Marketing practices and problems of agro and non-agro based Village industry Enterprises: A study of Punjab

The study was carried out to analyze the marketing management practices and problems of agro and non-agro based village industry enterprises. The primary data regarding marketing practices and problems were collected through a self-structured questionnaire which contained questions related to packaging, branding, pricing and distribution channels. The data were analyzed with the help of percentages, Z-test and independent samples t-test. It was found that the majority of agro and non-agro-based of village industry enterprises used their own brands. They mainly followed direct distribution channel from producer to consumer. Poly packs were mainly used and they promote their products through personal selling mode because of unawareness about-other promotional tools. No significant difference was seen in marketing practices-followed by agro and non-agro based village industry enterprises. The major marketing problem faced by village industry enterprises was inadequate knowledge about low cost marketing strategies. Some other problems were high transportation cost and intense-competition from large-scale firms.