Rural lifestylers turn to third-party verification of information, often online, before making a purchase decision. Whether it is advice or a product review, their decision-making process is being influenced by complete strangers with a common interest. We believe there are two types of influencers that have decision-making impact on potential customers; macro and micro influencers. These influencers are sought out while making purchasing decisions.
Rural lifestylers seek information, reviews, ratings and recommendations online. They are more likely to seize control of the process and actively pull information helpful to them. This increased online activity is an addition in the decision-making process. The accessibility of technology allows online activity to be as prominent for making purchase decisions as it is for general consumers.
Does social media have an important role in their decision-making process? How critical are customer reviews? Who do rural lifestylers trust in their online community?
To find the answers to these and other questions, Paulsen Marketing surveyed rural lifestylers all across the country. Their responses provided great insight to how this unique audience segment continues to embrace new technology, engage in social media and change the traditional sales process.
Paulsen Marketing conducted a three-month study in 2011 to better understand how online communities, brand advocates and customer reviews influence the purchase decisions of rural lifestylers.
The study involved 13 personal interviews with rural lifestylers in the Midwest, as well as 341 completed e-mail surveys of rural lifestylers in a random representative sample of the United States in C and D counties.
April 2011—This study explores how online communities, brand advocates and customer reviews influence the purchase decisions of rural lifestylers.