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INTRODUCTION
Consumer Behavior Implies the study of the attitude of all consumers in disposing of their resources.
Cultural Factors Social Factors (Reference Groups, Family, etc) Personal Factors Psychological Factors (Perception, Learning, Beliefs, Attitude)
RURAL CONSUMERS
Features of Rural Markets Major Problems of Rural Markets
Large and Scattered Markets. Heterogeneous Market. Demand, Seasonal and Agriculture dependant. Great Diversity. Steady Growth.
Geographic Influences.
Influence of Occupation. Brand Preference and Loyalty. Product. Social Practices.
Concentrated Markets
Transportation Facilities
Communication Facilities Warehousing Facilities
Buying decision
Varies
Occupation
Price sensitive
System of interaction
Fewer contacts with outside world. Simplicity in relation. Speaks through the heart
FINDINGS
Fulfillment of Needs necessity products V/S consumer durables Participant in Buying Process Preferred mode of payments Place of Purchase Price Sensitivity The frequency of Purchase of Urban Consumers
CONCLUSION
There will be always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sell itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available.
- Peter Druker