Branding and Labelling of the Products of Women Entrepreneurs of Manipur

Abstract

The basic argument of the paper is that the entrepreneurs are required to use innovative way of marketing practices to create a space in today’s highly competitive globalised world. Many empirical studies on marketing reveal that modern marketing system is based on customer satisfaction approach, and customers are satisfied when they get maximum utility from the products. Hence, today entrepreneurs are required to associate a number of appropriate and effective marketing practices with the products they manufacture. Branding and labelling of the product is also an important marketing practice of enterprises to make their product more acceptable and satisfactory to the customers. The paper is an attempt to find out the marketing practices of women entrepreneurs of Manipur with regard to product branding and labelling. The paper also examines whether the educational qualifications of women entrepreneurs of Manipur have a significant relation with their branding and labelling practices. The study which is descriptive in nature is based on both primary and secondary data. The data have been collected through structure questionnaire from 132 registered women entrepreneurs of Manipur. The sample size of women entrepreneurs was drawn by using Krejcie and Morgan model (at 95% confidence level 5.0 margin of error) and the samples were collected through convenient sampling method. To analyse the data, the researchers have used simple percentage method and chi square test. The findings of the paper show that though little number of women entrepreneurs is illiterate, majority of the women entrepreneurs are matriculate as far as the qualification of women entrepreneurs is concerned. Further, the findings show that there is no significant relationship between the educational qualifications and the nature of marketing practices of women entrepreneurs of Manipur with regard to product branding and labelling.