The Core Elements Of The Rural Consumer Brand Choice Behavior And Its Marketing Strategy

Nowadays,brand has become a popular topic both in academic field and in real corporation management.However,most of studies centralize in citizens who have relatively high income.This phenomenon indicates that it lacks theoretical guidelines when companies want to expand to rural area market.Furthermore,companies can only apply marketing strategies in cities when entering into market in rural areas.Therefore,it is vital to study human behavior of rural area consumers for branded products. This essay focuses on consumers in rural areas in order to study the aspects that influence their buyer behavior.It can be a guideline for companies to make marketing strategies to enter into to rural areas.The methodology is combining the following:1.Former studies and models of brand selection theory and its determinations;2.Face to face interviews and questionnaire;3.Analysis in the assist of statistical software SPSS and model formation;4.Validation of model by LISREL software.In summary,there are 7 aspects that can have influence on consumer behavior in rural area.1.Demanding quality;2.Demonstration effect;3.Brand image and entity;4.Services;5.Price;6.Advertisements;7.Influence of exotic products.By analyzing these 7 aspects with current market of rural areas for branded products and specialties of their consumers,this essay takes a further look at marketing strategies of companies through 4P structure.