ASRB NET and ARS / SMS / STO recruitment · India · Agricultural Scientists Recruitment Board (ICAR)
Original practice questions written to the published syllabus · not past papersMarketing to rural consumers and farmers: their environment, behaviour, and the products, prices, channels and media that reach them.
In the exams: agribusiness management PhD entrance and fellowship examinations (present); light in agricultural master's entrance examinations
How our questions for ASRB NET and ARS / SMS / STO recruitment spread across the units of Rural Marketing. Difficulty: 1 easy, 48 medium, 4 hard.
| Rural distribution: haats and mandis | 8 | |
| Rural retail | 6 | |
| Concept and scope of rural markets | 5 | |
| Socio-cultural and demographic environment | 5 | |
| Rural consumer behaviour | 5 | |
| Farmer behaviour as a buyer | 5 | |
| Product strategy for durables and non-durables | 5 | |
| Rural pricing | 5 | |
| Media planning and rural communication | 5 | |
| Rural finance and purchasing power | 4 |
Choose an answer, then open the working. Each explanation says why the right answer is right and why the others are not.
Which is NOT one of Rogers' five attributes of an innovation that affect its rate of adoption?
A. price elasticity
Rogers' five are relative advantage, compatibility, complexity, trialability and observability. Price elasticity is an economic measure of demand response, not one of the five.
A rural buyer asks for a detergent by describing 'the yellow packet with the picture of a bucket'. What does this most suggest for the brand owner?
D. pack colours and visuals act as the brand, so they must stay consistent and be protected from look-alikes
Low-literacy buyers recognise brands by sight, so visual identity carries the brand and makes imitation a real threat. Changing the pack often would confuse such buyers.
In the purchase of a tractor by a farm family, the dealer who advises on models and arranges finance, the son who compares specifications online, and the father who decides together form
A. a buying centre
Several people with different roles (influencer, information gatherer, decider) make up a buying centre, a concept from organisational buying that fits high-value farm purchases.
Why do refill pouches sell well in rural markets for products normally sold in rigid containers?
A. they cost less than a new container, so the price point is lower for the same product
Pouches save on container cost, lowering the price the buyer must pay. There is no legal requirement, and shelf life depends on the product and material.
In a hub-and-spoke rural distribution system, the 'spokes' are best described as
B. sub-stockists, wholesalers or vans carrying goods from a town stockist to nearby villages
The hub is the town stockist or depot; spokes are the links that carry goods out to smaller towns and villages. Factories and head office sit upstream.
In DAGMAR, the communication stages through which the audience is moved are
D. unawareness, awareness, comprehension, conviction, action
DAGMAR (Defining Advertising Goals for Measured Advertising Results) sets measurable objectives along these stages. AIDA is attention-interest-desire-action; the other two are Rogers' innovation-decision and older adoption stages.
In East Africa, the mobile-money model that spread after its launch in Kenya in 2007 relies on
C. networks of local agents, such as small shops, who convert cash to mobile balances and back
Cash-in and cash-out agents in shops let people without bank accounts use money on basic phones. The model does not need bank branches or smartphones.
Pay-as-you-go solar lighting sold to rural households in East Africa makes the product affordable mainly by
B. letting buyers pay small mobile-money instalments, with the device locking if payments stop
Small, frequent mobile payments match irregular incomes, and remote locking secures repayment. It is a pricing and payment innovation, not a giveaway.
The tianguis of Mexico is best described as
D. a traditional periodic open-air market
Tianguis are periodic markets with pre-colonial roots, comparable to haats. They are not exchanges, supermarkets or banks.
Large conditional cash-transfer programmes in countries such as Brazil and Mexico mattered for rural marketers mainly because they
A. raised the cash incomes of poor rural households, and hence local demand
Transfers add cash to rural economies and increase spending power. They did not ban brands, replace retail or fix prices.
Ten here, 53 in the app. The Laisha app has every practice question we have written to ASRB NET and ARS / SMS / STO recruitment in this subject, marked as you go, with timed papers, a jump-to-unanswered list and a certificate when you pass at 70 per cent.
Free for ten days, then one subscription of US$10 a month. We would rather say so here than have you find it later.
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