Consumers attitude and preferences towards self help group products.

Ganapathi, R. ; Malar, S. Anbu

Introduction

Empowerment of women groups involves the creation of a political space for these groups by the state and hence liberation from man made bondage through sustained struggle and resistance. The rural women are the marginalized groups of our society. Owing to the presence of socio economic constraints in the rural areas, women potential for development remains far from the full utilization and they being pushed back into the social hierarchical systems. Self Help Group (SHG) plays crucial role in rural and urban areas by manufacturing and selling the products. Marketing the products made by SHG's is an important and difficult one as the products have to be sold through the rural marketing concept to the rural people themselves. Marketing these products in the urban areas is much more difficult. The SHG will have to emphasize on the quality and affordable price to enhance the sales. Therefore SHG will have to explore the ways and means of providing products and services that meet the needs of rural consumer and evolve appropriate communication strategy and market promotion. SHGs perform several functions of the firm which the firms themselves had to handle the traditional approach.

List of Products

Some of the products, which are conveniently produced / marketed by SHGs include: Fibre based products, like carry bags, hand bags, decoration items etc, Palm leaf products like baskets leaf mats, Coconut shell products, Toys made of paper, fruits, terracotta etc, Sea shell crafts, Cut flower items, and bead ornaments.

Food items, Honey and honey based products, Pickles, Sea foods, Wafers (Appalam), Flour items, Bakery items, Masala Powders, Fried Chips like banana, tapioca etc, Murukku, Awal, Jams, squash etc, Palm candies, Oils like coconut etc, Coconut shell charcoal, Plant Fibre brushes, Rose water, Temple articles, Jewellery, Greeting cards from plant materials, Vermicompost, coir pith compost, Thatched palm leaf, Detergents, soaps, Phenyl, and Ready made garments.

Embroidery products, Pin lace products, Cloth items, Granite and marble based products, Sculptures, Boat building, Handlooms, Metal crafts like Jewellery, Wood based items, furniture, carvings, leather products, Pottery items, Flower and flower products like bouquets, Roof and flooring tiles, Herbal medicines, Clay and hollow bricks.

Scope of the Present Study

It is felt that the disparity and gender bias can be minimized, if not totally eliminated with the success of SHGs in the third world countries. The success of the system of SHGs in China and Bangladesh has opened up opportunities in India as well the main problem which there SHGs encounter is the acceptance of their products by the consumers. Hence, the present study focuses its attention on consumer preference for the products of these groups. The SHGs can sustain their market only if they understand the attitude and behaviour of their customs. There is a stiff competition from other players especially in urban areas. The present study, therefore, is conducted in Coimbatore, a second tier city in Tamilnadu. This city, like any other city is a mix of rich and poor, and is influenced by the rapid growth of urban population. Many SHGs have been set up in and around the city, and this conducting the present study was found suitable.

Objectives of the Study

The following are the specific objectives of the study.

(i) To find out the consumer attitude and preferences towards the Self Help Group products.

(ii) To assess the awareness about Self Help Groups and the products manufactured by SHGs.

(iii) To examine the factors influencing the purchase of Self Help Group products.

(iv) To identify the satisfaction rate of consumers towards the SHGs' products.

(v) To study the problems and difficulties faced by the consumer in purchasing the SHGs' products and

(vi) To suggest measures to solve the problems faced by the SHG.

Methodology

The study is based on primary as well as secondary data. Primary data was collected from a sample of 150 respondents of Coimbatore city chosen using nonprobability judgement sampling and using a structured questionnaire. Secondary sources of data include publication of Self Help Groups, Journals and Periodicals, Reports and information downloaded from the website. The data collected are classified and suitable tables formed for analyzing the data. The various tools used for the purpose of analysis are Percentage analysis, Chi-square analysis, Average score analysis, Likert scaling technique, Average ranking technique Analysis and Friedman Test.

Limitations of the Study

All possible care and skill were exercised to derive the conclusions and bring out the findings of the study. However the following are the limitations of the study.

(i) This study is conducted in Coimbatore city and cannot be applied for other areas which have unique characteristics of their own.

(ii) The Judgmental sampling technique has its own limitation.

(iii) The primary data used in the study is based only on the information supplied by the respondents.

Review of Literature

Neelam M, (1992) found that women chose micro enterprises because they value the quality of their lives. It allows them to stay in control of both their businesses and their personal lives, to integrate their career roles and family roles. They place a greater value on long-term stability over rapid business of products or services and quality of jobs and work environment over the creation of a number of jobs. Further, most of the problems of women emanate from poverty, compelling them to live a life of hardship and drudgery. Therefore, in addition to their domestic chores women have to go out to work along with their husbands in order to supplement their family income. That income is known to have a positive correlation with the nutritional and educational status of the family and in building up a positive attitude towards the status of women. Singh, Sukhpal (1995) has analyzed the self help groups in Indian agricultural business. Taking various cases for analyses, Mr. Singh concludes that development experience has proved that outside intervention generally do not succeed unless the beneficiaries find logic in these efforts. He opines collective self help is more important than outside help.

Vasimalai M. P. (1995) in his study pointed out concerns for sustainable linkage of the self help groups with the banks and outlines the future direction of community banking which is an alternative model for credit management by women from poor households in rural areas at reasonable cost and in a sustained way. Purushotham (2004) in his study found that most of the self help group members are living in high poverty, low levels of agricultural surpluses, scanty resources and under developed infrastructure. They find it difficult to identify and promote viable micro enterprises because of several constraints like poor resource base, illiteracy, infrastructural backwardness and low level of entrepreneurial profile of the working poor. He suggests a network among the working poor which will augment the enterprise viability. This network will enable the members to articulate their problems, evolve collective and appropriate solutions and operationalize them. Further, he proposes market development strategies for members based on action, research and experience.

[FIGURE 1 OMITTED]

[FIGURE 2 OMITTED]

Analysis and Interpretation of Data

For the purpose of analysis the respondents were classified in different groups based on their personal profile. Age, Income, Occupation and Educational status were chosen for classification. The bar diagrams shown in Figure 1 to Figure 4 provide a classification of different groups of respondents.

[FIGURE 3 OMITTED]

[FIGURE 4 OMITTED]

Legend: HS--Highly satisfied S--Satisfied NS / NDS--Neither satisfied / Nor Dissatisfied DS--Dissatisfied HDS--Highly Dissatisfied

The mean rank from Table 1 shows that the respondents, namely the customers of the SHG, signify their preference to SHGs, mainly as a means of social reform. The backwardness and poverty of the members are well recognized and there is a desire for upliftment of the downtrodden. This is further reinforced by their choice of profitability as the second best mean rank, which, if improved, is a sure way for the economic welfare of the SHG members.

Legend: SA--Strongly Agree NA / ND--Neither Agree / Nor Disagree SD--Strongly Disagree A--Agree D--Disagree

The mean rank in Table 2 shows the factors influencing the respondents, namely the customers of self help group products, to purchase the products supplied by self help groups. Reasonable and affordable price of the products is ranked first for influencing the customers followed by Social changes in the economy which is ranked as second influencing the customers to buy the products, while helping tendency to the weaker section and poor women ranked as the third influencing factor.

The mean rank shows the reasons for the loyalty of the respondents towards the self help group products. Price is affordable and ranked as first followed by service and trust of the self help group ranked as second, while brand image is ranked as third.

Awareness of SHG Products and Age Group of the Respondents

The distribution of the respondents on the basis of the age group and their awareness about the self help group products is presented in table 4 and it indicates that 51 respondents are the age group of 24-30 years and 10 respondents belong to the age group of above 42 years.

Null hypothesis: The associations between the awareness by respondents about the self help group products and the age group of the respondents is not significant.

The Table 4 reveals that majority (105) of the respondents were having awareness about the self help group products. As the calculated 2 value (4.485) is less than the table value (9.49) at 5% level of significance for 4 degrees of freedom, the null hypothesis is accepted and it could be concluded that the association between age group of the respondents and their awareness towards self help group products is not significant.

Awareness of SHG Products and Monthly Income of the Respondents

The distribution of the respondents on the basis of monthly income and their awareness about the SHG products is presented in table 5 and it indicates that 68 respondents earn Rs.5,001 to 10,000 and 2 respondents earn a monthly income of above Rs.20,000.

Null hypothesis: The association between income earned by the respondents and their knowledge about self help products is significant.

Table 5 reveals that majority (129) of the respondents were having awareness about the self help group products. As the calculated 2 value (13.447) is higher than the table value (9.49) at 5% level of significance for 4 degrees of freedom, the null hypothesis is rejected and it could be concluded that the association between income earned by the respondents and their knowledge about the self help group products is significant.

Awareness of SHG Products and Educational Qualification of the Respondents

The distribution of the respondents on the basis of the educational qualification and their knowledge about the self help group products is presented in table 6 and it indicates that 56 respondents have completed undergraduates courses and 14 respondents studied up to the minimum qualification of SSLC.

Null hypothesis: The association between the educational qualification of the respondents and their awareness about the self help group products is not significant.

From the Table 6, it is inferred that majority (106) of the respondents have awareness about the self help group products. As the calculated 2 value (7.631) is less than the table value (7.81) at 5% level of significance for 3 degrees of freedom, the null hypothesis is accepted and it could be concluded that the association between educational qualification of the respondents and their awareness about the self help group products is not significant.

Awareness of SHG Products and Occupation of the Respondents

The distribution of the respondents on the basis of the occupation and their awareness about the self help group products is presented in Table 7 and it discloses that 59 respondents are employed / professional, 45 respondents are engaged in business / self-employment and 6 respondents have got employment in public sector undertakings.

Null hypothesis: The association between the occupation of the respondents and their awareness about the self help group products is not significant.

Table 7 reveals that majority (110) of the sample respondents are aware of the self help group products. As the calculated 2 value (5.067) is less than the table value (11.1) at 5% level of significance for 5 degrees of freedom, the null hypothesis is accepted and it could be concluded that the association between occupation of the respondents and their awareness about the self help group products is not significant.

Quality of SHG Products and Age of the Respondents

Distribution of the respondents on the basis of the age and opinion about the quality of self help group products is presented in table 8 and it shows that 51 respondents belong to the age group of 24-30 years and 10 respondents belong to the age group of above 42 years.

Null hypothesis: Association between the age group of the respondents and the opinion of the respondents about the quality of the self help group products is not significant.

Table 8 shows that majority (78) of the respondents felt that the self help group products are good in quality. As the calculated 2 value (7.293) is less than the table value (21.0) at 5% level of significance for 12 degrees of freedom, the null hypothesis is accepted and it could be concluded that the association between age group of the respondents and their opinion about the quality of the self help group products is not significant.

Quality of SHG Products and Monthly Income of the Respondents

The distribution of the respondents on the basis of the monthly income and opinion about the quality of the SHG products is presented in table 9 and it indicates that 68 respondents earn a monthly income of Rs.5,001-10,000 and 2 respondents earn above Rs.20,000 per month.

Null hypothesis: The association between the monthly income of the respondents and their opinion about the quality of the SHG products is not significant.

Table 9 reveals that majority (75) of the respondents felt that the self help group products are good in quality. As the calculated 2 value (2.244) is less than the table value (21.0) at 5% level of significance for 12 degrees of freedom, the null hypothesis is accepted and it could be concluded that the association between monthly income of the respondents and their opinion about the quality of the self help group products is not significant.

Quality of SHG Products and Occupation of the Respondents

The distribution of the respondents on the basis of occupation and their opinion about the quality of SHG products is presented in table 10 and it indicates that 59 respondents are employed / professional, 45 respondents are business / selfemployed and 6 respondents are placed in public sector undertakings.

Null hypothesis: The association between the occupation of the respondents and the opinion about the quality of the self help group products is not significant.

It is inferred from the Table 10 that majority (87) of the respondents felt that the self help group products are good in quality. As the calculated 2 value (8.547) is less than the table value (25.0) at 5% level of significance for 15 degrees of freedom, the null hypothesis is accepted and it could be concluded that the association between occupation of the respondents and their opinion about the quality of the self help group products is not significant.

Quality of SHG Products and Educational Qualification of the Respondents

The distribution of respondents on the basis of the educational qualification and their opinion about the quality of the SHG products is presented in Table 11. The following table shows that 56 respondents have completed undergraduate courses, 52 respondents are postgraduates and 14 respondents have studied up to SSLC.

Null hypothesis: The association between the educational qualification of the respondents and their opinion about the quality of the products is not significant.

Table 11 reveals that majority (82) of the respondents felt that the self help group products are good in quality. As the calculated 2 value (11.051) is less than the table value (16.9) at 5% level of significance for 9 degrees of freedom, the null hypothesis is accepted and it could be concluded that the association between educational qualification of the respondents and their opinion about the quality of the self help group products is not significant.

In the Friedman test, value of variable are ranked for each case. These tables list the average rank for each variable. The test also determines if the average ranking differs across the variables. Since the significance value is 0.000 which is less than 0.05 levels, there is mean ranking difference between the variable. Trust worthy is given high rank followed by long life of the product. The least rank is given for the hygiene attribute.

Findings and Suggestions

The Findings of the study can be summarized as:

(i) Majority of the respondents are satisfied with the self help group products due to social reform.

(ii) Reasonable and affordable prices of SHG products mostly influence the respondents to purchase the products.

(iii) Majority of the respondents feels that the price of self help group products is a main reason for the loyalty towards the products.

(iv) The association between age group of the respondents and their awareness towards self help group products is not significant.

(v) The association between income earned by the respondents and their knowledge about the self help group products is significant.

(vi) The association between educational qualification of the respondents and their awareness about the self help group products is not significant.

(vii) The association between occupation of the respondents and their awareness about the self help group products is not significant.

(viii )The association between age group of the respondents and their opinion about the quality of the self help group products is not significant.

(ix) The association between monthly income of the respondents and their opinion about the quality of the self help group products is not significant.

(x) The association between occupation of the respondents and their opinion about the quality of the self help group products is not significant.

(xi) The association between educational qualification of the respondents and their opinion about the quality of the self help group products is not significant.

Suggestions

By personal discussions, observations and comments of various respondents ad the members of the SHGs, the following measures are suggested to improve the working of SHGs:

(i) The products manufactured by the self help group do not have high marketing potential. The consumers are not widely using these products since, the products are not having attractive packing, catchy advertisements and comparatively less user-friendly. Therefore, improvement is an essential requirement on all these aspects.

(ii) The main aim of the people who buy these products is to help and promote social reform and out of sympathy on the SHG. The SHG should be more active in explaining the quality of their products to the customers. Door to door canvassing can lead to mass sale of the products.

(iii) The products made are mostly food products like pickles, papad etc. SHG group should develop innovative ideas in bringing out new varieties of products.

(iv) The Self help group should concentrate more on the quality of products and improve the quality of the products.

(v) Special initiatives should be taken to market these products through large scale retailing.

(vi) Market research to identify the potential demand of the products should be undertaken, either on a collective basis, or with the assistance of the State.

(vii) The Self help group should strive hard to be more customer- friendly in order to increase the frequency of purchase.

(viii) Sales promotion activities like prominent exhibition of the products in the retail segments in big and second tier cities will increase the demand from these products.

Conclusion

SHG's are a powerful medium for women empowerment. This concept has helped to bring social reform and uplift rural women folk. The study reveals that the customers find SHG products reasonably priced and affordable. Purchase decisions are influenced by factors like service, quality, value for money and the homemade nature of the products. The customers feel that the product packaging needs to be improved. Thus, SHG products should be brought into the mainstream usage by customers so that it leads to real women empowerment.

Bibliography

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Yojana, Micro Finance and Self Help Group Special Issue, January 2008.

R. Ganapathi, S. N. R. Sons College, Coimbatore--641 006, Tamilnadu, India

E-mail: [email protected]

S. Anbu Malar, Sri Krishna Arts & Science College, Coimbatore - 641 008, Ta milnadu, India

E-mail: [email protected]

Table 1: Level of Satisfaction of the Self Help Group Products

 Sl. No.
Sl. No. Sl. No.
 Sl. No. Sl. No. Sl. No. Sl. No.

1 Value Addition 39 104 7 --
2 Reliability 34 104 12 --
3 Quality 25 95 30 --
4 Packaging 31 67 32 --
5 Safe for Use 43 93 10 4
6 Social Reform 64 74 9 3
7 Profitability 55 64 11 1
8 Credibility 43 89 14 2
9 Life empowerment 45 96 8 --

 Sl. No.
Sl. No. Sl. No. Sl. No.
 Sl. No.

1 -- 1.79 4
2 -- 1.85 6
3 -- 2.03 8
4 -- 2.27 9
5 -- 1.83 5
6 -- 1.67 1
7 -- 1.72 2
8 2 1.87 7
9 1 1.77 3

Source: Primary Data M.R. = Mean Ranking

Table 2: Factors Influencing the Purchase of SHG Products

 Sl. No.
Sl. No.
 Sl. No. Sl. No. Sl. No. Sl. No.

Reasonable and affordable 47 98 4 1
Quality 28 96 23 2
Home made products 40 99 10 1
Timely available 20 79 39 12
Home delivery 27 96 21 6
Value of money 27 106 15 2
Cozy 27 76 27 20
Add-up monthly thrift-fund to 21 105 20 3
house wife
Easily available 43 85 15 6
Trust worthy 32 98 17 2
No adulteration 45 72 28 5
Quality raw material 28 100 16 4
Consumer friendly products 50 84 13 3
Excellent market 34 91 19 5
Empower human life 48 87 14 1
Help under privileged /
 poor women 48 89 13 --
Social change in the economy 58 80 9 1

 Sl. No.
Sl. No. Sl. No. Sl. No.
 Sl. No.

Reasonable and affordable -- 1.72 1
Quality 1 2.01 12
Home made products -- 1.81 6
Timely available -- 2.29 16
Home delivery -- 2.04 13
Value of money -- 1.95 9
Cozy -- 2.26 15
Add-up monthly thrift-fund to 1 2.05 14
house wife
Easily available 1 1.91 7
Trust worthy 1.94 8
No adulteration -- 1.96 10
Quality raw material 2 2.01 12
Consumer friendly products -- 1.79 5
Excellent market 1 1.99 11
Empower human life -- 1.78 4
Help under privileged /
 poor women -- 1.77 3
Social change in the economy 2 1.73 2

Source: Primary Data
M.R. = Mean Ranking

Table 3: Reasons for the Loyalty towards SHG Products

Sl. No. Attributes Yes No Standard Deviation Mean M.R

1 Brand Image 46 104 0.46 1.69 3
2 Service 77 73 0.50 1.49 2
3 Trust 77 73 0.50 1.49 2
4 Price 113 37 0.43 1.24 1
5 Ambience 44 106 0.45 1.71 4

Source: Primary Data

Table 4: Awareness of SHG Products and Age Group of the Respondents

 Awareness
Age Group Total
 Yes No

18-24 years 18 (18.9) 9 (8.1) 27
24-30 years 41 (35.5) 10 (15.3) 51
30-36 years 28 (29.4) 14 (12.6) 42
36-42 years 12 (14) 8 (6) 20
Above 42 years 6 (7) 4 (3) 10
Total 105 45 150

Source: Primary Data
(Figures given in the brackets represent the expected frequency)

Table 5: Awareness of SHG Products and
Monthly Income of the Respondents

 Awareness
Monthly Income Total
 Yes No

Less than Rs.5,000 24 (24.94) 5 (4.06) 29

Rs. 5,001-10,000 59 (58.48) 9 (9.52) 68
Rs. 10,001-15,000 40 (37.84) 4 (6.16) 44
Rs. 15,001-20,000 6 (6.02) 1 (0.98) 7
Above Rs. 20,000 - (1.72) 2 (0.28) 2
Total 129 21 150

Source: Primary Data
(Figures given in the brackets
represent the expected frequency)

Table 6: Awareness of SHG Products and
Educational Qualification of the Respondents

 Awareness
Educational Total
Qualification Yes No

Post Graduate 42 (36.74) 10 (15.25) 52
Under Graduate 40 (39.57) 16 (16.42) 56
HSC 14 (19.78) 14 (8.21) 28
Rs. 15,001-20,000 6 (6.02) 1 (0.98) 7
SSLC 10 (9.89) 4 (4.10) 14
Total 106 44 150

Source: Primary Data
(Figures given in the brackets
represent the expected frequency)

Table 7: Awareness of SHG Products and Occupation of the Respondents

 Awareness
Occupation Total
 Yes No

Business / Self-employed 35 (33) 10 (12) 45
Student 6 (8.06) 5 (2.93) 11
Employed / Professional 46 (43.26) 3 (15.73) 59
Government service 5 (5.13) 2 (1.86) 7
Public sector employment 3 (4.4) 3 (1.6) 6
Housewife 15 (16.33) 7 (5.86) 22
Total 110 40 150

Source: Primary Data
(Figures given in the brackets
represent the expected frequency)

Table 8: Quality of SHG Products and Age of the Respondents

 Quality
Age Group Total
 Very Good Good Average Poor

18-24 years 4 (5.22) 13 (14.04) 7 (5.22) 3 (2.52) 27
24-30 years 12 (9.86) 28 (26.52) 8 (9.86) 3 (4.76) 51
30-36 years 8 (8.12) 20 (21.84) 10 (8.12) 4 (3.92) 42
36-42 years 4 (3.86) 12 (10.4) 1 (3.86) 3 (1.86) 20
Above 42 years 1 (1.94) 5 (5.2) 3 (1.93) 1 (0.93) 10
TOTAL 29 78 29 14 150

Source: Primary Data
(Figures given in the brackets
represent the expected frequency)

Table 9: Quality of SHG Products and Monthly Income of the Respondents

 Quality
Monthly Income Total
 Very Good Good Average Poor

Less than Rs.5,000 2 (2.9) 14 (14.5) 8 (6.76) 5 (4.83) 29
Rs.5,001-10,000 8 (6.8) 33 (34) 15 (15.86) 12 (11.33) 68
Rs.10,001-15,000 4 (4.4) 23 (22) 10 (10.26) 7 (7.33) 44
Rs.15,001-20,000 1 (0.7) 3 (3.5) 1 (3.86) 1 (1.16) 7
Above Rs.20,000 -- 2 (1) -- -- 2
TOTAL 15 75 35 25 150

Source: Primary Data
(Figures given in the brackets
represent the expected frequency)

Table 10: Quality of SHG Products
and Occupation of the Respondents

 Quality
Occupation
 Very Good Good Average

Business / Self-employed 5 (6) 25 (26.1) 12 (9.30)
Student 1 (1.46) 7 (6.38) 2 (2.27)
Employed / Professional 9 (7.86) 35 (34.22) 12 (12.19)
Government service 1 (0.93) 3 (4.06) 2 (1.44)
Public sector employment 1 (0.8) 2 (3.48) 2 (1.24)
Housewife 3 (2.93) 15 (12.76) 1 (4.54)
Total 20 87 31

 Quality
Occupation Total
 Poor

Business / Self-employed 3 (3.6) 45
Student 1 (0.88) 11
Employed / Professional 3 (4.72) 59
Government service 1 (0.56) 7
Public sector employment 1 (0.48) 6
Housewife 3 (1.76) 22
Total 12 150

Source: Primary Data
(Figures given in the brackets
represent the expected frequency)

Table 11: Quality of SHG Products and
Educational Qualification of the Respondents

 Quality
Educational
Qualification Very Good Good Average

Post Graduate 10 (7.28) 27 (28.42) 14 (15.94)
Under Graduate 4 (7.84) 30 (30.61) 22 (17.17)
HSC 6 (3.92) 18 (15.30) 4 (8.58)
SSLC 1 (1.96) 7 (7.65) 6 (4.29)
Total 21 82 46

 Quality
Educational Total
Qualification Poor

Post Graduate 1 (0.34) 52
Under Graduate -- 56
HSC -- 28
SSLC -- 14
Total 1 150

Source: Primary Data
(Figures given in the brackets represent the expected frequency)

Table 12: Friedman Test--Ranks

ATTRIBUTES MEAN RANK

Trust worthy 2.86
Price 4.46
Availability 4.94
Hygienic 5.32
Proximity 5.03
Easy delivery 4.91
Home made product 4.27
Long life products 4.21

Test Statistics (A)

N 150
Chi-square 167.961
Degrees of freedom 7
Asymp. Sig. .000

In the Friedman test, value of variable are ranked for each case.
These tables list the average rank for each variable. The test
also determines if the average ranking differs across the
variables. Since the significance value is 0.000 which is less
than 0.05 levels, there is mean ranking difference between the
variable. Trust worthy is given high rank followed by long life
of the product. The least rank is given for the hygiene
attribute.