Rural consumer behavior is a very complex phenomenon, which
needs more efforts to understand, explain and predict. In
order to get a clear understanding of the same, every marketer
should realize that consumer behavior is, in fact, an assumption
every marketing manager must make, if he plans to market
on any basis other than hit-or-miss. Although some individuals
find it difficult to make this assumption, one must agree
that behavior is not so erratic or mysterious that it defies
explanation. In this paper, an attempt has been made to
analyze and highlight the rural consumer post-purchase evaluation,
rural consumerism with regard to different Consumer Protection
Acts, consumer satisfaction levels with regard to selected
FMCGs and duplicate brands which have penetrated rural India.
The paper also provides some useful suggestions to FMCG
marketers for a more effective penetration of the rural
markets.
Customer relationship marketing enables companies to provide
excellent consumer service by developing a relationship
with each customer through the effective use of consumer
information and feedback. One of the major drivers of a
company's profitability is the aggregate value of the company's
customer-base. Companies improve their value of customer-base
by taking certain measures, such as reducing customers'
defection rate (Michael, 1998); increasing longevity of
customer relationship; enhancing the growth potential of
customer through cross-selling and up-selling; and focusing
on high customer value. Peppers and Rojjars (2000) suggested
a four-step framework to achieve.
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