Marketing intervention in handicrafts for sustaining quality of life of rural women
| dc.contributor.advisor | Kiran Singh | |
| dc.contributor.author | Melkani, Ekta | |
| dc.date.accessioned | 2024-10-22T10:50:29Z | |
| dc.date.available | 2024-10-22T10:50:29Z | |
| dc.date.issued | 2023-05 | |
| dc.description.abstract | The women entrepreneurship in India, especially in rural areas is in growing phase and has become an important domain of Indian economy. Female artisans dominate the handcraft industry in India with over 56% of the total artisan. The lack of family support and non-cooperation of male counterparts in Haryana along with psychological barriers, lack of experience, lack of knowledge, lack of society support, harassment, difficulties in getting loans to set up a business, lack of awareness about credit facilities for women, lack of infrastructure facilities, strict regulations and policies, attracting customers, lack of marketing skills and unfavorable market behaviors are the major problems faced by the women entrepreneurs (Rani and Sinha, 2016). The study consists of the interventions for designing crafts for sustainable development and making the handicraft products having the highest potential for future development. The research conducted provided trainings among the interested and creative rural women for making feasible handicrafts. Efforts were made to develop the sustainable marketing linkages of handicraft products study the productivity and quality of life of the trained rural women. Majority of respondents were married and under young (Burak-15-30 years) or lower middle age group (Mangali-30-45 years), matric passed, scheduled caste (>70%) and belonged to lower middle class (>50%). Women from Burak village got high creativity scores (63.33%) whereas Mangali women were medium creative (80.00%). Training and demand for work were major needs of respondents. Satisfactory participation of respondents for learning handicrafts was there. Workstation Prototype was designed and recommended to support arms (Rank I) and lower back (Rank III) and for work arrangement. Marketing skills and linkage development were created having social media and local fairs as major platforms. Knowledge and personality post-training has been significantly increased (0.015). There was medium symbolic adoption (43.33%) of the training among the respondents. Productivity and efficiency of workers increased (+1 BC ratio). Poor economic condition and poor access to market (100% each) were found as the major factors affecting productivity. Significant improvement of quality of life was found among the psychological, social and relationship status of respondents. | |
| dc.identifier.uri | https://krishikosh.egranth.ac.in/handle/1/5810215764 | |
| dc.language.iso | English | |
| dc.pages | 101 + vii + XVIII | |
| dc.publisher | CCSHAU, Hisar | |
| dc.sub | Family Resource Management | |
| dc.theme | Marketing intervention in handicrafts for sustaining quality of life of rural women | |
| dc.these.type | Ph.D | |
| dc.title | Marketing intervention in handicrafts for sustaining quality of life of rural women | |
| dc.type | Thesis |