Marketing Practices in Micro and Small Food Processing Enterprises: Insights into Local Enterprise Strategies Based on Empirical Research

Ghosh, Aniruddha; Deb, Mithu

ISBN 10: 9999328393 / ISBN 13: 9789999328395

Published by Eliva Press, 2025

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Bibliographic Details

• Title: Marketing Practices in Micro and Small Food Processing Enterprises: Insights into Local Enterprise Strategies Based on Empirical Research
• Publisher: Eliva Press
• Publication Date: 2025
• Language: English
• ISBN 10: 9999328393
• ISBN 13: 9789999328395
• Binding: Soft cover
• Condition: New

About this title

Synopsis

In the age of globalization, Micro, Small, and Medium-sized Enterprises (MSMEs) face growing challenges in critical areas of marketing such as product planning, pricing, positioning, and distribution. Among these, inadequate marketing strategies remain a key barrier to growth and sustainability. This book presents a focused empirical study of the marketing practices adopted by micro and small food processing enterprises in the Kamrup Metro district of Assam, India. Drawing on primary data and supported by the KR-20 test for reliability and percentage method analysis, the study reveals distinct marketing approaches between micro and small enterprises. Micro enterprises often rely on geographic segmentation, minimal distribution channels, and survival-based pricing, while small enterprises place greater emphasis on market research, extended distribution, promotional tools, and digital marketing integration. This book offers valuable insights for academicians, researchers, policymakers, and entrepreneurs seeking to understand the grassroots marketing dynamics of India’s food processing sector. It serves as both a scholarly contribution and a practical guide for enhancing marketing efficiency in MSMEs.