Research Paper on Rural Dev Elopement

7/31/2019 Research Paper on Rural Dev Elopement

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RESEARCH PAPER

ONRURAL CONSUMER: POST-PURCHASE BEHAVIOUR

Presented by :

RamesTiwari

PiyusRathaurPankaj maurya


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Rural India

Population of india-1.2b

Population in rural area-72%

Income of rural area is about 43% of totalnational income.


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Post-Purchase BehaviorAfter the purchase, the consumer might experiencedissonance about their purchase and be alert toinformation that supports their decision.

Marketing communications should supply beliefs andevaluations that reinforce the consumers choice andhelp him or her feel good about the brand.

Marketers must monitor post-purchase satisfaction andpost-purchase actions.


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Objective of research

This study undertakes an in-depth enquiry into the buyingbehaviour of rural consumers.

The study of factors which influences the buyingbehaviour of consumer.

To examine the post-purchase behaviour of sample ruralconsumers in terms of their levels of satisfaction.


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Data and Methodology

Primary data collection through a structuredquestionnaire.

The schedules for rural consumers were structured tocollect data regarding their

Demographic, Socio-cultural background,

Consumption patterns, Income levels, Buying motives, And preferences.


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For empirical analysis, we classified the respondentsinto three categories-Level of ( High, Middle AndLower) income.

We measured the satisfaction levels of consumerswith regard to food items, packaged Toiletries andcosmetics.

Contd


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Scope of the Study

This enables the researcher to make an in-depth studyof the brand preferences and brand loyalties.

FMCGs available in rural areas are limited, three broadcategories of products are included in the study: Food,Toiletries, And Cosmetics.


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Post-Purchase Evaluation

To broaden the customer set of experiences stored inmemory

To provide a check on selecting the products

To make adjustment in future purchase decisions.

Analyse the levels of satisfaction

Examine the post-purchase behaviour of consumers.


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Sl.No Particulars Aggregate Scores of Different Income Groups

A. ProductAttributes

i ii iii

1 Quality 25 15 10

2 Quantity 10 15 25

3 Price 25 20 5

4 Packing 15 15 20

5 Freshness 20 18 12

6 Taste 22 15 13


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SN PERTICULARS Aggregate Scores of DifferentIncome Groups

General Factors i ii iii

1 Availability 25 15 10

2 Regularity of Supply 21 16 13

3 Proximity of Shop 15 17 18

4 Range of Products 19 16 15


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For quantification of the responses of thesample rural consumers, weights have beenassigned as +2, +1, 0, 1, and 2 for the

responses highly satisfied, satisfied, neither satisfied nor dissatisfied, dissatisfied, highlydissatisfied, respectively. Final scores for each feature are calculated by multiplyingthe number of responses by the weights ofcorresponding responses. The resultantweighted scores of these features provided bysample consumers.


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Consumer satisfaction with regard to packaged food items

S.No. Particulars Aggregate scores of Different income groupsi ii iii

Productattributes

1 Quality 35 33 10

2 Quantity 20 35 12

3 Price 19 32 12

4 Taste 11 23 115 freshness 1 29 9

6 packing 6 30 6

Total scores 91 182 58

Ideal score 300 660 240Totalrespodent

25 55 20


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General factors

availbility 15 24 4

1 Range of

products

14 23 5

2 Regulatry ofsupply

13 22 4

3 Proximity ofretail shop

7 22 4

4 Total score 49 90 17

Ideal score 200 440 160

No ofrespodents

25 55 20


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Ideal score=weightege value*no ofrespondents*no. of factor

For example =2*25*6=300Aggregate score=13*2+15*1+11*0-4*1-2*1=35

InterpretationThe level of satisfaction was high with the product attributes as

well as general factor on a moderate scale


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Hypothesis

H0:Customer satisfaction is independent ondifferent factors (price, quality, quantity).

H1:Customer satisfaction is not independent on

different factors (price, quality quantity).


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Hypothesis test

Level ofsatisfaction

Factor of satisfaction

Price Quality Quantity

High 55 40 5 100

Medium 25 35 40 100

Low 20 30 50 100100 105 95 300


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E (O-E) (O-E) 2 (O-E) 2/E

55 33.3 21.7 470.89 14.14

40 35 5 25 .71

5 31.66 -26.66 710.75 22.41

25 33.3 7.7 59.29 1.78

35 35 0 0 0

40 31.66 8.34 69.55 2.19

20 33.3 -13.3 176.89 5.31

30 35 .5 25 .71

50 31.66 18.34 336.355 10.6

Total 57.87


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Interpretation

Tabulated Value at (5%,4)=9.488

Calculated value =57.87

Thus null hypothesis is rejected i.e. customersatisfaction is dependent on the factors such as(price, quality, durability etc.)


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Suggestions

In village HAATS, consumer goods should bepromoted through product demonstrations andsamples.

Seasonal market .

Proper disclosure of the terms of credit and priceinformation will lead to good customer relationship.

The products offered by the rural retailers should fit

into the living system of rural people.


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The entire size, design, image and layout of the shopshould be made to suit the rural requirements.

The brand names of the products sold in rural marketsshould be easy to remember and pronounce.

Maintaining centralized depots for stocking theinventory at satellite villages reduces the retailing costs.


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Conclusion

The key to ensure consumer satisfaction lies inunderstanding the customer behavior.

The rural market is blooming with the increase in thedisposable incomes of the households.

An effective communication play a major role toeducate the consumers regarding the use of products.


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Documents

Research Paper on Rural Dev Elopement