Deck 6: Market Segmentation and Rural Marketing

Question 1

An important factor in rural marketing is ........................, as the rural market is scattered and consists of different groups and socio economic class.

A)segmentation
B)standardisation
C)regulation
D)none of the above

Answer 1

segmentation

Question 2

One of the basic cultural values in rural India is: 25

A)decision making is individualistic
B)decision making is collective
C)decision making is swift
D)none of the above

Answer 2

decision making is collective

Question 3

Status refers to

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

Answer 3

the place given to the individual because of his or her position or achievements

Question 4

_____________ groupsare the groups to which a consumer belongs as a memberin which the interaction is formal and less regular.

A)primary
B)secondary
C)tertiary
D)none of the above

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 ______________

A)the opinion of the community
B)the size of the family
C)the availability of durables
D)the price of durables

Question 6

Heterogeneity in rural lifestyles is mainly on account of the geography, varied income levels and _______________ of the consumers.

A)occupation
B)awareness
C)cultural differences
D)consumption

Question 7

An example of a segmented market would be:

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

Question 8

A commonly used basis for segmenting consumer markets is:

A)organizational size.
B)demographics.
C)product type.
D)price.

Question 9

Segmentation by benefits sought is a type of product-related segmentation:

A)to determine the marketer's effectiveness in satisfying the consumer.
B)used to create a psychographic profile of the benefit of having the product as a common alternative.
C)as a post-consumption evaluation tool.
D)that focuses on the attributes that people seek in a product.

Question 10

The major segmentation variables for rural markets refers to which of the following?

A)Geographic, density, psychographic, behavioural
B)Gender, demographic, psychographic, lifestyle
C)Geographic, demographic, psychographic, behavioural
D)None of the above

Question 11

To be useful, market segments must be:

A)Measurable and Accessible
B)Substantial and Differentiable
C)Actionable
D)All of the above

Question 12

All of the following would be ways to segment within the category of behavioural variable segmentation except:

A)occasions.
B)user status.
C)loyalty status.
D)lifestyle.

Question 13

"Juice in the morning" is an attempt to segment according to which of the following?

A)gender segmentation
B)psychographic segmentation
C)benefit segmentation
D)occasion segmentation

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:

A)occasion segmentation.
B)benefit segmentation.
C)user status segmentation.
D)usage rate segmentation.

Question 15

Lifestyle is an example of which type of segmentation variable?

A)psychographics
B)demographics
C)usage
D)behavioural

Question 16

Loyalty status is an example of which type of segmentation variable?

A)psychographics
B)demographics
C)usage
D)behavioural

Question 17

Geographic segmentation is about:

A)Dividing consumer groups based on lifestyles.
B)Dividing markets based on location.
C)Understanding the benefit the product has to offer.
D)Dividing consumer groups based on social status.

Question 18

Lifestyle segmentation is about:

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

Question 19

Readiness stage and attitude towards product are major segmentation variable in which category?

A)Geographic
B)Behavioural
C)Demographic
D)Psychographic