Session objectives
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Session Objectives. Examination of Factors affecting rural consumers’ behaviour (STEP) Introduction to Social Class Concept with SEC for various categories Examination of the status of rural infrastructure and its potential applications for marketing

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Session Objectives

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Session objectives

Session Objectives

  • Examination of Factors affecting rural consumers’ behaviour (STEP)

  • Introduction to Social Class Concept with SEC for various categories

  • Examination of the status of rural infrastructure and its potential applications for marketing

  • Examination of buying and consumption characteristics of rural consumer

Behaviour of Rural Consumer


Intro

Intro…

  • Composition of Consumer behaviour!!!!

  • Why study consumer behaviour??

  • What’s the catch in ‘India’- ‘Indian Consumer’?

  • Unravelling ‘Indian-Rural’- big deal?

  • ‘Ethnocentrism’ in India- a sure formula for ‘SUICIDE’?


Consumer buying behaviour model

Consumer Buying Behaviour Model

  • P60

  • Marketing Stimuli (4 Ps)Other Stimuli (ETPC)Buyers’ Characteristics (CSPP) Buyer’s Decision process (PIEppb)

    Buyer’s Decisions (Product Choice, Brand Choice, Dealer Choice, Purchase Timing, Purchase Amount)

    Hurrrrray !!!!


Factors affecting rural cb

Factors affecting Rural CB…..

  • Culture:

  • Set of values, perceptions, preferences and attitudes

  • Social Sanction

  • Social Custom

  • Traditions- (e.g.Shampoo commercials)

  • Caste (e.g. mohallas)

  • Sub Culture- Regional Influences (food habits, what we see around us!!)


Factors affecting rural cb1

……Factors affecting Rural CB

Social Class- What is it?

  • What is SEC?- P64, 65

  • SEC- Urban- Occupation and Education

  • SEC- Rural- House type and Education

  • SEC- Urban- A1, A2, B1, B2, C, D, E1, E2

  • SEC- Rural- R1, R2, R3A, R3B


Factors affecting rural cb2

…..Factors affecting Rural CB

  • Social Factors

    Family

    Social Movements

    Roles and Status

    Products and Status symbols

    Sociability

    Levels of Social interaction


Factors affecting rural cb3

….Factors affecting Rural CB

  • Technological

    Connectivity

    Doordarshan

    Amul-Tara haats and n-logues

    Automobiles

    Agricultural Technologies


Characterstics of rc

Characterstics of RC


Factors affecting rural cb4

Factors affecting Rural CB

  • Economic factors

    P72


Factors affecting rural cb5

…..Factors affecting Rural CB

  • Political Factors

    Churn happening

    PRI

    Verbalisation

    Chances!!!


Characteristics of rc

Characteristics of RC

  • Age and stages of lifcycle

  • Occupations and income

  • Economic Circumstances

  • Lifestyle _AIOD (P76)

  • Personality and Self Concept

  • Personality and brand Belief

  • Information Search and pre-Purchase Evaluation

  • Rise of consumerism

  • Opinion leadership

  • Brand loyalty


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