Comparative study of marketing strategies of co-operativfe public and private sector units in handloom industry in Kerala
By: Xavier KI.
Contributor(s): Rajan Nair N (Guide).
Material type:
BookPublisher: Mannuthy Department of Rural Marketing Management, College of Co-operation and Banking 1989DDC classification: 380.1 Online resources: Click here to access online | Click here to access online Dissertation note: MSc Abstract: ‘A Comparative Study of Marketing Strategies of co – operative, Public and Private Sector units in Handloom Industry in Kerala’, is aimed at assessing the effectiveness and relative merits and demerits of various marketing strategies followed by Hantex, Hanveev and private sector firms and price spread of selected fabric under different marketing channels.
The sampling frame consists of Hantex, Hanveev and our private sector firms each from Trivandrum and cannanore districts. A consumer panel of 75 consumers each was selected from urban and rural areas to study the attitude of consumers on the marketing strategies adopted by the sample units. The attitude was measured using Likert scale. Price spread was analysed by collecting data from ten primary societies, five retail shops, and five hawkers after identifying seven different distribution channels. All the samples were selected randomly.
The various marketing strategies, viz., product, price, promotion and distribution were analysed. It was found that majority of the sample units were not in the practice of using these strategies. Even where these strategies were found in vogue, they locked scientific basis as is evident from the conspicous absence of market segmentation
| Item type | Current location | Call number | Status | Date due | Barcode |
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Theses
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KAU Central Library, Thrissur Theses | 380.1 XAV/CO (Browse shelf) | Available | 170164 |
MSc
‘A Comparative Study of Marketing Strategies of co – operative, Public and Private Sector units in Handloom Industry in Kerala’, is aimed at assessing the effectiveness and relative merits and demerits of various marketing strategies followed by Hantex, Hanveev and private sector firms and price spread of selected fabric under different marketing channels.
The sampling frame consists of Hantex, Hanveev and our private sector firms each from Trivandrum and cannanore districts. A consumer panel of 75 consumers each was selected from urban and rural areas to study the attitude of consumers on the marketing strategies adopted by the sample units. The attitude was measured using Likert scale. Price spread was analysed by collecting data from ten primary societies, five retail shops, and five hawkers after identifying seven different distribution channels. All the samples were selected randomly.
The various marketing strategies, viz., product, price, promotion and distribution were analysed. It was found that majority of the sample units were not in the practice of using these strategies. Even where these strategies were found in vogue, they locked scientific basis as is evident from the conspicous absence of market segmentation
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