MBA (DISTANCE MODE) DBA 1722 CONSUMER BEHAVIOUR IV SEMESTER COURSE MATERIAL Centre for Distance Education Anna University Chennai Chennai – 600 025 Author Dr. V.J SIVAKUMAR, .J. Dr. V.J.…Full description
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Consumer Behaviour : This is the No. 3 of a Series of Articles on Consumer Behaviour to be taught to MBA students in Indian Business Schools. Topic is "PERCEPTION"Descripción completa
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RURAL CONSUMER BEHAVIOUR
RURAL CONSUMER BEHAVIOUR The understanding of consumers has to invariably come from the consumer. The information relating to consumer behaviour has to be necessarily based on an enquiry into their purchase process. The purchase act by a consumer is governed by various factors such as economic, social and psychological.
RURAL CONSUMER BEHAVIOUR CONSUMER BEHAVIOUR 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 Behaviour is not only the study of what people consume but also ‘where’, ‘how often’ and ‘under what conditions’ the product is consumed.
RURAL CONSUMER BEHAVIOUR RCB is influenced by : I) Envi Environ ronme ment ntal al Fact Factor ors s a) Economic
b) Political
b) Technological
c) Legal
II)Socio-Cultural a) Culture and Sub-Culture b) Social Classes (Reference group,family,etc.)
RURAL CONSUMER BEHAVIOUR
III) III) Pers Person onal al Fact Factor ors s a) Age & Life Cycle
b) Occupation
c) Life Style
d) Self-Concept
IV) Psychological a) Motivation
b) Perception
c) Belief & Attitude
d) Learning
RURAL CONSUMER BEHAVIOUR SHOPPING HABITS I) Role Role of Reta Retaililer ers s II)Preferenc II) Preference e for small/medium package III)Mandi Towns IV)Haats/Weekly Markets V)Village Markets Paan Shop Shops s b) Groc Grocer ery y Sho Shops ps a) Paan
RURAL CONSUMER BEHAVIOUR CONSUMER BUYING PROCESS
I) Init Initia iato tor r II)Influencer III)Decider IV)Buyer V)User
RURAL CONSUMER BEHAVIOUR Inferences drawn from some of the recent studies : • A majority of rural consumers draw information from friends and neighbours. • More rural consumers gather information from retailers, compared to those in urban areas. • About 70% of the rural consumers were advised by the retailer to buy a specific brand.
CONSUMER BEHAVIOUR • Friends and Retailers are the most reliable sources of information, compared to other sources in both rural and urban areas, and retailers play a vital role in rural markets, particularly for convenience products. • Very few consumers feel that advertisements through mass media have made any impact. • In a little more than 50% of the cases, family members would select the brand in both rural and urban areas.
CONSUMER BEHAVIOUR • Higher income consumers in rural areas are fairly conscious of brand use and social prestige. • About 70% of rural consumers use the same brand that is used by their neighbours and friends etc. Among these, a majority are from the lower income i ncome group. • Price is relatively important in case of durable products and less important for non-durables for both rural and urban consumers.
CONSUMER BEHAVIOUR • Consumers in both rural and urban areas generally perceive a product to be of inferior quality when it is priced low and vice-versa. • Higher income consumers are less price sensitive and fairly brand loyal for all the products. • A majority of the consumers buy the convenience products from the same shop, indicating high shop loyalty; however rural higher income consumers buy from outside the village. • Rural Consumers buy durables, mostly during the post-harvest season, outside the village (nearly towns).