DOES MARKETING REMAIN AS A DRAWBACK OR RESPONSES TO THE GROWTH OF WOMEN ENTERPRISES OF MANIPUR?

Abstract

The purpose of the study is to understand the marketing problems and activities of women enterprises of Manipur; and consequently,to examine their impact on the sales growth. Relatively, a null hypothesis on whether marketing can influence thesales growth of women enterprises was developed and tested to draw inferences and conclusions. The study was felt due totheneed forthe hour to introspect into the reasons for slow pace of industrial growth and entrepreneurship development in Manipur out of which an assumption is the marketing reasons. Primary data were collected from 200 women entrepreneurs through theface-to-face structured interview based on questions associated with the identified variables of the study, i.e. dependent variable being sales growth and independent variable being marketing. Statistical methods like percentage, median, and chi square test were employed. The primary data were processed through SPSS. The findings of the study revealthat marketing has been a problem for women entrepreneurs of Manipur. However, the chi square test results show that marketing constraints do not have a significant impact on sales growth. The study also reveals that marketing activities performed by women enterprises are branding, packaging, labelling,providing product related services, standardization of products, promotional pricing, use of middlemen as a channel of distribution, sales at counter, personal selling, advertising both conventional and modern, and trade promotion. And that these functions have a significant and positive relationship with sales growth. Hence, the study concludes that though women enterprises face difficulties in marketing the products,doesnot remain as a drawback and contributes significantly to sales growth.