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RURAL MARKETING
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BEHAVIOURAL SEGMENTATION
Behavioural segmentation involves many param-
eters, such as purchasing occasions, benefits, user status, usage rate, loyalty status,
and place of purchase.
Occasions
Buyers can be segmented on the basis of the occasions on which they
purchase a product. In rural areas, most durables are purchased during or after the
harvest season because this is when farmers have cash after selling their agricultural
produce. Like the Baisakhi season in Punjab, Onam and Ugadi in south India and
Diwali and Dussehra in most parts of the country are important festival occasions
when villagers prefer ...
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