MS-611: Rural Marketing last 3 yrs paper
June, 2021
Section-A
- (a) What are Rural Markets? What is the nature of transactions that take place in rural markets? Discuss.
(b) Discuss the impact of technology in rural markets. Also explain the rural technology initiatives taken by few Indian companies marketing their products in Rural Areas
- Explain the Buyer Behaviour process in the context of Rural Markets. Taking cues from rural consumers, explains their decision-making process with respect to information search; sources of information; evaluation of alternatives and how they arrive at purchase decision with respect to FMCG products. Give suitable examples.
- Identify the major differences between pricing strategies for the Rural v/s the Urban markets. How would the pricing decision for villages in India be addressed if we were to decide on price of
(a) Ceiling fan?
(b) Hair oil for men and women?
Discuss.
- Write short notes on any three of the following:
(a) Branding Decisions for Rural markets
(b) Ways of Promotion and Demonstration in the Rural Context
(c) Indicators considered for constructing Rural Market Index
(d) Behavioural Aspects in Rural Distribution
(e) Business Environment of Rural Markets
- A company is making consumer toiletries and is very successful in Urban Markets of India. Knowing the growth in Rural Markets, the company has now decided to fray into rural markets in India. They want to carry out Market Research to understand rural buying behaviour and therefore want suggestions regarding the following:
(a) What information needs to be gathered in this Market Research process to be successful?
(b) Market observations in terms of:
(i) Product range to be offered
(ii) Distribution methods to be usedHow could you help the company in gathering the above information required for successful marketing in Rural Markets in India?
Section-B
December, 2020
Section-A
- (a) What are the specific challenges for marketers intending to make a bid for the rural markets? Explain with the help of examples.
(b) Explain the role of reference groups in the context of rural markets, giving suitable examples.
- (a) Discuss the significance of Melas and Haats for rural communication.
(b) Explain the relevance of symbols, pictorial representations, music and rhythm for designing rural promotion.
- (a) With the help of example explain the behavioural aspects in rural distribution.
(b) Explain the implications of seasonal demand on rural distribution
- Write short notes on any three of the following:
(a) The structure or rural society and its impact on rural marketing
(b) Differences in urban-rural market research
(c) Rural pricing strategies
(d) Impact of technology on rural marketing
(e) Nature of transactions in rural markets
- (a) As a marketer of Fast Moving Consumer Goods you have developed a product (you may consider any product of your choice) specifically targetted at rural markets. Suggest a suitable branding and packaging strategy for your product.
(b) For the above product formulate a sales promotion strategy with the objective of inducing product trials by the rural consumers.
Section-B
June, 2020
Section-A
- (a) What do you understand by the term ‘Rural Markets’? Explain the nature of transactions that take place in the rural market.
(b) With the help of examples, explain the differences between urban and rural market research.
- (a) Discuss the product strategies for the rural markets. Is product modification a better course of action than developing a product specifically for the rural market Discuss.
(b) Explain the concept of promotional pricing in the context of rural markets.
- (a) What is Sales Promotion? Discuss its relevance to the rural markets.
(b) What are the different place utility preferences that rural consumers display? Discuss the implications of their preferences for marketers.
- Write short notes on any three of the following:
(a) Impact of rural politics on rural marketing(b) Family life cycle and lifestyle
(c) Rural advertising through conventional media
(d) Usage of symbols and pictures in rural communication
(e) Dynamics of rural physical distribution
- (a) What are the factors that influence rural buying behaviour? What in your opinion would be the most influential reference 4 groups for the following products and why?
(i) Tractor
(ii) Washing Soap/Detergent(b) What are the major challenges for effective marketing communication for rural markets? Suggest suitable media strategy for the following products:
(i) Motorcycle
(ii) Tea
Section-B
Also view
- IGNOU Course details and sample paper link
- Sample paper of ignou for exam
- Solved Assignments of IGNOU courses
