Advertising and sales management analysis of mushroom cultivation in Kashmir

Mushroom is a unique non-traditional cash crop grown indoors, both as a seasonal crop and round-the-year under the controlled environmental conditions. About 2000 species of fungi are used as food by tribes and various communities, however, only a few are cultivated. Climatic conditions in India are favourable for natural occurrence of mushrooms and some of them are regularly collected and used as food by the natives particularly those belonging to tribes therefore this paper is an attempt to find out the advertising and sales management trends of mushroom cultivation in Kashmir. This paper is divided into three parts. Part one represents introduction, research methodology and objectives of the study. Part two review the advertising and sales management trends adopted by mushroom cultivation enterprises in Kashmir. The analysis in this paper is qualitative as well as quantitative. This study is based on information obtained from primary sources which includes one hundred customers of Kashmir. Final and third part includes findings and conclusion of the study.