State agricultural university MBA (ABM) admission · India · State agricultural universities via ICAR AIEEA-PG Group 19
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 State agricultural university MBA admission spread across the units of Rural Marketing. Difficulty: 23 easy, 8 medium, 0 hard.
| Product strategy for durables and non-durables | 4 | |
| Rural distribution: haats and mandis | 4 | |
| Concept and scope of rural markets | 3 | |
| Socio-cultural and demographic environment | 3 | |
| Rural consumer behaviour | 3 | |
| Farmer behaviour as a buyer | 3 | |
| Rural pricing | 3 | |
| Media planning and rural communication | 3 | |
| Rural retail | 3 | |
| Rural finance and purchasing power | 2 |
Choose an answer, then open the working. Each explanation says why the right answer is right and why the others are not.
In the Indian Census, a rural area is defined as
C. any area that is not classified as urban
The Census defines urban areas (statutory towns and census towns) and treats the remainder as rural. There is no separate positive definition of rural, so population cut-offs or landownership are not the test.
A district has 240,000 rural households. Market research suggests 35% of households will use a shampoo sachet, and each user household will buy 6 sachets a month. What is the annual market potential in sachets?
D. 6,048,000
Chain ratio: households x penetration x sachets per month x 12 = 240,000 x 0.35 x 6 x 12 = 6,048,000. Forgetting penetration gives 17,280,000; forgetting to annualise gives 504,000 (a monthly figure). 1,008,000 assumes one sachet a month per user household.
The Kisan Credit Card scheme, introduced in India in 1998, mainly provides farmers with
D. a revolving credit limit for crop production and related needs
The KCC gives a revolving short-term credit limit for crop and allied needs. It is not a machinery subsidy or a pension card, and while insurance has been linked to crop loans, the card itself is a credit product.
Compared with a household buying soap, a farmer buying pesticide is more likely to
C. judge the purchase by the expected return on the crop and the risk of crop loss
Farm inputs are business purchases judged by expected return and risk, often with dealer advice. Impulse buying and colour-based choice fit low-involvement consumer goods.
A rural buyer purchases a pack that copies a well-known brand's colours and design but carries a slightly different name. This is an example of
D. a look-alike or spurious product
Look-alike or spurious products imitate the visual identity of an established brand to mislead buyers who recognise packs by sight. Private labels, co-brands and line extensions are legitimate branding strategies.
Before competing for brand share in a rural category such as packaged tea, a firm often has to first
C. convert households from loose or unbranded products to packaged ones
Category development, moving households from unbranded or home-made alternatives, usually comes before brand competition in rural markets.
A biscuit pack sells at a price point of 5. To offset higher costs, the maker keeps the price at 5 but cuts the contents from 60 g to 50 g. By how much has the price per gram risen?
D. 20%
Price per gram rises from 5/60 = 0.0833 to 5/50 = 0.1000; ratio 1.20, a rise of 20%. The fall in grams, 10/60 = 16.7%, is the tempting slip; 0% ignores that less product is sold for the same price.
In parts of South India, a weekly rural market is commonly called a
A. shandy
Shandy is the South Indian term for a periodic market. A mandi is a wholesale produce market, a mela a large fair, and a kirana a general store.
Why do consumer-durable and input dealers cluster in mandi towns?
A. farmers come there with cash after selling their produce
The mandi is where farm produce is sold, so farmers have cash on hand there, especially in the arrival season. There is no legal requirement and competition is often intense.
Areas that are not reached by conventional mass media are called
B. media-dark areas
Media-dark areas have little television, radio or print reach, so non-conventional and interpersonal methods such as vans, wall paintings and folk media are used.
Ten here, 31 in the app. The Laisha app has every practice question we have written to State agricultural university MBA admission 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.
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