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LOGO

RURAL

MARKETINGUNIT II

- KIRUBA DANIEL J

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Contents

CONSUMER BEHAVIOUR

MODEL

CHARACTERISTICS

BUYING PROCESS

OPINION LEADERSHIP

BRAND LOYALTY

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Classification of rural consumers

Affluent Group 150 mn.

Demand only for luxury items

Eg.Wheat farmers - Punjab,

Chili merchants - Andhra

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Classification of rural consumers

Middle Class 300mn.

Base for demand formanufactured goods

Eg. Sugarcane farmers Uttar pradesh

Jute farmers -WB

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Classification of rural consumers

Poor 250mn.

Purchasing power is low

Chance of advancement is high

Eg. Jowar Bihar

Bajra - Orissa

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Preferences of Rural Consumers

Age Group Urban Rural60

KIRUBA DANIEL J

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Preferences of Rural Consumers

Age Group Urban Rural60 Clubs, Theatre, Parks Playing Cards, Pilgrimage

KIRUBA DANIEL J

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Consumer-buying Behaviour model

Marketing Stimuli

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Marketing Stimuli

Product Brand name

Functionality

Styling

Quality

Safety Packaging

Repairs and Support

Warranty

Accessories and services

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Marketing Stimuli

Price Pricing strategy (skim, penetration, etc.)

Suggested retail price

Volume discounts and wholesale pricing

Cash and early payment discounts Seasonal pricing

Price flexibility

Price discrimination

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Marketing Stimuli

Place Distribution channels

Specific channel members

Inventory management

Warehousing Distribution centers

Transportation

Reverse logistics

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Marketing Stimuli

Promotion Promotional strategy

Advertising

Personal selling & sales force

Sales promotions Marketing communications budget

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Consumer-buying Behaviour model

Other Stimuli Economic

Technological

Cultural

Politics

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Consumer-buying Behaviour model

Buyers characteristics Social

Personal

Psychological

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Opinion Leadership

Who informally influence the action or attitude ofothers

Usually verbal

Non verbal = Observation

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Opinion leaders

Gram pradhan Knowledge gained from exposure Interaction with Govt. / Admin

Approached by villagers for everything

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Opinion leaders

College going young lad

Brings back influences from urban life No purchase w/o his opinion & consensus

Only for low end products

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Opinion leaders

Urban vs Rural

Urban opinion leaders

Opinion Leaders Areas of influence

Film Stars Fashion & Style

Corporate Executives Luxury Cars

Professors & Scientists Higher Education

Sports persons Sports Products

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Opinion leaders

Urban vs Rural

Rural opinion leaders

Opinion Leaders Areas of influence

Sarpanch / GramPradhan

Village Admin, Resolving familyconflicts, New farming products.

College Educatedyouth / Urban

employed villagers

Refrigerators, Motorcyles, TVs

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KIRUBA DANIEL. JLecturer, MBA dept.,Sri Venkateswara Institute of Information

Technology & Management,Ettimadai, Coimbatore

jkirubadaniel@gmail.com

mailto:jkirubadaniel@gmail.commailto:jkirubadaniel@gmail.com

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Thank You !