Information
Search and pre-purchase evaluation
The rural consumer primary seeks and gets his
information from opinion leaders and influencers, rather than the media.
However, this information search is fuelled by
exhibitions and road shows, because of the opportunity of personal
interaction and leisurely pace of absorbing and understanding the information
and its relevance.
In the case of high
involvement products, this information search needs to be supplemented by an
out of village visit to a company outlet with an opportunity for personal
interaction. The need to demonstrate individual accessories of the product and
their performance also becomes critical.
The ultimate clincher
is always the touc lead to a purchase.
Stages in consumer
buying process
Need recognition
It is the difference
between the desired state and the actual state. A rural consumer first
recognizes his needs and accordingly thinks of purchasing the product. This is
the first step in the simple decision making model. For instance a farmer in a
rural area wants to purchase a colour television
Pre
purchase search
After the need has been
identified, the next step is to do a pre purchase search. Pre purchase search
is of two types namely internal search using ones memory and external search
which involves getting more information from friends or relatives (word of
mouth). Marketer dominated sources, comparison shopping, public malls etc. A
successful information search leaves a buyer with possible alternatives,
the evoked set. Here the farmer may go to a nearby city and visit a
showroom that has multiple products.
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