Rural Consumers Expectation and Buying Behaviour of Consumer Durables

Abstract

In any business development activity there is an essential need to understand and have an appreciation of the buyers. Where the business-to-business market is unique is that the buyer and specifiers of today are highly trained individuals. They are technically and commercially astute and have a great deal of knowledge of the product in question and the various supplier of that product/commodity. The buying role has become much more dynamic and so often the buyers increase in professionalism, skill and ability is not being matched by the marketer. In today’s environment the emphasis is on the buyers controlling cost rather than merely negotiation price. The strategy and structure are such that the buyer aims to work in partnership, to secure the best deal from the suppliers and ensure some form of cost stability and cost reduction. Increasing the estimation of the purchasing function is rising. The buying role has become much more dynamic and to often the buyers increase in professionalism, skill and the ability is not matched by the marketer. As the potentiality of the rural market is recognized by the most of the leading corporate houses and they are targeting to capture/utilize the most potential market of the country. Before going to launch any product in the rural area the marketer must
understand the psychology, social, economical and cultural determinants of rural buyers. The proposed study will focuses on the buyer’s role in the market, buyer’s functions, priority, expectation, awareness and knowledge in case of rural buyers with consumer durables.