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Factors Influencing Buying Behavior

Rural people in India have limited options for shopping, typically only from local shops in their village, weekly bazaars, or shops in the nearest town. Factors that influence rural buying behavior include environmental conditions, geographic location, family structure, and economic factors like income levels. Most rural Indians have low incomes from agriculture and over 70% live below the poverty line.

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31 views2 pages

Factors Influencing Buying Behavior

Rural people in India have limited options for shopping, typically only from local shops in their village, weekly bazaars, or shops in the nearest town. Factors that influence rural buying behavior include environmental conditions, geographic location, family structure, and economic factors like income levels. Most rural Indians have low incomes from agriculture and over 70% live below the poverty line.

Uploaded by

ANOOPALINOORJAHAN
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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PURCHASE BEHAVIOR:

Rural people can buy only from three places includes:


1) From the shop in the same village
2) Weekly bazaar
3) From the shop of nearby town.

Factors influencing buying behavior


The various factors that affect buying behavior of in rural India
are:
1. Environmental
environment

or

of
the

the

consumer

surroundings,

within

which

The
the

consumer lives, has a very strong influence on the buyer


behavior, egs. Electrification, water supply affects demand
for durables.
2. Geographic influences - The geographic location in
which the rural consumer is located also speaks about the
thought process of the

consumer. For instance, villages in South India accept


technology quicker than in other parts of India. Thus, HMT
sells more winding watches in the north while they sell
more quartz watches down south.
3. Family it is an important buying decision making
organization in consumer markets. Family size & the roles

played by family members exercise considerable influence


on

the

purchase

decisions.

Industry

observers

are

increasingly realizing that at times, purchase of durable


has less to do with income, but has more to do with the
size of the family & thats where rural India with joint
family structures, becomes an attractive proposition.

Economic factors The quantum of income & the earning


stream are one of the major deciding factors, which determine to
a great extent, what the customer will be able to buy. Many
people in the rural market are below poverty line & for large
number of people, agriculture is the primary occupation. More
than 70% of the people

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