TOPIC: Effect of Artisanss Demographics on their Perception towards Marketing of Rural Handicraft Products through Organised Retail Format

Neha Nagori Lecturer,Bhupal Nobels College, Udaipur Email id: - neha03nagori@gmail.com Mobile: 9785068830

Dr.Kartik Dave Associate Professor (Marketing Area), BIMTECH, Greater Noida Email: davekartik123@gmail.com ; Mobile : 09873099223

*Prof. (Dr.) Karunesh Saxena* FMS, Director college development council, MLSU, Udaipur Email: karuneshsaxena@gmail.com ; Mobile: 09928074007

Effect of Artisans Demographics on their Perception towards Marketing of Rural Handicraft Products through Organised Retail Format

Abstract
Rural economics imparts significant contribution towards Indian economy. Handicraftsproducts produced by rural artisans have started catching fancy of consumers. The major problem seems to be, non availability and hence inaccessibility to the consumers. The present research paper takes an analytical look at the artisans perception towards marketing efforts for handicraft products particularly the distribution through retail format. Key words: Rural, Rural marketing, Handicraft products, Organised retail

Introduction

Indian economy is a vast economy and rural sector plays a vital role for development. Rural artisans produce lots of artistic products which are in demand not only in India as well as in the global market. Younger generation is more concerned about the handicraft products. Handicraft products are in demand but the marketing factors are less supportive to develop good platform for the promotion of handicraft-products in the urban area. Rural artisans have no proper distribution channels to increase the demand of their products in the market. Because of inaccessibility they are not able to exist in the market. Against this backdrop attempt is made in this paper to(i) Trace and review the available literature related to the title theme. (ii) To study the effect of certain individual characteristics such as (a) Educational Qualification (b) Annual turnover of business

(ii) To develop suggested framework for marketing of rural handicraft products through
organized retail format.

Review of related literature

Giron et al (2007) concluded that marketing strategies are the key factor for the success of rural artisans in Mexican city. These strategies are important because they are related to the other elements of success, for the use of pricing-strategies oriented to profits. The second most important strategy is the use of personal recommendation which is used to promote products .Product diversification and the information artisans gave to customers were representatively based for the third and fourth strategy. Tran and Cox, (2009) opined on the product branding. Significant attention is given to brand equity in the consumer context, but relatively little attention is paid to the application of the concept in business-to-business (B2B) context. Retailers are often seen as irrelevant to the source of brand value, resulting in manufacturers not targeting retailers to help them to build strong brands. Sridhar and Mishra, (2011) highlight the method of studying product adaptation from the rural markets. The study attempted to contextualise product-adaptation-construct from international marketing to rural marketing domain. The result indicates that the contingency theory holds true in case of product adaptation in rural markets. With the increases in executives' representation of rurality, product-adaptationdegree also increased. Mann and Byun, (2011) highlight the competitiveness of the Indian apparel retail industry and the changing market conditions since 2006 retail-trade-liberalization to identify the opportunities and challenges of operating in the Indian market. This study provides a comprehensive view of the rapidly evolving Indian-apparel-retailing-industry by evaluating dimensions of competitive conditions Dabas, Sternquist, Mahi, (2012) identified the structural and relational factors influencing the upstream-channel-management of organized retailers in India. The paper contributes to the literature on the supply chain structure in India. Despite growing interest in the Indian retailing industry, not many studies reflect on the specific B2B exchange structure in India. The paper fills this gap and also provides several marketing implications for multinational retailers planning to enter into the Indian market.

Research Methodology

Research design chosen for this study is an exploratory one. The main objective is to explore the Effect of Artisans Demographics on their Perception towards Marketing of Rural of Handicraft products through Organised Retail Format. A structured questionnaire was prepared for consumers, 100 questionnaires in 3 parts are filled by the artisans. It was used to study the effect of artisans demographics about the marketing of rural handicraft product. Non-probability purposive sampling was used and various hypotheses were formulated and analysed using appropriate statistical tool. The data obtained from artisans were analyzed, a measuring instrument was developed and suitable statistical tests were applied to test the effect of demographics of artisans respondents with regards to their perception towards the marketing of rural handicraft products.

Artisans profile

The respondent profile is based on the responses obtained from the questionnaire specially designed to obtained data from artisans under study. The information received has been described along the educational qualification and annual turnover of business.

Operational Definition

1 Rural : Rural as any habitation with a population density of less than four hundred per Sq. Km. , where at least seventy five percent male working population is engaged in agriculture and there is no Municipality or Board. 2 Handicraft products: Handicraft, also known as craftwork or simply craft, is a type of work where useful and decorative items are made completely by hand using only simple tools. Usually the term is applied to traditional ways of making goods. Items made by mass production or machines are not handicrafts.

3 Educational Qualification:

The educational qualification of the respondents were

divided in four category illiterate, primary, intermediate, post graduate. 4 Annual Income: The responding group is classified into two categories assuming the cutoff annual turnover of Rs. 3 lacks. The artisans having annual income less than Rs. 3 lacks are considered comparatively having less annual turnover and those who are having

annual turnover more than Rs. 3 lacks were considered comparatively having more annual turnover.

Analysis and Research

Educational Qualification of the Respondents

Educational qualification of the respondents is decided as an important demographic parameter to test statistically, the effect of respondents on their perception towards the marketing of rural handicraft in retail mart. The educational qualification of respondents in four groups accordingly as underClassification of the Respondents (Education qualification wise) S. No. 1 2 3 4 Total Educational Background Illiterate Primary Intermediate Graduate No. of Respondents 8 15 61 16 100 Percentage (%) 8 15 61 16 100%

Annual Turnover of the Respondents

Annual turnover of the respondents is decided as an important demographic parameter to test statistically the effect of respondents on their perception towards the marketing of rural handicraft products. The distribution of respondents in these two groups accordingly as under

Classification of the Respondents (Annual Turnover of Business wise)

S. No. 1 Annual Turnover Category Comparatively Less ( < 3 Lacks) No. of Respondents 46 Percentage (%) 46

Comparatively More ( 3 Lacks) Total

54 100

54 100%

Effect of Customers demographics on their perception

In this section, the effect & influence of various demographic factors such as

educational qualification (i.e. from illiterate to graduation) and annual turnover (i.e. comparatively less and comparatively more) on their perception about product attributes, responsiveness towards consumers, marketing intermediaries and Intention to use of retail format were studied-

Effect of Respondents Educational qualification on their perception towards the marketing of rural handicraft products through organized retail format

The data obtained from the respondents were categorized in four groups i.e. illiterate, primary, intermediate graduate respondents as described before. In order to analyse the effect of educational qualification on their perception towards the marketing of rural handicraft products, following 4 null hypotheses were formulated. H01: There is no significant difference between the respondents of different educational level with respect to their perception about Product attributes. H02: There is no significant difference between the respondents of different educational level with respect to their perception about Responsiveness towards consumer. H03: There is no significant difference between the respondents of different educational level with respect to their perception about Marketing Intermediaries. H04: There is no significant difference between the respondents of different educational level with respect to their Intention to use of retail format.

The above hypotheses have been established to find out whether the respondents of different educational level differ with respect to their perception towards the marketing of rural

handicraft products through organized retail format in four critical factors. As there are more than 2 samples, these hypotheses have been tested using F test (ANOVA) for differ ence of mean at 5% as well as 1% level of significance. The tabulated value for (3,3) degree of freedom at 5% level of significance is 9.28 and at 1% level of significance is 29.46. The results obtained are presented in table.

Tests for difference of means between respondents of different educational level TABLE No. 1.1 Results Level of Significance 5% 1% Significant

Null Hypothesis

Test

Value

H01

2.428

Significant

H02

6.427

Significant Significant

Significant

H03 H04

F F

14.92 10.93

Significant

Significant Significant

The analyzed result illustrated in table 1.1 establishes the facts that all of the null hypotheses are significant at both levels of significance hence can be rejected. It shows that there is significant difference between the respondents of different educational level with respect to their perception about Product attributes, Responsiveness towards consumer, Market intermediaries and Intention to use of retail format. Effect of Respondents Annual Turnover of Business on their perception towards the marketing of rural handicraft products The data obtained from the respondents were categorized in two groups i.e. respondents have comparatively less annual turnover & comparatively more annual turnover as discussed

before. In order to analyze the effect of annual turnover on their perception towards the marketing of rural handicraft products, following 4 null hypotheses were formulated. H05: There is no significant difference between the respondents have comparatively less annual turnover & comparatively more annual turnover with respect to their perception about Product attributes. H06: There is no significant difference between the respondents have comparatively less annual turnover & comparatively more annual turnover with respect to their perception about responsiveness towards consumer. H07: There is no significant difference between the respondents have comparatively less annual turnover & comparatively more annual turnover with respect to their perception about Marketing Intermediaries. H08: There is no significant difference between the respondents have comparatively less annual turnover & comparatively more annual turnover with respect to their Intention to use of retail format.

The above hypotheses have been established to find out whether the respondents having comparatively less annual turnover& comparatively more annual turnover differ with respect to their perception towards the marketing of rural handicraft products through organized retail format in four critical factors. As the hypotheses are large, these hypotheses have been tested using z test for difference of mean at 5% as well as 1% level of significance. The tabulated value for two tailed test at 5% level of significance is 1.96 and at 1% level of significance is 2.58. The results obtained are presented in table.

Tests for difference of means between respondents have comparatively turnover & comparatively more annual turnover TABLE NO. 1.2 Null Test Value Results

less

annual

Hypothesis

Level of Significance 5% z 1%

H05

0.316

Not Not Significant Significant Not Not Significant Significant Significant Significant Significant Significant

H06 H07 H08

z z z

0.654 2.976 2.627

It is clear from the analyzed results illustrated in table 5.25 that 5th & 6th null hypotheses are not significant at both level of significance, as such these hypotheses can be accepted. It shows respondents with comparatively less annual turnover & comparatively more annual turnover do not differ significantly with respect to their perception about product attributes, responsiveness towards consumers. 7th & 8th null hypotheses are significant at both levels of significance; as such these hypotheses cannot be accepted. It shows respondents who have comparatively less annual turnover & comparatively more annual turnover differ significantly with respect to their perception about marketing intermediaries and Intention to use of retail format.

Conclusion
In competitive market, retail format is significantly important segment for the development of rural handicraft products. In globalized-world, retail mart is the best place to promote handicraft product and to connect with the urban consumers. The age and annual income of the consumer has direct impact on the perception to purchase of handicraft products and play considerable role for promoting the products of rural artisans.

REFERANCES

Tran, Q. and Cox, C., (2009), Building brand equity between manufacturers and retailers, Advances in Business Marketing and Purchasing, Vol. 15.

Sridhar, G. and Mishra D., (2011), Executives social representation of rurality and product adaptation: A case of rural markets in India, Asia Pacific Journal of Marketing and Logistics, Vol. 23, Issue 3.

Dabas S., Sternquist B. and Mahi H., (2012), Organized retailing in India: upstream channel structure and management, Journal of Business & Industrial Marketing, Vol. 27, Issue 3.

Giron H., Paz La De J., Hernandez D., Luisa M., Castaneda J., Cesar Julio M.C., (2007 ), Strategy and Factor For Success : The Mexican Handicraft Sector, Performance Improvement; Sep 2007; 46, 8; ABI/INFORM Global pp. 16. Manveer, Mann M., Byun, E.-S., (2011), Accessing opportunities in apparel retail sectors in India: Porter's diamond approach, Journal of Fashion Marketing and Management, Vol. 15, Issue 2.