Marketing Problems of Micro Small and Medium Enterprises in Virudhunagar District
Keywords:
Crucial, customer, encompasses, knowledge, large industries, preference, promotionalAbstract
Micro small and medium enterprises (MSMEs) are not only playing crucial role in providing large employment opportunities at comparatively lower capital cost than large industries but also helping in industrialization of rural and backward areas, thereby, reducing regional imbalances, assuring more equitable distribution of national income and wealth. Marketing problem encompasses problem faced in the four marketing mix strategies, namely, product, price, place and promotion. Many entrepreneurs stated that promotional activities had not promoted sales. It was also a general feeling among the sample entrepreneurs that the customers of the micro and small units’ products are mostly illiterate, and, therefore not influenced by advertisement and publicity.