Problems and prospects of co- operative marketing of handicraft products with special reference to wood and metal products

Abstract

Study on “Problems and prospects of co – operative Marketing of Handicrafts Product with special reference to wood and Metal Products” has been carried out to identify channels of distribution of wood and metal handicrafts products, to measure the efficiency of distribution channels, to assess the extent of assistance given by federation in production and marketing of wood and metal products and to evaluate marketing policy and programmes of apex federation. Five units were selected for study.

Metal cooperative follows four channels of distribution of which direct sales and wholesale were main channals. The wood crafts units depend on federation for marketing. The cooperative functioning in both craftworks follows four channels, where wood crafts are distributed through apex and metal work through the industrial cooperative. Apex follows only direct sales through its showrooms. Showrooms at Ernakulam, Trichur and Banglore performed well.

Most efficient channels for metal craft units were direct sales and wholesale. Performance of wood craft units which followed only a single channel was not satisfactory. Considering the unit functioning in both wood and metal works, sales through apex were found to be more efficient.

Marketing efficiency and productivity ratios explain the inability of units in analyzing marketing problems.

Apex federation is not providing any financial assistance to primaries. Wide disparity noticed in the quantum of raw material supplied by apex to units. Only one unit enjoyed the training scheme arranged by apex. Due to discrimination in selection of units for their participation in exhibitions, majority of units were not getting chance to participate in exhibition. Wide propaganda and publicity during period of rebate seasons has increased per day sales compared to other sales methods.