Customer perception towards the various marketing mix activities of Jammu and Kashmir co-operatives supply and marketing federation limited in Jammu District of J&K state

Co-operative has been deep rooted in the socio-economic profile of the people of Jammu & Kashmir, Its playing a dominant role in the distribution of chemical fertilizer to farmers; procurement and marketing of agricultural produce; channelising flow of credit through Cooperative Credit Societies and State cooperative Bank; distribution of essential commodities like sugar, kerosene oil, salt, cooking gas, Janta cloth etc. through JAKFED, CONFED, Primary Cooperative Consumer Stores; providing housing facilities to house-less through house-building Co-operative Societies under the overall financial umbrella of the J&K Co-operative Housing Society besides attracting large number of small milk producers, artisans, village craftsman, fruit and vegetable growers, small transporters and group of labourers into its fold. Of the total 1 257 co-operative societies functioning in J&K during 2006–2011, 621 were in Kashmir and 636 were in Jammu. In the present study an attempt has been made to evaluate the perception of customer towards the marketing mix strategies of Jammu and Kashmir Co-operatives Supply and Marketing Federation Limited in Jammu District.