Rural Youth Entrepreneurs and their Marketing Behaviour Janani S.1,*, Sujeetha T.N.2 1DEMIC, Centre for Agriculture and Rural Development Studies, TNAU, Coimbatore-3 2e-extension centre, TNAU, Coimbatore-3 *email: janani.agri@gmail.com
Online published on 2 January, 2017. Abstract The study was conducted among 210 rural youth entrepreneurs of seven different ventures in Krishnagiri district. The entrepreneurial ventures selected for the study were Sericulture, Mushroom Production, Hi-tech nurseries (Polyhouse), Fruit and flower nursery, Fisheries, Poultry farming and Value addition (Tamarind processing and Millet based cookies). The respondents were selected randomly based on the key information obtained from scientists and officials. The overall marketing behaviour of rural youth entrepreneurs was studied with their specific components. Percentage analysis method was used to measure the marketing behaviour of rural youth entrepreneurs. The overall analysis concluded that more than half (66.19%) section of the rural youth entrepreneurs were seen in medium level category followed by low (18.57%) and high level (15.24%) categories of overall marketing behaviour. Top Keywords Marketing behaviour, rural youth entrepreneurs, entrepreneurial ventures. Top |