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8/6/2019 Rural Marketing II
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LOGO
RURAL
MARKETINGUNIT II
- KIRUBA DANIEL J
8/6/2019 Rural Marketing II
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Contents
CONSUMER BEHAVIOUR
MODEL
CHARACTERISTICS
BUYING PROCESS
OPINION LEADERSHIP
BRAND LOYALTY
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Classification of rural consumers
Affluent Group 150 mn.
Demand only for luxury items
Eg.Wheat farmers - Punjab,
Chili merchants - Andhra
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Classification of rural consumers
Middle Class 300mn.
Base for demand formanufactured goods
Eg. Sugarcane farmers Uttar pradesh
Jute farmers -WB
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Classification of rural consumers
Poor 250mn.
Purchasing power is low
Chance of advancement is high
Eg. Jowar Bihar
Bajra - Orissa
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Preferences of Rural Consumers
Age Group Urban Rural60
KIRUBA DANIEL J
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Preferences of Rural Consumers
Age Group Urban Rural60 Clubs, Theatre, Parks Playing Cards, Pilgrimage
KIRUBA DANIEL J
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Consumer-buying Behaviour model
Marketing Stimuli
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Marketing Stimuli
Product Brand name
Functionality
Styling
Quality
Safety Packaging
Repairs and Support
Warranty
Accessories and services
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Marketing Stimuli
Price Pricing strategy (skim, penetration, etc.)
Suggested retail price
Volume discounts and wholesale pricing
Cash and early payment discounts Seasonal pricing
Price flexibility
Price discrimination
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Marketing Stimuli
Place Distribution channels
Specific channel members
Inventory management
Warehousing Distribution centers
Transportation
Reverse logistics
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Marketing Stimuli
Promotion Promotional strategy
Advertising
Personal selling & sales force
Sales promotions Marketing communications budget
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Consumer-buying Behaviour model
Other Stimuli Economic
Technological
Cultural
Politics
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Consumer-buying Behaviour model
Buyers characteristics Social
Personal
Psychological
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Opinion Leadership
Who informally influence the action or attitude ofothers
Usually verbal
Non verbal = Observation
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Opinion leaders
Gram pradhan Knowledge gained from exposure Interaction with Govt. / Admin
Approached by villagers for everything
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Opinion leaders
College going young lad
Brings back influences from urban life No purchase w/o his opinion & consensus
Only for low end products
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Opinion leaders
Urban vs Rural
Urban opinion leaders
Opinion Leaders Areas of influence
Film Stars Fashion & Style
Corporate Executives Luxury Cars
Professors & Scientists Higher Education
Sports persons Sports Products
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Opinion leaders
Urban vs Rural
Rural opinion leaders
Opinion Leaders Areas of influence
Sarpanch / GramPradhan
Village Admin, Resolving familyconflicts, New farming products.
College Educatedyouth / Urban
employed villagers
Refrigerators, Motorcyles, TVs
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KIRUBA DANIEL. JLecturer, MBA dept.,Sri Venkateswara Institute of Information
Technology & Management,Ettimadai, Coimbatore
mailto:[email protected]:[email protected]8/6/2019 Rural Marketing II
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LOGO
Thank You !