EXECUTIVE M.B.A. DEGREE EXAMINATION, MAY 2017
First and Second Years
A-MARKETING
Rural Retail Marketing
Time 3 Hours Maximum Marks: 70
SECTION-A × 5 15)
Answer Three questions
Q1) Nature of rural markets.
Buyer behaviour.
Rural Media.
Physical distribution.
Product adoption.
Reference groups.
SECTION-B × 15 45)
Answer Three questions.
Q2) Discuss in detail about rural environment of marketing.
Q3) What is Research? Explain about rural marketing research.
Q4) Write a note on packaging and branding decisions.
Q5) Explain about dynamics of distribution process.
Q6) Briefly explain different kinds of marketing intermediaries.
Q7) Describe the steps involved in developing retailing strategies.
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?