Consumer Behaviour in Rural Market: A Study on Buying Behaviour of Rural Consumers in Manipur

2017 ◽  
Author(s):  
Partakson Romun Chiru
Keyword(s):  
Consumer Behaviour ◽  
Rural Market ◽  
Rural Consumers ◽  
Buying Behaviour

Cultural influence on brand loyalty of rural consumers in the Indian context

2017 ◽  
Vol 11 (1) ◽  
pp. 60-72 ◽  
Author(s):  
Rashmi Ranjan Parida ◽  
Sangeeta Sahney
Keyword(s):  
Brand Loyalty ◽  
Influencing Factor ◽  
Cultural Factors ◽  
Business Organizations ◽  
Market Strategy ◽  
Content Type ◽  
Four Dimensions ◽  
Rural Market ◽  
Rural Consumers ◽  
The Impact

Purpose The purpose of the study is to develop a scale to identify and measure cultural factors and brand loyalty among rural consumers. The study also seeks to analyze the impact of identified cultural factors on the overall brand loyalty of rural consumers. Design/methodology/approach A questionnaire was developed to measure cultural factors and brand loyalty of rural consumers. Exploratory factor analysis was carried out to identify cultural factors, and a regression analysis was carried out to study the impact of the identified factors on brand loyalty. Findings Four dimensions of culture were identified from the study, i.e. virtuousness, religion, sociability and ethnocentrism. The analysis reveals that virtuousness is the most influencing factor on brand loyalty of rural consumers, followed by sociability and religion. Ethnocentrism was found to have insignificant influence on brand loyalty. Research limitations/implications The Indian rural market is a market of opportunity and unlimited business potential. An understanding of the cultural factors of rural markets and their influence on brand loyalty would help marketers and business organizations build an appropriate market strategy to explore benefits. Originality/value The paper attempts to explore the influence of certain cultural factors on the brand loyalty of Indian rural consumers, which has not been researched extensively. This provides a good insight for all marketers who want to succeed in this market.

Comparison of Rural and Urban Consumer Behaviour in Punjab and Chandigarh: An Empirical Study

2002 ◽  
Vol 27 (3) ◽  
pp. 149-176 ◽  
Author(s):  
B.S. Bhatia ◽  
Anupam Bawa
Keyword(s):  
Empirical Study ◽  
Marketing Strategy ◽  
Brand Loyalty ◽  
Consumer Behaviour ◽  
Geographic Region ◽  
Distinctive Features ◽  
Rural Market ◽  
Urban Market ◽  
Rural And Urban

The region of Punjab and Chandigarh does not show the type of differences in consumer behaviour that are normally expected in a rural urban market comparison in India. In fact, the rural market shows more similarities than differences with the urban market. Many of these similarities are in those aspects about which earlier writers had found great differences, e.g. frequency of purchase, type of distribution outlet patronised, brand loyalty, exposure to advertisements, to name but a few. No stark differences in consumer behaviour were found on comparing the rural market with the urban market. The distinctive features of this region, including its prosperity and well connectedness may be responsible for these findings. The findings of this study have a bearing on the marketing strategy that should be designed for geographic region.

scholarly journals A STUDY ON CONSUMER BEHAVIOUR TOWARDS POTHYS TEXTILE IN TIRUNELVELI DISTRICT

2016 ◽  
Vol 4 (4SE) ◽  
pp. 21-28
Author(s):  
A. Hamil ◽  
Kothai Natchiar
Keyword(s):  
Consumer Behavior ◽  
Consumer Behaviour ◽  
Buying Behaviour ◽  
Day By Day

Now   a days the consumer buying behaviour is changing day by day. The ultimate decision of whether (or) not to purchase a product (or) service and from whom to buy has always been vested in the hands of the final consumers. In this article I discussed about the various sections and types of sarees sold in Pothys textile and Guinness record saree and also in this study provide on consumer behavior towards Pothys textile.

Research and Managerial Implications

2013 ◽  
pp. 333-347
Author(s):  
Hans Rüdiger Kaufmann ◽  
Yianna Orphanidou ◽  
Francesco Casarin ◽  
Umberto Rosin
Keyword(s):  
Research Methodology ◽  
Consumer Culture ◽  
Consumer Behaviour ◽  
Marketing Communication ◽  
Market Selection ◽  
Market Intelligence ◽  
Culturally Adapted ◽  
Managerial Implications ◽  
Research Findings ◽  
Buying Behaviour

The chapter summarizes the project’s contribution to knowledge in the field of consumer behaviour and consumer culture, the applied, partially innovative, research methodology, and the major research implications. Furthermore, the key research findings are portrayed with respect to European consumers’ preference and motives for different beverage categories, the drivers and places for alcoholic consumption, further aspects of general buying behaviour, and the influence of branding and identity on alcoholic consumption. Concluding from the research findings, it provides practical managerial implications with respect to decisions on market intelligence, segmentation, positioning, and marketing communication with a special emphasis on the influence of health and to what extent these decisions can be standardized or should be culturally adapted. Moreover, innovative market clusters are described based on a variety of criteria to support managers’ decisions on market selection and market entry. The chapter finishes with a final note.

Impact of Digital Communication on Consumer Behaviour Processes in Luxury Branding Segment

2018 ◽  
pp. 132-157
Author(s):  
Harsha Gupta
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Consumer Behaviour ◽  
Digital Communication ◽  
Consumer Decision Making ◽  
Online Questionnaire ◽  
Consumer Decision ◽  
Luxury Branding ◽  
Buying Behaviour ◽  
The Impact

With a boom in digital marketing and the luxury sector in India, research in both the segments have become crucial for mining insights that guide consumer buying behaviour. However, both these constructs are comparatively new and have not been researched much. Hence, research in this field will help marketers across the corporate and academic sectors to understand deeper insights about consumer decision making process. This research will help in understanding how different vehicles of digital communication impact consumer behavior processes in the luxury brand apparel segment. The data for this research has been collected using an online questionnaire from respondents across India. Hence, this chapter will enable the readers in identifying which digital vehicles are most suitable for the different stages of the consumer behaviour process when marketing to luxury consumers; identifying the ranking of digital vehicles during consumer buying behaviour process; and analyzing the impact of various digital communications at different stages of the consumer behaviour process.

scholarly journals Consumer choice

1979 ◽  
Vol 10 (2) ◽  
pp. 41-45
Author(s):  
H. G. Clarke
Keyword(s):  
Economic Theory ◽  
Consumer Choice ◽  
Mass Communication ◽  
Market Research ◽  
Consumer Behaviour ◽  
Traditional Market ◽  
Social And Environmental Change ◽  
The Individual ◽  
Buying Behaviour ◽  
Vital Element

The author argues that traditional market research techniques such as consumer 'intention to buy' surveys fail to predict consumer behaviour because the underlying assumptions that man is rational, aware of his wants and preferences, and consistent in his buying behaviour, are invalid. He suggests that many economic terms such as 'utility' and 'rationalization' have little practical value; that economic theory ignores a vital element in consumer behaviour - mass communication and the art of persuasion. In searching for a more meaningful approach, the author suggests that many new markets come about as a result of social and environmental change and that, in such cases, the historic process of extrapolating past trends into the future serves little purpose. Rather, the marketer should concentrate on developing a keen understanding of social movements which affect the firm - such as consumerism. Yet even knowledge of such movements may serve little purpose because the individual will 'strike out' against subjugation to any movement and will attempt to establish his own identity whatever the cost.Die skrywer redeneer dat tradisionele marknavorsingstegnieke soos opnames oor verbruikers se 'voorneme om te koop', nie daarin slaag om verbruikersgedrag te voorspel nie weens die ongeldigheid van die onderliggende aannames: dat die mens rasioneel is; dat hy bewus is van sy begeertes ('wants') en voorkeure; dat hy konsekwent is in sy koopgedrag. Hy stel dit dat baie ekonomiese begrippe soos 'utiliteit' en 'rasionalisering' min praktiese waarde het; dat ekonomiese teorie 'n hoogs belangrike element in verbruikersgedrag verontagsaam - massakommunikasie en die oorredingskuns. In die soektog na 'n meer betekenisvolle benadering, word voorgestel dat baie nuwe markte tot stand kom weens omgewings- en sosiale veranderinge, en dat in sulke gevalle, die historiese proses van ekstrapolering van neigings uit die verlede tot in die toekoms, weinig nut het. Die bemarker moet liewer daarop konsentreer om 'n deeglike begrip te ontwikkel van sosiale bewegings wat die firma raak - soos verbruikersdruk. Tog mag selfs kennis van sulke bewegings min waarde he omdat die individu hom mag 'opruk' teen onderwerping aan enige beweging, en sal poog om ongeag die koste, sy eie identiteit te bevestig.

scholarly journals Factors influencing the consumer behaviour when buying food

2008 ◽  
Vol 53 (No. 6) ◽  
pp. 276-284 ◽  
Author(s):  
J. Stávková ◽  
H. Prudilová ◽  
Z. Toufarová ◽  
L. Nagyová
Keyword(s):  
Social Group ◽  
Consumer Behaviour ◽  
Word Of Mouth ◽  
Annual Income ◽  
Product Attributes ◽  
Brand Quality ◽  
Factors Influencing ◽  
Quality Product ◽  
Buying Behaviour

The paper analyses buying behaviour of Czech consumer units on the market with food. Authors present the factors that can influence significantly this behaviour, e.g. price, brand, quality, product attributes, habits, price reductions, advertisement, innovation and word-of-mouth. The results were obtained within the framework of a survey performed in a set of 1 074 Czech households by the staff of the Department of Marketing and Trade, the Mendel University of Agriculture and Forestry Brno, in November and December 2004. Respondents were classified on the base of their annual income, residency, social group, age and education.

Skyworth TV: channel dynamics and growth in China ' s rural market

2013 ◽  
Vol 3 (4) ◽  
pp. 1-22 ◽  
Author(s):  
Sherriff T. K. LUK ◽  
Ivy Siok Ngoh Chen ◽  
John Coombes
Keyword(s):  
Rural Areas ◽  
Consumer Behaviour ◽  
Emerging Market ◽  
Distribution Channels ◽  
Channel Network ◽  
Household Appliances ◽  
Content Type ◽  
Channel Dynamics ◽  
Brand Reputation ◽  
Rural Market

Title – Skyworth TV: channel dynamics and growth in China ' s rural market. Subject area – Marketing. Study level/applicability – Target audience this decision case has been tried and tested in a classroom setting with final-year undergraduate BBA students and postgraduate students studying an MSc in marketing. The specific course in which this case was used was marketing management in China. This case may also be suitable for an undergraduate or masters level courses in consumer behaviour, distribution management or marketing in China. The case covers environment analysis, market segmentation, consumer behaviour and distribution channels. Case overview – Skyworth, a Chinese manufacturer of television sets, was faced with some major decisions. Government subsidies on consumer purchases of household appliances had stimulated demand for TV sets especially in rural areas. However, there were limited distribution channels serving rural areas. Large-scale nationwide chain stores like Gome and Suning served mainly urban areas and top-tier cities. These retailer chains were less interested in selling TV sets as their profit margins were lower. How should Skyworth set up its distribution network to take advantage of the growth in rural markets? Establishing its own channel network would involve huge investments that would affect Skyworth ' s profits in the next few years. Relying on existing retailer chains may not give it the coverage it wanted. Skyworth ' s brand reputation had also suffered because of poor product quality and customer support. Can the distribution channel network help to improve its brand reputation and customer loyalty? This case highlights how government policies in China can shape the growth of the household appliance market and change consumption patterns. Expected learning outcomes – By studying this case, students will:1. Examine how environmental factors affect television manufacturers in China;2. Understand the buying behaviour of rural households for household appliances;3. Examine distribution channels in an emerging market;4. Evaluate a company ' s product portfolio strategy; and5. Suggest segmentation bases for the market for television sets in China. Supplementary materials – Teaching Notes are available for educators only. Please contact your library to gain login details or e-mail [email protected] to request teaching notes.

Exploring the Dimensions of Service Marketing for Telecom Services: A Study of Rural Consumers in Bihar State

2015 ◽  
Vol 9 (1and2) ◽  
Author(s):  
Ms. Amrita Pritam ◽  
Dr. Narendra Sharma ◽  
Mr. Devendra Sharma
Keyword(s):  
Service Marketing ◽  
Marketing Strategies ◽  
Product Price ◽  
Telecommunication Services ◽  
Physical Evidence ◽  
Rural Market ◽  
Place Promotion ◽  
Rural Consumers ◽  
Traditional Approaches ◽  
Bihar State

The paper examines different marketing strategies which are being adopted by marketers in order to promote the telecommunication services in terms of 7 Ps of service marketing i.e. product, price, place, promotion, people process, physical evidence. The rural market is growing at the rate of 10-14% whereas urban demand is either static or contracting. Marketing strategy to penetrate the rural segment is somewhat different from that of urban segment. In this context, the paper attempts to find out the various dimensions within the 7 P’s of service marketing which rural consumers value when they buy telecom services. A survey research design was adopted and the study was conducted in villages of two districts of Bihar state. Exploratory factor analysis was applied on the collected data so as to find out the various dimensions related to rural market for telecom players. The results suggest that managers were required to go beyond traditional approaches to serve the rural consumer.

scholarly journals IMPACT OF SOCIAL FACTORS ON CONSUMER BUYING BEHAVIOUR (With reference to Small cars in Rayalaseema Region, Andhra Pradesh)

2020 ◽  
pp. 8-15
Author(s):  
R. Praveen Kumar ◽  
Dr. B. R. Megharaj
Keyword(s):  
Key Words ◽  
Social Factors ◽  
Andhra Pradesh ◽  
Consumer Behaviour ◽  
Multiple Comparisons ◽  
Family Status ◽  
Reference Groups ◽  
Buyer Behaviour ◽  
Buying Behaviour ◽  
Research Show

Marketing hinges on understanding and creating a customer. What consumer would buy it – is no easy task. This would be evident from the fact that though several marketing scholars have spent enormous time and effort on this subject and analysed it from different angles and under different premises, there is no unified, tested and universally established theory of buyer behaviour. What we have is only collection of ideas that have taken from economics, psychology and sociology. There are several factors contributing to the consumer behaviour, one among them is social factors which include Reference Groups, Family, Status /Prestige, Necessity, Luxury, ownership respectively. The present study examines the influence of Social factors on consumer buying behaviour towards small cars in Rayalaseema Region and Andhra Pradesh. Annova test and Multiple Comparisons used to test the hypotheses of this study. Findings of the research show that social factors affect buying behaviour. The findings indicate that social factors influence the consumer buying behaviour towards small cars. KEY WORDS: Consumer, behaviour, Social factors, Reference Groups, Family, Status, Prestige, Necessity, Luxury, ownership.

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