Question 1

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

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

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

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.

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 ______________

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.

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:

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:

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:

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?

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:

Accepted Answer

Market segments must be measurable (the size, purchasing power, and profiles of the segments can be measured), accessible (the market segments can be effectively reached and served), substantial (the market segments are large and profitable enough to serve), differentiable (the segments are conceptually distinguishable and respond differently to different marketing mix elements and programs), and actionable (effective programs can be designed for attracting and serving the segments). Therefore, all of the options A, B, and C are correct, making D the correct choice.

Question 12

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

Accepted Answer

Lifestyle segmentation is actually a form of psychographic segmentation, not behavioral. It involves dividing the market based on lifestyle preferences, such as activities, interests, and opinions, rather than behaviors like product usage or loyalty.

Question 13

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

Accepted Answer

"Juice in the morning" targets a specific time or occasion for consuming the product, which aligns with occasion segmentation. This approach categorizes consumers based on when they use or consume a product.

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:

Accepted Answer

Benefit segmentation focuses on dividing the market based on the specific benefits consumers seek from the product, which aligns with marketing products based on what their attributes will do for consumers.

Question 15

Lifestyle is an example of which type of segmentation variable?

Accepted Answer

Lifestyle segmentation is a part of psychographics, which involves dividing the market based on interests, activities, opinions, values, and attitudes.

Question 16

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

Accepted Answer

Loyalty status is an example of behavioral segmentation, as it categorizes consumers based on their behavior towards the brand, including their loyalty and purchasing habits.

Question 17

Geographic segmentation is about:

Accepted Answer

Geographic segmentation involves dividing markets or consumer groups based on their location, such as countries, states, regions, cities, or neighborhoods, to tailor marketing strategies to local preferences, needs, or conditions.

Question 18

Lifestyle segmentation is about:

Accepted Answer

Lifestyle segmentation focuses on understanding the way people live—their activities, interests, and opinions—and then creating products or services that align with those lifestyles. It goes beyond basic demographics to grasp the consumer's habits and preferences in a way that products can be tailored to fit into their lives seamlessly.

Question 19

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

Accepted Answer

Readiness stage and attitude towards a product are considered behavioral segmentation variables because they relate to how a consumer behaves or their disposition towards a product, including their readiness to purchase or their feelings and perceptions about the product.

Quiz 6: Market Segmentation and Rural Marketing