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.
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 LAL
18%
NIRALA LAL
OTHERS

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

15%
LOCAL RETAILER

RETAILER OUTSIDE
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%
LABOUR PVT SERVICE FARMERS

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%
FAMILY MEMBER FRIENDS & RETAILER OTHERS
RELATIVE

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%
LESS THAN 40,000 40,000-50,000 50,000 - 60,000 ABOVE 70,000
 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
week
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 using?
100%
90%
80%
70%
60%
50% Series1
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%
Series1
30%

20%

10%

0%
yes no