A STUDY ON THE PROBLEMS RELATING TO MARKETING OF RURAL INDUSTRIES IN MADURAI DISTRICT

Abstract

Rural industries play an important role in employment creation, resource utilization, and income generation and in helping to promote changes in a gradual and phased manner. The rural industry in India had particularly emerged as a vibrant and dynamic segment of the economy. This study aims at analyzing the various Marketing problems and prospects of rural industrial units in Madurai district including agro and forest-based units, engineering and allied units, textile and polymer-based industrial units, leather and leather-based units, chemical-based units and miscellaneous units situated in rural areas and identifying the factors influencing the growth of them. Marketing was also one of the major constraints of rural industries. Government sponsored or aided marketing agencies had to be given discount in the prices of the products of artisans. Thus, there is exploitation on the part of these agencies. Hence, the study suggests that governmental efforts should lay more stress on this aspect by creating demand for their goods.  The government should encourage their departments, institutions and banks to buy their requirements from rural industrial units directly.