Personal values and the purchase of mass media entertainment services in rural India

Abstract

The study analyses the impact of six personal values on purchase decision for mass media entertainment services in rural India. The study finds that security influences all stages of the purchase process from pre-purchase to purchase, but not post-purchase, while conformity influences all stages of the purchase process except for need recognition in the pre-purchase stage. Hedonism and tradition have a similar impact on different stages of the purchase decision process. The nature of the product and the context of the purchase also affect the impact of personal values on the purchase decision. These findings will help marketers to penetrate rural markets in India. The study recommends that marketers should design communication messages to include local dialects and ensure that their content aligns with the culture and customs of rural people.