MARKETING MANAGEMENT BEHAVIOUR OF SELF HELP GROUP LEADERS OF DWCRA PROGRAMME IN EAST GODAVARI DISTRICT OF ANDHRA PRADESH
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Date
2007
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ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY, RAJENDRANAGAR, HYDERABAD
Abstract
The research problem was titled “Marketing management behaviour of self
help group leaders of DWCRA programme in East Godavari district of Andhra
Pradesh”. A sample of 45 self help group leaders from 3 mandals of East Godavari
district was selected through random sampling method.
The required data was collected through personally interviewing the women
self help group leaders with structured schedule. The data was analyzed by
appropriate statistical techniques.
The profile analysis of self help group leaders indicated that majority of self
help group leaders could read and write, had medium family size, belonged to forward
caste, had medium extension contact, trained, high decision making ability, medium
innovativeness, high risk orientation and had medium achievement motivation.
With regard to marketing management behaviour, self-help group leaders had
medium planning management, production management, marketing management,
pricing of products and high level of grading the products. Majority of the self help
group leaders possessed moderately favourable attitude in marketing their products.
The correlation analysis of independent variables with marketing behaviour of
self help group leaders revealed that education, extension contact, training received
were positively and significantly correlated with marketing management behaviour of
self help group leaders.
The major problems expressed by self help group leaders were lack of nearby
markets, lack of market information, training period is too short, inadequate
infrastructural facilities, high cost of raw materials, inadequate transport facilities,
lack of common work place.
Majority of self help group leaders suggested to provide sufficient
infrastructural facilities, increase number of market outlets, improve transport
facilities, provision of market information, provide subsidies on inputs and training
schemes should be designed to develop skills.
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Keywords
MARKETING, MANAGEMENT, BEHAVIOUR, SELF, HELP, GROUP, LEADERS, DWCRA, PROGRAMME, EAST GODAVARI DISTRICT, ANDHRA PRADESH