CONSUMER BEHAVIOR IN RURAL AREAS: A MICRO-LEVEL STUDY OF BUYING BEHAVIOR OF RURAL CONSUMER IN THERISSUR DISTRICT

OBJECTIVES

OBJECTIVES
To know the mode of purchase in the process of buying the products. To estimate the level of Bargaining in the buying process. To analyze the influence of family members in the decision making purchase products. To study the impact of Consumer influence with reference to level of income. To suggest the measures for the betterment of retailer-consumer relationship.

METHODOLOGY

METHODOLOGY
Area Of The Study. Sample Size. Period Of Study. Data Collection.

Analysis Of Result

Analysis Of Result
Social Status And Literacy Status

SI No
1 2 3 4 5

Status of the sample Households

Small and marginal farmers Big farmers Agricultural labourers Artisans Employed & Salaried

Social status SCs, STs, OBCs

20 20 20 20 20

Others 10 10 10 10 10

Literates 22 28 20 22 30

Illiterates 08 02 10 08 -

All Occupations
Source : Field Data

100 (66.67%)

50 (33.33%)

122 (81.33%)

28 (18.67%)

Analysis Of Result
Income Level
SI No Status of the sample Households Monthly House hold income less than Rs 10,000 28 14 29 28 02 Monthly House hold income Rs 10,000-40,000 02 16 01 02 21 Monthly House hold income Rs 40,000 & above 07

1 Small and marginal farmers 2 Big farmers 3 Agricultural labourers 4 Artisans 5 Employed & Salaried

All Occupations
Source : Field Data

100 (67.33%)

42 (28%)

7 (4.67%)

Bargaining

Bargaining
Level of Bargaining in the purchase of products
Level of Bargaining Always Usually All groups (Total) Rs0-10,000 No % 46 31 30 Family Income groups (in Rs) Rs 10,000-40,000 Rs 40,000 & above No % No % 9 14 20 31.11 1 6.67

No
55 45

%
36.67

51.11 34.44

Sometimes Never
Total Source : Field Data

40 10
150

26.67 6.67

13 90

14.44 100

21 1
45

46.67 2.22
100

5 9
15

33.33 60
100

Involvement of Family Members

Influence On Income

Behavioural Influence

Behavioural Influence
Products-wise consumer influential
Type of consumer influentials Products Experience of own people No % Known shop owners No % Use by consumer Neighbours No % Advertisement And Mass Media No % Total Sample No %

Electricals
Medicals Groceries Toiletries Cosmetics

10
51 58 32 36

6.67
34 38.67 21.33 24

20
19 22 8 12

13.33
12.67 14.67 5.33 8

24
64 42 42 53

16
42.67 28 28 35.33

96
16 28 68 49

64
10.67 18.67 45.33 32.67

150
150 150 150 150

100
100 100 100 100

Foot wear
Tobacco Utensils

20
34 50

13.33
22.67 33.33

24
88 12

16
58.67 8

58
24 26

38.67
16 17.33

48
4 62

32
2.67 41.33

150
150 150

100
100 100

CONCLUSION