Buying decision process in rural marketing

SUBMITTED BY:SHIKHA WADHWA

B.E. CHEMICAL WITH MBACM9226

BUYING DECISION PROCESS IN RURAL MARKETING

BUYING DECISION OF RURAL CONSUMER

Buying decision process describes the fundamental stages that a customer goes through when deciding to buy a product

Buying decision of rural consumer depend on:

Life style and personality of

consumer

Tradition

Custom

Value

BUYING DECISION PROCESS

Consumers pass through five stages while making a purchases decision. These are:

Problem recognition

Information search

Evaluation of alternatives

Purchase decision

Post-purchase behaviour

1. PROBLEM/NEED RECOGNITION

Consumer first tries to find the need of product which primarily depend on cost in rural area

Need can be triggered by internal and external stimuli Marketer should help consumers identify their current and future

problems/need in this stageTo do so marketer have to research on consumer need and problemBy so doing marketers can design products/services capable of

meeting those needs/problems and develop marketing strategies that can trigger consumer interest in those products or services

2. INFORMATION SEARCH

Consumer try to find information pertaining to their want satisfying product to make the right choices

consumer searches for internal or external information. Information gathering may be passive or activePassive information gathering occurs when an individual or group

simply becomes more attentive to a recognised solution to a given need

In Active information search the person looks for reading material, phones friends and engages in other activities to know more about product

Information sources

PERSONAL SOURCE (family, friends, work

colleagues and neighbours etc )

COMMERCIAL SOURCE(promotional materials,

technical journals or consumer magazines,

packaging)

EXPERIENTIAL SOURCE

(handling, using the product)

PUBLIC SOURCE (mass media)

3. EVALUATION OF ALTERNATIVES

At this time the consumer compares the brands and products that are in their evoked set.

The process of evaluating alternatives depend on consumer and the buying situation of an individual

customers evaluate product attributes and features that are most relevant to their needs

Models used for evaluation:o Expectancy modelo Conjunctive modelo Disjunctive model o Lexicographic model

4.Purchase decision

Evaluation process lead to purchase intention (A plan to purchase a particular good or service in the future)

Two factors can intervene between the intention and the purchase decision:

The attitude of others Unanticipated events Three possibilities of purchase decision: From whom to buy (policy, sales, past experience) When to buy (time, atmosphere) Don’t buy

EVALUATIONPURCHASE INTENTION

ATTITUDE OF OTHERS:Family, peers,

reference groups etc.

UNANTICIPA-TED EVENTS:

Lower income,

expenses, illness etc.

PURCHASE DECISION

PURCHASE DECISION:

5. POST-PURCHASE BEHAVIOUR

Marketing continues into the post-purchase periodThe aim of marketing is not to make a sale but to create a long term

relationship with a customerThe buyer feels satisfied when the perceived product performance

is close to his/her expectations If it exceeds the expectation the customer is delighted If it fall short of expectation the customer is disappointedThe buyers post purchase actions will provide necessary feedback

to the marketers Post purchase action:

The satisfaction or dissatisfaction with the service will determine subsequent performance of the service in the market.

PERSONAL & ENVIRONMENTAL FACTORS

MARKETING FACTORS

FACTORS INFLUENCE BUYING DECISION PROCESS

Psychological personal social culture

Problem recognitio

n

Information seeking

Evaluation of

alternatives

Purchase decision

POST PURCHASE DECISION

MARKET MIXProduct price promotion place

ENVIRONMENTAL FACTORS

THANK YOU!!!!