Community radio and cable TV are the news media most favoured by Isaan people in rural areas, according to media agency McCann Worldgroup.
Although its survey was conducted only in Khon Kaen province, it concluded that it can represent the whole Northeast region, said Varidda Voraakom, McCann's consumer insight director.
She said rural people enjoy listening to community radio because they consider it to have local content, while cable TV has more varied content, especially entertainment popular with them.
The relatively low price of cable TV installation is a factor of its penetration in rural areas, she said.
The survey also found that rural people went to flea markets to keep up to date on product trends but regarded prices at flea markets too high. "We found that rural people preferred buying goods at traditional shops because of lower prices and low transport costs," she said.
McCann also found that rural Northeasterners spent money for small products with low prices, replenishing goods when their stock has dwindled.
The agency conducted the survey from August 2-10 after clients in the food and personal-care sectors wanted an analysis of rural behaviour to guide development of their marketing activities. These clients were concerned they were not as familiar with buying trends in rural areas, unlike in Bangkok and other cities.
Varidda said marketing activities that can tap rural people should involve direct experience, such as direct sales or touch points like flea markets, in-village pick-up points and seasonal festivals.
She added that creating direct experience between product suppliers and rural consumers was a long-term process of creating brand |loyalty.