Unit 1 Rural Marketing

Which institution described rural marketing as a method that involves all

aspects of market structure and system related to farm commodities?
a) National Commission on Agriculture
b) Thomson
c) Rural Marketers Association
d) Indian Economic Revaluation Committee
Answer: a) National Commission on Agriculture

According to Thomson, what does rural marketing include?

a) The flow of farm-produced food only
b) The flow of farm-produced food and raw materials
c) The flow of farm-produced food, raw materials, and their derivatives
d) The flow of raw materials and their derivatives only
Answer: c) The flow of farm-produced food, raw materials, and their
derivatives

Which time period saw the transformation of impoverished communities into

thriving commercial hubs through scientific farming?
a) Part I (Prior to 1960)
b) Part II (1960-1990)
c) Part III (1990-Present)
d) None of the above
Answer: b) Part II (1960-1990)

What were the main agricultural products during Part I (Prior to 1960) of rural
marketing?
a) Textiles and industrial goods
b) Food grains and industrial inputs
c) Farm machinery and equipment
d) Crafts and pottery
Answer: b) Food grains and industrial inputs

Which group of merchants were involved in selling goods like bamboo baskets,
ropes, window and door frames during Part I (Prior to 1960)?
a) Blacksmiths, carpenters, cobblers, and potters
b) Farmers and agricultural laborers
c) Textile manufacturers and exporters
d) Industrialists and entrepreneurs
Answer: a) Blacksmiths, carpenters, cobblers, and potters

What did the economic revaluation in India after 1990 bring to the concept of
rural marketing?
a) Decline in agricultural productivity
b) Increase in urbanization
c) New meaning and significance
d) Decrease in the scope of rural markets
Answer: c) New meaning and significance

Which activities are included in the study of rural marketing?

a) Pre-harvest operations and transportation only
b) Grading and storage of agricultural products only
c) Assembly, grading, storage, transportation, and distribution
d) Post-harvest operations and marketing research
Answer: c) Assembly, grading, storage, transportation, and distribution

What factors contributed to the alteration of the rural environment in relation

to wheat and paddy cultivation?
a) Improved irrigation systems
b) Soil testing
c) Use of high yield variety seeds
d) Fertilisers and pesticides
e) Introduction of machinery like power tillers, harvesters, and threshers
f) All of the above
Answer: f) All of the above

Why did the marketing of agricultural inputs become crucial during the
mentioned period?
a) To ensure the availability of necessary resources for farming
b) To promote the use of modern agricultural techniques
c) To meet the increasing demand for wheat and paddy
d) To improve productivity and yield in rural areas
e) All of the above
Answer: e) All of the above

What led to the separation of "marketing of agricultural inputs" and traditional

"Agricultural Marketing" as distinct areas of activity?
a) The emphasis on rural product marketing
b) The introduction of modern farming techniques
c) The need for specialized marketing strategies for agricultural inputs
d) The increase in demand for agricultural products
Answer: c) The need for specialized marketing strategies for agricultural inputs

Why did household commodities and durables marketing receive less attention
in rural markets during the earlier phases?
a) The rural population had limited purchasing power
b) The country's economic situation restricted consumer spending
c) Foreign corporations were not allowed to operate in the Indian market
d) The focus was primarily on urban markets
Answer: a) The rural population had limited purchasing power

What contributed to the neglect of rural markets as an ancillary to

metropolitan markets?
a) The dispersed nature of little hamlets and villages
b) The challenging and expensive travel between rural areas
c) The assumption that rural markets had limited potential
d) The lack of infrastructure and accessibility in rural areas
e) All of the above
Answer: e) All of the above

How did the industrial sector contribute to the socio-economic advancement of

the rural area in India?
a) It increased the country's Gross National Product (GNP) contribution
b) It created a brand-new service industry in rural areas
c) It led to the development of agrarian culture into an industrial one
d) It attracted socially conscious business companies to invest in rural markets
e) All of the above
Answer: e) All of the above

What are the key characteristics of the rural Indian market?

a) Large, diverse, and scattered market
b) Limited availability of stores
c) Presence of various races, cultures, and religions
d) All of the above
Answer: d) All of the above

What is a key factor in rural wealth and directly impacts the income of rural
residents?
a) Standard of living
b) Rising literacy rates
c) Crop failure
d) Government pricing regulation
Answer: c) Crop failure

Which of the following factors has contributed to the increase in discretionary

earnings among rural consumers?
a) Low literacy rates
b) Little savings
c) Favorable monsoon
d) Conventional outlook
Answer: c) Favorable monsoon
What percentage of Indians living in rural areas are estimated to be literate?
a) 45%
b) 55%
c) 65%
d) 75%
Answer: a) 45%

Why is the diverse socioeconomic background of rural residents important for

the rural market?
a) It impacts the government's efforts for rural development.
b) It presents challenges in physical distribution.
c) It influences the standard of living in rural areas.
d) It affects the profitability of agriculture.
Answer: b) It presents challenges in physical distribution.

What is a major challenge faced by marketers in rural areas due to insufficient

infrastructure facilities?
a) Lack of communication systems
b) Low per capita incomes
c) Backward society
d) Rising literacy rates
Answer: a) Lack of communication systems

Why are rural markets alluring to marketers in the era of globalization,

privatization, and liberalization?
a) They offer a higher standard of living compared to urban markets.
b) They provide easy access to banking facilities.
c) They have a diverse socioeconomic background.
d) They present a sizable potential due to their size and demand.
Answer: d) They present a sizable potential due to their size and demand.

How does the income source of rural consumers impact their standard of
living?
a) It increases their literacy rates.
b) It leads to a backward society.
c) It results in low per capita incomes.
d) It provides rising disposable income.
Answer: d) It provides rising disposable income.

Here are seven multiple-choice questions based on the given topic:

What is the main factor contributing to the expanding prosperity in the rural
market?
a) Favorable monsoons
b) Growth in agricultural output
c) Increasing urban population
d) Government funding for rural development
Answer: b) Growth in agricultural output

Which segment of the population holds a significant portion of India's middle

class and disposable income?
a) Urban residents
b) Foreign immigrants
c) Rural residents
d) Government officials
Answer: c) Rural residents

What percentage of toilet-soap users are from the rural market?

a) 30%
b) 38%
c) 58%
d) 70%
Answer: d) 70%

Which of the following products have a significant market presence in rural

areas?
a) Smartphones and laptops
b) Luxury cars and designer clothing
c) TV sets and washing soap
d) Perfumes and cosmetics
Answer: c) TV sets and washing soap

What is the size of the rural market in terms of population?

a) Over 500 million people
b) Over 600 million people
c) Over 700 million people
d) Over 800 million people
Answer: c) Over 700 million people
What is one factor that has led to increased interaction between rural and
urban populations?
a) Rising literacy rates in rural areas
b) Improved transportation and communication
c) Increased foreign remittances
d) Government programs for rural development
Answer: b) Improved transportation and communication

How has globalization impacted rural India?

a) It has led to a decline in agricultural prosperity
b) It has primarily affected urban populations
c) It has had a slow but significant impact on rural areas
d) It has resulted in a decrease in rural population
Answer: c) It has had a slow but significant impact on rural areas

Which factor influences local business strategies in terms of prices and product
availability?
a) Global market changes
b) Youth knowledge and information
c) Socioeconomic factors
d) Lifestyle-based products
Answer: a) Global market changes

What is the correlation between leadership in a product/service and rural

India?
a) They are unrelated
b) Leadership in rural India leads to leadership in urban India
c) Leadership in urban India leads to leadership in rural India
d) Rural and urban leadership are independent
Answer: b) Leadership in rural India leads to leadership in urban India

What percentage of middle-income households are currently located in the

rural market?
a) One third
b) Two thirds
c) Half
d) Three quarters
Answer: b) Two thirds

How does an increase in rural income affect purchasing power according to the
study?
a) An increase of 10,000 crores for each 1% increase in rural income
b) An increase of 1% in purchasing power for each 10,000 crores increase in
rural income
c) An increase of 1% in rural income has no effect on purchasing power
d) An increase of 1% in rural income leads to a decrease in purchasing power
Answer: b) An increase of 1% in purchasing power for each 10,000 crores
increase in rural income

What is a key challenge faced by marketers when entering rural markets?

a) Lack of literacy
b) High product prices
c) Saturation of the urban market
d) Availability of luxury products
Answer: a) Lack of literacy

Which communication channel is less useful in rural markets due to the lack of
literacy?
a) Print media
b) Television advertisements
c) Social media
d) Radio broadcasts
Answer: a) Print media

What is the current state of rural India in terms of poverty and improvement?
a) Rural India remains impoverished with no signs of improvement
b) Rural India has improved significantly and poverty has been eradicated
c) Rural India is not as impoverished as before and things are improving
d) The poverty level in rural India has doubled in recent years
Answer: c) Rural India is not as impoverished as before and things are
improving

What is the primary factor affecting consumption in rural markets?

a) Cultural diversity
b) Transportation issues
c) Inefficient distribution channels
d) Low income per capita
Answer: d) Low income per capita

What is one of the main challenges in distributing goods in rural markets?

a) Inadequate infrastructure
b) Language barriers
c) Cultural compatibility
d) High literacy rates
Answer: a) Inadequate infrastructure

Approximately how many villages in India lack road connections?

a) One lakh
b) Two lakh
c) Three lakh
d) Six lakh
Answer: d) Six lakh

What is a common mode of transportation used for distributing goods in rural

areas?
a) Trains
b) Bicycles
c) Tractors or bullock carts
d) Trucks
Answer: c) Tractors or bullock carts

Why are manufacturers hesitant to open outlets in rural areas?

a) Lack of cultural compatibility
b) High literacy rates
c) Insufficient infrastructure
d) Low income per capita
Answer: c) Insufficient infrastructure
What is a major obstacle to marketing communication in rural regions?
a) High literacy rates
b) Cultural compatibility
c) Weak communications infrastructure
d) Adequate transportation
Answer: c) Weak communications infrastructure

Which factor contributes to the need for numerous intermediaries in rural

markets?
a) Efficient distribution channels
b) High income per capita
c) Low cultural diversity
d) Poorly planned distribution chain
Answer: d) Poorly planned distribution chain

Which of the following is NOT mentioned as a challenge in rural

communication?
a) Cultural hurdles
b) General economic backwardness
c) Lack of internet access
d) Low literacy rate
Answer: c) Lack of internet access

What are the three basic elements of the communication infrastructure

mentioned in the passage?
a) Internet, telegraph, and telephone
b) Post office, telegraph, and telephone
c) Radio, television, and telephone
d) Post office, radio, and internet
Answer: b) Post office, telegraph, and telephone

How many official languages are there in India?

a) 12
b) 15
c) 18
d) 20
Answer: c) 18

Why are rural customers less exposed to new items compared to urban
consumers?
a) Lack of interest in new products
b) Limited availability of products in rural areas
c) Lower purchasing power of rural customers
d) Inadequate marketing efforts in rural areas
Answer: b) Limited availability of products in rural areas

Which factor plays a significant role in determining purchase decisions in rural

areas?
a) Quality of the product
b) Brand reputation
c) Price of the product
d) Advertising and promotion
Answer: c) Price of the product
What is a challenge in marketing and distribution in rural areas?
a) Seasonal demand
b) Dispersed markets
c) Lack of communication infrastructure
d) Cultural hurdles
Answer: b) Dispersed markets

Why is market segmentation important in rural marketing?

a) It helps identify the most profitable market segments
b) It allows for better communication with rural customers
c) It helps overcome cultural hurdles in rural areas
d) It enables targeting of specific sub-markets with customized strategies
Answer: d) It enables targeting of specific sub-markets with customized
strategies

Which function of warehousing is important in addressing the differences in

timing and quantity of agricultural products in rural areas?
a) Storing function
b) Distribution function
c) Production function
d) Pricing function
Answer: a) Storing function

What is one major challenge faced by warehousing in rural areas?

a) Lack of demand for agricultural products
b) Inadequate storage facilities
c) High cost of transportation
d) Excessive competition from other warehousing organizations
Answer: b) Inadequate storage facilities

Why is distribution hampered in rural markets?

a) Lack of suitable banking and credit services
b) Insufficient production of agricultural items
c) Inadequate promotional activities
d) High pricing of products
Answer: a) Lack of suitable banking and credit services

What is one consequence of inadequate credit facilities in rural areas?

a) High marketing efforts in rural areas
b) Increased inventory carrying capacity for retailers
c) Ability to grant credit to customers
d) Availability of one bank for every fifty villages
Answer: c) Inability to grant credit to customers

Which type of packaging is more popular in rural areas?

a) Large-sized packaging
b) Medium-sized packaging
c) Smaller packaging
d) No preference for packaging size
Answer: c) Smaller packaging

What is one barrier to rural buyers understanding the features of a product?

a) Lack of regional tongue
b) Lack of product availability
c) Lack of demand for large-sized packaging
d) Lack of suitable banking services
Answer: a) Lack of regional tongue

What is one solution to the problems faced in rural markets?

a) Increasing the number of public warehousing organizations
b) Providing suitable banking and credit services
c) Promoting large-sized packaging
d) Reducing marketing efforts in rural areas
Answer: b) Providing suitable banking and credit services

Which strategy can help address the physical distribution issues in India's rural
markets?
a) Establishing joint networks of stockists and clearing-cum-forwarding agents
b) Implementing digital marketing campaigns
c) Increasing the use of bullock carts for distribution
d) Setting up exclusive retail outlets in rural areas
Answer: a) Establishing joint networks of stockists and clearing-cum-forwarding
agents

What is the benefit of having a joint network of stockists and clearing-cum-

forwarding agents in rural markets?
a) Reducing the cost of physical distribution
b) Increasing the availability of trucks for transportation
c) Encouraging direct sales contact with rural consumers
d) Enhancing the promotion of sales through delivery trucks
Answer: a) Reducing the cost of physical distribution

How can businesses make direct sales contact with rural consumers in India?
a) Through the use of bullock carts for distribution
b) By establishing exclusive retail outlets in rural areas
c) Utilizing delivery vans to transport goods to retail establishments
d) Promoting weekly bazaars in rural markets
Answer: c) Utilizing delivery vans to transport goods to retail establishments

Which approach is recommended for the distribution of fertilizer and consumer

items in rural areas?
a) Opening retail locations operated by the government
b) Encouraging cooperative stores to open businesses in rural areas
c) Appointing multiple retailers in feeder towns connected to stockists
d) Promoting the use of bullock carts for distribution
Answer: c) Appointing multiple retailers in feeder towns connected to stockists

What qualities should salespeople possess to effectively handle rural markets

in India?
a) Fluency in the local language and experience in urban sales
b) Proficiency in digital marketing and technical skills
c) Willingness to work in rural areas and ability to communicate with rural
consumers
d) Experience in sales force management and extensive travel experience
Answer: c) Willingness to work in rural areas and ability to communicate with
rural consumers
What role should the sales manager play in managing a dispersed sales force in
rural areas?
a) Overseeing and assisting salespeople during sales calls
b) Conducting market research and competitor analysis
c) Developing digital marketing strategies
d) Setting sales targets and monitoring performance metrics
Answer: a) Overseeing and assisting salespeople during sales calls

What is the recommended approach for recruitment and selection of

salespeople for rural markets?
a) Hiring salespeople with experience in urban and suburban areas
b) Prioritizing candidates with technical skills and digital marketing expertise
c) Considering only salespeople willing to work in rural areas and who possess
local language proficiency
d) Providing extensive training to salespeople for rural market management
Answer: c) Considering only salespeople willing to work in rural areas and who
possess local language proficiency

Which of the following is not a objective of promoting panchayat, cooperative,

postal, banking, and credit organizations in rural areas?
a) Enhancing rural industries
b) Developing rural leadership
c) Upgrading rural marketing facilities
d) Reducing the disparity between urban and rural areas
Answer: a) Enhancing rural industries

The financial support provided for the development of farmers, agricultural

unskilled labor, small and large rural entrepreneurs, and artisans aims to:
a) Boost urban economies
b) Strengthen urban industries
c) Enhance rural areas' economies
d) Improve educational institutions in rural areas
Answer: c) Enhance rural areas' economies

Which of the following is a focus area for the development of rural industries?
a) Large-scale industries
b) Urban crafts
c) Industrial hubs
d) Village industries
Answer: d) Village industries

The objective of advancing agriculture, livestock production, and other

agriculturally related fields is to:
a) Boost urban employment
b) Strengthen urban infrastructure
c) Promote rural tourism
d) Enhance rural agricultural practices
Answer: d) Enhance rural agricultural practices

What measures are taken to encourage farmers to improve crop-growing

practices and soil preservation techniques?
a) Providing financial support for farmers
b) Setting up irrigation systems
c) Promoting the use of better seeds and fertilizers
d) All of the above
Answer: d) All of the above

The objective of building leisure and entertainment facilities in rural areas is to:
a) Attract urban tourists
b) Promote urbanization
c) Improve the quality of life for rural residents
d) Enhance rural marketing facilities
Answer: c) Improve the quality of life for rural residents

The goal of reducing the disparity in facilities between urban and rural areas is
to:
a) Increase urbanization
b) Strengthen urban industries
c) Improve rural infrastructure
d) Promote urban crafts
Answer: c) Improve rural infrastructure

What is a common feature of the joint family structure in rural communities?

a) Independent living quarters
b) Individual kitchen for each family member
c) Separate ownership of assets
d) Shared living quarters and kitchen
Answer: d) Shared living quarters and kitchen

In rural areas, how is divorce typically viewed?

a) Encouraged and supported
b) Rare and discouraged
c) Common and accepted
d) Exclusively a religious requirement
Answer: b) Rare and discouraged

Which of the following statements best describes the standing of women in

rural areas?
a) Women enjoy favorable standing compared to men
b) Women have equal independence as men
c) Women have limited independence compared to men
d) Women have complete autonomy and decision-making power
Answer: c) Women have limited independence compared to men

What is the primary occupation in rural areas?

a) Manufacturing and industry
b) Technology and IT services
c) Agriculture and related industries
d) Financial services and banking
Answer: c) Agriculture and related industries

Why is agriculture considered the backbone of rural society?

a) It provides abundant job opportunities in urban areas
b) It is the primary source of income in economically developing nations
c) It has no impact on the social and political stability of nations
d) It does not contribute to rural development
Answer: b) It is the primary source of income in economically developing
nations
What is the impact of inadequate rural services and infrastructure on women
in rural areas?
a) Increased employment prospects for women
b) Enhanced access to education and healthcare
c) Limited opportunities for women in employment
d) Reduced cultural restrictions on women's roles
Answer: c) Limited opportunities for women in employment

Which of the following is a characteristic of the lifestyle in rural areas?

a) Abundance of public services like banks and markets
b) Well-developed transportation and sanitation systems
c) Scarce or nonexistent public services
d) Equal access to healthcare and housing
Answer: c) Scarce or nonexistent public services

What is a common characteristic of rural areas in terms of employment?

a) High job opportunities and low unemployment rates
b) Stable and consistent employment throughout the year
c) Seasonal, underemployment, and regular unemployment
d) Overemployment and disguised unemployment
Answer: c) Seasonal, underemployment, and regular unemployment

What is the main cause of indebtedness in rural areas?

a) High wages and strong marketing infrastructure
b) Access to institutional lending institutions
c) Lack of farm and non-farm employment alternatives
d) Government support and subsidies
Answer: c) Lack of farm and non-farm employment alternatives

What is the definition of rural population?

a) People living in urban centers with high population density
b) People living in locations closer to urban centers
c) People living in areas with a lower population density than urban areas
d) People living in metropolitan areas
Answer: c) People living in areas with a lower population density than urban
areas

What can be inferred about the population distribution in less developed

countries?
a) The majority of the population lives in urban areas
b) Rural populations are typically higher than urban populations
c) There is an equal distribution between rural and urban populations
d) There is no significant difference in population distribution
Answer: b) Rural populations are typically higher than urban populations

What does duality refer to in the context of rural areas?

a) The coexistence of two different cultural practices
b) The presence of superstitions and conventional behaviors
c) The existence of both developed and underdeveloped characteristics
d) The balance between social structure and political mobilization
Answer: c) The existence of both developed and underdeveloped
characteristics
Which type of unemployment is characterized by people working without an
increase in output?
a) Seasonal unemployment
b) Regular unemployment
c) Disguised unemployment
d) Overemployment
Answer: c) Disguised unemployment

What is a common consequence of heavy indebtedness in rural areas?

a) Increased access to institutional lending institutions
b) Improved living conditions and wages
c) Dependence on local money lenders and high suicide rates
d) Decreased reliance on agriculture and farming
Answer: c) Dependence on local money lenders and high suicide rates

What are the main reasons for inequality in rural areas?

a. Lack of education
b. Historical, social, economic, and political factors
c. Migration to urban areas
d. Exploitation by copycat businesses
Answer: b

Why do rural residents often migrate to urban areas?

a. Lack of basic services in rural communities
b. Higher literacy rates in urban areas
c. Availability of more resources in urban areas
d. Unregulated conditions in rural areas
Answer: a

Which group of people typically has low literacy rates in rural areas?
a. Men
b. Wealthy individuals
c. Landowners
d. Women
Answer: d

What does "double poisoning" refer to in the context of migration?

a. The negative impact of migration on both rural and urban areas
b. The lack of basic services in rural communities
c. The exploitation of rural residents by copycat businesses
d. The unequal distribution of wealth in rural areas
Answer: a

How do rural markets differ from urban markets?

a. Rural markets have a larger population.
b. Rural markets have higher literacy rates.
c. Rural markets are less regulated.
d. Rural markets have better access to basic services.
Answer: c

Why is it important to raise awareness among rural residents?

a. To reduce migration to urban areas
b. To improve the literacy rates in rural areas
c. To prevent exploitation in rural markets
d. To address inequality and poor conditions in rural areas
Answer: d

What factor contributes to unequal population distribution in different

regions?
a. Environmental factors only
b. Human factors only
c. Both environmental and human factors
d. Lack of basic services in rural communities
Answer: c

Which of the following is a distinguishing factor between rural and urban

areas?
a) Population densities
b) Ethnic diversity
c) Access to technology
d) Education levels
Answer: a) Population densities

Which of the following is a primary source of income in rural areas?

a) IT occupations
b) Manufacturing industries
c) Farming and fishing
d) Clerical and professional jobs
Answer: c) Farming and fishing
What is a key component of rural livelihood?
a) Infrastructure development
b) Relying on nature
c) Service-related industries
d) Migration population
Answer: b) Relying on nature

In urban areas, job inheritance is:

a) Common and prevalent
b) Uncommon and rare
c) The primary source of income
d) Restricted to clerical jobs
Answer: b) Uncommon and rare

How does the rural economy differ from the urban economy?
a) The rural economy is more commercialized.
b) The rural economy is closed and less commercialized.
c) The urban economy relies heavily on farming and fishing.
d) The urban economy is primarily based on manufacturing industries.
Answer: b) The rural economy is closed and less commercialized.

Which areas have better infrastructure facilities?

a) Rural areas
b) Urban areas
c) Both have equal infrastructure facilities
d) Infrastructure facilities are not mentioned in the text.
Answer: b) Urban areas

Which group of residents is more open to change and adaptation?

a) Rural residents
b) Urban residents
c) Both groups have similar views on modernity
d) Views on modernity are not mentioned in the text.
Answer: b) Urban residents

What type of family structure is more prevalent in rural areas?

a) Joint family
b) Nuclear family
c) Extended family
d) Single-parent family
Answer: a) Joint family

Which of the following is true regarding possession of personal property in

rural markets?
a) Possession of personal property is high in rural areas.
b) Possession of personal property is low in rural areas.
c) Possession of personal property is equal in rural and urban areas.
d) Possession of personal property depends on the income level of the
household.
Answer: b) Possession of personal property is low in rural areas.

What is one of the main reasons for higher mobility in urban areas?
a) Lifetime employment opportunities
b) High level of education
c) Continual improvement in rural markets
d) Frequent switching of employers
Answer: d) Frequent switching of employers

In which areas is the literacy rate higher?

a) Rural marketplaces
b) Metropolitan areas
c) Both have the same literacy rate
d) Literacy rate depends on the region within the country
Answer: b) Metropolitan areas

Why do people in urban areas have more exposure to resources?

a) Higher income levels
b) Greater availability of resources in urban areas
c) Higher literacy rate and access to media
d) Government support for urban residents
Answer: c) Higher literacy rate and access to media

What is the outlook on life of people in rural marketplaces?

a) Rational
b) Fatalistic
c) Optimistic
d) Pessimistic
Answer: b) Fatalistic
Why is productivity higher in urban areas?
a) Higher population density
b) Availability of skilled labor
c) More outlets for distribution
d) Several manufacturing operations taking place
Answer: d) Several manufacturing operations taking place

What is the main difference between rural and urban marketing?

a) Rural marketing focuses on agricultural products, while urban marketing
focuses on industrial products.
b) Rural marketing targets consumers in rural areas, while urban marketing
targets consumers in urban areas.
c) Rural marketing is more cost-effective than urban marketing.
d) Rural marketing primarily uses traditional advertising channels, while urban
marketing relies on digital marketing.
Answer: b) Rural marketing targets consumers in rural areas, while urban
marketing targets consumers in urban areas.

Which of the following factors has a higher impact on rural consumer behavior
compared to urban consumer behavior?
a) Seasonality of agricultural production
b) Digital media exposure
c) Disposable income
d) Social media influence
Answer: a) Seasonality of agricultural production

Why is accessing rural markets challenging for marketers?

a) Rural consumers are not interested in purchasing products.
b) Rural areas have lower literacy rates compared to urban areas.
c) Rural areas are scattered over a large geographic area with low population
density.
d) Marketers prefer to target urban consumers for higher profits.
Answer: c) Rural areas are scattered over a large geographic area with low
population density.

What percentage of India's population lives in rural areas?

a) 32%
b) 68.84%
c) 41%
d) 58%
Answer: b) 68.84%

Which segment of the population has a larger disposable income in India?

a) Urban population
b) Rural population
c) There is no significant difference in disposable income between urban and
rural areas.
d) Disposable income is not a relevant factor in marketing.
Answer: b) Rural population

What is the current status of rural market potential in India?

a) It has reached its peak and is no longer expanding.
b) Marketers have fully tapped into rural markets.
c) Rural market potential is expanding rapidly.
d) Rural markets have become less attractive to marketers.
Answer: c) Rural market potential is expanding rapidly.

Which of the following is NOT a characteristic that distinguishes rural areas

from urban areas in India?
a) Literacy rates
b) Family structure
c) Occupational patterns
d) Digital media penetration
Answer: d) Digital media penetration

What are the characteristics of rural markets in India?

a. Homogeneous linguistic and cultural backgrounds
b. Concentrated in urban areas
c. Scattered throughout the country
d. Limited disposable income
Answer: c. Scattered throughout the country

Why are marketers shifting their focus to rural markets in India?

a. High competition in urban markets
b. Lack of purchasing power in rural areas
c. Limited availability of products in rural markets
d. Preference of rural consumers for luxury goods
Answer: a. High competition in urban markets

What is one of the reasons for the increased demand for lifestyle products in
rural areas?
a. Decreased literacy rates
b. Limited exposure to urban areas
c. Migration of young people to cities
d. Lack of access to cable television
Answer: c. Migration of young people to cities

What has contributed to improved marketing opportunities in rural areas?

a. Decreased income levels
b. Limited reach of cable television
c. Increased competition from urban markets
d. Wider reach of cable television
Answer: d. Wider reach of cable television

What is the core aspect of rural marketing?

a. Price
b. Promotion
c. Product
d. Place
Answer: c. Product

How can rural branding be effective in small-town markets?

a. Using complex and abstract brand names
b. Focusing on urban consumers' preferences
c. Developing recognizable brand names
d. Ignoring the needs of rural consumers
Answer: c. Developing recognizable brand names
What are the distinguishing factors of FMCG branding in rural markets?
a. Colour, images of animals and birds, and numbers
b. Celebrity endorsements and social media presence
c. High pricing and exclusive packaging
d. Minimalistic design and simplicity
Answer: a. Colour, images of animals and birds, and numbers

What factor should a marketer keep in mind while choosing a product for the
rural market?
a) Availability in urban areas
b) Complex features for advanced users
c) Basic, user-friendly product with after-sales support or maintenance
d) High-end luxury features
Answer: c) Basic, user-friendly product with after-sales support or maintenance

Why should the packaging of a product be simple and communicate in the local
language for rural consumers?
a) Rural consumers prefer complex packaging designs
b) Rural consumers are not concerned with product information
c) Simple packaging is affordable and easy to understand
d) Rural consumers do not make purchasing decisions based on packaging
Answer: c) Simple packaging is affordable and easy to understand

What pricing strategy is preferred for FMCG products in rural areas?

a) Higher prices to indicate premium quality
b) Large unit packs to attract bulk buyers
c) Smaller unit packs for affordability
d) No pricing strategy is required for FMCG products
Answer: c) Smaller unit packs for affordability

What method is commonly used to make products accessible to rural

consumers?
a) Direct selling through company-owned stores
b) Online platforms for easy ordering
c) Offering loans through banks
d) Exclusive distribution through urban retailers
Answer: c) Offering loans through banks

Which tier of rural warehousing presents a significant challenge for businesses

to store their goods?
a) District levels reached by CWC and SWCS
b) Co-operatives at the mandi level
c) Rural godowns owned by Panchayat Heads
d) All tiers of rural warehousing are equally challenging
Answer: c) Rural godowns owned by Panchayat Heads

What is one of the issues faced in rural distribution?

a) Overdeveloped transportation networks
b) Lack of access to storage facilities
c) Excessive competition from urban retailers
d) Limited demand for products in rural areas
Answer: b) Lack of access to storage facilities

What term best describes the state of transportation in rural areas?

a) Advanced and well-connected
b) Developed but underutilized
c) Underdeveloped
d) Nonexistent
Answer: c) Underdeveloped

Which of the following is a challenge faced by marketers in serving retailers in

rural areas?
a) Lack of appropriate means of communication
b) Presence of suitable dealers
c) Poor viability of outlets in rural areas
d) Poor financial facilities for rural outlets
Answer: a) Lack of appropriate means of communication

What is one challenge faced by marketers when storing goods in rural

locations?
a) Lack of suitable dealers
b) High expenses due to middlemen
c) Poor financial facilities for rural outlets
d) Lack of appropriate means of communication
Answer: b) High expenses due to middlemen

Which of the following is an effective medium for rural communication?

a) Radio
b) Television
c) Print media
d) All of the above
Answer: d) All of the above

What are some examples of non-traditional media used for rural

communication?
a) Print and cinema
b) Television and posters
c) Theater and fairs
d) Radio and haats
Answer: c) Theater and fairs

What percentage of the Indian rural market currently accounts for the FMCG
sector?
a) 53%
b) 59%
c) 100%
d) 6.6%
Answer: a) 53%

Which company is known for its active rural marketing efforts in India?
a) Hindustan Lever
b) Coca-Cola India
c) Colgate
d) LG Electronics
Answer: a) Hindustan Lever

What is an important factor to consider when planning an efficient promotion

in rural areas?
a) Customization for each hamlet
b) High literacy rates
c) Urban reach and attitudes
d) Non-traditional media only
Answer: a) Customization for each hamlet

Which of the following items has a higher Monthly per Capita Expenditure
(MPCE) in rural areas compared to urban areas?
a) Milk & milk products
b) Fruits
c) Clothing & footwear
d) Education
Answer: c) Clothing & footwear

What is the Monthly per Capita Expenditure (MPCE) for fuel & light in urban
areas?
a) 49
b) 115
c) 138
d) 161
Answer: d) 161

Which of the following items has the highest MPCE in urban areas?
a) Cereals & cereal substitutes
b) Edible oil
c) Medical
d) Rent
Answer: d) Rent

Which consumer category has the highest MPCE in rural areas?

a) Fuel & light
b) Misc. goods, entertainment
c) Taxes & cesses
d) Durable goods
Answer: c) Taxes & cesses

What is the MPCE for "Beverages, refreshments & processed food" in rural
areas?
a) 26
b) 38
c) 60
d) 81
Answer: b) 38

In which area is the MPCE for "Egg, fish & meat" higher?
a) Rural
b) Urban
Answer: b) Urban

Which population has a higher possibility for social enterprise and rural
marketing?
a) Rural
b) Urban
Answer: a) Rural
Which factor highlights the need for businesses to implement micro strategies
in rural markets?
a) Linguistic diversity
b) Cultural diversity
c) Religious diversity
d) All of the above
Answer: d) All of the above

What percentage of rural consumers in India listen to the radio?

a) 30%
b) 50%
c) 70%
d) 90%
Answer: c) 70%

Which media channels can be used for rural communication?

a) Only conventional media
b) Only unconventional media
c) Both conventional and unconventional media
d) None of the above
Answer: c) Both conventional and unconventional media

What is one of the major challenges in selling products to rural consumers?

a) Limited disposable cash
b) High product demand
c) Abundance of traditional advertising media
d) Availability of urban marketplaces
Answer: a) Limited disposable cash

What percentage of rural households in India have access to TV?

a) 41%
b) 59%
c) 70%
d) 90%
Answer: a) 41%

What are some sources from which rural customers receive information?
a) Shops, murals, and mobile businesses
b) Weekly markets
c) Only conventional media
d) Both a) and b)
Answer: d) Both a) and b)

Why do rural customers demonstrate value consciousness in their purchasing

behavior?
a) Higher incomes in rural areas
b) Lower cost of living in urban areas
c) Limited consumption in rural areas
d) Availability of traditional advertising media
Answer: c) Limited consumption in rural areas

Which session focuses on income expenditure in rural marketing?

a) Session 1: Market Research Techniques
b) Session 2: Advertising Strategies
c) Session 3: Consumer Behavior Analysis
d) Session 4: Income Expenditure in Rural Marketing
Answer: d) Session 4: Income Expenditure in Rural Marketing

What is one of the primary goals of the programs in India, as mentioned in the
text?
a) Increasing income inequality
b) Developing infrastructure in rural areas
c) Expanding population growth
d) Eradicating poverty and reducing income inequality
Answer: d) Eradicating poverty and reducing income inequality

According to the National Statistical Office (NSO), which households have

reserved advantages of knowledge and education?
a) Urban households
b) Rural households with higher income levels
c) Poor households in rural areas
d) Middle-income households
Answer: b) Rural households with higher income levels

Why is it important to understand the distribution of money at the micro level?

a) To assess the impact of adjustment and stabilization measures
b) To determine the national income distribution
c) To analyze consumer spending patterns
d) To measure the economic growth rate
Answer: a) To assess the impact of adjustment and stabilization measures
Which organization has conducted all-India household surveys on income
distribution?
a) National Statistical Office (NSO)
b) Ministry of Statistics and Programme Implementation (MOSPI)
c) National Council of Applied Economic Research (NCAER)
d) National Rural Employment Guarantee Act (NREGA)
Answer: c) National Council of Applied Economic Research (NCAER)

What can the expenditure pattern and consumption budget characteristics

indicate?
a) The availability of infrastructure in rural areas
b) The impact of poverty eradication programs
c) The well-being and standard of living in a household
d) The educational levels in rural areas
Answer: c) The well-being and standard of living in a household

Which indicator of household welfare is mentioned in the text?

a) Healthcare expenditure
b) Enrollment in school
c) Dropout rates
d) Food consumption pattern
Answer: d) Food consumption pattern

Which of the following is NOT considered a component of consumption

expenditure?
a) Clothing
b) Gasoline
c) Cereals
d) Rent
Answer: d) Rent

The term "CE.I" refers to consumption expenditure that includes:

a) Owner-occupied homes
b) Health and education
c) Gasoline and clothing
d) Ceremonies and pulses
Answer: a) Owner-occupied homes

What is the primary reason for the lower inequality in the per capita consumer
expenditure distribution compared to per capita income distribution?
a) Higher imputed value of owner-occupied homes
b) Lower consumption levels
c) Inclusion of non-food products
d) Exclusion of rent
Answer: a) Higher imputed value of owner-occupied homes

What percentage of households falls under the spending category of Rs. 20-30
per capita monthly expenditure for edible oil?
a) 40%
b) 50%
c) 60%
d) 70%
Answer: c) 60%
Why do neither urban nor rural consumers use high-end oil brands?
a) They prefer contemporary forms of oil.
b) They once purchased oil in open drums.
c) High-end oil brands are not available in their areas.
d) They cannot afford high-end oil brands.
Answer: b) They once purchased oil in open drums.

What percentage of households falls under the spending categories of less than
Rs. 20 for sugar consumption?
a) 87%
b) 92%
c) 97%
d) 100%
Answer: c) 97%

Compared to non-food, non-essential commodities, how much do middle-class

families typically spend on sugar?
a) More
b) Less
c) The same
d) It depends on the region
Answer: b) Less

What is the main reason for the lack of vegetable consumption in nine homes?
a) Lack of availability in the local market
b) High cost of vegetables
c) Preference for other types of food
d) Inadequate storage facilities
Answer: b) High cost of vegetables

What percentage of households spend less than 20 rupees per person per
month on fruits?
a) 8%
b) 17%
c) 66%
d) 75%
Answer: c) 66%

What percentage of households spend between 10 and 20 rupees on spices?

a) 8%
b) 17%
c) 66%
d) 75%
Answer: d) 75%

Why is salt consumption not at extremely high levels in rural homes?

a) Limited availability of salt in rural areas
b) Lack of awareness about the health benefits of salt
c) Financial constraints of the households
d) Preference for other types of seasoning
Answer: a) Limited availability of salt in rural areas

What percentage of households reported spending money on education?

a) 56%
b) 78%
c) 86%
d) 100%
Answer: c) 86%

What is the main category of non-food spending for households?

a) Education
b) Medical services
c) Housing
d) Transportation
Answer: b) Medical services

What percentage of households spend less than Rs. 50 on medical services?

a) 6%
b) 17%
c) 94%
d) 100%
Answer: c) 94%

Which asset group had the highest proportion among household assets,
according to the data?
a) Residential space
b) Land
c) Consumer goods
d) Financial assets
Answer: a) Residential space
What percentage of financial assets was represented on average?
a) 41%
b) 38%
c) 8%
d) 3%
Answer: d) 3%

In which agro-climatic zone villages was the composition of living homes

highest?
a) Cauvery Delta Zone
b) High Altitude Zone
c) Southern Zone
d) High Rainfall Zone
Answer: a) Cauvery Delta Zone

Which factor(s) determine the source of income for households?

a) Location
b) Employment
c) Soil's production
d) All of the above
Answer: d) All of the above

What was the average cost of a dwelling?

a) Rs. 60,184
b) Rs. 86,229
c) Rs. 64,335
d) None of the above
Answer: a) Rs. 60,184

Which zone had the highest value for consumer durables as a percentage of
household assets?
a) Cauvery Delta Zone
b) North East Zone
c) High Altitude Zone
d) Southern Zone
Answer: b) North East Zone

Which asset group was ranked fourth in the asset composition?

a) Residential space
b) Land
c) Consumer durables
d) Agriculture equipment
Answer: d) Agriculture equipment

Which program was initiated by the Indian government to promote dairy

animal activities?
a) IRDP
b) IERP
c) IRDA
d) IRMP
Answer: a) IRDP

What was the reason for the Indian government revamping the IRDP program?
a) Lack of participation from rural households
b) Insufficient funds allocated for the program
c) Low profitability of the program
d) Inadequate government support for the program
Answer: c) Low profitability of the program

According to the given information, what was the primary reason for replacing
cattle with alternative mechanical energy in rural households?
a) The cost of feeding livestock was too high
b) Lack of availability of suitable cattle breeds
c) The government mandated the use of mechanical energy
d) Cattle were causing environmental damage
Answer: a) The cost of feeding livestock was too high

Which of the following is NOT listed as one of the eight primary sources of
income in rural households?
a) Agriculture
b) Livestock
c) Government service
d) Manufacturing
Answer: d) Manufacturing

What percentage of the average household income of the middle class comes
from wages?
a) 40%
b) 49%
c) 50%
d) 60%
Answer: b) 49%

According to the information provided, which source of income had the highest
contribution to the total income of the middle-class households?
a) Agriculture
b) Livestock
c) Trees
d) Wage
Answer: d) Wage

Which type of income was significantly less than wage income for middle-class
households?
a) Agriculture income
b) Livestock income
c) Trees income
d) Government service income
Answer: a) Agriculture income

What is the average salary from government services?

A) Rs 3118
B) Rs 4276
C) Rs 14,144
D) Rs 2,584
Answer: B) Rs 4276

In which zone was the wage income disparity the highest?

A) North Western Zone
B) High-Altitude Zone
C) Western Zone
D) Eastern Zone
Answer: A) North Western Zone

What is one of the best ways to both make money and protect the
environment?
A) Raising animals
B) Growing trees
C) Working in the private sector
D) Increasing government spending
Answer: B) Growing trees

Why is there no tree revenue in the High-Altitude Zone?

A) The government restricts tree growth in this area.
B) The inhabitants do not value trees.
C) The geography and strong winds hinder tree growth.
D) The area is covered with dense forests.
Answer: C) The geography and strong winds hinder tree growth.

What percentage of household income sources is made up of wage and

agricultural revenue?
A) 18%
B) 32%
C) 70%
D) 84%
Answer: C) 70%
Which category of workers in the government and private sector earns a higher
average salary?
A) Government sector
B) Private sector
C) Both earn the same average salary
D) The topic does not provide this information
Answer: A) Government sector

What is one source of additional revenue for some villages?

A) Wage income
B) Agricultural revenue
C) Property rights
D) Raising animals
Answer: D) Raising animals

What is the average per capita income across the seven agro-climatic zones?
a) Rs. 9635
b) Rs. 6891
c) Rs. 13763
d) Rs. 2500
Answer: a) Rs. 9635

Which agro-climatic zone reported the highest per capita income?

a) High Rainfall Zone
b) Western Zone
c) None of the above
d) Insufficient information
Answer: b) Western Zone

What percentage of households fell into the lowest income category (below Rs.
2500)?
a) 0.85%
b) 28%
c) 31%
d) 7%
Answer: a) 0.85%

Which income bracket had the highest percentage of households?

a) Below Rs. 2500
b) Rs. 2500-Rs. 5000
c) Rs. 5000-Rs. 7500
d) Above Rs. 20000
Answer: c) Rs. 5000-Rs. 7500

What is the percentage of households earning up to Rs. 20000?

a) 7%
b) 31%
c) 0.85%
d) Insufficient information
Answer: d) Insufficient information

Is there a consistent link between income class and the percentage of

households earning up to Rs. 20000?
a) Yes
b) No
c) Insufficient information
d) None of the above
Answer: c) Insufficient information

In which zone was there no registration for the lowest income level (below Rs.
2500)?
a) Western Zone
b) High Rainfall Zone
c) Insufficient information
d) None of the above
Answer: b) High Rainfall Zone

What is the main occupation of people in the High-Altitude Zone?

a) Tea plantation workers
b) Elderly caregivers
c) Farmers
d) Government employees
Answer: a) Tea plantation workers

Which region has the highest proportion of households in the High-Altitude

Zone?
a) North West Zone
b) Southern Zone
c) High Rainfall Zone
d) Northern Region
Answer: a) North West Zone

What percentage of households fall into the High Rainfall Zone?

a) 38%
b) 39%
c) 20%
d) 67%
Answer: b) 39%

What category of spending accounts for the highest percentage of the typical
household's budget?
a) Food
b) Education
c) Transportation
d) Miscellaneous costs
Answer: a) Food

How much of the household budget is spent on non-food expenses?

a) 67%
b) 9%
c) 6%
d) 19,555
Answer: b) 9%

Which expense head shows the lowest level of spending?

a) Clothing
b) Education
c) Health care
d) Miscellaneous costs
Answer: d) Miscellaneous costs

What is the cost of transportation as a percentage of the total costs?

a) 1,147
b) 6%
c) 721
d) 67%
Answer: b) 6%
Unit 2 Rural Marketing

Market segmentation is the process of:

a) Combining target markets into larger groups
b) Identifying characteristics of different market segments
c) Targeting all consumers with the same product
d) Selling products to a mass market
Answer: b) Identifying characteristics of different market segments

What is the purpose of market segmentation?

a) To create a variety of brands and products
b) To optimize marketing efforts
c) To target all consumers with the same product
d) To sell products in the mass market
Answer: b) To optimize marketing efforts

What are the three key decisions in market segmentation?

a) Segmenting, targeting, and positioning
b) Mass marketing, targeting, and positioning
c) Packaging, pricing, and promotion
d) Market research, product development, and distribution
Answer: a) Segmenting, targeting, and positioning
Mass marketing theory suggests that:
a) Different marketing strategies should be used for different market segments
b) All consumers have similar needs and wants
c) Market segmentation is unnecessary
d) Rural markets should be treated the same as metropolitan markets
Answer: b) All consumers have similar needs and wants

What is the purpose of targeting in market segmentation?

a) To select profitable market segments
b) To create a mass marketing strategy
c) To offer the same product to everyone
d) To extend the metropolitan market to rural regions
Answer: a) To select profitable market segments

Which of the following is an example of effective market segmentation?

a) Offering the same product to all consumers
b) Targeting all consumers with mass marketing
c) Creating different brands for different income levels
d) Advertising metropolitan goods in rural markets
Answer: c) Creating different brands for different income levels

What is positioning in market segmentation?

a) The process of segmenting the target market
b) Selecting market coverage tactics
c) Creating a unique image for a brand in consumers' minds
d) Optimizing products, marketing, and sales efforts
Answer: c) Creating a unique image for a brand in consumers' minds

Which marketing approach focuses on targeting a very small group of

consumers with specialized needs?
a) Mass marketing
b) Niche marketing
c) Micro marketing
d) Segmentation marketing
Answer: b) Niche marketing

What is the main characteristic of a niche market?

a) It targets the entire market at once
b) It focuses on a broad range of consumer needs
c) It has few or no competitors
d) It treats every consumer the same
Answer: c) It has few or no competitors

What is the primary objective of micro marketing?

a) To target a large consumer base
b) To customize products for specific consumer groups
c) To treat every consumer the same
d) To focus on mass marketing strategies
Answer: b) To customize products for specific consumer groups

Which marketing approach involves dividing the target market into smaller
segments based on characteristics and needs?
a) Mass marketing
b) Niche marketing
c) Micro marketing
d) Segmentation marketing
Answer: d) Segmentation marketing

Which brand uses mass marketing to reach the entire market at once?
a) Hamam
b) Lifebuoy
c) Colgate
d) Cibaca
Answer: a) Hamam

How does niche marketing differ from mass marketing?

a) Niche marketing focuses on specialized consumer needs, while mass
marketing targets the entire market.
b) Niche marketing treats every consumer the same, while mass marketing
customizes products.
c) Niche marketing has many competitors, while mass marketing has few.
d) Niche marketing does not target any specific consumer group, while mass
marketing does.
Answer: a) Niche marketing focuses on specialized consumer needs, while
mass marketing targets the entire market.

What is the purpose of segmentation marketing?

a) To treat every consumer the same
b) To focus on niche markets
c) To divide the target market into smaller segments based on characteristics
and needs
d) To customize products for specific consumer groups
Answer: c) To divide the target market into smaller segments based on
characteristics and needs

Which marketing approach focuses on tailoring products and advertising

campaigns to the preferences of a specific geographic customer base?
a) Local marketing
b) Targeted marketing
c) Personal marketing
d) Micro marketing
Answer: a) Local marketing

What is the main advantage of regional and local brands in local marketing?
a) They have a broader geographic reach
b) They can better understand local customers and their unique needs
c) They have more exposure to urban residents
d) They can create standardized products for all markets
Answer: b) They can better understand local customers and their unique needs

Personal marketing is also known as:

a) Customized marketing
b) Targeted marketing
c) Micro marketing
d) Aggregate marketing
Answer: a) Customized marketing
How has information technology contributed to personal marketing in rural
areas?
a) It has enabled the creation of products according to the requirements of
specific customers
b) It has increased exposure for rural residents
c) It has eliminated the need for segmentation tactics
d) It has reduced the importance of geographic customer preferences
Answer: a) It has enabled the creation of products according to the
requirements of specific customers

What is the first step in the current marketing concept?

a) Local marketing
b) Targeted marketing
c) Personal marketing
d) Micro marketing
Answer: b) Targeted marketing

Which marketing strategy views the whole market as divided into small
segments requiring unique marketing strategies?
a) Local marketing
b) Targeted marketing
c) Personal marketing
d) Micro marketing
Answer: b) Targeted marketing

What are some examples of individual marketing in a rural setting?

a) Advertising campaigns tailored to specific geographic areas
b) Creating products based on the preferences of a certain customer base
c) Offering customized services like tailoring or carpentry
d) Marketing mix development for the whole market as a single unit
Answer: c) Offering customized services like tailoring or carpentry

Which approach is used to choose divisions in a company based on their

capabilities?
a) Shotgun approach
b) Rifle approach
c) Market segmentation approach
d) Comprehensive approach
Answer: b) Rifle approach

Which of the following is NOT a factor considered in geographical

segmentation?
a) Area
b) City size
c) Demographic characteristics
d) Rural, semi-urban, or urban classification
Answer: c) Demographic characteristics

How many regions are considered in the geographical segmentation of rural

India?
a) Two
b) Three
c) Four
d) Five
Answer: c) Four

Which factor influences the consumption of particular products in geographical

segmentation?
a) Infrastructure level
b) Cultural characteristics
c) Behavioral characteristics
d) Climate conditions
Answer: d) Climate conditions

Which segment of rural India is often targeted due to better infrastructure and
higher purchasing power?
a) Villages with a population of less than 2000
b) Villages with a population between 2000 and 5000
c) Villages with a population between 5000 and 10,000
d) Villages with a population of more than 2000
Answer: d) Villages with a population of more than 2000

What are the four bases of segmentation?

a) Geographic, demographic, psychographic, and behavioral
b) Rural, urban, semi-urban, and suburban
c) North, South, East, and West
d) Density, income, age, and lifestyle
Answer: a) Geographic, demographic, psychographic, and behavioral

Which advantage of geographic segmentation is mentioned in the passage?

a) Understanding regional demands
b) Identifying population density
c) Targeting specific cultural characteristics
d) Analyzing consumer behavior
Answer: a) Understanding regional demands

In which type of areas are coolers and air conditioning not typically sold?
a) Rural areas
b) Urban areas
c) Mountainous places
d) Coastal regions
Answer: c) Mountainous places

Which factor is commonly used to segment rural consumers based on

characteristics such as age, income, and family structure?
a) Geographical location
b) Lifestyle preferences
c) Demographics
d) Technological preferences
Answer: c) Demographics

How do consumer needs and brand preferences change with the shifting life
cycle stage in both rural and urban areas?
a) Consumers become more price-sensitive
b) Consumers become less interested in technology
c) Consumers desire products with the latest features and technology
d) Consumers prefer traditional and basic products
Answer: c) Consumers desire products with the latest features and technology
What is the impact of family size on product choice in rural areas?
a) Larger families tend to consume fewer goods
b) Smaller families prefer economy refill packs
c) Consumption of goods increases with the size of the family
d) Family size has no influence on product choice
Answer: c) Consumption of goods increases with the size of the family

What has led to an increased demand for consumer durables in rural India?
a) Shift from joint families to nuclear families
b) Decreased income levels in rural areas
c) Limited access to modern technology
d) Lack of awareness about consumer durables
Answer: a) Shift from joint families to nuclear families

Which factor is crucial for market segmentation in rural areas based on the
main occupational groupings?
a) Geographical location
b) Product categories
c) Lifestyle preferences
d) Profession
Answer: d) Profession

What is the main occupation category in rural India that requires different
market segmentation?
a) Self-employment in agriculture
b) Labour jobs
c) Regular salaries/wages
d) Unrelated industries
Answer: a) Self-employment in agriculture

Which factor should marketers consider while segmenting the rural market
based on occupation patterns?
a) Age distribution
b) Gender preferences
c) Income sources
d) Educational background
Answer: c) Income sources

What is the main challenge in evaluating rural income for market segmentation
purposes?
a) Unpredictable revenue patterns
b) Lack of infrastructure
c) Limited access to technology
d) Cultural diversity
Answer: a) Unpredictable revenue patterns

Psychographic segmentation involves grouping the target audience based on:

a) Geographic location
b) Ethnicity
c) Behaviour, lifestyle, attitudes, and interests
d) Purchase frequency
Answer: c) Behaviour, lifestyle, attitudes, and interests
Which factor is NOT included in psychographic segmentation?
a) Personality traits
b) Lifestyle and value system
c) Culture
d) Social class
Answer: d) Social class

What is personality in the context of psychographic segmentation?

a) The physical traits of an individual
b) The age and gender of an individual
c) The psychological and physical traits that influence behavior
d) The educational background of an individual
Answer: c) The psychological and physical traits that influence behavior

How is lifestyle and value system relevant to psychographic segmentation?

a) It determines geographic preferences
b) It reflects an individual's financial status
c) It defines an individual's way of life and spending habits
d) It indicates an individual's cultural background
Answer: c) It defines an individual's way of life and spending habits

Which statement is true about people from the same social class in terms of
psychographic profiles?
a) They have identical lifestyles and values
b) They share the same hobbies and opinions
c) They have varied lives and different psychographic profiles
d) They belong to the same cultural group
Answer: c) They have varied lives and different psychographic profiles

Which of the following factors determines social class in modern times?

a) Money
b) Caste
c) Education
d) Occupation
Answer: c) Education, d) Occupation

What does cultural identity look like in urban areas compared to rural areas?
a) It is stronger in urban areas.
b) It is stronger in rural areas.
c) It is equally strong in both urban and rural areas.
d) It has been diluted in urban areas but remains intact in rural areas.
Answer: d) It has been diluted in urban areas but remains intact in rural areas.

What serves as a better benchmark for market segmentation?

a) Geographic location
b) Demographic characteristics
c) Consumer behavior
d) Socioeconomic status
Answer: c) Consumer behavior

Based on occasions, when do villagers in rural areas typically purchase

durables?
a) During the festival seasons
b) During the harvest season
c) Throughout the year
d) During the monsoon season
Answer: b) During the harvest season

Benefit segmentation in marketing is based on understanding:

a) Customer needs
b) Geographic location
c) Demographic characteristics
d) Product features
Answer: a) Customer needs

In rural marketplaces, the majority of consumers are:

a) Frequent users
b) First-time users
c) Potential users
d) Non-users
Answer: b) First-time users

What is important when marketing products in rural areas?

a) Brand exposure
b) Product trials and demos
c) Competitive pricing
d) Wide distribution channels
Answer: b) Product trials and demos

Which factor is used to classify consumers into light, medium, and heavy users?
a) Loyalty level
b) Consumption rate
c) Place of purchase
d) Multi-variable segmentation
Answer: b) Consumption rate

Which type of pack size is typically offered for consumers in rural areas?
a) Family packs
b) Joint packs
c) Heavy packs
d) Sachet packs
Answer: d) Sachet packs

Which group of consumers tends to exhibit brand stickiness and longer loyalty
periods?
a) Urban consumers
b) Light users
c) Heavy users
d) Rural consumers
Answer: d) Rural consumers

In rural locations, where do consumers typically make their purchases?

a) Single supermarket
b) Multiple markets
c) Online platforms
d) Shopping malls
Answer: b) Multiple markets
What is the purpose of multi-variable segmentation in marketing?
a) To target specific customer segments
b) To determine loyalty levels
c) To focus on consumption rates
d) To classify consumers based on their preferences
Answer: a) To target specific customer segments

What does the STP marketing model stand for?

a) Single-Targeting-Positioning
b) Segmentation-Targeting-Positioning
c) Survey-Target-Product
d) Sales-Tactics-Planning
Answer: b) Segmentation-Targeting-Positioning

Which step in the STP marketing model involves modifying your positioning
based on customer needs?
a) Segmentation
b) Targeting
c) Positioning
d) Multi-variable segmentation
Answer: c) Positioning

What is the primary objective of segmentation in marketing?

a) To create personalized shopping experiences
b) To identify potential target markets
c) To differentiate products from competitors
d) To increase profitability
Answer: b) To identify potential target markets

Which factor is considered when evaluating the size of a market segment?

a) Future expansion potential
b) Profitability of the segment
c) Acquisition costs
d) All of the above
Answer: d) All of the above

What is the main purpose of targeting in the STP marketing model?

a) To develop personalized marketing tactics
b) To focus marketing efforts on a specific customer group
c) To understand potential clients better
d) To create a strong product positioning
Answer: b) To focus marketing efforts on a specific customer group

Which percentage of customers claim that personalization has an impact on

their purchase decisions?
a) 59%
b) 44%
c) 100%
d) 75%
Answer: a) 59%

What does positioning aim to do in the marketing process?

a) Create tailored shopping experiences
b) Understand potential clients better
c) Differentiate products from competitors
d) Identify potential target markets
Answer: c) Differentiate products from competitors

Which characteristic is ideal for a market segment in terms of profitability?

a) Strong growth
b) Great profitability
c) Minimal acquisition costs
d) All of the above
Answer: d) All of the above

What is the significance of the STP marketing model?

a) It shifts marketing focus from products to customers
b) It emphasizes the importance of personalization in marketing
c) It helps businesses understand their potential clients better
d) All of the above
Answer: d) All of the above

Which period of the year is known for increased purchases of durable goods,
jewellery, and clothing?
a) Post-harvest period
b) Onam
c) Pongal
d) Diwali
e) Idd
f) Gudipadwa
g) Baisakhi
Answer: All of the above options (a, b, c, d, e, f, g)

Who significantly influences family purchasing choices in rural households?

a) Rural youth between the ages of 20 and 25
b) Family head
c) Marketing researchers
d) Retailers
Answer: a) Rural youth between the ages of 20 and 25

Which products are marketed to rural youth?

a) Toothpaste, shampoo, and soft drinks
b) Deodorant and television models
c) Audio systems and mobile phones
d) All of the above
Answer: d) All of the above

Which factor plays a crucial role in consumer purchases in rural areas?

a) Aesthetic appeal of the products
b) Brand loyalty
c) Product functionality and value
d) Product advantages
Answer: c) Product functionality and value

What type of users are rural consumers categorized as?

a) Heavy users
b) Medium users
c) Moderate users
d) Non-users
e) All of the above
Answer: e) All of the above

How have marketers addressed the issue of inadequate accessibility of

consumer goods in rural areas?
a) By producing small unit packs of the goods
b) By developing huge packs of the goods
c) By promoting alternative products
d) By increasing the prices of the goods
Answer: a) By producing small unit packs of the goods

What is a significant characteristic of rural consumers' purchasing behavior?

a) They are status-driven
b) They prioritize aesthetic appeal over functionality
c) They are cost-conscious
d) They prefer high-end luxury goods
Answer: c) They are cost-conscious

Which type of consumer is more likely to prefer a bullet motorcycle?

a) Rural consumers
b) Urban consumers
c) Middle-class consumers
d) Affluent consumers
Answer: a) Rural consumers
Why are HMT watches popular?
a) Due to their affordability
b) Due to their durability
c) Due to their aesthetic appeal
d) Due to their advanced features
Answer: b) Due to their durability

What is the main characteristic of rural consumers?

a) They are price-sensitive
b) They are brand loyal
c) They have high purchasing capacity
d) They are trendsetters
Answer: a) They are price-sensitive

What marketing strategy did Titan adopt to target rural and semi-urban
consumers?
a) Launching premium watches
b) Offering discounts and promotions
c) Introducing a new brand of watches
d) Collaborating with local retailers
Answer: c) Introducing a new brand of watches

What is a key factor in determining the success of businesses in rural areas?

a) Consumer brand loyalty
b) Effective marketing tactics
c) Availability of premium services
d) Active credit accounts with retailers
Answer: b) Effective marketing tactics

Which group of rural consumers has a small demand base for marketing
companies?
a) The affluent group
b) Middle-class consumers
c) Punjabi wheat producers
d) Andhra Pradesh rice traders
Answer: a) The affluent group

How do rural consumers typically respond to new trends or brands?

a) They quickly adopt them
b) They are resistant to change
c) They prefer premium services
d) They are brand-conscious
Answer: b) They are resistant to change

What is the literacy rate among rural Indians?

a) 23%
b) 45%
c) 67%
d) 82%
Answer: a) 23%

Which marketing promotion technique is most effective for rural customers?

a) Print advertising
b) Posters
c) Demonstrations and visual media
d) Social media campaigns
Answer: c) Demonstrations and visual media

What is the income level of typical rural consumers compared to their

metropolitan counterparts?
a) Higher
b) Lower
c) Similar
d) Unpredictable
Answer: b) Lower

How many villages are there in rural areas of India?

a) 70,000
b) 700,000
c) 7 million
d) 70 million
Answer: b) 700,000

Who are the influencers in rural areas that marketers should consider?
a) Celebrities
b) Social media influencers
c) Educators, physicians, and members of panchayats
d) Government officials
Answer: c) Educators, physicians, and members of panchayats
Which group has a higher purchasing power among rural consumers?
a) Middle class
b) Poor
c) Illiterate
d) Underdeveloped
Answer: a) Middle class

What is the main characteristic of demand in rural areas?

a) Concentrated
b) Dispersed
c) Fluctuating
d) Stable
Answer: b) Dispersed

What is the importance of communicating in the local language while

marketing to rural consumers?
a) Rural consumers prefer English language messages
b) Local language communication helps establish a stronger connection
c) Rural consumers are bilingual and understand both languages equally
d) Communicating in English is considered more prestigious in rural areas
Answer: b) Local language communication helps establish a stronger
connection

Which traditional media channels are preferred by rural consumers?

a) Social media platforms
b) Print media and magazines
c) Television, radio, video, and theatre
d) Online streaming services
Answer: c) Television, radio, video, and theatre

Why have rural consumers become an important target market for marketers in
recent years?
a) Rural consumers have higher disposable income compared to urban
consumers
b) Rural consumers have a greater preference for branded products
c) The influence of rural youth on purchasing decisions has increased
d) Rural consumers are more easily persuaded by marketing messages
Answer: c) The influence of rural youth on purchasing decisions has increased

How has the profile of rural consumers changed in terms of literacy and access
to branded goods?
a) Rural consumers have become more illiterate about the available goods and
services
b) Rural consumers now have easier access to nearby metropolises for branded
products
c) Literacy levels among rural consumers have risen, leading to increased
awareness of goods and services
d) Rural consumers have lost interest in branded goods and prefer local
products
Answer: c) Literacy levels among rural consumers have risen, leading to
increased awareness of goods and services

In the past, how did marketers reach out to rural consumers?

a) Through social media advertisements
b) By organizing large-scale events in rural areas
c) Using van advertisements, movie commercials, and wall paintings
d) By distributing pamphlets and brochures in rural markets
Answer: c) Using van advertisements, movie commercials, and wall paintings

Who has a significant influence on the purchasing decisions of expensive goods

and brands in rural areas?
a) Elderly population
b) Urban consumers
c) Rural women
d) Government officials
Answer: c) Rural women

What is the impact of consumer durable penetration in the rural sector?

a) Decreased interest in durable goods among rural consumers
b) Limited access to durable goods in rural areas
c) Increased availability and adoption of durable goods in rural areas
d) Shift towards non-durable goods among rural consumers
Answer: c) Increased availability and adoption of durable goods in rural areas

What is the biggest challenge in permanently changing the minds of rural

consumers over a long period?
a) Lack of advertising and marketing expertise
b) Limited budget constraints
c) Brand recognition issues
d) Lag between exposure and purchase
Answer: c) Brand recognition issues

What is the most crucial component of rural communications?

a) Message exposure
b) Test or display
c) Last sale
d) Consumer loyalty
Answer: a) Message exposure

Why do rural consumers show little brand loyalty?

a) Lack of access to mass media
b) Limited product availability in rural areas
c) Lower income levels
d) Lack of education
Answer: b) Limited product availability in rural areas

What is a common characteristic of rural consumers when it comes to food

shopping?
a) Preference for packed and frozen food items
b) Desire to shop at organized retail chains
c) Emphasis on fresh products
d) Lack of exposure to brands and goods
Answer: c) Emphasis on fresh products

What is the risk of businesses targeting rural communities without

understanding their preferences?
a) Limited access to organized retail chains
b) Lack of advertising and marketing expertise
c) Increased distribution gap
d) Making blunders in product offerings
Answer: d) Making blunders in product offerings

What is the reason lower-income groups may not use organized retail chains in
rural areas?
a) Lack of agricultural products in these stores
b) Distance from their neighborhood markets
c) Limited access to fresh meals
d) Preference for packed and frozen food items
Answer: b) Distance from their neighborhood markets

What is the purpose of organized retail chains opening outlets that carry both
agricultural and consumer items in rural areas?
a) To increase brand recognition among rural consumers
b) To provide a wider range of products to rural consumers
c) To address the lack of advertising and marketing expertise
d) To bridge the distribution gap in rural areas
Answer: d) To bridge the distribution gap in rural areas

Which socioeconomic category enjoys shopping in haats and melas?

a) Urban customers
b) Rural customers
c) Middle-class customers
d) Upper-class customers
Answer: b) Rural customers

Which characteristic of rural customers contributes to the preference for items

geared toward men over those geared toward women?
a) Traditional perspective
b) Independent nature
c) Flexible mindset
d) Social consciousness
Answer: a) Traditional perspective

Which cluster of rural customers is described as traditional, devoted to family,

and peaceful?
a) Cluster 1
b) Cluster 2
c) Cluster 3
d) Cluster 4
Answer: a) Cluster 1

What is a significant aspect of rural families in terms of their structure?

a) Majority are nuclear families
b) Weak family bonds
c) Dominance of joint families
d) Minimal involvement in business and agriculture
Answer: c) Dominance of joint families

Which sector plays a substantial role in the rural economy?

a) Manufacturing
b) Technology
c) Agriculture
d) Finance
Answer: c) Agriculture
What hinders social mobility in rural areas?
a) Lack of education
b) Limited job opportunities
c) Resistance to change
d) Lack of government support
Answer: c) Resistance to change

What is one of the main obstacles for brands to reach rural communities?
a) Lack of interest in shopping
b) Higher purchasing power in cities
c) Limited distribution channels
d) Cultural differences
Answer: c) Limited distribution channels

What is the process of dividing a potential rural market into separate

submarkets called?
a) Market homogeneity
b) Market segmentation
c) Market analysis
d) Market targeting
Answer: b) Market segmentation

According to William J. Stanton, what does rural market segmentation involve?

a) Combining different markets into one
b) Breaking down a heterogeneous market into homogeneous segments
c) Identifying the most profitable market segment
d) Analyzing market potential based on customer demands
Answer: b) Breaking down a heterogeneous market into homogeneous
segments

What factors should be quantifiable when determining the market potential of

a segment?
a) Size, profitability, and other important features
b) Market demand and supply
c) Consumer purchasing power and habits
d) Market competition and pricing
Answer: a) Size, profitability, and other important features

In rural areas, who are the landlords with significant spending power?
a) Farmers and laborers
b) Educated professionals
c) Traders and moneylenders
d) Government officials
Answer: c) Traders and moneylenders

What is the main source of income for rural customers?

a) Agriculture
b) Trade and business
c) Government subsidies
d) Industrial jobs
Answer: a) Agriculture
What is the biggest challenge in permanently changing the minds of rural
consumers?
a) Lack of brand loyalty
b) Rising levels of literacy
c) Limited budget
d) Inadequate market segmentation
Answer: c) Limited budget

Why do rural consumers show little brand loyalty?

a) Lack of awareness about product advantages
b) Limited access to retail visits
c) Changing market trends
d) Insufficient disposable income
Answer: a) Lack of awareness about product advantages

Which of the following is a common characteristic of rural market consumers?

a) Brand awareness and recognition
b) Preference for online shopping
c) Lack of exposure to brands and goods
d) Higher income levels
Answer: c) Lack of exposure to brands and goods

What is the purpose of market segmentation tools in rural areas?

a) Boosting the market in urban areas
b) Personalizing the user experience
c) Targeting high-income consumers
d) Increasing brand recognition
Answer: b) Personalizing the user experience

How can digital transformation benefit rural India?

a) Access to new farming techniques and commodity prices
b) Limited employment opportunities for young people
c) Dependence on traditional marketplaces only
d) Lack of communication channels with politicians
Answer: a) Access to new farming techniques and commodity prices

Which government initiative aimed to solve difficulties related to land records

management?
a) Rural Studio program
b) National Resource Data Management System
c) Computerized Rural Information Systems Project
d) Land Records Computerization Project
Answer: d) Land Records Computerization Project

What were some of the early projects focused on in India's governance

process?
a) Networking technologies for rural development
b) District-level data processing for development schemes
c) Urban market segmentation strategies
d) Brand recognition campaigns in rural areas
Answer: b) District-level data processing for development schemes

What is the role of the National Informatics Centre in rural development?

a) Promoting brand recognition in rural areas
b) Providing employment opportunities for farmers
c) Developing reusable software components and services
d) Establishing online marketplaces in rural regions
Answer: c) Developing reusable software components and services

What is a key reason why lower-income groups prefer shopping at

neighborhood markets in rural areas?
a) Lack of availability of organized stores
b) Limited options for fresh meals
c) Lower prices in neighborhood markets
d) Preference for shopping at haats and melas
Answer: a) Lack of availability of organized stores

Which ministry initiated the Computerized Rural Information Systems Project in

India?
a) Ministry of Rural Development
b) Ministry of Information and Technology
c) Ministry of Education
d) Ministry of Agriculture
Answer: a) Ministry of Rural Development

Which program aims to revolutionize land record maintenance using

information technology?
a) Computerization of Land Records
b) Rural Development Information System
c) Community Software Solution Framework
d) Centres for Community Information
Answer: a) Computerization of Land Records

Which state has implemented the Bhoomi software for land records?
a) Karnataka
b) Tamil Nadu
c) Goa
d) Chhattisgarh
Answer: a) Karnataka

Which software framework promotes inter-community contacts and citizen-

government cooperation?
a) CRISP
b) e-Dhara
c) Bhuyan
d) eNRICH
Answer: d) eNRICH

What is the purpose of the Centres for Community Information (CICs)?

a) To provide rural communities with ICT infrastructure
b) To promote rural development through education
c) To address the isolation and challenges faced in the North Eastern region
d) To facilitate communication between urban and rural areas
Answer: c) To address the isolation and challenges faced in the North Eastern
region

When did the Ministry of Rural Development create the Computerized Rural
Information Systems Project?
a) 1986
b) 1995
c) 2000
d) 2010
Answer: a) 1986

Which organization has initiated the Land Records Computerization program?

a) Ministry of Rural Development
b) Ministry of Agriculture
c) National Informatics Centre (NIC)
d) Department of Information Technology
Answer: c) National Informatics Centre (NIC)
Unit 3 Rural Marketing
Which of the following statements is true about rural market research?
a) It has a shorter history compared to urban market research.
b) It is mainly focused on infrastructure projects in urban areas.
c) It provides insights into the preferences and spending habits of rural
consumers.
d) It is primarily conducted by metropolitan marketing firms.
Answer: c) It provides insights into the preferences and spending habits of rural
consumers.

Why did businesses like HLL and Dabur start investing in rural market research?
a) To gain knowledge about metropolitan markets.
b) To address the challenges of market heterogeneity.
c) To study infrastructure problems in rural areas.
d) To learn about the income profiles of rural consumers.
Answer: d) To learn about the income profiles of rural consumers.

What was one of the challenges faced by businesses targeting rural audiences?
a) Lack of access to experience data.
b) Limited availability of published materials.
c) High cost and time requirements for conducting studies.
d) Inconsistent market size estimates.
Answer: c) High cost and time requirements for conducting studies.
What has contributed to the expansion of our understanding of rural
marketing?
a) Increased market heterogeneity.
b) Better infrastructure in rural areas.
c) Greater access to experience data.
d) Decreased regional limitations.
Answer: c) Greater access to experience data.

Why is there a demand for rural market research?

a) Rural markets have matured faster than metropolitan markets.
b) Rural India has unique characteristics that need to be understood.
c) Rural consumers have higher income levels than urban consumers.
d) Rural marketing organizations have limited resources.
Answer: b) Rural India has unique characteristics that need to be understood.

What is the main objective of this unit on rural marketing research?

a) To introduce the organizations engaged in rural marketing.
b) To explore the methodologies used in urban market research.
c) To highlight the challenges faced by businesses in metropolitan markets.
d) To provide an understanding of the rural marketing research scenario.
Answer: d) To provide an understanding of the rural marketing research
scenario.

Which of the following is NOT mentioned as a specific characteristic of the rural

market?
a) Market heterogeneity.
b) Infrastructure problems.
c) Higher education profiles.
d) Regional limitations.
Answer: c) Higher education profiles.

What is the definition of rural marketing research?

a. The study of marketing in urban areas
b. The examination of marketing strategies in rural areas
c. The analysis of consumer behavior in metropolitan regions
d. The investigation of international marketing practices
Answer: b. The examination of marketing strategies in rural areas

Why is marketing research necessary in rural areas?

a. To identify gaps in data and develop solutions for marketing problems
b. To collect demographic data on urban consumers
c. To evaluate the effectiveness of online advertising campaigns
d. To analyze the impact of social media influencers on consumer behavior
Answer: a. To identify gaps in data and develop solutions for marketing
problems

How did rural marketing research evolve over time?

a. It has always been focused on rural sociological studies
b. It shifted from sociological research to marketing research
c. It became less relevant due to advancements in urban marketing
d. It started as commissioned research and later expanded to rural areas
Answer: b. It shifted from sociological research to marketing research

Which belts were initially targeted by marketers in rural India?

a. Urban belts of Punjab, AP, and Maharashtra
b. Rural belts of Gujarat, Rajasthan, and Kerala
c. Rich belts of Punjab, AP, and Maharashtra
d. Agricultural belts of Punjab, AP, and Maharashtra
Answer: c. Rich belts of Punjab, AP, and Maharashtra

What were some challenges faced by marketers in rural areas?

a. Excessive competition and saturation of markets
b. Lack of awareness and understanding of rural consumers
c. High cost of advertising and promotions
d. Inadequate infrastructure and electricity supply
Answer: d. Inadequate infrastructure and electricity supply

What caused the expansion of rural markets in India?

a. Increase in urban migration and changing value systems
b. Introduction of international brands in rural areas
c. Government subsidies for rural businesses
d. Decline in urban consumer purchasing power
Answer: a. Increase in urban migration and changing value systems

Why do marketers increasingly focus on rural regions?

a. Higher profit margins compared to urban areas
b. Availability of advanced infrastructure and technology
c. Desire to improve the living standards of rural populations
d. Decline in consumer purchasing power in urban areas
Answer: c. Desire to improve the living standards of rural populations
Which of the following is a challenge faced by marketers in rural markets?
a) High purchasing power
b) Concentrated geographic area
c) Abundance of supply
d) Targeting urban consumers
Answer: c) Abundance of supply

Which organization is known for conducting brand tracking research at the

retail level in rural India?
a) NCAER
b) ORG-MARG
c) PSI
d) TERI
Answer: b) ORG-MARG

What are the main subjects of research conducted by organizations like PSI,
TERI, and NIFHW in rural India?
a) Brand tracking and retail audits
b) Health, sanitation, family planning, and social issues
c) Demographic studies for urban and rural markets
d) Literacy rates and government initiatives
Answer: b) Health, sanitation, family planning, and social issues

Which factor contributes to the high rate of pregnancy-related mortality in

rural India?
a) Lack of access to elementary education
b) Abundance of basic amenities
c) Local health centers
d) Government initiatives
Answer: a) Lack of access to elementary education

What is the significance of research in rural areas with low literacy rates and
the absence of local health centers?
a) To increase purchasing power in the market
b) To promote urbanization and migration
c) To address social issues and accidents
d) To attract foreign investment in rural regions
Answer: c) To address social issues and accidents

Which government initiative focuses on AIDS awareness in semi-rural and rural

areas?
a) Balbir Pasha AIDS campaign
b) Pulse Polio Campaign
c) NCAER rural research project
d) ORG-MARG retail audit
Answer: a) Balbir Pasha AIDS campaign

What type of organizations conduct studies in rural regions for programs of

awareness or eradication?
a) Internal research institutes
b) External NGOs
c) Statistical Institutes of India
d) National Institute of Family Health and Welfare
Answer: b) External NGOs
Which phase of rural market research involves specifying the subject of the
investigation?
A) Creating a district-specific research strategy
B) Secondary Data Research
C) Creating an initial research project
D) Specifying the goals and research problem
Answer: D) Specifying the goals and research problem

Why is it necessary to create a district-specific research plan for rural markets?

A) Rural consumers have different preferences and behaviors.
B) Secondary data is scarce in rural areas.
C) It helps in interpreting the data collected.
D) It determines what questions need to be asked and to whom.
Answer: A) Rural consumers have different preferences and behaviors.

Which type of data refers to publicly available data held by government

agencies?
A) Primary data
B) Secondary data
C) Tertiary data
D) Quaternary data
Answer: B) Secondary data

Where can researchers access secondary data for rural market research?
A) Government agencies
B) Industrial associations and consultancies
C) Rural periodicals
D) Trade associations
Answer: B) Industrial associations and consultancies

Which phase of rural market research involves conducting primary research?

A) Creating a district-specific research strategy
B) Secondary Data Research
C) Creating an initial research project
D) Specifying the goals and research problem
Answer: C) Creating an initial research project

What is the purpose of traditional marketing research?

A) To determine the products consumers desire
B) To understand the target audience
C) To develop a marketing strategy
D) All of the above
Answer: D) All of the above

What do researchers typically use to gather information from potential

customers in marketing research?
A) Questionnaires
B) Focus groups
C) Surveys
D) Interviews
Answer: A) Questionnaires

Which technique is used for primary data collection when field workers face
challenges due to distance and residents' reluctance?
a) Survey
b) Interview
c) Observation
d) Internet data
Answer: b) Interview

What is the purpose of conducting statistical tests on collected data?

a) To determine the fair representation of the sample
b) To ensure the validity and reliability of data
c) To select the appropriate sampling technique
d) To analyze the correlation between variables
Answer: b) To ensure the validity and reliability of data

Sampling is necessary in research because:

a) It allows researchers to travel great distances for data collection
b) It helps in observing consumer behavior directly
c) It ensures generalizability of results from a smaller sample to the entire
population
d) It eliminates the need for data analysis
Answer: c) It ensures generalizability of results from a smaller sample to the
entire population

Which sampling technique involves dividing the population into uniform

subgroups?
a) Survey sampling
b) Cluster sampling
c) Stratified sampling
d) Systematic sampling
Answer: c) Stratified sampling

In stratified sampling, what method is used to select samples within each

subgroup?
a) Simple random sampling
b) Cluster sampling
c) Systematic sampling
d) Correlation analysis
Answer: a) Simple random sampling

Which sampling technique involves selecting samples based on geographical

clusters?
a) Survey sampling
b) Cluster sampling
c) Stratified sampling
d) Systematic sampling
Answer: b) Cluster sampling

What is the final step in the research process, following data analysis?
a) Primary data collection
b) Sample choice
c) Examining the data
d) Utilizing the results to inform marketing decisions
Answer: d) Utilizing the results to inform marketing decisions
Which research technique is constrained in rural areas due to a lack of
secondary data?
A) Qualitative research
B) Quantitative research
C) Traditional market research techniques
D) Experimental research
Answer: C) Traditional market research techniques

What is one of the main goals of rural market research?

A) Locating prosperous sectors in urban areas
B) Identifying potential clients in urban areas
C) Locating prosperous sectors in the rural population
D) Identifying potential clients in rural areas
Answer: D) Identifying potential clients in rural areas

Why is understanding the motivation behind product use important in rural

market research?
A) To determine the popularity of brands and products
B) To identify influential individuals in rural areas
C) To adjust products to better meet rural needs
D) To analyze purchasing habits and values
Answer: C) To adjust products to better meet rural needs

What can businesses learn by comprehending their rural clients' buying habits
and values?
A) The popularity of different brands and products
B) The influence of role models in rural areas
C) The purchasing decisions made by rural people
D) The usefulness and desire for different goods in villages
Answer: D) The usefulness and desire for different goods in villages

Which factor is crucial for businesses to recognize in rural market research?

A) Availability of secondary data
B) Spending patterns of rural residents
C) Consumption patterns in urban areas
D) Traditional market research techniques
Answer: B) Spending patterns of rural residents

What do buying patterns help determine in rural market research?

A) How to create specific distribution methods
B) The popularity of brands and products
C) The motivations behind product use
D) The role models admired by rural people
Answer: A) How to create specific distribution methods

Which areas are specific distribution methods created to reach?

A) Urban areas
B) Rural areas
C) Suburban areas
D) Metropolitan areas
Answer: B) Rural areas

What is the purpose of market research in creating a marketing plan?

a) To determine the competitor's pricing strategies
b) To identify the target market for the product
c) To choose the location for the store
d) To develop communication tactics with suppliers
Answer: b) To identify the target market for the product

In the early years of rural marketing, what were some challenges faced by
marketers?
a) Limited options for product design
b) Difficulties in understanding the consumer's mindset
c) Poor infrastructure and lack of electricity
d) All of the above
Answer: d) All of the above

What did marketers discover about consumption patterns in rural markets

compared to urban markets?
a) Rural consumers prefer branded products over counterfeit goods
b) Rural consumers have different cultural and value systems
c) Rural consumers use toothpaste more frequently than urban consumers
d) Rural consumers prefer detergents over washing bars
Answer: b) Rural consumers have different cultural and value systems

How did initial research in rural markets take place?

a) It was primarily conducted by national-level agencies
b) It focused on developing communication tactics
c) It was commissioned by businesses at the regional level
d) It solely relied on trial and error methods
Answer: c) It was commissioned by businesses at the regional level

What were the implications of the increasing size and potential of rural markets
for marketers?
a) They had to rely on wholesale expansion of urban advertising
b) They faced more significant and complex challenges
c) They had to reduce their product offerings
d) They focused on targeting urban markets instead
Answer: b) They faced more significant and complex challenges

What information does market research provide to businesses?

a) Information about competitors and market potential
b) Information about product packaging and distribution
c) Information about consumer preferences and tastes
d) All of the above
Answer: d) All of the above

What influenced the choice of products consumed in rural markets?

a) Poor infrastructure and lack of access to branded products
b) Limited availability of spurious and counterfeit goods
c) The cultural and value system of rural consumers
d) The influence of urban advertising
Answer: c) The cultural and value system of rural consumers

What is one of the pressing needs that led to the development of rural market
research?
a. Expanding purchasing power in rural areas
b. Geographic dispersion of purchasing power
c. Abundance of supply in every product category
d. Rigid value orientation in urban markets
Answer: b. Geographic dispersion of purchasing power

Why do businesses need to be strategic in targeting the rural market?

a. To outperform rivals in product categories
b. To address the scarcity of resources in rural areas
c. To adjust to the rigid value orientation in rural areas
d. To overcome the lack of information in rural markets
Answer: a. To outperform rivals in product categories

What led to the development of market research in rural areas?

a. Increasing availability of information
b. Expensive trial and error market judgments
c. Commissioned studies by advertising firms
d. Urban market positions of agencies and organizations
Answer: b. Expensive trial and error market judgments

Which company played a significant role in providing market research data for
urban and rural markets?
a. ORG Retail Audit
b. Advertising firms and media buying companies
c. Corporations with strong urban market positions
d. Qualitative research organizations
Answer: a. ORG Retail Audit
What level of detail is provided in the current market research reports for rural
areas?
a. National level
b. State level
c. District or tehsil level
d. Village level
Answer: c. District or tehsil level

What type of information is currently lacking in rural market research?

a. Demographic profiles
b. Behavioural research
c. Reading habits and viewing patterns
d. Usage trends for durable goods
Answer: b. Behavioural research

What is the nature of the majority of commissioned studies in rural market

research?
a. Quantitative and comprehensive
b. Qualitative and limited in scope
c. Behaviour-focused and actionable
d. Demographic-driven and strategic
Answer: b. Qualitative and limited in scope

Which approach is more commonly used in research about rural markets?

a) Quantitative approach
b) Qualitative approach
c) Demographic approach
d) Psychographic approach
Answer: a) Quantitative approach

What type of data analysis is more prevalent in rural market research?

a) Demographic data analysis
b) Psychographic data analysis
c) Situational analysis
d) Historical data analysis
Answer: a) Demographic data analysis

What is one of the outcomes of rural marketing research?

a) Improved product acceptance
b) Increased market competition
c) Rise of a buyer's market
d) Enhanced customer expectations
Answer: a) Improved product acceptance

Which tool helps in implementing the marketing concept in rural areas?

a) Market segmentation
b) Marketing research
c) Advertising campaigns
d) Product development
Answer: b) Marketing research

How does rural marketing research assist in understanding new markets?

a) By analyzing historical data
b) By studying buyer behavior
c) By conducting demographic surveys
d) By identifying geographic regions
Answer: d) By identifying geographic regions

What aspect does rural marketing research help with in terms of product
attributes?
a) Pricing strategy
b) Distribution channels
c) Packaging design
d) Advertising campaigns
Answer: c) Packaging design

Which area does demand forecasting assist in rural marketing?

a) Market competition
b) Customer expectations
c) Product development
d) Sales planning
Answer: d) Sales planning

Which method is used to quickly gather, analyze, and assess data on rural
circumstances and local knowledge?
a) Participatory Rural Appraisal (PRA)
b) Rapid Rural Appraisal (RRA)
c) Mapping and diagramming
d) Triangulation and probing
Answer: b) Rapid Rural Appraisal (RRA)
What is the fundamental goal of Rapid Rural Appraisal (RRA)?
a) To involve villagers and local leaders in the decision-making process
b) To develop tools for data collection in rural areas
c) To gather, analyze, and assess data on rural circumstances and local
knowledge
d) To conduct research in a workshop setting over one to three days
Answer: c) To gather, analyze, and assess data on rural circumstances and local
knowledge

Which of the following is a criticism of Rapid Rural Appraisal (RRA)?

a) It relies on interdisciplinary collaboration.
b) It is a highly structured and systematic process.
c) It is a hasty method.
d) It involves participatory tools and methods.
Answer: c) It is a hasty method.

What is one of the fundamental tenets of Rapid Rural Appraisal (RRA)?

a) Use of various instruments depending on the circumstances
b) Triangulation and probing techniques
c) Visualization of questions and findings using locally understandable symbols
d) Involvement of villagers and local leaders in the decision-making process
Answer: c) Visualization of questions and findings using locally understandable
symbols

How long does a typical Rapid Rural Appraisal (RRA) workshop last?
a) One to three days
b) One week
c) One month
d) Six months
Answer: a) One to three days

Who is responsible for conducting Rapid Rural Appraisal (RRA) in most cases?
a) Villagers and local leaders
b) Skilled professionals and researchers
c) Development organizations
d) Interdisciplinary teams
Answer: b) Skilled professionals and researchers

Which guiding principle is common to all Participatory Rural Appraisal (PRA)

actions?
a) Use of participatory tools and methods
b) Visualization of questions and findings using locally understandable symbols
c) Gathering information for decision-makers in development organizations
d) Locating shortcuts in the search for pertinent information on rural
development concerns
Answer: a) Use of participatory tools and methods

Which factor primarily determines the success of Participation Rapid Appraisal

(PRA)?
a) Local community participation
b) Statistical analysis
c) Skill mix of the PRA team
d) Availability of resources
Answer: a) Local community participation

What determines the acceptable combination of techniques in a PRA project?

a) Time and resources available
b) Geographic area and relative affluence
c) Skill mix of the PRA team
d) Topic and location of the work
Answer: d) Topic and location of the work

What is the ideal composition of a PRA team?

a) Mostly composed of outsiders with a few locals
b) Mostly composed of social scientists
c) A local team with a few outsiders, including women and a mix of sector
specialists and social scientists
d) Only sector specialists
Answer: c) A local team with a few outsiders, including women and a mix of
sector specialists and social scientists

What is the goal of PRA work regarding information acquisition?

a) Gather all available information
b) Gather only qualitative information
c) Gather only the information required for appropriate suggestions and
judgments
d) Gather statistical data for analysis
Answer: c) Gather only the information required to make appropriate
suggestions and judgments
How are the validity and reliability of PRA-generated data assured?
a) Through statistical analysis
b) Through sampling based on geographic area
c) Through cross-checking and using a range of methodologies
d) Through a final community meeting
Answer: c) Through cross-checking and using a range of methodologies

Which principle is shared by both PRA and RRA?

a) Utilizing various viewpoints and techniques
b) Rapid and progressive learning through face-to-face instruction
c) Removing prejudices based on location and background
d) Sampling based on geographic area
Answer: a) Utilizing various viewpoints and techniques

What is a key aspect of rapid and progressive learning in PRA and RRA?
a) Conducting surveys in the community
b) Learning technological, social, and physical information
c) Collecting statistical data for analysis
d) Training team members in specific disciplines
Answer: b) Learning technological, social, and physical information

What is the primary focus of Participatory Rural Appraisal (PRA)?

a) Collecting precise numerical data
b) Identifying and appraising projects
c) Promoting collaborative learning
d) Conducting sector and national economic activities
Answer: c) Promoting collaborative learning

What is the importance of seeking diversity and differences in decision-

making?
a) It helps in finding absolute measurements and precise numbers.
b) It ensures the inclusion of all groups, such as women and the impoverished.
c) It promotes a faster decision-making process.
d) It eliminates biases and prejudices.
Answer: b) It ensures the inclusion of all groups, such as women and the
impoverished.

What are the recommended organizational factors to consider in Participatory

Rural Appraisal (PRA)?
a) Conducting closed-door meetings
b) Engaging in individual fieldwork
c) Implementing transparent methodologies
d) Completing the process in one week
Answer: c) Implementing transparent methodologies

Which stage of the Conflict Process involves the perception of conflict by the
involved parties?
a) Potential opposition or incompatibility
b) Cognition and personalization
c) Conflict resolution
d) Conflict escalation
Answer: b) Cognition and personalization
Why is it important to be considerate of gender in decision-making processes?
a) It ensures precise numerical measurements.
b) It prevents conflicts from arising.
c) It promotes inclusivity and representation.
d) It speeds up the decision-making process.
Answer: c) It promotes inclusivity and representation.

What is the role of role reversal in learning from local people?

a) It promotes decision-making based on absolute measurements.
b) It encourages using precise numbers for activity planning.
c) It values local people's knowledge and perspectives.
d) It eliminates biases and prejudices.
Answer: c) It values local people's knowledge and perspectives.

Which type of measurement is often sufficient when making decisions and

planning activities?
a) Absolute measurements
b) Precise numbers
c) Relative proportions and trends
d) Rankings and scores
Answer: c) Relative proportions and trends

Which stage of conflict involves visible actions and reactions by the conflicting
parties?
a) Perception
b) Emotion
c) Intentions
d) Behavior
Answer: d) Behavior

What is the purpose of Participatory Rural Appraisal (PRA)?

a) To resolve conflicts within rural communities
b) To collect data for research purposes
c) To train team members in fieldwork techniques
d) To improve group performance in rural areas
Answer: b) To collect data for research purposes

What are the potential outcomes of conflict?

a) Functional and dysfunctional
b) Personalized and non-personalized
c) Visible and invisible
d) Overt and covert
Answer: a) Functional and dysfunctional

Which technique of Participatory Rural Appraisal involves depicting present or

historical conditions using materials from the area?
a) Conflict resolution
b) Participatory mapping and modeling
c) Training sessions
d) Writing reports
Answer: b) Participatory mapping and modeling

How long should a Participatory Rural Appraisal addressing few issues in a

limited area typically take?
a) Many months
b) Five days
c) Ten days to four weeks
d) A week or so
Answer: c) Ten days to four weeks

What is the purpose of writing reports after a fieldwork session in Participatory

Rural Appraisal?
a) To provide training for team members
b) To resolve conflicts among participants
c) To document the findings and conclusions
d) To mimic present-day conditions using materials
Answer: c) To document the findings and conclusions

What stage of conflict involves decisions to act in a given way?

a) Perception
b) Emotion
c) Intentions
d) Outcome
Answer: c) Intentions

Which research technique involves a walking tour to observe various zones and
conditions?
a) Semi-Structured Interviewing
b) Transect Walks
c) Daily Activity Profiles
d) Permanent Group Interviews
Answer: b) Transect Walks

How can seasonal fluctuations and actionable opportunities be depicted?

a) Through permanent group interviews
b) By tracking daily activity profiles
c) Using stones, seeds, and sticks on a calendar
d) Through local histories
Answer: c) Using stones, seeds, and sticks on a calendar

Which method allows for exploration of subjects beyond predefined questions

during an interview?
a) Transect Walks
b) Semi-Structured Interviewing
c) Timelines
d) Wealth and Well-Being Rankings
Answer: b) Semi-Structured Interviewing

What is the purpose of conducting permanent group interviews?

a) To compare daily activity patterns
b) To create wealth and well-being rankings
c) To identify community assets
d) To pinpoint group issues or solutions
Answer: d) To pinpoint group issues or solutions

Which research technique involves documenting significant historical local

events and changes?
a) Timelines
b) Local Histories
c) Daily Activity Profiles
d) Wealth and Well-Being Rankings
Answer: a) Timelines

Which method can be used to arrange cards or slips of paper to assess wealth
or health rankings?
a) Semi-Structured Interviewing
b) Permanent Group Interviews
c) Wealth and Well-Being Rankings
d) Transect Walks
Answer: c) Wealth and Well-Being Rankings

Which research technique provides a more comprehensive account of changes

in the community than timelines?
a) Permanent Group Interviews
b) Daily Activity Profiles
c) Transect Walks
d) Local Histories
Answer: d) Local Histories

In the direct-matrix pair-wise ranking and scoring technique, how do people

rate and contrast particular items?
A) By raising their hands or putting illustrative objects on a board
B) Through online surveys
C) By conducting interviews with experts
D) By using statistical analysis software
Answer: A) By raising their hands or putting illustrative objects on a board

What is the primary principle of Participatory Rural Appraisal (PRA)?

A) Gathering trustworthy data and information
B) Conducting semi-structured interviews
C) Involving a multidisciplinary team
D) Seeking enthusiastic community involvement
Answer: C) Involving a multidisciplinary team

What is the role of outsiders in the PRA process?

A) They serve as key informants in the field-based appraisal.
B) They reverse roles with villagers and act as students.
C) They collect data through surveys and interviews.
D) They analyze the data created during participatory talks.
Answer: B) They reverse roles with villagers and act as students.

Which of the following qualities are important for practitioners in PRA?

A) Openness, humility, curiosity, acceptance, and sensitivity
B) Lecturing, listening, learning, unlearning, and relearning
C) Superfluous details, excessive data collection, and pursuit of correctness
D) Respect, friendliness, sharing, interaction, and patience
Answer: A) Openness, humility, curiosity, acceptance, and sensitivity

What does "optimal ignorance and appropriate imprecision" refer to in PRA?

A) Pursuing correctness and precision in data collection
B) Avoiding excessive data collection and superfluous details
C) Being broadly right rather than precisely incorrect
D) Conducting on-the-spot analysis during participatory talks
Answer: B) Avoiding excessive data collection and superfluous details

How are villagers involved in the analysis of data during PRA?

A) They serve as key informants in the field-based appraisal.
B) They reverse roles with outsiders and act as students.
C) They conduct semi-structured interviews with experts.
D) They participate in live analysis and correct any misunderstandings.
Answer: D) They participate in live analysis and correct any misunderstandings.

What does "offsetting biases and self-reflection" refer to in PRA?

A) Being conscious of biases and reflecting on personal attitudes and behavior
B) Avoiding interaction and patience during the PRA process
C) Seeking enthusiastic community involvement in data collection
D) Adapting/improvising PRA methods and tools based on insider expertise
Answer: A) Being conscious of biases and reflecting on personal attitudes and
behavior

What is the purpose of triangulation in the Participatory Rural Appraisal (PRA)

process?
a) To identify potential sources of inaccuracy
b) To collect various sorts of data
c) To double-check data accuracy
d) To observe physical locations and objects
Answer: c) To double-check data accuracy
Which technique is considered the core of any PRA?
a) Semi-structured interviews
b) Focus groups
c) Public gatherings
d) Questionnaires and surveys
Answer: a) Semi-structured interviews

What is the purpose of conducting semi-structured interviews in PRA?

a) To limit the dialogue
b) To collect quantitative data
c) To facilitate broad discussions
d) To ensure confidentiality
Answer: c) To facilitate broad discussions

What natural objects are commonly used in creating diagrammatic techniques

during PRA interviews?
a) Pens and papers
b) Twigs, stones, and seeds
c) Laptops and tablets
d) Whiteboards and markers
Answer: b) Twigs, stones, and seeds

How can the PRA team identify potential sources of inaccuracy in the gathered
information?
a) By conducting semi-structured interviews
b) By cross-checking with secondary data
c) By using diagrammatic techniques
d) By observing physical locations
Answer: b) By cross-checking with secondary data

What is the significance of seeking consistency or contradiction in information

during PRA?
a) It helps in identifying data inaccuracies
b) It ensures public interest is addressed
c) It enhances the accuracy of triangulation
d) It promotes one-on-one interviews
Answer: a) It helps in identifying data inaccuracies

How can the PRA team minimize data inaccuracies or contradictions?

a) By using various PRA tools in different contexts
b) By collecting quantitative data only
c) By relying solely on secondary data
d) By avoiding multi-disciplinary teams
Answer: a) By using various PRA tools in different contexts

What is the main characteristic of a semi-structured interview?

A) It involves predetermined questions.
B) It is highly structured and rigid.
C) It is conducted in a formal setting.
D) It is a comfortable and conversational conversation.
Answer: D) It is a comfortable and conversational conversation.

What is the purpose of using participatory mapping in a PRA technique?

A) To create exact scaled-down geographical maps.
B) To involve villagers in producing images of the actual world.
C) To compare different types of geographical maps.
D) To record the mental maps of the interviewers.
Answer: B) To involve villagers in producing images of the actual world.

In a semi-structured interview, interview questions are:

A) Planned and closed-ended.
B) Unplanned and open-ended.
C) Discussed after the interview.
D) Planned but open-ended.
Answer: D) Planned but open-ended.

How can participatory mapping be useful for researchers?

A) To gather data on infrastructure and natural resources.
B) To create exact scaled-down geographical maps.
C) To conduct interviews with small groups of villagers.
D) To teach interviewers how to conduct interviews.
Answer: A) To gather data on infrastructure and natural resources.

What should be the foundation for ongoing work in a participatory timeline

technique?
A) A historical chronology created by the facilitators.
B) The viewpoints of diverse community groups.
C) Infrastructure and natural resources data.
D) The movement of animal herds of pastoralists.
Answer: A) A historical chronology created by the facilitators.
What is the importance of training interviewers in conducting semi-structured
interviews?
A) To create exact scaled-down geographical maps.
B) To facilitate conversation with the villagers.
C) To produce images of the actual world.
D) To teach interviewers sensitive listening and questioning skills.
Answer: D) To teach interviewers sensitive listening and questioning skills.

Which PRA technique allows the creation of maps for large regions, villages,
farms, or even single plots?
A) Semi-structured interview
B) Participatory mapping
C) Timeline
D) Group discussion
Answer: B) Participatory mapping

Which Participatory Rural Appraisal (PRA) technique helps identify patterns and
trends in a specific town throughout the year?
a) Wealth ranking
b) Wenn diagram
c) Seasonal calendar
d) Pair-wise ranking
Answer: c) Seasonal calendar

The seasonal calendar is used to gather data on all of the following EXCEPT:
a) Rainfall distribution
b) Availability of food
c) Agricultural production
d) Literacy rates
Answer: d) Literacy rates

Which PRA method is used to determine the economic characteristics of village

households?
a) Wenn diagram
b) Pair-wise ranking
c) Wealth ranking
d) Seasonal calendar
Answer: c) Wealth ranking

What does wealth ranking help in identifying within a village?

a) Needy households
b) Education levels
c) Political affiliations
d) Tourist attractions
Answer: a) Needy households

The Venn Diagram on Institutions in a village helps identify:

a) Rainfall patterns
b) Village activities
c) Gender and wealth distribution
d) Technological advancements
Answer: c) Gender and wealth distribution
What does the institutional relationship diagram in the Wenn diagram
demonstrate?
a) Interaction and collaboration between groups and organizations
b) Economic prosperity of households
c) Distribution of rainfall
d) Historical cooperation in communities
Answer: a) Interaction and collaboration between groups and organizations

Which PRA technique involves comparing items or options against each other?
a) Wenn diagram
b) Seasonal calendar
c) Pair-wise ranking
d) Wealth ranking
Answer: c) Pair-wise ranking

In participatory rural assessment (PRA), what technique can be used to rank

complex subjects based on villagers' preferences?
a) Surveys
b) Structured interviews
c) Pair-wise ranking
d) Triangulation
Answer: c) Pair-wise ranking

What is the purpose of PRA in local communities?

a) Extract information from the villagers
b) Give local communities tools for analysis and action
c) Conduct surveys and structured interviews
d) Implement projects without community involvement
Answer: b) Give local communities tools for analysis and action

Which technique in Rapid Rural Appraisal (RRA) involves interdisciplinary

collaboration and unique data collection and analysis techniques?
a) Surveys
b) Probing
c) Triangulation
d) Pair-wise ranking
Answer: c) Triangulation

What is the role of the local population in RRA?

a) Implement RRA procedures
b) Offer pertinent local information for research and planning
c) Retain the authority to choose how to use the data
d) Conduct structured interviews with project staff
Answer: b) Offer pertinent local information for research and planning

What factors influence the selection of approaches in a development scenario?

a) The size and skill mix of the PRA team
b) The time and resources available
c) The subject and location of the work
d) All of the above
Answer: d) All of the above

What does PRA promote in terms of methods and tools?

a) Rigidity and standardization
b) Surveys as the primary data collection method
c) Improvisation and invention
d) Extraction of information from the local population
Answer: c) Improvisation and invention

What should the PRA process adhere to in order to achieve high-quality

results?
a) Strict rules and guidelines
b) Extraction of information from villagers
c) Collaborative and transparent methods
d) Implementation without community involvement
Answer: c) Collaborative and transparent methods