Description

SESSION SEPTEMBER 2024
PROGRAM BACHELORS OF BUSINESS ADMINISTRATION
SEMESTER (4BBA)
COURSE CODE & NAME DBB2206 RURAL MARKETING

Assignment Set – 1

1. Explain the factors contributing to the growth of rural markets.
Ans 1.
Factors Contributing to the Growth of Rural Markets
Rural markets have witnessed significant growth in recent years, driven by a combination of
demographic, economic, and technological factors. These markets are no longer confined to
traditional patterns of buying and selling but have transformed into vibrant centers of
economic activity. Below are the key factors contributing to the growth of rural markets:
Increasing Rural Population: Rural areas house a significant portion of the population,
especially in countries like India, where around 65-70% of people reside in villages. This
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2. Differentiate between rural and urban markets. Explain the concept of E – rural
market.
Ans 2.
Differences Between Rural and Urban Markets
Rural and urban markets differ significantly due to the distinct socio-economic, cultural, and
infrastructural characteristics of their respective populations. These differences influence
consumer behavior, purchasing power, and marketing strategies.
Key Differences Between Rural and Urban Markets
Aspect Rural Market Urban Market
Population
Density
Low population density spread over a
larger geographical area
High population density in
compact regions
3. Describe any two present day models of consumer behavior.
Ans 3.
The Howard-Sheth Model of Consumer Behavior
The Howard-Sheth Model is a widely recognized framework that seeks to explain the
decision-making process of consumers, especially in the context of complex buying behavior.
It is particularly relevant for high-involvement purchases where consumers invest significant
time and effort. This model identifies three main components: inputs, processes, and outputs.
The input variables include marketing stimuli such as product information, pricing,
promotional strategies, and the physical characteristics of the product. Social stimuli, such as
Assignment Set – 2
4. Explain the factors to be considered while designing rural distribution strategies.
Explain any three rural India’s distribution channel.
Ans 4.
Factors to Be Considered While Designing Rural Distribution Strategies
Designing effective rural distribution strategies requires a deep understanding of the unique
challenges and characteristics of rural markets. The following factors must be considered:
Geographic Spread and Accessibility: Rural areas are often spread across vast and remote
regions, with poor road infrastructure and limited transportation options. Companies need to
5. Explain the term scientific marketing. Describe a few characteristics of scientific
marketing.
Ans 5.
Scientific Marketing
Scientific marketing refers to a systematic, data-driven approach to understanding and
influencing consumer behavior. Unlike traditional marketing, which often relies on intuition
or experience, scientific marketing uses empirical data, research, and analytical tools to
develop strategies that are precise, effective, and measurable. This approach integrates
6. Explain the concept of E rural marketing. Describe a few pitfalls and difficulties
associated with e-rural marketing.
Ans 6.
Concept of E-Rural Marketing
E-rural marketing refers to the application of digital technologies and e-commerce platforms
to connect rural consumers and producers with larger markets. It involves leveraging the
internet, mobile networks, and digital tools to distribute products, provide services, and
facilitate transactions in rural areas. E-rural marketing bridges the gap between rural and
urban markets by overcoming traditional logistical and communication barriers, enabling