A STUDY ON MARKETING MIX STRATEGIES OF WOMEN SELF HELP GROUP

(With special reference to Udumalpet Taluk)

Dissertation Submitted to Bharathiar University, Coimbatore,
In partial fulfillment of the requirements for the award of the degree of
MASTER OF PHILOSOPHY IN COMMERCE
Submitted by
T.DHANALAKSHMI M.Com (CA).,
(Reg No:2015R1335)
Under the Guidance of
Mrs.D.MAHESWARI M.Com.,M.Phil.,
Assistant Professor in Commerce,
PG and Research Department of Commerce

POST GRADUATE AND RESEARCH DEPARTMENT OF COMMERCE

VIDYASAGAR COLLEGE OF ARTS AND SCIENCE
(Re-Accredited with B grade by NAAC)
(Approved by UGC and Affiliated to Bharathiar University, Coimbatore)
Udumalpet-642156
November-2016

CERTIFICATE

CERTIFICATE

This is to certify that the dissertations entitled A study on Marketing Mix Strategies of
Women Self Help Group (with special reference to Udumalpet Taluk ) submitted to
Bharathiar University in partial fulfillment of the requirement for the award of the Degree of
Master of Philosophy In commerce is a record of original research work done by
T.Dhanalakshmi (Reg No:20151335) during the period of Nov 2015-2016 of her study in the
Department of Commerce at Vidyasagar College of Arts and Science, Udumalpet, under my
supervision and guidance and the dissertation has not formed the basis for the award of any
Degree/Diploma/Associateship/Fellowship or other similar title to any candidate of any
university.

Place: Udumalpet
Date:

Signature of the Guide

Signature of the HOD

Counter signed
Principal
(with seal)

DECLARATION
DECLARATION

I T.Dhanalakshmi hereby declare that the dissertation, entitled A STUDY ON MARKETING

MIX STRATEGIES OF WOMEN SELF HELP GROUP (WITH SPECIAL REFERENCE
TO UDUMALPET TALUK) submitted to the Bharathiar University in partial fulfillment of
the requirements for the award of the Degree of Master of Philosophy is a record of original
research work done by me during Nov 2015 to 2016 under the supervision and guidance of
Mrs.D.Maheswari M.Com., M.Phil., Assistant Professor in Commerce, PG and Research
Department of Commerce and it has not formed the basis for the award of any Degree / Diploma
/ Associateship / Fellowship or/ other similar title to any candidate of any university.

Place:Udumalpet
Date :

Signature of the Candidate

T.Dhanalakshmi

ACKNOWLEDGEMENT
ACKNOWLEDGEMENT

First of all I wish to thank to our beloved Secretary Shri. V. SATHYANATHAN

Managing Trustee of Vidyasagar Educational Trust. I am very proud of being a student in this
institution.
I would like to express my heart full thanks and profound gratitude to our beloved
Principal

DR.P.MARUTHUPANDIYAN

M.Com.,

M.Phil.,

Ph.D.,

M.B.A.,

B.G.L.,

Vidyasagar College of Arts and Science, Udumalpet for giving an opportunity to get practical
experience beyond the bounds of theoretical knowledge through project and also for his sincere
encouragement.
I express my sincere thanks to Dr. K. Chelladurai M.Com., M.Phil., M.B.A., PGDCA.,
D.Co-op., Ph.D., Head, PG and Research Department of Commerce, Vidyasagar College of Arts
and Science, Udumalpet, for his valuable guidance and encouragement to bring out this project
as a successful one.
I express my heartiest thanks to my guide Mrs.D.Maheswari M.Com., M.Phil.,
Assistant Professor in Commerce, PG and Research Department of Commerce, Vidyasagar
College of Arts and Science, Udumalpet for her valuable and patient guidance in assisting in the
completion of my research report.
I would like to thank all faculties in the Department of Commerce, Vidyasagar College of
Arts & Science, Udumalpet, for their encouragement.
I express my sincere thanks to Mr. S. Sriram B.Sc., MLIS., our college Librarian and
Mr. S.Rajendran B.A., MLIS., Asst. Librarian, for the timely assistance in reference work.
I dedicate my sincere thanks to my beloved husband & parents and all the friends who
helped me to do this project successfully.

CONTENT
CONTENT

CHAPTER

PARTICULARS
ACKNOWLEDGEMENT
LIST OF TABLES & CHARTS

INTRODUCTION OF THE STUDY

1.1 Introduction
1.2 Statement of the Problem
1.3 Objectives of the study
1.4 Hypothesis of the study
1.5 Methodology
1.6 Period of the study
1.7 Statistical tools used
1.8 Importance of the study
1.9 Limitations of the study
1.10 Chapter Scheme

II

REVIEW OF LITERATURE

III

PROFILE OF THE STUDY

IV

DATA ANALYSIS AND INTERPRETATION

FINDINGS SUGGESTION AND CONCULSION

BIBLIOGRAPHY
APPENDIX

PAGE.NO

LIST OF TABLES

LIST OF TABLES

Table.No

DESCRIPTION

Page.No

4.1

Age of the respondents

48

4.2
4.3

Educational Qualification of the respondents

Marital Status of the respondents

50
52

4.4

Caste of the respondents

54

4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
4.14
4.15
4.16
4.17
4.18
4.19
4.20
4.21
4.22
4.23
4.24
4.25
4.26
4.27

Number of the members in the family of the respondents

Nature of the Family
Number of earning members
Family Income (annual) of the Respondents
Type of House
Reason for joining the SHG
Number of Years of Membership of the Respondents
Members looking after the Marketing Activity
Number of Products Produced
Subscription / Savings to the group by the members per month
Various sources for Subscription/Savings by the Members
Number of times loan availed from the group
Usage of loan received
Training to respondents
Area of training to the respondents
Period of Training to the respondents
Reason for Dissatisfaction of the respondents
Repeated orders from the customers
Advertisement for the Product
Media of Advertisement
Reason for Not Advertising
Attractiveness of different media of Advertisement
Exhibition Of The Product In Fair/Exhibition

56
58
60
62
64
66
68
70
72
73
75
77
79
81
83
85
87
89
90
91
92
93
94

4.28

Level of response of public towards exhibitions

95

4.29

Provision of Job Opportunities to Others

96

4.30

Growth of the group

97

4.31
4.32

Opinion on Marketing
No. of persons employed
Family income of the respondents compared with Reason for

98
99

4.33
4.34
4.35

Joining the SHG

Number of Year of Membership compared with Number of times
loan availed
Members looking after the Marketing activity compared with
Repeated orders from customers:

102
103
104

4.36

Average Ranking the factors of departmental store

105

LIST OF CHARTS
LIST OF CHARTS

CHART.NO

PARTICULARS

PAGE.NO

1.

Age of the respondents

49

2.

Educational Qualification of the respondents

51

3.

Marital Status of the respondents

53

4.

Caste of the respondents

55

5.

Number of the members in the family of the respondents

57

6.

Nature of the Family

59

7.

Number of earning members

61

8.

Family Income (annual) of the Respondents

63

9.

Type of House

65

10.

Reason for joining the SHG

67

11.

Number of Years of Membership of the Respondents

69

12.

Members looking after the Marketing Activity

71

14.

Subscription / Savings to the group by the members per month

74

15.

Various sources for Subscription/Savings by the Members

76

16.

Number of times loan availed from the group

78

17.

Usage of loan received

80

18.

Training to respondents

82

19.

Area of training to the respondents

84

20.

Period of Training to the respondents

86

21.

Reason for Dissatisfaction of the respondents

88