Rural Consumer Insights: A Study of the Factors Influencing Brand Preferences in Rural Markets

Abstract

The aim of this study was to determine the factors responsible for brand preference among rural consumers in India for pressure cookers. The study collected data from both survey and focus group discussions and analyzed the preference score of different brands. The results showed that quality, price, design, after-sales service, and brand reputation are the most significant factors for brand preference among rural consumers for pressure cookers. The study also found that each brand had a different approach to raising awareness, with advertising, promotions, traditional media, digital media, and word of mouth being some of the strategies used. The study concluded that the choice of brand awareness strategies is dependent on the brand's target audience, competition, budget, and resources. The results of this study provide valuable insights into the level of awareness and preference of different brands among rural consumers for pressure cookers and can help companies and marketers create effective brand awareness strategies.