A Holistic Study among Women Entrepreneurs on Successful Marketing Strategies Inclusive of Social Media Approaches

Abstract

The main objective of this study was to conduct a need based entrepreneurial training newlineprogramme on selected respondents in terms of marketing strategies with special reference to social media and evaluate its impact on the respondents. To serve the purpose, the investigator applied Multistage Random Sampling and Proportionate Random Sampling to select the study area and the respondents respectively. Lakhimpur district was selected from the state of Assam,from which four villages were selected from two gaon panchayats. Konwar Gaon and Mahora newlineGaon were selected from Lakhimpur Gaon Panchayat and Sariani Gaon and Maaz Gaon were newlineselected from Boginadi Gaon Panchayat. 150 rural women were selected from the four villages as respondents of the study, viz; 50, 35, 38 and 27 women from Konwar Gaon, Mahora Gaon, Sariani Gaon and Maaz Gaon respectively. The study consisted of three phases: Need Analysis survey, Conduct of training programme and Impact Assessment. Data were collected with a structured interview schedule and face to face communication. Based on the findings of the need analysis survey, a four days training package was developed which was later implemented on 115 interested respondents. The 115 trainees were sub-divided into four groups based on their nature of enterprise- Handloom and textiles, Sericulture Technology, Bamboo Craft and Traditional newlineFood Preparation. Impact assessment of the study included assessment of knowledge, attitude and practice (KAP) of the trainees before and after the training programme as well as assessment of impact on financial aspects, social aspects and personality growth of the trainees. The data collected were analyzed using percentage analysis, Chi-Squared Test, Paired T-Test and ANOVA. newlineResults showed significant association between selected independent variables such as age,education, family income and type of enterprise with interest of the respondents towards the training programme.