An Empirical Study on Marketing of Handloom Fabrics in Andhra Pradesh (A Case Study with reference to Guntur District)
J Venkata Ramana1, D Hanuma Reddy2, K S Venkateswara Kumar3, Ms K Sirisha4

1Dr. J Venkata Ramana, Assistant Professor, KL Business School, K L University, KLEF, Vaddeswaram, Guntur District, Andhra Pradesh, India.
2Mr. D. Hanuma Reddy, Research Scholar, Dept. of MBA, VIT-AP University, Amaravathi, Andhra Pradesh, India.
3Dr K S Venkateswara Kumar, Associate Professor, KL Business School, K L University, K L E F, Vaddeswaram, Guntur District, Andhra Pradesh, India.
4Ms K Sirisha, Student of II MBA, K L Business School, K L University, K L E F, Vaddeswaram. Andhra Pradesh, India.

Manuscript received on 02 June 2019 | Revised Manuscript received on 10 June 2019 | Manuscript published on 30 June 2019 | PP: 1071-1075 | Volume-8 Issue-8, June 2019 | Retrieval Number: H6571068819/19©BEIESP
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Abstract: Objectives: To understand and study the Marketing Practices adopted by the Handloom industry in Andhra Pradesh with special reference to Guntur District.Method: Marketing of handloom products became very difficult because of changing tastes and preferences of customers, tough competition from power loom fabrics, lack of support from the government and other reasons. An exploratory research design is applied to evaluate the Marketing procedures and practices in the study area.Result: A random sample of 100 respondents (Handloom Marketers) in various mandals of Guntur District are identified and issued structured questionnaire to collect primary data. Appropriate statistical tools are applied to analyze the data. From the study it is observed that Majority of the marketers have an annual turnover of below Rs 25 lakhs in the study area. 67% of the respondents their own funds to run the business, 11% of the respondents depends on banks, 10% of the respondents borrowing loans from relatives and friends as their source of finance in the study area. The expected profit is only 10% on handlooms in the study area and Cost is the base for price fixation in the study area. Conclusion: The handloom sector / the non-farm sector has prone to decline trend over the years. Handloom marketers are facing severe marketing problems due to the in adequate government assistance, globalization, Competition from power loom products and change in customer preferences towards clothing. The government schemes are enough to uplift the handloom industry. It is felt that the innovative designs of the handloom products with unique skills of handloom weavers can improve the sales of handlooms.
Keyword: Handloom Industry, Handloom Weavers, Marketing, power loom fabrics, Primary, Secondary data, Simple random sampling method, Statistical analysis.
Scope of the Article: Marketing and Social Sciences.