Marketing Behaviour of Registered Women Entrepreneurs in Coimbatore District of Tamil Nadu
N. Suganthi *
Department of Agricultural Extension and Rural, TNAU, Coimbatore-641003, India.
M. Asokhan
Department of Agricultural Extension and Rural, TNAU, Coimbatore-641003, India.
*Author to whom correspondence should be addressed.
Abstract
To achieve the purpose of the study, 105 registered women entrepreneurs in Micro Small and Medium Enterprise (MSME) were identified in Coimbatore District of Tamil Nadu. Series of questions were asked through well-structured interview schedule. The paper reveals that more than half (56.19 %) registered women entrepreneurs had medium level of marketing behaviour followed by high (24.76 %) and low (19.05 %) levels. Majority (79.05 %) of the respondents procured raw material locally followed by outside (20.95 %).Less than half (45.71 %) of the registered women entrepreneurs utilized labour based on demand for the produce. More than one-fifth (46.67%) of the registered women entrepreneurs sold their products to directly to consumers. A little less than three-fifths (71.43 %) of the registered women entrepreneurs had adequate existing market information.
Keywords: Women, entrepreneurs, marketing, consumers, cost of production