Exploratory Research on Effectiveness of Marketing Strategies of Khadi and Village Industries, Payyanur Khadi Center-in Context with Distributors' Perspective

Author(s): Dr. Jyothi MN and Dr. Prashanthkumar CP

Abstract:

Khadi and Village industries play a pivotal role in the Kerala state’s economy and cultural heritage. In Kerala, the promotion of Khadi and Village industries is supported by various government and non-governmental organization, The Khadi and village industries Board supports cottage industries through financial, training and infrastructural development. This research is conducted to study about the marketing strategies adopted to attract and retain the various distributors of Payyanur Khadi centre. The sample size determined for the survey is 60 distributors using simple random sampling technique. The data analysed through T -test and the outcome of the survey is distributors are highly satisfied with the offers and discounts, communication about new marketing schemes. Payyanur Khadi center should adopt new method of channelizing their distribution to compete with other companies.

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