Similarities and differences in consumer behaviour in rural & urban markets
Answers
There is not much difference in the behaviour of consumer as such. Whether the consumer is of rural or urban they expect best quality, nominal price and good service.
Rural consumer will not go for fancy buying. They will think of the use of the product. For example, Maruthi 800 became a big hit as far as rural market was concerned because of its sturdiness, compactness and mileage.
Urban people like all fancy items because of the society they live in. They get carried away by the advertisement and they can be easily convinced because they don’t have much knowledge about the product. Whereas, it is very difficult to convince a rural consumer because, he has much knowledge of the product and before buying he would have good information by enquiring on all directions. His family can play a role in convincing but before the money is paid, he will be sure that the product is worth the purchase.
As far as FMCG products are concerned, the rural consumer has much more knowledge than the urban consumer. He won’t just like pick a packet of apple and pay the money. If he picks a packet of apple, he will know for sure its worth or he will never buy it.