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    Buying Decision Process in Rural Marketing PDF

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    Shem W Lyngdoh
    The document outlines the 5 stages of the consumer buying decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It then provides more details on factors that influence rural consumers' decisions and each stage of the consumer decision journey.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Buying Decision Process in Rural Marketing PDF

    Uploaded by

    Shem W Lyngdoh
    2K views14 pages
    The document outlines the 5 stages of the consumer buying decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It then provides more details on factors that influence rural consumers' decisions and each stage of the consumer decision journey.

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    buying decision process in rural marketing.pdf

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    The document outlines the 5 stages of the consumer buying decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It then provides more details on factors that influence rural consumers' decisions and each stage of the consumer decision journey.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    2K views14 pages

    Buying Decision Process in Rural Marketing PDF

    Uploaded by

    Shem W Lyngdoh
    The document outlines the 5 stages of the consumer buying decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It then provides more details on factors that influence rural consumers' decisions and each stage of the consumer decision journey.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 14

     Buying decision process describes the fundamental stages that a

    customer goes through when deciding to buy a product


     Buying decision of rural consumer depend on:

    Custom

    Tradition Value

    Life style
    and
    personality
    of
    consumer
     Consumers pass through five stages while making a purchases
    decision. These are:

    Problem/need Recognition

    Information Search

    Evaluation of Alternatives

    Purchase Decision

    Post-purchase Behaviour
     Consumer first tries to find the need of product which primarily
    depend on cost in rural area
     Need can be triggered by internal and external stimuli
     Marketer should help consumers identify their current and future
    problems/need in this stage
     To do so marketer have to research on consumer need and problem
     By so doing marketers can design products/services capable of
    meeting those needs/problems and develop marketing strategies
    that can trigger consumer interest in those products or services
     Consumer try to find information pertaining to their want satisfying
    product to make the right choices
     consumer searches for internal or external information.
     Information gathering may be passive or active
     Passive information gathering occurs when an individual or group
    simply becomes more attentive to a recognised solution to a given
    need
     In Active information search the person looks for reading material,
    phones friends and engages in other activities to know more about
    product
    PERSONAL SOURCE
    (family, friends, work
    colleagues and
    neighbours etc )

    COMMERCIAL
    PUBLIC SOURCE SOURCE
    INFORMATION
    (mass media) SOURCES (promotional
    materials, technical
    journals or consumer
    magazines, packaging)

    EXPERIENTIAL
    SOURCE
    (handling, using the
    product)
     At this time the consumer compares the brands and products
    that are in their evoked set.
     The process of evaluating alternatives depend on consumer and
    the buying situation of an individual
     customers evaluate product attributes and features that are most
    relevant to their needs
     Models used for evaluation:
    o Expectancy model
    o Conjunctive model
    o Disjunctive model
    o Lexicographic model
     Evaluation process lead to purchase intention
    (A plan to purchase a particular good or service in the future)
     Two factors can intervene between the intention and the purchase
    decision:
     The attitude of others
     Unanticipated events
     Three possibilities of purchase decision:
     From whom to buy (policy, sales, past experience)
     When to buy (time, atmosphere)
     Don’t buy
    :

    ATTITUDE OF
    OTHERS:
    Family, peers,
    reference
    PURCHASE groups etc.
    PURCHASE
    EVALUATION INTENTION DECISION
    UNANTICIPA-
    TED EVENTS:
    Lower income,
    expenses,
    illness etc.
     Marketing continues into the post-purchase period
     The aim of marketing is not to make a sale but to create a long term
    relationship with a customer
     The buyer feels satisfied when the perceived product performance
    is close to his/her expectations
     If it exceeds the expectation the customer is delighted
     If it fall short of expectation the customer is disappointed
     The buyers post purchase actions will provide necessary feedback
    to the marketers
     Post purchase action:
    The satisfaction or dissatisfaction with the service will determine
    subsequent performance of the service in the market.
    ENVIRONMENTAL FACTORS
    PERSONAL & ENVIRONMENTAL FACTORS
    Psychological personal social culture

    Problem Information Evaluation POST


    Purchase PURCHASE
    recognition seeking of
    decision DECISION
    alternatives

    MARKETING FACTORS
    MARKET MIX
    Product price promotion place

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