Rural women becoming decision makers for purchase: Survey

Female consumers in rural area are now becoming decision makers for any purchase as literacy rate and independence among them is increasing, says a survey.
According to the survey, buying preferences of India's female rural consumers are changing fast and their decision making power and their independence are increasing.
"These women are more aspirational than ever, eager to purchase branded, high-quality products. They are also becoming more networked, using mobile devices to connect with family and friends," the survey by Accenture Strategy said.
The survey found that the rural female buyers are more discerning and no longer are willing to accept inferior products simply because such offerings cost less than higher quality one.

"Rural consumers now a days want to buy the best without quibbling for concessions or freebies. Among this segment, women have proven to become more aspirational than ever, and are eager to purchase branded, high-quality products."
It further said: "These women are also becoming more networked, using mobile devices to connect with family and friends".

The survey, titled 'Masters of Rural Market series- Women consumers in rural India', is based on responses of 2,800 consumers surveyed in 320 villages of the country.
The survey also found that 84 per cent rural women travel outside their own village to nearby city or district headquarters to make purchases.

It has suggested companies to deepen their understanding about what female rural consumers want and value.
The survey further said that women in rural India rely
heavily on the opinions of others they trust.
"Companies seeking to enhance these consumers' awareness of their offerings and ultimately win their business would do well to build a go-to-market model that leverages influencers in local communities, such as women's offline social networks and rural retail partners," it said.
The survey also suggested that cause-related marketing can also help companies boost female consumers awareness of a business's social values and its brands.
Accenture Strategy (Sales & Customer Services) MD Raghuram Devarakonda said, "Accenture conducted focus group discussion with consumers in 10 Indian states including Andhra Pradesh, Bihar, Gujarat, Karnataka, Madhya Pradesh, Maharashtra, Punjab, Rajasthan, UP and West Bengal. Participants were diverse in terms of age, gender, occupation and income.