Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Dec12-Article4-Marketing of Handloom Products: A Case Study of Thenzawl Cluster In Mizoram
- Price : 80.00
- Published on March 24, 2013
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
In India, the handloom enterprises are largely household-based and an important provider of rural non-farm employment. This paper is based on the mapping of Thenzawl, a village in Mizoram, which has developed as a handloom cluster. Most of the entrepreneurs in the cluster are tribal women who have chosen to be entrepreneurs in their own right, notwithstanding the number of looms owned by them. The paper has analyzed some important aspects of marketing of the micro artisan enterprises in terms of share of different products in total sales, channels of distribution, terms of payment for sales, sales promotion techniques, and extent of participation of sample enterprises in exhibitions and fairs. The researchers have offered suggestions for improving the marketing practices of the enterprises through cluster intervention initiatives to enable the cluster to sustain and grow.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.