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Journal of Management Research and Analysis


A Study on Factors Affecting Marketing of Jasmine in Dindigul District


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Author Details: R. Ganapathi

Volume : 2

Issue : 4

Online ISSN : 2394-2770

Print ISSN : 2394-2762

Article First Page : 238

Article End Page : 242


Abstract

Jasmine is an attractive important commercial crop. It has got importance in all religious, social and cultural ceremonies and other functions performed by all people. The exploratory factor analysis reveals that price, lack of infrastructure, fraudulent practices and lack of export promotions are the factors affecting the marketing of jasmine. The results show that there is no significant difference between socio-economic status of jasmine growers and factors affecting marketing of jasmine. The regression analysis indicates that price is positively and significantly influences satisfaction of jasmine growers about marketing of jasmine, while, lack of infrastructure, fraudulent practices and lack of export promotions are negatively and significantly influence satisfaction of jasmine growers about the marketing of jasmine. In order to improve the jasmine marketing, the Government should formulate and implement appropriate marketing and pricing policies. The Government should create adequate storage facilities for jasmine and should take strong actions against malpractices in the marketing of jasmine. The Government and Export Promotion Council should disseminate and communicate market information and export opportunities to the jasmine growers. 

Key words:
Exploratory Factor Analysis, Jasmine, Marketing, Regression.