Investigate Marketing Strategies to Promote Tribal Products in Anaikatti
Ms.V. Sobiya, Mrs.T.Maheswari, MS. M. Madhubala
Year, Department of Commerce Accounting and Taxation, Dr.N.G.P.Arts and Science College, Coimbatore, Tamilnadu-641048, India.
Assistant Professor, Department of Commerce Accounting and Taxation, Dr.N.G.P.Arts and Science College, Coimbatore, Tamilnadu-641048, India.
Department of Commerce Accounting and Taxation, Dr.N.G.P.Arts and Science College, Coimbatore, Tamilnadu-641048, India.
ABSTRACT
The study explores the production and marketing practices within traditional handicraft communities, focusing on age and gender-based variations in product creation and sales methods. The research utilizes chi-square analysis to assess the relationship between demographic factors and economic activities in the handicraft sector. A survey of 120 respondents reveals significant variations in product preferences and sales channels across different age groups and genders. The results highlight the predominant involvement of middle-aged individuals in handicraft production, with organic and herbal products being the most popular category. Similarly, the study identifies gender-based disparities in sales strategies, with men relying more on personal selling and online platforms, whereas women prefer craft fairs and exhibitions. Statistical analysis confirms significant associations between age, gender, and business practices, influencing the sustainability and growth of the sector. The findings underscore the need for targeted interventions to support traditional artisans, promote digital marketing strategies, and enhance market access. The study provides valuable insights for policymakers, businesses, and community organizations seeking to preserve cultural heritage while fostering economic empowerment among artisans.
Keywords: Handicrafts, Traditional Artisans, Marketing Strategies, Chi-Square Analysis, Gender Disparities, Economic Empowerment, Digital Marketing, Cultural Heritage
