Local Goods Market of Nagaland: A Synoptic View

Rongsennungla Jamir; Dr. Gautam Patikar

doi:10.36948/ijfmr.2024.v06i03.19439

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
DOI	https://doi.org/10.36948/ijfmr.2024.v06i03.19439
Short DOI	https://doi.org/gttbgh

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Local Goods Market of Nagaland: A Synoptic View

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