Question 1

An important factor in rural marketing is ........................, as the rural market is scattered and consists of different groups and socio economic class.&#10;A)segmentation&#10;B)standardisation&#10;C)regulation&#10;D)none of the above

Accepted Answer

Segmentation is crucial in rural marketing due to the diverse and scattered nature of rural markets, encompassing various groups and socio-economic classes.

Question 2

One of the basic cultural values in rural India is: 25&#10;A)decision making is individualistic&#10;B)decision making is collective&#10;C)decision making is swift&#10;D)none of the above

Accepted Answer

In rural India, decision making is often collective, involving family or community members, reflecting a cultural value of collectivism over individualism.

Question 3

Status refers to&#10;A)the place given to the individual because of his or her position or achievements&#10;B)the behaviours expected of the individual as a member of the group&#10;C)both a&b&#10;D)none of the above&#10;

Accepted Answer

Status refers to the place given to an individual because of their position or achievements, not the behaviors expected of them.

Question 4

_____________ groupsare the groups to which a consumer belongs as a memberin which the interaction is formal and less regular.&#10;A)primary&#10;B)secondary&#10;C)tertiary&#10;D)none of the above

Accepted Answer

Secondary groups are those in which a consumer is a member, and the interaction within these groups tends to be more formal and less regular compared to primary groups, which involve close, personal, and regular interactions.

Question 5

Industry observers are increasingly realising that at times, purchase of durables has nothing to do with income, but has more to do with ______________&#10;A)the opinion of the community&#10;B)the size of the family&#10;C)the availability of durables&#10;D)the price of durables

Accepted Answer

The answer of Industry observers are increasingly realising that at...

Question 6

Heterogeneity in rural lifestyles is mainly on account of the geography, varied income levels and _______________ of the consumers.&#10;A)occupation&#10;B)awareness&#10;C)cultural differences&#10;D)consumption

Accepted Answer

Cultural differences contribute to the heterogeneity in rural lifestyles along with geography and varied income levels.

Question 7

An example of a segmented market would be:&#10;A)Phillips marketing its product to whole of India with one marketing mix based on the concept 'Sense and Sensibility'.&#10;B)high-income and low-income consumers being treated the same at departmental stores&#10;C)a garden nursery seeing residents of urban areas and rural areas as one market needing trees.&#10;D)Hyundai separating its potential customers into economy car buyers and luxury car buyers.

Accepted Answer

Segmented marketing involves dividing the broader market into more narrowly defined customer segments. Hyundai's approach of categorizing potential customers into economy car buyers and luxury car buyers is an example of market segmentation, where different marketing strategies may be employed for each segment based on their specific needs, preferences, and financial capabilities.

Question 8

A commonly used basis for segmenting consumer markets is:&#10;A)organizational size.&#10;B)demographics.&#10;C)product type.&#10;D)price.

Accepted Answer

Demographics are a commonly used basis for segmenting consumer markets because they involve measurable characteristics of populations, such as age, gender, income, education, and family status, which can significantly influence buying behaviors.

Question 9

Segmentation by benefits sought is a type of product-related segmentation:&#10;A)to determine the marketer's effectiveness in satisfying the consumer.&#10;B)used to create a psychographic profile of the benefit of having the product as a common alternative.&#10;C)as a post-consumption evaluation tool.&#10;D)that focuses on the attributes that people seek in a product.

Accepted Answer

Segmentation by benefits sought focuses on identifying and categorizing consumers based on the specific benefits or attributes they look for in a product, rather than on demographic or psychographic characteristics. This approach helps marketers tailor their products and marketing strategies to meet the specific needs or desires of different consumer segments.

Question 10

The major segmentation variables for rural markets refers to which of the following?&#10;A)Geographic, density, psychographic, behavioural&#10;B)Gender, demographic, psychographic, lifestyle&#10;C)Geographic, demographic, psychographic, behavioural&#10;D)None of the above

Accepted Answer

The major segmentation variables for rural markets include Geographic (location, climate), Demographic (age, gender, income), Psychographic (lifestyle, values), and Behavioural (usage rate, brand loyalty) factors. These variables help in understanding and categorizing the rural market for better targeting and positioning of products or services.

Question 11

To be useful, market segments must be:&#10;A)Measurable and Accessible&#10;B)Substantial and Differentiable&#10;C)Actionable&#10;D)All of the above

Accepted Answer

The answer of To be useful, market segments must be:&#10;A)Measurable...

Question 12

All of the following would be ways to segment within the category of behavioural variable segmentation except:&#10;A)occasions.&#10;B)user status.&#10;C)loyalty status.&#10;D)lifestyle.

Accepted Answer

The answer of All of the following would be ways...

Question 13

&#34;Juice in the morning&#34; is an attempt to segment according to which of the following?&#10;A)gender segmentation&#10;B)psychographic segmentation&#10;C)benefit segmentation&#10;D)occasion segmentation

Accepted Answer

The answer of &#34;Juice in the morning&#34; is an attempt...

Question 14

When companies market products on the basis of what the product?s attributes will do for a given segment of consumers, they are using a form of behavioural segmentation known as:&#10;A)occasion segmentation.&#10;B)benefit segmentation.&#10;C)user status segmentation.&#10;D)usage rate segmentation.

Accepted Answer

The answer of When companies market products on the basis...

Question 15

Lifestyle is an example of which type of segmentation variable?&#10;A)psychographics&#10;B)demographics&#10;C)usage&#10;D)behavioural

Accepted Answer

The answer of Lifestyle is an example of which type...

Question 16

Loyalty status is an example of which type of segmentation variable?&#10;A)psychographics&#10;B)demographics&#10;C)usage&#10;D)behavioural

Accepted Answer

The answer of Loyalty status is an example of which...

Question 17

Geographic segmentation is about:&#10;A)Dividing consumer groups based on lifestyles.&#10;B)Dividing markets based on location.&#10;C)Understanding the benefit the product has to offer.&#10;D)Dividing consumer groups based on social status.

Accepted Answer

The answer of Geographic segmentation is about:&#10;A)Dividing consumer groups based...

Question 18

Lifestyle segmentation is about:&#10;A)Understanding how people live and developing products/services that match that way of life.&#10;B)Dividing the market into distinct groups of buyers&#10;C)Understanding what consumers like or dislike about their life.&#10;D)Developing stylish products for that segment.

Accepted Answer

The answer of Lifestyle segmentation is about:&#10;A)Understanding how people live...

Question 19

Readiness stage and attitude towards product are major segmentation variable in which category?&#10;A)Geographic&#10;B)Behavioural&#10;C)Demographic&#10;D)Psychographic

Accepted Answer

The answer of Readiness stage and attitude towards product are...

Deck 6: Market Segmentation and Rural Marketing