Marketing Challenges in Dairy and Paddy sector Development. Individual Farmers Perspective: Evidence from Sri Lanka.

Kajananthan, R., Achchuthan, S.


Introduction: Marketing is the process of performing market research, selling products and/or services to customers and promoting them via advertising to further enhance sales. In this context, there are some challenges as challenges in Research and development, Production, Promotion, Distribution, Competitors analysis, social responsibility, welfare services, publicity and public relation, and legal procedures behind the marketing.

Objective:   Main objective of the study is to evaluate the Marketing Challenges in the dairy and paddy sector in the Kilinochchi district, Northern Province, SriLanka.  And environ with a view to achieving the following broad outputs, to identify the Marketing Challenges in the dairy and paddy sector; to suggest the marketers to strengthening the marketing activities in accordance with benefits of socio, economic and environmental point of view.

Methodology: Qualitative study, especially field interview method has been utilized to get the valuable information from individual farmers in the Dairy and paddy sector.  Further judgmental sampling method was used to select the respondents.

Conclusion: Northern Province of SriLanka is considered as feasible place to dairy and paddy sector farming, but unfortunately people in this province have to face financial difficulties. And also they don’t have the educational background to plan the dairy and paddy farming in the large scale.  Due to that government and nongovernment organizations should focus their activities toward dairy and paddy farming in the socio, economic and environmental activities.

Key word: Marketing Challenges, Dairy Sector and Paddy Sector

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