Many rural lifestylers hold off their final purchase decisions until they are in the store or on an e-commerce site. When another brand enters as an option, the time needed for the consideration and evaluation steps of the purchase process is greatly condensed due to the ability to research on mobile devices in store.
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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.
Although technology may be assumed as a barrier to the rural lifestyle audience, according to studies by Successful Farming and NAFB, their levels of Internet access and use of Internet-enabled mobile phones are virtually that of the population as a whole. As agrimarketers, we often forget that producers and rural lifestylers are almost identical in behavior to general consumers.
April 2011—This study explores how online communities, brand advocates and customer reviews influence the purchase decisions of rural lifestylers.