Accenture Strategy and their recent survey: ‘Masters of Rural Market series- Women consumers in rural India’ states that around 37% of the rural women consumers make purchase on their own.
Nowadays rural consumers want to buy the best without quibbling for concessions or freebies.Women have proven to become more aspirational than ever, and are eager to purchase branded, high-quality products.These women are also becoming more networked, using mobile devices to connect with family and friends.
Accenture study traced the rural woman consumer’s buying patterns and found that companies would benefit by paying attention to the country’s female rural consumers’ hopes and dreams, and by crafting the right strategies for fulfilling the same.
Companies targeting Indian women rural consumers assume a lot of things about their purchasing patterns, decision making ability for a purchase and about their buying habits.
Accenture research points out how rural women play a significant part in purchasing decisions.
- Eighty four percent of travel outside their own village to nearby city or district headquarters to make purchases and bring the products home.
- Majority of rural women consumers buy high value goods – which again is a myth buster for companies thinking that women mostly prefer to buy low value goods.
- Thirty seven percent of the rural women consumers make purchases on their own. The figure is as high as forty percent for working women in rural India. This is one of the significant finding as many companies we interviewed thought these women purchased things after taking inputs from family members
Despite all the signs indicating that female rural Indian consumers defy common assumptions, Accenture survey of executives from companies in an array of industries suggests that few enterprises are actively tailoring their strategies to real women living in rural India.For many female buyers in rural India —working and nonworking alike—practical concerns powerfully trigger recognition that they have a need.
For instance, in answer to a survey question about what causes them to realize they have a need, 46% female respondents cited obsolescence of a product they’re currently using. Additional triggers included a sense of necessity and advice given by family or friends about a product or brand.
Women in rural India, working and nonworking alike, are more discerning than many outsiders might assume. When asked which product or service attributes they give the most weight to while making a purchase decision, 34 percent of the working women in the survey and 35 percent of the nonworking women cited price.
Photo Courtesy: N F (freeimages)