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Rural Marketing

Rural Consumer Behavior

Research Study
INTRODUCTION
A special marketing strategy, namely, rural
marketing, has emerged. But often, rural
marketing is confused with agricultural
marketing - the latter denotes marketing of
produce of the rural areas to the urban consumers
or industrial consumers, whereas rural
marketing involves delivering manufactured or
processed inputs or services to rural
producers or consumers.
CONSUMER BEHAVIOR
 CONSUMER BEHAVIOR refers to the acts of
individuals directly involved in obtaining
and using goods and services and includes
the decision process that provide a
purchase.
 Consumer Behavior is not only the study of
what people consume but also ‘where’,
‘how often’ and ‘under what conditions’ the
product is consumed.
Research Study
 Products - Toothpaste & Soap

 Population - Near by Chokhi dhani (sitapura


& Sanganer.

 Sample Size - 250 Respondents.

 Sample Technique - Convenience Sampling


Q. Which soap you prefer to
use in bathroom?
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
LUX NIRMA OSWAL LIFEBOY BRIGE
8% 3% 82% 5% 2%
Q. Which detergent you
prefer to use for washing of
clothes ?

100%

97%
50%

1% 2%
0%
OSWAL WHEEL NIRMA
Q. Which toothpaste /
toothpowder you normally
use ?

18%

COLGATE
CLOSE UP
45%
DABUR LA
18%
NIRALA LA
OTHERS

13%
6%
Q. Where do you purchase
these products?

15%
LOCAL RETAILER

RETAILER OUTSID
TOWN
85%
Q. What do you see in
product before
purchasing ?
79%

80%
70%
60%
50%
40%
30% 12%
4% 5%
20%
10%
0%
PRICE QUALITY PACKAGING OTHERS
Q-6 How do you feel about
a product if it is priced low?
0% 10%

90%

 90% Customers said “The Price doesn’t


affect them because they continue to use
what they are using.”
 10% Customers said Low price is good,
quality is doesn’t matters.
Q-7 What do you prefer at
the time of purchase?
100% 85%
80%
60%
40%
20% 10% 5%
0%
L A BOUR PV T SERV IC E FA RM ERS

According to in this bar diagram:


•85% Customers are Labours so Purchase the
Products according to requirements.
•10% Customers are Pvt service so purchase the
Products according to social prestige.
•5% customers are Farmers so Purchase according
to req. and social prestige.
Q-8 Your buying is
behaviors is influenced by?
80%
60%
60%
40% 25%
20% 10% 5%
0%
FA M IL Y M EM BER FRIENDS & RET A IL ER OT HERS
REL A T IV E

According to this bar digrame


•The rural People influenced by the family
members.
Q-9 Does your family
income play any role in
your purchasing power?
0% 8%

92%

According to in this bar digrame,


• 92% customers said income doesn’t play any role in
purchase power.
•8% customers are said income is play role in purchase
power.
Q-10 What is your family
income approximately?

80%
60%
60%

40% 25%
20% 10%
5%
0%
L E S S T H A N 4 0 ,04 00 0,0 0 0 - 5 0 ,0 0 05 0 ,0 0 0 - 6 0 ,0 0 0A B O V E 7 0 ,0 0 0
Are you satisfied with the
information provided by different
concerns mentioned above?

80%

70%

60%

50%

40% Series1

30%

20%

10%

0%
yes no
20%In a Month

27%In a day

53%In
a
35%Weekly
58%Monthly
9%
Neighbours

11%Friends

55%Retailer(s)
21%Media
 Are you satisfied
with the
information
provided by
retailers? 70%

- 60%

50%

40%
Series1
30%

20%

10%

0%
yes no
 Do you think that
you need
information and
awareness about
any product of your
use? 100%
90%
80%
70%
60%
50% Series1
40%
30%
20%
10%
0%
yes no
 Are you updated
with the
information of the
product you are 100%

using? 90%
80%
70%
60%
50% S e rie s 1
40%
30%
20%
10%
0%
yes no
 Would you like to
switch over to a
new product, if it
will provide extra
benefits? 70%

60%

50%

40%
S erie s
30%

20%

10%

0%
y es no