1. (a) Scattered markets.
(b) Adopter groups.
(c) Buyer behaviour.
(d) Behavioural dimensions.
(e) Formal media.
(f) Product development.
2. Discuss the infrastructure required for rural marketing.
3. How are products distributed in rural markets?
4. Describe the nature and significance of rural marketing.
5. What are the factors that influence rural consumer behaviour?
6. Elucidate the factors that influence the pricing decisions in rural marketing.
7. Enumerate the scope of rural marketing research.
8. Case study :
Mr. Harish panjwani was a refugee when he started his small grocery business about 40 years back.
Initially he hawked his goods door to door and soon developed a sizeable number of study customers.
This was largely due to his sober temperament, reliable dealing and his amiable nature. His extrovert
nature helped him develop many Friends and well wishers.
Over a period of time, Mr. Panjwani became a socially prominent person with good acquaintances
from many walks of life. He expanded the range of his business activities and he now owns several
shops dealing in consumer durables, dairy products and also has a general, store, besides a large
medical shop. Having a conservative frame of mind, he feels emotionally attached to his original
grocery business and continues to operate it with enthusiasm. His business place has ever come to be
associated with a meeting venue for people of his generation. His Children are grown up and elder
one, Rajesh has just returned from abroad after completing his management education there.
Ambitious by nature, Rajesh would like to expand his business fast. He feels that he needs to be
‘professional’ in his approach. In his option, his father's way of dealing with people is outdated. Many
a time, he feels irritated when his father’s Old friends drop in at the shops and spend time talking
with him. Rajesh feels that this type of casual come together is a waste of time. He would prefer to be
more ‘business’ like. He would like to deal with them as customers only, serving them with precision
and in a methodical manner. He expects that his customers should appreciate this ‘modern’ way of
doing business. He has, however, broached his inner feelings only in an indirect way to his father, and
he found that his father believes in maintaining close personal links with his customers. Some of the
customers have, anyhow, started noticing the change in the way in which Rajesh deals with them.
They feel that the Old ‘warmth’ of their relationship with the ‘senior Panjwani is somehow missing
and they are now less welcome at the shops.
(a) What do you think is the contribution of personal relationship in such a business?
(b) Do you agree with the approach adopted by Rajesh? Do you have any suggestion to make?

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