To study the buying behavior and factors that influence the purchase decisions of the rural consumers 4. Research framework and hypothesis in last three decades, several theories have been developed to explain the factors affecting individuals acceptance of new technologies or technologybased services. Factors affecting buying behaviour of rural consumers in. The factors influencing buyers purchase decisions can be conveniently divided into following categories. Rashmi,study of buying behaviour of indian consumers in the hair care product market, scholars. Some of the most important factors influencing consumer behaviour are as. The marketers try to understand the actions of the consumers in the marketplace and the underlying motives for such actions. Consumer buying behaviour towards fast moving consumer. Rural consumer behavior there is an invisible market waiting at the bottom of the world economic pyramid c.
The study of customer behaviour is based on consumer buying behaviour, with the customer playing three distinct roles. Characteristics of rural consumer behaviour shodhganga. To understand the level of awareness of rural consumers on various consumer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field 2. Consumer behaviour is comparatively a new field of study which evolved just after the second world war.
A company in the food industry wants to formulate an effective marketing strategy to attract health conscious consumers. Malar mathi, associate professor, bharathiar school of management and entrepreneur development 2. Mar 01, 2019 the objective of this study is to explore the factors that affect rural endusers acceptance of ehealth in a developing country such as bangladesh. What are the factors influencing consumer behavior. There are various factors which affect consumer behaviour. Several factors affect or influence the rural consumers behaviour. As the change comes in these factors, consumer behaviour also changes. Mar 05, 2015 situational factors impacting consumer behaviour may include location, environment, timing and even weather conditions hoyer et al.
Content introduction hul lifebuoy case buying decision process factors influencing decision making process buyer characteristics buying behavior pattern brand loyalty innovation adoption. External environmental factors affecting consumer behaviour. The study was conducted in four districts of haryana namely panipat, jind, kuruksetra and gurgaon. It was found that factors effect on rural consumer vary with age and income and found increasing with age and income. To explore factors influencing consumer buying behaviour for indian white goods industry. In the present work, the researcher intended to analyze the factors influencing online buying behavior of the rural consumer in pollachi taluk. The author describes in this article the factors which influence consumer behaviour and also presents how it has changed over the past two years. An understanding of consumer behaviour is essential in planning and programming the marketing system. Show full abstract was found that factors effect on rural consumer vary with age and income and found increasing with gender and income. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. The factors that have created rising demands among rural buyers are increase in literacy levels, migration to urban sectors, growth in media and telecommunication, availability of bank credit schemes, globalization of market, low price technology products such as television, mobile, fridge, camera, etc. Abstract globally, the term, marketing is not a new phenomenon.
Consumer behaviour solved case study matin khan bbamantra. Consumer behavior can be broadly classified as the decisions and actions that influence the purchasing behavior of a consumer. The impact of social factors affecting consumer behaviour. A study on factors influencing on buying behaviour of. Factors affecting consumers can also be studied by dividing the factors into four groups as. Factor analysis was used to group 16 influencing factors of buying behaviour of rural consumers in. The consumer buying decision process is influenced by many internal and external factors. This study contributes to a deeper understanding of the impact of different factors on consumer buying behaviour. To understand the buying behavior of rural consumers, we must go into the factors that influence their choice, buying behavior and finally the decision making. Importance of all factors in buying behavior of rural. Thulasi research scholar, department of commerce and business administration. Venkatrama raju professor and head, department of commerce and business administration. They found that, the product quality was ranked as first, followed by retail price. To assess the level of satisfaction of the rural consumers regarding various products and services available in the rural areas 5.
What drives consumers to choose a particular product with respect to others is a question which is often analyzed and studied by marketers. Influence of cultural, social and marketing factors on the. But this may not be the case in developing countries, especially in the rural areas. Thulasi research scholar, department of commerce and business administration, bharath institute of higher education and research, chennai, tamilnadu dr. Report on buying behaviour of rural consumers in india. An empirical study of the factors influencing consumer. Social factors influencing consumer behaviour social group a group is any collection of individuals with similar interests, opinions and activities. Saraswathi research scholar, bharathiar school of management and entrepreneur development, bharathiar university, coimbatore.
Factors affecting buying behaviour of rural consumers. Rural marketing influencing factors tutorialspoint. Understanding rural consumer consumer behaviour behavior. A study of factors influencing buying behaviour in the. Research methodology this research study is of descriptive nature and has used the quantitative research method. Factors affecting consumers can also be studied by dividing the factors into four groups as shown below. No commodities can move from a production point to a consumption point without putting the marketing machinery at work.
Tamil nadu, using garrets ranking technique, to rank factors influencing the soft drinks preferred by rural consumer. A purchase decision is the result of each and every one of these factors. Factors affecting consumer behavior product management buzz. Importance of all factors in buying behaviour of rural consumer found increasing trend with increase in their age and income. A convenience sample is employed for sampling method from indore area and response is taken from the students. An investigation of consumer buying behavior for fmcg. There are more than 600,000 villages in the country as against about 300 cities and 4600 towns. Factors influencing organistaional buying consumer behaviour. This includes economic situation, government policy, competitive. About 70% of indias population lives in rural areas. Articles were excluded due to inadequate geographic focus or unidimensional approach to the development of rural areas analysed less than two factors influencing rural development.
The consumer behaviour or buyer behaviour is influenced by seve ral factors or forces. Rural consumer behaviour the consumer market in this case is rural india. This paper tries to find out the key influencing factors of rural consumers buying behaviour. Jun 27, 2017 rural consumer behaviour the consumer market in this case is rural india. It was found that all factors found having effect on buying behaviour of rural consumers as majority of the rural consumer reported that they consider these factors while purchasing.
A study of factors influencing buying behaviour in the indian. Environmental factors constitute an important determinant of organizational purchasing. In order to develop a framework for the study consumer behaviour it is helpful to begin by considering the factors which impacts on consumer buying behaviour as well as the evolution of the field of consumer research and the different paradigms of thought that. At the same time there was an attempt to understand the economic factors in terms if income and. The effect of price and quality on buying behaviour of rural consumer. Social environment, cultural environment, education, occupation, media and involvement of the users. Good quality and availability were the main factors, which influenced the rural consumers of a particular brand of a product. Top 5 important factors influencing consumer behaviour.
The consumer behavior is the study of how an individual decides to purchase a particular product over the other and what are the underlying factors that mold such behavior. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. An individual draws cues regarding consumption and disposal of products from various social groups he belongs to. The sellers market has disappeared and buyers market has come up. Factors affecting development of rural areas in the czech. A conceptual frame work introduction consumer behaviour is a subset of human behaviour. By asifo shah consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. Factors influencing rural endusers acceptance of e. Findings in order to understand the effect of factors on the buying behavior, twenty one such variables were placed under five broad categories figure 4.
The effect of price and quality on buying behaviour of rural consumer increases significantly with increase in age and income. This led to paradigm shift of the manufacturers attention from product to. Pdf factors affecting buying behaviour of rural consumers. Consumer buying behaviour has become an integral part of strategic market planning. Consumer behaviour does not stay identical or constant in each scenario it changes time to time. Consumers in this huge segment have displayed vast differences in their purchase decisions and the product use.
Oct 14, 2014 rural consumer behavior there is an invisible market waiting at the bottom of the world economic pyramid c. Buyer behaviour is an important tool in the hands of marketers to forecast the future buying pattern of customers and devise appropriate marketing strategies to create longterm customer. Consumer behaviour solved case study matin khan case iv. External factors influencing consumer behaviour external factors cannot affect the decision process directly but, these are also instrumental and exert an influence on consumer behaviour. The impact of social factors affecting consumer behaviour on selecting characteristics of purchased cars hossein mirzaei,mehdi ruzdar the present study examined the impact of social factors on consumer behavior in selecting traits of the purchased car in tabriz iran. Jul 15, 2016 consumer buying behaviour has become an integral part of strategic market planning. Factors influencing rural endusers acceptance of ehealth. In order to benefit from situational factors major retailers attempt to construct environment and situations in stores that motivate perspective customers to make purchase decision. Social factors affecting consumer behaviour consumer behaviour is an effort to study and understand the buying tendencies of consumers for their end use.
Factors influencing customers buying behavior global journals. It analyses the relationship between several independent variables, such as cultural, social, personal, psychological and marketing mix factors, and consumer behaviour as the dependent variable in the electric appliances market. A study on consumer behaviour on life insurance products. Factors influencing consumer buying behaviour the consumer behaviour or buyer behaviour is influenced by several factors or forces. Buying behaviour, this papers aim is to provide an indepth elucidation of the many aspects that influence consumer behaviour. The following four factors, cultural, social, personal and psychological factor play a very important role in influencing consumer decisions while buying a product or service. Factor analysis was used to group 16 influencing factors of buying behaviour of rural consumers in haryana. This consumer behaviour solved case study has been taken from consumer behaviour solved case study matin khan case i. An individual and a consumer is led by his culture, his subculture, his social. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. The objective of this study is to explore the factors that affect rural endusers acceptance of ehealth in a developing country such as bangladesh. The impact of social factors affecting consumer behaviour on. Factors influencing organistaional buying consumer.
Presentation talks about the consumer of rural india, facts and figure of rural india, their buying behavior, and also factors affecting decision making proces slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Backgroundrural consumers size of rural consumer rural population about 73% of total population according to 2001 census population is about 74 corer 12 crore of the households location pattern. Factors affecting buying behavior of consumers in unauthorized colonies 787 4. Malar mathi, a case study on factors influencing rural consumer buying behaviour towards personal care products in coimbatore district vol.
The weightage of influence depends on the item that they are going to purchase and individual preferences. Marketing implications of consumer behaviour study of consumer behaviour modelling an overview consumer behaviour is comparatively a new field of study which evolved just after the second world war. Of these, 10 articles were focused on the czech republic, which have been further processed and analysed in detail table 1. Factors influencing on buying behaviour of softdrink.
It is equally important to understand the level of awareness among the rural consumers about various consumer protection issues and that provide him a safety mechanism in the market. Buyer behaviour is an important tool in the hands of marketers to forecast the future buying pattern of customers and devise appropriate marketing strategies to create longterm customer relationships. Keeping this in mind, the need was felt to evaluate and assess the buying behavior of the rural consumers and the factors that determine his purchase decisions. Consumer behaviour refers to the behaviour of consumers in deciding to buy or not to. A scattered market urban population in 3,200 cities rural population in 5,70,000 villages. Influence of cultural, social and marketing factors on the buying behavior of telecom users. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing. Factors influencing organisational buying behaviour. Psychological factors influencing consumer behaviour instructor janne peltoniemi pages 46 supervisor birgitta niemi learning, and attitude and behaviour change.
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