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DEGBEE E)(AlrtrryATroN, SEpTEMBER 20ts

Fourth Semester
RI]RAL I\{ARKETING

(2011 Admissions-Regulaf/Z0l0 Admissions-supplementary)'

Time : Three Hours

Maximum: 60 Marks
Answer al! questions.
Each question carries 12 marks.

1.

Explain the main characteristics of rural consumer.

Or

_V

Discuss the basic elements of

3.

rural

economy.

Examine the business environment in Rural India.

Or

4., Discuss the role of rural marketing in Indian Economic development.

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q,'d.*""

the steps involved in rural customer purchase prooess.

Or
6.
7.

Discuss who a firm needs to do before

*l* large population

-Or

it

launches a new product

companies cannot afford to ignore rural

in Indian rural market.

markets"-Justifr the statement.

8'vliscuss the role of wholesalers, distributors and retailers in Indian rural control.

9.

Case Study (Compulsory):

'

RURAL TREASIIRE I{fu,m

It's t|:t",but just a little bit out of reach and focus. Indian FMCGs, who
hit the dusty roads out of
the cities to chase the great Indian rural marketing dream, are finding
oJrrr*, the pot of gold at
the end of this rainbow isn,t easy to find.
HURDLES
Companies like Procter & Gamble, Nestle

an! Cadbury, a-fter ttre exploratory safari or two, have

staf away from the rural Larkets. Mr. Rajeev
Managing Director of Cadbury India is on record s"yrng that
rural **r."ir", r. ;;;;
lalyhi,
come scunying back to city slickers, and decided to

Cadbury.

HLL officials arlmit that a significant portion of its sales come from
the rural markets, and
with the downswing in agricultural growth, volume has been rr""t"a.
ru,Jhas recenily phased
out Lipton Tea-a-2year old low priced rural tea brand with one
of the highest recall *,rfo". in the
branded tea industry-following competition from loose tea.
. Ihrn over