Madras Agricultural Journal
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December(10-12) 2021

Marketing Behavior of Agripreneurs in Tamil Nadu - A Gender Perspective

Abstract

                                Marketing behavior refers to the capacity or tendency of the entrepreneurto identify the market trend to sell the produce for greater returns. Thepresent study aimed on the marketing behavior of male and femaleagripreneurs in Tamil Nadu. The ex-post facto research design was used inthis study. A sample of 204 respondents was selected using ProportionateRandom Sampling Technique. The marketing behavior of agripreneurs wasanalyzed in the thirteen identified components viz., raw material, utilizationof labor, price-fixing criteria, consumer segmentation, means of transport,expenditure incurred on transport, consumers of the product, place to sale,mode of payment, collection of money, value addition in the product, existingmarket facility, opinion about prevailing market price. The scoring proceduredeveloped by Sakthivel (2011) was followed, and percentage analysis wasused to interpret the results. The study inferred that majority of the male(62.75%) and female (66.67%) agripreneurs had medium levels of marketingbehavior followed by the high and low levels of marketing behavior.

Key words : Marketing behavior; Agripreneurship; Agripreneurs; Market behavior

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