Marketing Mix Strategies of Women Self Help Groups Products in Warangal District

Abstract

The empowerment of women through self-help groups has gained significant attention worldwide as a means to foster economic independence and social upliftment. In recent years, women self-help groups (WSHGs) in India have emerged as powerful agents of change, enabling women to engage in various entrepreneurial activities and generate income. This article aims to explore the marketing mix strategies employed by WSHGs in Warangal, a city in the state of Telangana, India. Through an in-depth study, this article highlights the marketing tactics adopted by WSHGs, including product development, pricing, promotion, and distribution. The study identifies the marketing mix determinants which influence the purchase of women self help group’s products. The influence of purchase decision on customer satisfaction in terms of SHG products was examined. The main aim of the study is to analyze the SHG products marketing mix determinants which have maximum impact on customer satisfaction. The study identifies the problems and suggests measures to improve the effectiveness of marketing of women self help group’s products. The findings of this study can offer valuable insights into the successful marketing practices employed by WSHGs, thereby enabling them to enhance their market competitiveness and achieve sustainable growth.