Marketing Problems of Handloom Products in Weavers of Nellore District

INTERCONTINENTAL JOURNAL OF HUMAN RESOURCE MANAGEMENT
ISSN:2350-0859 -ONLINE ISSN:2350-0840 -PRINT -IMPACT FACTOR:0.414

VOLUME 2, ISSUE 9, SEPTEMBER 2015
MARKETING PROBLEMS OF HANDLOOM PRODUCTS IN

WEAVERS OF NELLORE DISTRICT
O. VIJAYA KUMAR 1 K.R.SWAROOP 2 PROF. B. VIJAYA LAKSHMI 3
1
Research scholar, Department of Management studies, S.V. University, Tirupati, AP
2
Research scholar, Department of Management studies, S.V. University, Tirupati, AP
3
Department of Business Management, SPMVV, Tirupati, A.P.
ABSTRACT
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The handloom weavers in some parts of the state are starving to death and even commit
suicides, due to improper supply of raw material, price hike in yarn, lack of proper marketing
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facilities, lack of market promotion, lack of proper financial resources, involvement of middlemen,
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competition from mill and power loom products, To study this 424 samples are taken simple
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percentage and tests are used to analyse the data and found that they are facing many problems.
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Key Words: Hnadloom Products, Marketing Problems, Competetion
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1. INTRODUCTION:
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c h
Andhra Pradesh has generally been one of the real handloom weaving districts of India. The
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state has the second biggest grouping of weavers in the nation in the wake of neighboring state, Tamil
Nadu; Weaving is a family action, carried on by weaver artisans with the help of family work,
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delivering for a business market. It is to a great extent a rustic action. The Handloom part assumes an
essential part in the nation's economy. The handloom business creates generation at low capital
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expense, for the most part utilizing indigenous crude material and using nearby abilities, augments
entrepreneurial base, encourages adjusted provincial development and keeps the relocation work to
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the metropolitan territories. In spite of the fact that handloom weaving exists in all regions of Andhra
Pradesh, there are extensive contrasts between different areas inside of the State, as to quantities of
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weavers and weavers, in that and items made.
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There are a few procedures included in the generation of handloom fabric, which can be
extensively arranged as pre-loom and post-loom exercises. Other than weaving, winding, estimating,
distorting and radiating are the pre-loom exercises while dying, printing, calendaring and completing
are the post-loom exercises, which must be done in a methodical procedure. Some of these handloom
items may be specifically sold not long after subsequent to weaving and some different items obliged
post-weaving procedure to discover business sector
The procedure of weaving takes certain stretch of time which the weaver needs to perform
with much consideration and persistence. A basic misstep can ruin the material inside of no time.
Further, the support of suitable climatic conditions is basically needed. The creation of handloom
fabrics demonstrates its due impact and effect on the financial existences of the poor weaver workers.
To enhance the present circumstance of handloom area and to make the segment more
aggressive in current situation, where market circumstance are changing quick it is exceptionally
www.researchscripts.org 17 editor@researchscripts.org
important to plan fitting advertising systems. Advertising is about making client esteem and
productive client connections.
To get an achievement in today's aggressive commercial center, handloom division should be
a client focused. It must catch clients from contenders, then keep and develop them by conveying
more noteworthy quality. The handloom part first comprehends the client needs and needs before
fulfilling them. Along these lines, sound promoting obliges a watchful client examination. Promoting
technique for handlooms includes two key choices: which clients it will serve (division and focusing
on) and how it will make a quality for them (separation and situating).
2. Review of Literature:
Kulkarni R.S. (1978) in his study has proposed on the enhanced innovation and abilities for
the handloom business advancement as far as expansion of generation, livelihood opportunities,
promoting products and working capital of the weavers. Nagena C. Das (1986) accentuated that the
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handloom preparing offices ought to be made strides. The local and state government ought to
approach to help the business. The author highlighted the working's significant capital for the
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business' development and the individual weavers were for the most part in a disadvantageous
position for promoting their items. Bharat R.K., (1988) has directed a review on showcasing of Co-
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operative Handloom Textile - APCO, and has distinguished a zones' portion where in uncommon look
after advertising the handloom items. Ravichandran (1998) in his study "Execution of Aralepet Silk
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Handloom Weavers Production and Sales Co-operative Society - A Case study", looks at the whole
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execution of the society, various types of procedures included in the creation and advertising of
completed items, preparing to the salesmen to sell, inspiration to the workers, reception of successful
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deals advancement strategies and expanding the quantity of weaving machines.
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3. Research Methodology: Sources of Data: primary data is collected through the structured
questionnaire and the secondary data is collected from the different journals, books and internet;
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Sample size: The sample size for the present study was 424, for which the survey was conducted;
Convenience sampling method was adopted; Tools for analysis: The tools used for the analysis are:
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Simple percentage method, chi-square test; Sampling Element: Weavers of the Handloom Products;
Location: Nellore district of Andhra Pradesh.
4. Objectives:
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 w
To know the satisfaction of the Promotional Assistance of the handloom weavers

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To study the marketing problems regarding the handloom products
5. Data Analysis and Interpretation:

Table 5.1: Satisfaction by marketing promotional assistance given by the central Government:
Satisfaction by marketing promotional assistance given by the
central Government
Frequency Percent
Strongly Dissatisfied 70 16.5
Dissatisfied 92 21.7
Neither satisfied nor Dissatisfied 93 22
Satisfied 93 21.8
Strongly Satisfied 76 17.9
Total 424 100.0
Source: Primary Data
The above table 5.1 depicts about the satisfaction by marketing promotional assistance given
by the central government for this majority of the respondents for about 22% neither satisfied nor
dissatisfied about satisfaction by marketing promotional assistance given by the central government,
21.8% of the respondents are satisfied. 21.7% respondents are dissatisfied, 16.5% respondents are
strongly dissatisfied, 16.5% of the respondents are strongly dissatisfied.
Table 5.2 Category of weavers wise the Satisfaction by marketing promotional assistance given
by the central Government:
Chi-
Square Satisfaction by marketing promotional assistance given by the
value P Value central Government
Strongly Neither
22.682a .012 Dissatisfaie Dissatis satisfied Strongly
d faied Dissatisfied Satisfied Satisfied Total
Categor independent 14 14 9 10 5 52
y of weavers 26.9% 26.9% 17.3% 19.2%
r g 9.6% 100.0%
Weaver master
s weavers 18.8%
6
18.8%
6
31.3%
10
.
15.6%
s o
5
15.6%
5 32
100.0%
weavers
under middle
33 37 33
p t 43 35 181
man
18.2% 20.4%
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18.2% 23.8% 19.3% 100.0%
coopertive
weavers 8.6%
3
22.9%
8
s c 20.0%
7 13
37.1% 11.4%
4 35
100.0%
labour
weavers 11.3%
14 27
21.8%
c h 27.4%
34 22
17.7% 21.8%
27 124
100.0%
Total
16.5%
70
a r
92
21.7% 21.9%
93 93
21.9% 17.9%
76 424
100.0%
s e
.r e
HO: There is no significant difference between category of weavers and Satisfaction by
marketing promotional assistance given by the central Government
The above table 5.2 depicts about the category of weavers wise the Satisfaction by marketing
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promotional assistance given by the central Government for this Pearson Chi-Square value is 22.682
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and p value is 0.012 which is lesser than the 0.05 significant level which indicates that reject null
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hypothesis and accept alternative hypothesis that there is a significant difference between the category
of weavers and Satisfaction by marketing promotional assistance given by the central Government
Table 5.3 Satisfaction by Export promotional assistance given by the central Government:
Satisfaction by Export promotional assistance given by the central
Government
Frequency Percent
Neither satisfied nor Dissatisfied 101 23.8
Satisfied 80 18.9
Total 424 100.0
The above table 5.3 depicts about the Satisfaction by Export promotional assistance given by
the central government for this majority of the respondents for about 23.8% neither satisfied nor
dissatisfied about satisfaction by export promotional assistance given by the central government,
21.5% of the respondents are strongly satisfied, 18.9 % respondents of the respondents are satisfied,
18.6% of the respondents are dissatisfied, 17.2% of the respondents are strongly dissatisfied.
Table 5.4 Category of weavers wise Satisfaction by Export promotional assistance given by the
central Government
Chi-
Square Satisfaction by Export promotional assistance given by the
value P Value central Government
Dis Neither
14.557a Strongly satisfai satisfied Satisfie Strongly
Categor
0.55
independent
Dissatisfaied
7
ed
10
Dissatisfied
9
d
11
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Satisfied
15
Total
52
y of weavers
13.5% 19.2% 17.3%
s.
21.2% o 28.8% 100%
Weaver
s master 4 5 11
p t 5 7 32
ri
weavers
12.5% 15.6% 34.4% 15.6% 21.9% 100%
sc
weavers 31 39 46 25 40 181
under
ch
middlemen 17.1% 21.5% 25.4% 13.8% 22.1% 100%
coopertive
weavers
22.9%
8
a r
11.4%
4
25.7%
9
22.9%
8
17.1%
6 35
100%
labour 23
s e 21 26 31 23 124
Total
weavers
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18.5%
73
16.9%
79
21.0%
101
25.0%
80
18.5%
91
100%
424
w
w 17.2% 18.6% 23.8% 18.9% 21.5% 100.
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Ho: There is no significant difference between Category of weavers and Satisfaction by Export
promotional assistance given by the central Government
The above table 5.4 depicts about the category of weavers wise satisfaction by export
promotional assistance given by the central government for this chi-square value 14.557 and p value
is 0.55 which is greater than the 0.05 which indicates that accept null hypothesis and reject alternative
hypothesis that there is a significant difference between category of weavers wise satisfaction by
export promotional assistance given by the central government.
Table 5.5 Sales Promotion Scheme helps in promoting handloom fabrics through advertisement,
exhibition, etc.
Sales Promotion Scheme helps in promoting handloom fabrics
through advertisement, exhibition, etc.
Frequency Percent
Neither satisfied nor Dissatisfied 86 20.3
Satisfied 84 19.8
Total 424 100.0
The above table 5.5 depicts about the category of weavers wise Sales Promotion scheme helps
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in promoting handloom fabrics through advertisement, exhibition, etc. for this majority of the
respondents for about 23.6% of the respondents are dissatisfied about sales promotion scheme helps in
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promoting handloom fabrics through advertisement, exhibition, etc., 20.3% respondents are neither
s
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satisfied nor dissatisfied, 19.8% of the respondents are satisfied, 19.1% of the respondents are
strongly dissatisfied and at last 17.2% of the respondents are strongly satisfied about sales promotion
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scheme helps in promoting handloom fabrics through advertisement, exhibition, etc.,
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fabrics through advertisement, exhibition, etc.
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Table 5.6 Category of weavers wise Sales Promotion Scheme helps in promoting handloom
Pearson
Chi-
Asymp.
Sig. (2-
c h
Sales Promotion Scheme helps in promoting handloom fabrics
Square sided)
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through advertisement, exhibition, etc.
a
se
Strongly Dissatis Neither satisfied Strongly
17.531a .352
Dissatisfaied faied Dissatisfied Satisfied Satisfied Total
Category independent
of weavers r. e9 11 15 10 7 52
Weavers
w 17.3% 21.2% 28.8% 19.2% 13.5% 100%
master
weavers w 4 10 11 5 2 32
weavers
under
w 12.5%
32
31.3%
46
34.4%
35
15.6%
34
6.3%
34
100%
181
middlema 17.7% 25.4% 19.3% 18.8% 18.8% 100%
Coopertive 6 5 6 9 9 35
weavers
17.1% 14.3% 17.1% 25.7% 25.7% 100%
labour 30 28 19 26 21 124
weavers
24.2% 22.6% 15.3% 21.0% 16.9% 100%
Total 81 100 86 84 73 424
19.1% 23.6% 20.3% 19.8% 17.2% 100%
Ho : There is no significant difference between Category of weavers and Satisfaction by Export

promotional assistance given by the central Government.
The above table 5.6 depicts about the category of weavers satisfaction by export promotional
assistance given by the central government for this chi-square value is 17.531 and p value is .352
which is greater than the 0.05 significant level which indicates that accept null hypothesis and reject
null hypothesis that there is no significant difference between category of weavers and Satisfaction by
Export promotional assistance given by the central Government.
Opinion on the marketing problems:
Table 5.7 : opinion on the marketing problems

Strongly Disag Not Agre Strongl Tota
Disagree ree sure e y l
Agree
I will get reasonable Frequency 67 88 91

r
93g 85 424
profit margin Percent 15.8 20.8
s.
21.5 o21.9 20.0 100
I need Marketing Frequency 95 44
p t 73 108 104 424
ri
assistance Percent 22.4 10.4 17.2 25.5 24.5 100
I am facing the problem

of bad debts
Frequency
Percent
s
23.1c
98 82
19.3 19.3
82 87
20.5
75
17.7
424
100
I need retail outlets to sell

Frequency
c h
105 56 64 108 91 424
the products Percent
a r 24.8 13.2 15.1 25.5 21.5 100
s e
items they are
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The above table 5.8 depicts about the opinion on the marketing problems in that there are four
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I will get reasonable profit margin: The majority of the respondents for about 21.9% in getting the
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reasonable profit agreed that they are getting reasonable profit margin and minimum number of the
respondents are strongly disagreed that they are getting reasonable profit margin for about 15.8%.
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I need marketing assistance: The majority of the respondents for about 25.5% in getting the
marketing assistance agreed that they are getting marketing assistance and minimum number of
respondents disagreed that they are getting the marketing assistance for about 10.4%.
I am facing the problem of bad debts: The majority of the respondents for about 23.1% strongly
disagreed that they are facing the problem of bad debts and minimum number of the respondents are
strongly agreed and not sure about the opinion that they are facing the problem of bad debts.
I need retail outlets to sell the products: the majority of the respondents for about 25.5% strongly
agreed that I need retail outlets to sell the products and minimum number of respondents disagreed
that 13.2% of the respondents are they need retail outlets to sell the products.
How wears sell the product:
Table 5.9 Weavers will sell products

Frequency Percent
Independently 106 25.0
through master weaver 162 38.2
through cooperative society 77 18.2
through agency 79 18.6
Total 424 100.0
Source: Primary data
The above table depicts about the weavers selling the products in that majority of the
respondents told that for about 38.2% through the master weaver, 25% through independently, 18.2%
the products through agency.

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through cooperative society and minimum number of the respondents for about 18.6% weavers selling
Weavers get maximum price by selling by:

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p t
Table 5.10 Weavers get maximum price by selling to
Frequency
r i
Percent
private selling
master weaver
s c
280
85
66.0
20.0
cooperative society
Agency
c h 36
14
8.5
3.3
Others
Total
a r 9
424
2.1
100.0
s e
.r e
The above table 5.10 depicts about the weavers get maximum price by selling products in that
majority of the respondents told that weavers get maximum price by selling by the private selling for
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about 66%,through the master weaver 20%, through the cooperative society 8.5%, through agency
3.3% and minimum number of respondents told that s for about 2.1% respondents get maximum
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price by selling through other sources.
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Problems faced by my handloom:
Table 5.11 Problems faced by my handloom

Frequency Percent
lack of Mktg. 34 8.0
supply of yarn 37 8.7
financial 342 80.7
inability of management 11 2.6
Total 424 100.0
The above table 5.11 depicts about problems faced by the handloom for this majority of the
respondents for about 80.7% told that they will get more problem through their handloom in the
financial then supply of yarn for about 8.7%, lack of marketing for about 8% and minimum number of
the respondents for about 2.7% told that the they will get more problem through inability of the
management.
Attribute for the decline in the handloom industry:
5.12 Attribute for the decline in the handloom industry

Frequency Percent
competition of power looms 80 18.9
lack of design & market facilities 280 66.0
inefficient Mgt. 21 5.0
lack of govt. support 43 10.1
Total 424 100.0
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The above table 5.12 depicts about attribute to decline in the handloom industry for this
majority of the respondents for about 66% told that lack of design and marketing facilities attribute is
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the decline of the handloom industry, 18..9% respondents told that competition of the power looms,
lack of government support for about 10.1% and minimum number of respondents for about 5% told
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that inefficient management is the attribute to decline in the handloom industry.
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Does weavers fallow pricing methods:
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Frequency
s c
Table 5.13 Does weavers fallow pricing methods
Percent
cost of production
c h 350 82.5
competition
demand
a r 25
49
5.9
11.6
Total
s e 424 100.0
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The above table depicts about weavers fallow pricing methods based on the fallowing in this
majority of the respondents for about 82.5% put the price based on the cost of the production an then
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11.6% respondents told that fixing of the price will be done by the based on the competition and then
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at last 5.9% respondents told that fixing the price for the handloom products is done based on the
demand.
Suggestions: w
The government should provide the Handloom items require more perceivability. The cost of
production for the handloom products are high so government need to subsidize the raw material for
weavers, bad debts are high for the handloom products so handloom weavers need not to give
handloom products for the credit, more retail outlets should be established to cope up with the bad
debts, government need to advertise the purchase of the handloom products This mean better and
more extensive business sector arrangement, one of the exhibitions sorted out with the backing of
government don't suffice. In the blink of an eye, handloom items are accessible just in few spots. It is
important to extend and add more products to the business sector for the growth. The perspective, that
a residential interest for handlooms has no prospects of development. So the administration ought to
frame rules to schools and other all administration to wear week by week no less than one day
handloom items, it will give great development to the business sector.
Conclusion:
The handloom sector is facing many problems in marketing the handloom products so,
government need to effectively implement the promotional assistance to the handloom weavers and
also the advertisements are given in order to purchase the handloom products, and they should be
given more training in order to cope up in marketing and the competition in this way the handloom
industry will flourish with profits which in turn makes the economic development.
References:
1. Kulkarni. R.S.(July 1978) improved Handlooms, Khadi Gramodyog, Vol. XXIV, No. 10.
2. Nagena.C. Das(1986) Development of Handloom Industry Organisation, Production,

Marketing, Deep Publications, New Delhi, pp. 217-218.
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3. Bharat.R.K.(1988) Marketing of Co-operative Handloom Textile, APCO, Co-operator,
r
. o
4. Ravichandran K.,(1998) ―Performance of Aralepet Silk Handloom Weavers Production and
s
Sales Co-operative Society – A Case Study‖, Indian Co-operative Review, January , Pp. 217
– 226.
p t
i
5. Samwel Kakuko Lopoyetum and Joseph Nelson .D,(2003) ―Withering Weavers‘ Co-
r
c
operatives and Policy implications in Tamil Nadu‖, Kurukshetra, Vol. 51, No. 6, April
s
pp. 27 – 31.
c h
August 2003, Pp. 55 – 57.
a r
6. Ohja. R.N., (2003)―Technological Development in Handloom Sector‖, Yojana, Vol. 47,
s e
7. Sameer Sharma,(2004) ―Entrepreneurship Development in Networks of Weaver cluster of
8. .r e
Pochampalli‖, Journal of Rural Development, Vol. 23, No. 3, July – Sept., pp. 340.
Subbaraj, B., Joseph Nelson, D., (2004)Product Strategies of Handloom Weavers Co-
w
operative Societies – An Empirical Enquiry, Indian Co-operative Review, Vol. 41, No. 3,
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January, pp.167-171.

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INTERCONTINENTAL JOURNAL OF HUMAN RESOURCE MANAGEMENT

ISSN:2350-0859 -ONLINE ISSN:2350-0840 -PRINT -IMPACT FACTOR:0.414

MARKETING PROBLEMS OF HANDLOOM PRODUCTS IN

O. VIJAYA KUMAR 1 K.R.SWAROOP 2 PROF. B. VIJAYA LAKSHMI 3

5. Data Analysis and Interpretation:

middlema 17.7% 25.4% 19.3% 18.8% 18.8% 100%

Ho : There is no significant difference between Category of weavers and Satisfaction by Export

Opinion on the marketing problems:

Table 5.7 : opinion on the marketing problems

I will get reasonable Frequency 67 88 91

I need Marketing Frequency 95 44

p t 73 108 104 424

I am facing the problem

I need retail outlets to sell

How wears sell the product:

Table 5.9 Weavers will sell products

Source: Primary data

the products through agency.

Weavers get maximum price by selling by:

Table 5.11 Problems faced by my handloom

Attribute for the decline in the handloom industry:

5.12 Attribute for the decline in the handloom industry

2. Nagena.C. Das(1986) Development of Handloom Industry Organisation, Production,

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