Rural Consumer Behaviour


Upon completion of this chapter, you will be able to:


•  Understand the consumer purchase decision-making process and the factors that influence the consumer and its outcomes

•  Know the initiatives that a prudent marketer can take to assist the consumer in his decision-making process and thereby gain from his or her behaviour


The lukewarm response for its new tractor has made Mahindra explore opportunities and limitations in the rural hinterland. Investigations have revealed that farmers depend on opinion leaders for more information as well as confirmation of the truth in the claims made by marketers. A series of deliberations on the design and performance of the tractor led the company ...

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