Management Dynamics

Open Access Open Access  Restricted Access Subscription Access

Factors Influencing the Purchase Decision of Rural Consumers:A Study in the Rural Markets of Gujarat (India)


Affiliations
1 L.J. Institute of Management Studies Ahmedabad (Gujarat Technology University),1 st Floor Above Cosmos Bank, Bhairavnath Road, Maninagar, Ahmedabad- 380008, India
 

The paper is an attempt to understand the purchase behavior of rural consumers with reference to selected FMCG product. This is done by studying factors influencing their purchase decision, counterfeit products and their use, and the role of retailers in influencing the purchase decision of rural consumers of Gujarat. There is a wide availability of counterfeit products in the rural markets of Gujarat and the people are sometimes kept away formt the genuine products.

The marketing implications got for the study contributes towards understanding the profile of the villagers. The demographic profile is very important to the marketers to study the needs and preference of the customers as per their gender, age, education and income. This helps the marketers to design the strategies which would be useful in selling the products to customer of different age group, gender, education and income. Price and value for money has been found the most important factors. The rural customers would prefer any brand which would be either low priced, may be in their budgets or may give them the value for their money. The rural customers are well aware of all the brands but they are unable to distinguish between the genuine and the counterfeits. Also the retailers are an important medium to influence them to buy the products.


Keywords

Rural Consumer, Influencers, Counterfeit Poducts, FMCG products, Rural Retailer.
User
Notifications
Font Size

  • Amine, L.S. & Magnusson, P. (2007) Cost-benefit models of stakeholders in the global counterfeiting industry and marketing response strategies. Multinational Business Review, 15, 1–23.

  • Behavior, C. (1988). Concepts and Applications. Loudon, DL and Bitta, AJD, Tata.

  • Burt, R. S., & Celotto, N. (1992). The network structure of management roles in a large matrix firm. Evaluation and Program Planning, 15(3), 303-326.

  • Dawar, N. D. N., & Chattopadhyay, A. (2002). Rethinking marketing programs for emerging markets Long Range Planning, 35(5), 457-474.

  • Dhumal N M, Tayade A & Khandkar A (2008), Rural marketing - Understanding the consumer behavior and decision process, Marketing to rural consumers – Understanding and tapping the rural market potential, 3,4,5.

  • Dunne P M, Lusch R F and Carver J R (2010), Retailing, Cengage Learning, USA, p 4

  • Jatana, R. (2005). Effective Distribution in Rural Marketing. In A. Saxena, Samiuddin, H. Dwivedi, & M.

  • Rahman, Rural Marketing - Thrust & Challenges (p. 420). Jaipur: National Publishing House.

  • Kavitha T C (2012) A Comparative Study of Growth, Challenges and Opportunities in FMCG of Rural Market, Interscience Management Review (IMR), ISSN: 2231-1513, Volume-2, Issue- 3, 2012

  • Martinez, J. L., & Carbonell, M. (2007). Value at the bottom of the pyramid. Business Strategy Review, 18(3), 50-55.

  • Narsimhan, N. N. (2005). Rural markets - Features and Marketing Strategies. In A. Saxena, Samiuddin, H. Dwivedi, & M. Rahman, Rural marketing - Thrust & Challenges (p. 420). Jaipur: National Publishin House.

  • Prahalad, C. K. (2009). The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits, Revised and Updated 5th Anniversary Edition. Wharton School Publishing.

  • Srivastava, P. K., Vaish, A., Dwivedi, S., Chakrabarty, D., Singh, N., & Tripathi, R. D. (2011).Biological removal of arsenic pollution by soil fungi. Science of the Total Environment, 409(12), 2430-2442.

  • Velayudhan SK, (2003); Rural Marketing, Response books, N Delhi


Abstract Views: 275

PDF Views: 173




  • Factors Influencing the Purchase Decision of Rural Consumers:A Study in the Rural Markets of Gujarat (India)

Abstract Views: 275  |  PDF Views: 173

Authors

Indra Meghrajani
L.J. Institute of Management Studies Ahmedabad (Gujarat Technology University),1 st Floor Above Cosmos Bank, Bhairavnath Road, Maninagar, Ahmedabad- 380008, India

Abstract


The paper is an attempt to understand the purchase behavior of rural consumers with reference to selected FMCG product. This is done by studying factors influencing their purchase decision, counterfeit products and their use, and the role of retailers in influencing the purchase decision of rural consumers of Gujarat. There is a wide availability of counterfeit products in the rural markets of Gujarat and the people are sometimes kept away formt the genuine products.

The marketing implications got for the study contributes towards understanding the profile of the villagers. The demographic profile is very important to the marketers to study the needs and preference of the customers as per their gender, age, education and income. This helps the marketers to design the strategies which would be useful in selling the products to customer of different age group, gender, education and income. Price and value for money has been found the most important factors. The rural customers would prefer any brand which would be either low priced, may be in their budgets or may give them the value for their money. The rural customers are well aware of all the brands but they are unable to distinguish between the genuine and the counterfeits. Also the retailers are an important medium to influence them to buy the products.


Keywords


Rural Consumer, Influencers, Counterfeit Poducts, FMCG products, Rural Retailer.

References