Accenture is out with its 2015 Masters of Rural Markets series, research that promises fresh fodder for companies headed that way. In a survey of over 2,800 consumers in 320 villages and 32 census towns in eight states, it has zeroed in on four key segments:

‘Traditionalists’, who stick to conventional buying channels and are driven by necessity, which means they will prefer the cheapest option compromising on features and aesthetics; ‘Steady Climbers’, who want to stand tall among peers by buying branded products; ‘Young Enthusiasts’, 18- to 28-year-olds who pride on their ability to use digital technology and go for branded purchases. They are also the ones who influence all the other segments; ‘Village Elites’ are the highly educated ones for whom quality, features and aesthetics are of prime importance.

The study also identifies ways in which rural consumers are changing and slots them into three broad dimensions:

‘Aspirational’ — keen to spend more on education and health of their families for a better future. They are also buying branded products to enhance their social image; ‘Networked’ — are connected both physically and digitally and use multiple channels to garner information. They go to the cities for bigger purchases; ‘Discerning’ — do not easily believe advertising and are wary of retailer ploys and schemes. They share more information with their peers and are market-savvy.

Watch this space for more on the research.

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