CB in Rural Marketing

8/13/2019 CB in Rural Marketing

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Culture

Subculture

Social factors

Technological factorsEconomic Factors

Political factors


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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


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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


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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


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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


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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 .


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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


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PRODUCTS AND STATUS SYMBOL

Urban-Features

Rural-Ease of operation SOCIABILITY

TECHNOLOGICAL FACTORS

ECONOMIC FACTOR


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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


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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,


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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


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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


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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


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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


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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


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Level of involvement depends on factors like: Price

Availability

Variety Knowledge

Purpose

Eg. Wristwatch, Cereals and Pulses, Medical

Services


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Problem Recognition (NA for rural consumers) Information Search (NA for rural consumers)

Evaluation of Alternatives

Purchase Decision Post Purchase Behaviour

CB in Rural Marketing

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