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999			_c25120 _d25120
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005			20220110135814.0
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082			_a380.1 _bXAV/CO
100			_aXavier KI
245			_aComparative study of marketing strategies of co-operativfe public and private sector units in handloom industry in Kerala
260			_aMannuthy _bDepartment of Rural Marketing Management, College of Co-operation and Banking _c1989
502			_bMSc
520	3		_a ‘A Comparative Study of Marketing Strategies of co – operative, Public and Private Sector units in Handloom Industry in Kerala’, is aimed at assessing the effectiveness and relative merits and demerits of various marketing strategies followed by Hantex, Hanveev and private sector firms and price spread of selected fabric under different marketing channels. The sampling frame consists of Hantex, Hanveev and our private sector firms each from Trivandrum and cannanore districts. A consumer panel of 75 consumers each was selected from urban and rural areas to study the attitude of consumers on the marketing strategies adopted by the sample units. The attitude was measured using Likert scale. Price spread was analysed by collecting data from ten primary societies, five retail shops, and five hawkers after identifying seven different distribution channels. All the samples were selected randomly. The various marketing strategies, viz., product, price, promotion and distribution were analysed. It was found that majority of the sample units were not in the practice of using these strategies. Even where these strategies were found in vogue, they locked scientific basis as is evident from the conspicous absence of market segmentation
700			_aRajan Nair N (Guide)
856			_uhttps://krishikosh.egranth.ac.in/handle/1/5810155124
856			_uhttps://krishikosh.egranth.ac.in/displaybitstream?handle=1/5810155124&fileid=cf54b32d-0a90-4e9c-97f1-539e25444d67
942			_2ddc _cTH