A STUDY ON MARKETING PERFORMANCE AS A MAJOR ROLE OF WOMEN EMPOWERMENT WITH SPECIAL REFERENCE TO SELF HELP GROUPS IN THANJAVUR DISTRICT

Abstract

Women are an integral part of every economy. All round development and harmonious growth of a nation would be possible only when women are considered as equal partners in progress with men. However, in most developing countries, women have a low socio and economic status. In such countries effective empowerment of women is essential to harness the women labour in the main stream of economic development. The growth story of SHGs offers more insight in the social engineering of economic development. In this context this study offers some important elements for policy makers. The findings would assist in motivating SHGs towards increased marketing performance; identifying the impediments and deviations; and other government women welfare departments and NGOs to chalk out strategies to effective women empowerment. The present study has been undertaken to study the marketing performance of SHGs in empowering women in Thanjavur district, which so far, has not been attempted. Data collected and the conclusions arrived at in the present study may help to make the programs for the development of rural Indian women more relevant and meaningful and to improve future strategies for development.