CB in Rural Marketing
-
Upload
swamick-choudhury -
Category
Documents
-
view
217 -
download
0
Transcript of CB in Rural Marketing
-
8/13/2019 CB in Rural Marketing
1/18
-
8/13/2019 CB in Rural Marketing
2/18
Culture
Subculture
Social factors
Technological factorsEconomic Factors
Political factors
-
8/13/2019 CB in Rural Marketing
3/18
Societies are bound by definitive normsbeing followed by set of thepeople . Thisnorms dictate the ways and means ofbehaving, working addressing andconducting ourselves in society.
In rural India these norms are strong andrigorously followed too.
Violation of these norms can even lead tocast out of the society
-
8/13/2019 CB in Rural Marketing
4/18
Social custom Customs are socially accepted norms that have
been in practice over a long time .In urban Indiadue to due to course of time customs are fadingaway . Eg; touching feet of elders.
Traditions Traditions are the long standing beliefs that are
believed to be true in nature and often practiced ina ritualistic manner, without knowing the origin or
questioning the need to do so. Rural people arestaunch believers in traditions. Eg; washing hairand leaving open calls evil spirits
-
8/13/2019 CB in Rural Marketing
5/18
Cast play a key role in behaviors of community
. In rural India ,the upper caste and lower castdifferences still continue and are considered animportant facet of everyday life.
There is a clear demarcation in the villages for
house making, two areas , including naturalresources such as drinking water and grazingland for cattle.
In urban limited physical space and pressure onlimited available natural resources , interactionbased on economic status and vocations ratherthan on basis of caste leads to an absence ofsuch division
-
8/13/2019 CB in Rural Marketing
6/18
Socio Economic Classification (Urban) Unskilled/Skilled workers
Shop owners/Industrialists
Self-employed professionals Clerical/salesman
Supervisory level
Junior level Officers/Executives
Senior level Officers/Executives
-
8/13/2019 CB in Rural Marketing
7/18
Landlord farmers, educated, exposed to urban
environment, aspiring to match urban lifestyle,technology adapters, owns tractors, two wheelers,music system.
Rich farmers with about 5 acres of land, may not be
educated, with friends and relatives in urban andconsult them for technology adaptation, statusconscious, owns tractors, two wheelers, TV
2-5 acres land, manage small savings, opt for timetested technology, owns TV, tractors.
Little or no land, agricultural labour, living belowpoverty line .
-
8/13/2019 CB in Rural Marketing
8/18
CHANGING BEHAVIOUR
Return of people from urban
Information technology
Communication
Explosion of MediaFAMILY
Individualized Joint FamilyROLES and STATUS
Urban-Social standing or Material wealth Rural-Occupation, Caste
-
8/13/2019 CB in Rural Marketing
9/18
PRODUCTS AND STATUS SYMBOL
Urban-Features
Rural-Ease of operation SOCIABILITY
TECHNOLOGICAL FACTORS
ECONOMIC FACTOR
-
8/13/2019 CB in Rural Marketing
10/18
It is influenced by: Personality and psychological factors
Lifestyle
Occupation and Income
Personality and Self Concept
Economic circumstances
Age and stage of lifestyle
Perception and brand belief
-
8/13/2019 CB in Rural Marketing
11/18
GE LIFE CYCLEST GE
RUR L URB N
Below 12 Child Toys, Ice Candy,Daliya
Videogames,chocolates, beverages/healthdrinks
13 19 Teenage Bicycle,Television,Cinema
Cellphones,motorcycle, internet
2040 Young Motorcycle,
Telephone, LPG.Tailored/UnbrandedCloths, LocalLiquor, Haats
Car, PC,brandedclothing,alcohol,stores/malls
40 60 Middle Aged Tractor, KishanCredit Card,Postal savings,Mela
Luxury car,creditcards,house,healthinsurance,holiday trips
Above 60 Old Chaupal, Clubs, theatre,
-
8/13/2019 CB in Rural Marketing
12/18
Sum total of unique individual characteristics
that determine how a person responds to theenvironment.
Tendency to buy the products which suit ourpersonality.
Self image is the way we perceive ourselves ina society.
In the rural market, purchase depends onsituation and person.eg. Pan Masala in rural,Popcorn in urban
-
8/13/2019 CB in Rural Marketing
13/18
The rural customer is content to satisfy basicneeds.
Persuasion necessary to convince a customer. Peer pressure not very relevant
High esteem but content with everyday life
-
8/13/2019 CB in Rural Marketing
14/18
Perception plays a major role inpurchase behavior for the rural consumer.
Quality and price influence the perception ofthe consumer.
Barrier to level of trial and acceptance ofproducts
Rural customer trusts government services
-
8/13/2019 CB in Rural Marketing
15/18
Prefers getting information from opinionleaders rather than media.
For high involvement products, informationmay be obtained by visits to company outlets
Touch and Feel experience is very importantin the current scenario
-
8/13/2019 CB in Rural Marketing
16/18
Rural people working in urban Indiaincreasing
Gifts from urban people
Migrated village folk
New Class of Opinion Leaders
Rural Consumer
Ready to buy products that are not basic
necessities
-
8/13/2019 CB in Rural Marketing
17/18
Level of involvement depends on factors like: Price
Availability
Variety Knowledge
Purpose
Eg. Wristwatch, Cereals and Pulses, Medical
Services
-
8/13/2019 CB in Rural Marketing
18/18
Problem Recognition (NA for rural consumers) Information Search (NA for rural consumers)
Evaluation of Alternatives
Purchase Decision Post Purchase Behaviour