IGNOU MMPM-008 June 2025 Previous Year Question Paper

Q1.(a) “Technology is a process that does not stop at a point. It is continuous and helps to add value to people’s lives.” Discuss technological advances in India which have helped rural marketing. [ 2 ] MMPM–008

(b) Explain the concept of competitive pricing in the context of rural markets.

Q2.(a) Is the qualitative research approach more suitable in t he rural context as against survey method ?

(b) Describe the different qualitative research tools and techniques used in rural marketing research.

Q3.(a) Discuss the packaging adaptations that can be done when consumer products are specifically targe tted at the rural markets.

(b) How would you, as a marketer, address the menace of spurious products proliferating in the rural markets ? Suggest appropriate measures.

Q4.Write short notes on any three of the following :

(a) Role of reference groups in the cont ext of rural markets [ 3 ] MMPM–008

(b) Influence of culture in rural buying behaviour

(c) Menace of spurious products

(d) Trends in rural consumption patterns

(e) Significance of Melas and Haats for rural communication

Q5.HUL is one of the few, if not the only, FMCG companies that has identified the challenges of rural markets and developed strategies to address them. HUL has been using a consistent strategy to capitalize on the enormous potential of India’s rural market. Since beginning its initial rural p roject in the 1960s, HUL’s rural marketing strategies have evolved from an indirect approach to rural areas to door -to-door marketing through Shakti Amma. Project Shakti was launched by HUL in 2001 with the intention of enhancing product visibility and dem and [ 4 ] MMPM–008 for its goods in rural parts of India. It provides employment prospects for rural women who participate in this program as Shakti Ammas (SA). HUL appoints Shakti Ammas by identifying underprivileged women with the help of village Panchayats or by collaborating with rural women’s self - help groups (SHGs). HUL has allocated resources to giving these Shakti Ammas on-the-job training and support. HUL sales trainers prepare Shakti Ammas to become saleswomen by teaching them how to sell products to consumers and persuade them to make purchases. After training, she makes a small investment to buy HUL products to sell. Products are delivered by the HUL’s rural distributor to the Shakti Ammas, who then sells them directly to village consumers and shopkeepers . Shakti Ammas get HUL products on a “cash and carry” basis and, as needed, can also apply for microcredit from [ 5 ] MMPM–008 SHGs or regional banks. This channel is used to sell a wide variety of goods that are useful to rural consumers. Questions :

(a) What problems a nd opportunities do you see in having SHGs as distributors ?

(b) What suggestion would you like to make to the company based on your understanding of the role of SHGs as distributors for rural markets ?