Exam Details
| Subject | rural marketing | |
| Paper | ||
| Exam / Course | m.b.a. in b – marketing management | |
| Department | ||
| Organization | acharya nagarjuna university-distance education | |
| Position | ||
| Exam Date | May, 2017 | |
| City, State | new delhi, new delhi |
Question Paper
M.B.A. DEGREE EXAMINATION, MAY 2017
Third Year
B MARKETING MANAGEMENT
Rural Marketing
Time 3 Hours Maximum Marks: 75
SECTION-A × 5 15)
Answer three questions
Q1) Rural buyers.
Branding.
Physical infrastructure.
Rural promotion.
Product adoption.
Rural marketing research.
SECTION-B × 15 45)
Answer three questions
Q2) What are the various factors influencing rural market environment?
Q3) Bringout the opportunities available at rural media.
Q4) Write a note on product augmentation for the rural market.
Q5) Explain the determinants of rural buyer behaviour.
Q6) Describe the phases in product development process in rural markets.
Q7) Discuss about participants of rural distribution process.
SECTION-C
Compulsory
Q8) Case study
RURAL BUYERS
According to Pradeep Kashyap, Urban buyer is individual-driven, whereas in
rural areas, decision making is a collective process. If a village adopts a
toothpaste instead of a tooth-powder, the process starts with the Pradhan. Rural
buyers do take longer to adopt a brand, but once they do so, they are more loyal
than their urban counter-parts. Collective principle also works in brand adoption.
Thus we have Nirma villages, Escorts villages, Mahindra villages and Wheel
villages. The consensual decision is respected by the majority. Rural buyers are
also as quality conscious as their urban counter-parts. However, product's
functionality is far more important to them. They, therefore, prefer a no-frills
product. The role models for aspirational products are the same as those for
urbanities. But for specifically rural products, we have to think of a better and more convincing role model like a Pradhan, a teacher, armed force personnel
etc.
Question:
How can we market a shampoo to a rural buyer?
Third Year
B MARKETING MANAGEMENT
Rural Marketing
Time 3 Hours Maximum Marks: 75
SECTION-A × 5 15)
Answer three questions
Q1) Rural buyers.
Branding.
Physical infrastructure.
Rural promotion.
Product adoption.
Rural marketing research.
SECTION-B × 15 45)
Answer three questions
Q2) What are the various factors influencing rural market environment?
Q3) Bringout the opportunities available at rural media.
Q4) Write a note on product augmentation for the rural market.
Q5) Explain the determinants of rural buyer behaviour.
Q6) Describe the phases in product development process in rural markets.
Q7) Discuss about participants of rural distribution process.
SECTION-C
Compulsory
Q8) Case study
RURAL BUYERS
According to Pradeep Kashyap, Urban buyer is individual-driven, whereas in
rural areas, decision making is a collective process. If a village adopts a
toothpaste instead of a tooth-powder, the process starts with the Pradhan. Rural
buyers do take longer to adopt a brand, but once they do so, they are more loyal
than their urban counter-parts. Collective principle also works in brand adoption.
Thus we have Nirma villages, Escorts villages, Mahindra villages and Wheel
villages. The consensual decision is respected by the majority. Rural buyers are
also as quality conscious as their urban counter-parts. However, product's
functionality is far more important to them. They, therefore, prefer a no-frills
product. The role models for aspirational products are the same as those for
urbanities. But for specifically rural products, we have to think of a better and more convincing role model like a Pradhan, a teacher, armed force personnel
etc.
Question:
How can we market a shampoo to a rural buyer?