CONSUMER BEHAVIOUR IN RURAL SETTINGJournal: International Journal of Management (IJM) (Vol.10, No. 6)
Publication Date: 2019-12-18
Authors : Kirti Mittal;
Page : 750-760
Keywords : Consumer; Rural Consumer; Consumer Behaviour.;
A lack of uniformity in demographically similar groups (same age, same employment, same level of education, same level of income) makes understanding consumer behaviour in the rural market much more challenging. Most businesspeople understand that India is on the verge of radical transformation. The economy is thriving, wages are on the rise, and people's tastes, priorities, and outlooks are swiftly shifting. This is especially true in India's rural areas. Therefore, it is becoming more important to have skills in rural marketing. There are three obstacles that must be conquered by rural marketers. The first of these problems is that it is difficult to go to the marketplaces in rural India since they are so spread out and tiny. While some businesses use creativity to find solutions, others continue to struggle. The next obstacle is getting people to know and desire your brand. Influence is the third obstacle in RM. The client's choice may greatly effect the demand for a product or service, which is why the customer is sometimes referred to as "the king." The outlook of consumers and purchasers is the determining factor in the future success or failure of any given product or service. The study of consumer behaviour is figuring out how and why a customer responds to a company's choices. How people choose to spend their time, money, and energy on the things they consume is the focus of consumer behaviour research. Researching consumer behaviour involves looking at things like when, where, why, and how frequently people purchase and utilise a product. Definition: A person who purchases goods from a rural market is known as a Rural Consumer. Specifically, a rural consumer is someone who lives in a rural location and makes purchases for the purpose of consumption, resale, or reproduction. Households: Buyers who intend to use the items they buy for their own needs. Consumption rather than investment drives consumer spending. Reasons why they make purchases (a) Family Needs (b) Personal Use Rural Industrial: These shoppers are looking to replenish their families. To create anything new, industries first get their supplies from the market. Rural Resellers: They serve as the towns' primary merchants. The people who resale these goods in remote areas don't use them themselves. But they purchase it to resale it in their communities.
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