>
RURAL CONSUMER BEHAVIOUR
<
CHAPTER 3
57
The adoption process helps to turn a prospective buyer into a regular user of the
product.
It is therefore important for marketers to understand rural hierarchies and tap into
local opinion leaders to help brand adoption and diffusion within a rural community.
Winning over key opinion leaders is critical to penetrating rural communities. For
example, doctors (for healthcare products) or progressive farmers (for farm inputs)
could be tapped as opinion leaders. Colgate taps into school teachers to reach children
(early adopters of more expensive toothpaste) through its ‘Bright Smile. Bright ...
Get Rural Marketing, 3rd Edition by Pearson now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
