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RURAL CONSUMER BEHAVIOUR
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CHAPTER 3
47
and urban markets to address the limi-
tations of the current system. See ‘Ap-
pendix: The New SEC System’ for more
details.
Social Factors
The collective form of the decision-
making process is highly prevalent in
the rural segment due to the fact that
they are reasonably isolated from other
areas. Close-knit relationships there-
fore develop, and the affinity to formal
or informal groups is prevalent in rural
areas.
REFERENCE GROUPS
The groups may be primary where the influence is:
■
Informational
. Trial of products used by others in the village
■
Normative
. The need to belong ...
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