Rural Consumer Behavior Research Articles

Exploring the Impact of Digital Marketing on Rural Consumer Behavior: A Comprehensive Study

As the global marketplace becomes increasingly digitalized, understanding the dynamics of consumer behavior in rural areas is crucial for marketers aiming to bridge the urban-rural digital divide. The objectives of the study include analyzing digital engagement patterns in the rural areas of the National Capital Region (NCR). This study investigates the effect of digital marketing on the behavior of rural consumers, shedding light on the evolving landscape of marketing strategies in non-urban settings. It further identifies the various platforms of digital marketing through which any product or services are being offered to the rural population. The paper examines the level and extent of change in rural consumer behavior owing to digital marketing.

PHENOMENON OF RURAL COMMUNITY BEHAVIOR IN ONLINE PAYMENT TRANSACTIONS POST COVID-19 IN LAMONGAN REGENCY, EAST JAVA

Online shopping transactions are carried out with a number of supporting facilities that must be available. Among them are the existence of communication technology devices, internet network access, inter-regional cargo courier services and the development of adequate infrastructure. So that with adequate supporting facilities, online payment transactions can be made to reach almost all regions in the world and even reach consumers in rural communities. Rural Community or what is often referred to as rural community is a society that is always associated with modesty, backwardness, traditionalism and isolation. In this case, modesty is often associated with simplicity in the behavior of rural communities such as in the delivery of words and in meeting simple needs. Meanwhile, underdevelopment is a condition of delay in the development or progress of something that supports the sustainability of rural life. The next is traditionalism which is a teaching by emphasizing the traditions received from previous generations as a way of life. The research method in this study is a qualitative method with a phenomenological approach. a social phenomenon that occurs in the behavior of online payment transactions in rural communities in villages in Lamongan Regency. In accordance with the phenomenon of ERG Theory, online shopping transactions have become a shopping style trend in rural communities in Lamongan Regency since before the COVID-19 pandemic. Then the Covid 19 pandemic has not become an obstacle for rural communities to make online payment transactions. It was found that the behavior of rural consumers in online shopping transactions went through several stages of purchasing decisions. However, transactions are often carried out impulsively. Rural communities in Lamong Regency are still enthusiastic and want to make transactions even though they cannot feel the benefits and advantages of online shopping to the fullest.

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

Buying Behaviour of Rural Consumers Towards Fast Moving Consumers Goods

Consumption of goods is the sole purpose of every kind of production, and that’s why manufacturers manufacture and promote their commodities to meet the consumer wants and needs. The structure of the Indian market is divided and has different markets like Rural and Urban markets. There are unique techniques of advertising and marketing that can be established to fit into the rural and urban market behaviours. This is because the rural shoppers vary in phrases of their Purchase Choices, Consumption Style, Purchase Activities, and also the Opinions towards goods. The central focus of the study is to investigate the behaviour of the rural consumers towards Fast Moving Consumer Goods (FMCG’s). In the current scenario; the rural markets are receiving much attention with the urban market diffusion. This is mainly attributed to the improvement in the economic conditions of the rural people. With the uplift of their standard of living, rural people in India are looking forward to adapting to the urban lifestyle. This change in behaviour is mainly reflected in their purchasing limit and capacity. Hence, rural markets remain to provide potential growth opportunities for the organised FMCG companies, both assorted quality of products and services in the affordable process.

Critical Success Factors of Online Shopping: Rural Perscpective

The rural consumer behaviour has been explored by many corporates with respect to the behaviour, purchase power and adoption at the stand point of promoting their products to the rural, wherein certain habits associated with media have also been studied by many researchers. Technological shift of rural consumers is found comparatively better. Yet, the trendy practices of online shopping have certain barriers to get the maximum effectiveness from rural market. Urban transition, infrastructure development and technological revolution have grown the rural consumer adaption but not as equal as in urban place. Identification and assessment of certain barriers of online shopping in rural places as the aim, the study was carried out in Srikakulam District. Method blend of descriptive research design, qualitative and quantitative approach, convenience sampling of non-probability and cross-sectional survey was conducted. Data collected from primary and secondary sources was analysed and discussed with the inferential statistics of multiple regression of analysis. Results related to the weightages of certain items of independent variables have been explored and elaborated the extent they will explain the dependent variable. Management implications on physical touch, trust variables, delays in delivery, payment problems, stretch of bargaining, refund policy, education of technology and problems with network were diffused into conclusions as well as suggestions.

Depicting the Prototype Change in Rural Consumer Behaviour: An Empirical Survey on Online Purchase Intention

E-commerce is an undeniable growth opportunity. The infrastructure of e-commerce has been successful in making their system resilience in this age of VUCA (volatility, uncertainty, complexity and ambiguity). Besides during the time of pandemic, e-commerce have accomplished in meeting the demand of the consumers crossing various obstacles and scarcity of resource across the colours of socio-economic stratification of India. A detailed investigation of social, cultural, behavioural norms along with effect of socio-cultural regions has been investigated to strengthen the research. The method of cluster analysis has been used to segment the consumers into homogeneous subsets. The implied findings of this research will help the digital entrepreneurs to know their target consumers. Through cluster analysis, six clusters have been identified and they are named as, (a) Advanced changers; (b) Price sensitive; (c) Enthusiasts; (d) Realistic and logical; (e) Conservatives; (f) Unconcerned. The outcomes of this research can help the strategy managers and intrapreneurs to make informed decisions. This study can be of value addition for startups, digital entrepreneurs to start their own business through online shopping portals. The extracted results can help the marketing managers to know about the specific attributes of the consumers of rural areas which will lead to framing strategy according to market design, market space and marketplace.

E-Commerce at the Bottom of the Pyramid: Remodelling Perspectives of Rural Consumer Behaviour by Pragya Singh, Indrajit Ghosal and Bikram Prasad. New Delhi: Anu Books, 2020 (ISBN: 978-81-947224-1-0)

Marketing infrastructure includes all those facilities and amenities needed for the smooth conduct of marketing in the economy. The infrastructural facilities in development are as necessary as foundations of a building. The existence of adequate marketing infrastructure are important not only for the performance of various marketing functions and expansion of the size of the markets but also for the transfer of appropriate price signals leading to improved marketing efficiency. The availability of different infrastructures affects the choice of technology to be adopted, reduces the cost of transportation, produces powerful impetus to production and also affects income distribution in favour of small and marginal farmers by raising their access to the market. The agriculture sector needs heavy investment for creation of basic infrastructures necessary for the overall economic development. In a developing country like India, marketing infrastructures play a pivotal role in fostering and sustaining the tempo of rural and economic development. Marketing is as critical to better performance in agriculture as farming itself. Though the role of infrastructure is the key element of any development programme yet their role in distribution and marketing is the supreme. India's growth both as agriculturally and horticultural advanced country may get derailed if various marketing infrastructural constraints are not removed. Many of the regions of the country still suffer from the existence of infrastructural problems that they threaten to torpedo the region's agricultural and horticultural development efforts. In this paper an attempt has been made to examine the status of different agricultural marketing infrastructures, their geographical spread in the different states of India and also the policy measures for strengthening of these infrastructural facilities. Besides this other marketing infrastructure, which has been set up in the specialized form of organization, has also been just mentioned for information.

A county-level study of the effects of state-mandated COVID-19 lockdowns on urban and rural restaurant visits using consumers' cell phone geo-location data.

AimUS federal, state, and local governments implemented numerous COVID-19 shelter-in-place orders (lockdowns) starting in March 2020 to ensure social distancing regulations and help stop the spread of COVID-19. It is important to know how these lockdowns affected businesses, such as restaurants, in regions that vary in terms of poverty status and geography. In this paper, we analyze the differential changes in rural and urban restaurant visits by the restaurants’ NAICS codes following the COVID-19 lockdowns. Our analysis contributes to the public policy literature and helps operational planning for food distribution during a pandemic.MethodsSince urban and rural consumer behavior and food resources are significantly different, it is crucial to conduct a comparative analysis. Our study applies a difference-in-differences model to capture the differential effects lockdowns have on urban and rural restaurants.ResultsWe find that restaurant visits declined significantly in both rural and urban counties after shelter-at-home orders. The decrease in total restaurant visits was almost twice as high in urban counties as in rural counties. We also find that visits to fast-food restaurants increased in rural counties during shelter-at-home orders.ConclusionsThese results contribute to previous studies on the dearth of healthy food in rural and poorer regions, and inform important public policy response in the wake of the COVID-19 pandemic.

A review of rural consumer behavior marketing strategies and consumer protection for FMCG

A review of rural consumer behavior marketing strategies and consumer protection for FMCG

Structural Equation Modelling of Properties That Trigger Purchaser’s Confidence in Acquisition of Products and Consumer’s Brand Choice in Rural Areas

A rural buyer buys a branded product for its assurance of quality. Rural consumers today, are quite aware of the variety of brands that are available in the market. This change in the behaviour of rural consumers is widespread in respect of FMCG products. The present study stresses on the research framework on properties that induce a purchaser’s confidence in acquisition of a product and structure their relationship with demographic variables and brand choice. The study was carried out in the rural areas of India. The sample size was 1,106. The research methodology consisted of exploratory and descriptive studies. Tools for analysing data included confirmatory factor analysis and modelling of structural equations. It was found that there was a significant relationship between properties that trigger a purchaser’s confidence in acquisition of products and their brand choice. It was also found that there is a significant difference between properties that trigger a purchaser’s confidence in acquisition of products and demographic variables such as age, gender, education and household income.

AN EMPIRICAL STUDY ON CONSUMERS’ BEHAVIOR OF BUYING GREEN PRODUCTS OF FMCGS (FAST MOVING CONSUMER GOODS) IN KERALA

In the analyses of the Indian economy the 4th biggest place is occupied by division of FMCG. At present consumers in India are at the point where there is a multiplicative impact of salary growth, desire to devour and a changed attitude with regard to consumption. The rural and sub-urban markets are at present developing in Kerala with greater penetration index in terms of economic growth, as the urban market seems to be stunted. Subsequently, the purchasing behavior of rural consumers has turned into an interesting issue for discussion, in light of the fact that consumers prefer products that are natural, environmental-friendly and ecofriendly. This investigation features the variables that influence consumers to purchase select Fast Moving Consumer Goods with special reference to Kerala state. The Present Study had explicit target to evaluate the distribution management of Fast Moving Consumer Goods (FMCGs), to inspect the brand preference for select products of FMCG and ponder the special techniques utilized by FMCG organizations in rural areas.

Assessment of Hands on Skills in Operating Electrical Mixer Grinder in Rural and Remotes Villages

Rural consumer behavior refers to ultimate consumer buying behaviour. Individuals who buy products and services for personal or household use or consumption rather than for business purposes. The term rural consumer is defined as “the behavior that the rural consumers display in searching for purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs”.

An Empirical Study on the Rural Consumer Behaviour with Reference to Refrigerator

An Empirical Study on the Rural Consumer Behaviour with Reference to Refrigerator

A Study on Attitude and Behavior of Rural Consumers

A Study on Attitude and Behavior of Rural Consumers

A Study on Rural Consumer Behaviour towards Selected Fast Moving Consumer Goods in Vellore District

A Study on Rural Consumer Behaviour towards Selected Fast Moving Consumer Goods in Vellore District

The Role of Packing on Buying Behaviour of Rural Consumers with Special Reference to FMCG

<p>Indian rural market with its enormous size and demand base offers great opportunities to marketers. However, there are many serious challenges that FMCG manufactures face in tackling rural markets, viz., the scattered nature of rural markets, their small size, remoteness, poor connectivity and tremendous heterogeneity, low level of literacy, too many languages and dialects, cultural diversities, inadequate banking facilities, acute dependence on the monsoon; seasonal demand, and media darkness are some serious limitations. However, the issue of packing is very crucial when it comes to marketing of brands in rural areas as the brand recognition in rural areas generally through its colours, logos, shape and size. Therefore, the current study has been undertaken with an intention to understand the role of packing in rural markets. In order to realize the stated objectives the researcher constructed a structured questionnaire has been constructed and pre tested and administered on 1,600 rural respondents spread across 200 villages in the state of Karnataka. The study revealed that packing make a significant role while buying FMCG. There is a significant difference in the opinion of rural consumer respondents on importance attributed to packing while purchasing FMCG as perceived by rural consumer respondents. There is a significant influence of annual house hold income of the rural consumer respondents on the level of importance attributed to packing while buying FMCG. Majority of the rural consumer respondents preferred sachets while buying FMCG. There is a significant difference in the packing size preference of the rural consumer respondents while purchasing products. There is a significant influence of the annual house hold income of the rural consumers on kind of packing preference. Majority of the rural respondents recognize brands through reading, colours, scanning of logos/pictures/trademarks and through packing style of the products. Based on the analysis of the study a brief summary of findings have been made and a meaningful conclusion has been drawn. Finally the results have been compared with the possible evidence.</p>

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

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

TV Advertising for Non Durable Goods (Personal Care) in Rural - A Paradigmn Shift in Factors of Influence

TV Advertising has made marketing race to put the brand on the top of the mind, creating brand equity, maintaining the brand loyalty has extended its net to influence the rural consumers. Marketers use different media vehicles to communicate with this target audience. India is an agro-based economy and the growth of most of the other sectors of economy is driven by rural demand. Consequently, television commercials appear to have a large impact upon the brand preference and purchase behavior of Rural Consumers. Of all marketing weapons TV advertising has the leading impact as its exposure is more, and is the most attractive media for rural consumers. The purpose of this research paper is to study paradigm shift in different factors of TV advertising for non durable goods (FMCG) which influences rural consumer buying behavior. Rural marketing has become the latest mantra of most corporate even MNCs are eyeing rural markets to capture the large Indian market. Increase in purchasing power fuelled lot of interest, several companies are exploring attractive TV advertising like HUL, ITC, P and G etc.

Bandhs and Blockades and its Implication on Buying Behaviour of Rural Consumers in Manipur

Bandhs and Blockades and its Implication on Buying Behaviour of Rural Consumers in Manipur

Rural Consumers' Factors of Influence, Place of Influence, and Decision Making Process : An Exclusive Model Based Study

In the recent past, consumers in India have been at a point where there is a multiplicative effect in income growth, aspirations, and changed consumption patterns across income level segments. Therefore, understanding the rural consumer behavior and the process of decision-making has acquired significant attention and there has been a rise in the importance of private corporate big giants as the rural consumers started buying/consuming everything that was meant for the urban market. Keeping these changes in mind, the present paper tried to ascertain whether - there is any significant difference of opinion between the genders regarding the decision making process; the paper intended to find the different factors' (primitive) influence on the rural consumers and the places where these primitive factors influence; and also attempted to gain knowledge regarding the exclusive consumer decision making process of the rural consumer. The study took into account the opinion of 125 respondents from two taluks of Shimoga district, Karnataka. The data were analyzed with the help of SPSS v 20 software. Mean, standard deviation, chi-square, and factor analysis techniques were used to test the hypotheses, and based on the test results, an exclusive model (HSP Model) of rural consumers' factors of influence, place of influence, and decision-making process was developed.