International Journal For Multidisciplinary Research

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A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 6 Issue 3 May-June 2024 Submit your research before last 3 days of June to publish your research paper in the issue of May-June.

Local Goods Market of Nagaland: A Synoptic View

Author(s) Rongsennungla Jamir, Dr. Gautam Patikar
Country India
Abstract Rural markets for local goods are progressively growing, with the Government and many local food advocates promoting the need and importance of local food and products. Consumers preference towards local products took a drastic twist, evidently more so aftermath of the recent Covid-19 pandemic and its subsequent lockdowns. The importance of local foods and its availability took precedence over foods sourced from urban markets. Such shift in rise and demand of rural markets and local foods necessitates marketing intervention through proper planning and implementation of marketing strategies. Rural marketing when effectively and efficiently put into practice will serve as a catalyst for self-reliance and self-sufficiency nation. Nagaland is witnessing gradual rise in the advent of local ventures and entrepreneurship. This paper attempts to understand how marketing activities for local goods are implemented in Nagaland. The study also has the development of a model as an objective to encourage local marketers for effective marketing strategy. The study is based on both primary data and secondary data. The primary data were collected through an interview schedule and a face-to-face personal interview from the sample respondents, selected using purposive non-probability sampling method on two different phases. Secondary data were collected from literatures and reports relevant to the study. The data collected through interview schedules were analysed using descriptive method of statistical analysis. The responses from the face-to-face personal interview are summarized and discussed under five classifications. The results of the study show the importance of local goods as a self-reliant element. There is evidence of some very prominent practice of marketing strategies such as branding, packaging, labelling, etc. However, based on the findings, the study concludes that there is a need for extensive promotion and awareness strategies in Nagaland for rural or local products to influence the customer buying decisions by creating more demand.
Keywords Rural Marketing, Local Goods, Nagaland, Self-reliance, Self-sufficiency.
Field Business Administration
Published In Volume 6, Issue 3, May-June 2024
Published On 2024-05-04
Cite This Local Goods Market of Nagaland: A Synoptic View - Rongsennungla Jamir, Dr. Gautam Patikar - IJFMR Volume 6, Issue 3, May-June 2024. DOI 10.36948/ijfmr.2024.v06i03.19439
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