Marketing Strategies and Consumer Buying Behaviour Towards Coir Products: An Empirical Study in Thanjavur District

Abstract

This study investigates the marketing dynamics surrounding the production and consumption of coir industries in the Thanjavur district, a region renowned for its rich agricultural heritage and significant coir production. The coir industry, deriving from the coconut husk, is pivotal not only for its economic contributions but also for its potential in sustainable development and environmental conservation. The research employs a mixed-methods approach, integrating quantitative surveys and qualitative interviews to comprehensively analyze the market structure, distribution channels, consumer behavior, and promotional strategies within the coir sector. A total of 200 producers and 150 consumers were surveyed, providing a robust dataset that reflects the diverse perspectives and experiences of stakeholders involved in the coir supply chain. The findings reveal a complex interplay between traditional practices and modern marketing techniques, highlighting the challenges faced by producers in accessing broader markets while maintaining the authenticity of their products. Additionally, the research identifies key factors influencing consumer preferences, such as product quality, price, and environmental considerations, which play a crucial role in shaping purchasing decisions. The study also examines the impact of government policies and initiatives aimed at promoting coir products, noting both successes and areas requiring enhancement. By analyzing the marketing strategies employed by coir industries, the research underscores the importance of adopting innovative approaches to improve market reach and consumer engagement in an increasingly competitive landscape. This investigation contributes to the existing literature on agricultural marketing and sustainable practices, offering insights that can inform policymakers, industry stakeholders, and researchers interested in the coir sector's future. The implications of the study extend beyond Thanjavur, providing a framework that can be adapted to similar agricultural contexts, thereby enhancing the sustainability and economic viability of coir production in broader regions. Overall, this research serves as a critical resource for understanding the marketing mechanisms within the coir industry, advocating for a balanced approach that leverages traditional strengths while embracing modern market realities.