame

The rural People influenced by the familyThe rural People influenced by the family

members.members.


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QQ--9 Does your family incomeplay9 Does your family incomeplay

any rolein yourpurchasingpower?any rolein yourpurchasingpower?8%

92%

0%0%0%

According to in this bar digrame,According to in this bar digrame, 92% customers said income92% customers said income doesnt play any role indoesnt play any role in

purchase power.purchase power.

8% customers are said income8% customers are said income is play role in purchaseis play role in purchase

power.power.


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QQ--10 Whatis your family income10 Whatis your family income

approximately?approximately?

60%

10%

25%

5%

0%

20%

40%

60%

80%

LESS THAN 40,000 40,000-50,000 50,000 - 60,000 ABOVE 70,000


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AreyousatisfiedwiththeinformationAreyousatisfiedwiththeinformationprovidedbydifferentconcernsmentionedprovidedbydifferentconcernsmentioned

above?above?

0%

10%

20%

30%

40%

50%

60%

70%

80%

yes no

Series1


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27%In a day

20%In a Month

53%In aweek


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35 Weekly

58 M ly


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55 Re iler(s)

21 Me i

11 Frie s

9 Neig b urs


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AreyousatisfiedwiththeAreyousatisfiedwiththe

informationprovidedbyinformationprovidedby

retailers?retailers?

--

0%

10%

20%

30%

40%

50%

60%

70%

yes no

Series1


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DoyouthinkthatyouDoyouthinkthatyou

needinformationandneedinformationand

awarenessaboutanyawarenessaboutany

productofyouruse?productofyouruse?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

yes no

Series1


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AreyouupdatedwiththeAreyouupdatedwiththe

informationoftheinformationofthe

productyouareusing?productyouareusing?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

yes no

Series1


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WouldyouliketoswitchWouldyouliketoswitch

overtoanewproduct,ifovertoanewproduct,if

itwillprovideextraitwillprovideextra

benefits?benefits?

0%

10%

20%

30%

40%

50%

60%

70%

yes no

Series1

5 Rural Consumer Behaviour

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