WELCOME TO PRESENTATION

PREPARED BY-GROUP –AMBA FINAL YEAR

BEHAVIOUR OF RURAL CONSUMERS

ON

Structure

Introduction. Rural consumer behaviour. Consumer buying process. Consumer decision making making

process. Difference in buying behaviour. Conclusion.

Introduction

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.

RURALCONSUMER BEHAVIOUR

RCB is influenced by : I)Environmental Factors (a) Economic

(b) Political(c) Technological d) Legal II)Socio-Cultural (a) Culture and Sub-Culture(b) Social

Classes (Reference group, family,etc.)

 RURALCONSUMER BEHAVIOUR

III)Personal Factorsa) Age & Life Cycle b) Occupation

c) Life Style d) Self-Concept IV) Psychologicala) Motivation b) Perception

c) Belief & Attitude d) Learning

Consumer buying process

Role Description

Initiator The one determines the need.

Influencer

The one who influence the purchase.

Buyer The one who actually make the purchase.

User The one who actually consumes the product.

Consumer decision making process

DIFFERENCE IN BUYING BEHAVIOUR

Conclusion

Finally we would like to conclude that rural consumer behaviour may be defined as…

acts of individuals directly involved in obtaining and using goods and services and includes the decision process that provide a purchase.

It is influenced by…economic , social, political and legal factors.

It is psychological and physical aspect.

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