Understanding decision making behaviour for the consumption of media in Indian urban and rural context

Abstract

The media market value chain is a dynamic structure and it transforms in tandem with the changing consumption habits of audiences. In this study we aim to identify why certain individuals would (or would not) be inclined towards a particular type of media source/type. In the process, we want to explore the factors that determine this, the source of such attributes and the impact these attributes have across different types of content and media. Further, the aim is also to identify the differences in the factors in the context of an urban and rural setting. Using an idiographic approach, media consumption behaviours of six willing participants, three each from urban and rural areas, are looked at. They are analysed interviews using the Consumer Decision Model by Engel, Blackwell and Miniard (EBM). For the purpose of this study, the interrelations between the markets, levels of technology and the changing audience were ignored and factors from the perspective of the audience were considered. In doing so, we come face to face with the realities, expectations and experiences of individuals with the media surrounding them and how they engage with it on a political, social and economic level.