Volume : I, Issue : X, July - 2012

Product–Mix Strategy of Jammu and Kashmir Co–operatives Supply and Marketing Federation Limited in Jammu District of J&K State

Tarsem Lal

Abstract :

Modern marketing presupposes the existence of customer oriented trading processes and trade practices. Unfortunately many trade practices today are centered around profit maximization and consumer legislations by and large have failed to offer speedy and reasonable consumer protection in the market place against monopolistic and restrictive trade practices. To prevent this ruthless exploitation by unscrupulous businessmen, need was felt for evolving self–sustaining institution which could invoke Govt. assistance and patronage in the form of special legislation and simultaneously fulfill genuine and diverse needs of consumers. Consumer cooperatives play an important role in the public distribution of essential commodities to the consumers and exercise a check on adulteration, hoarding and profiteering practices by the traders. In the present study an attempt has been made to evaluate the efficacy of Merchandise Mix Strategy of Jammu and Kashmir Co–operative Supply and Marketing Federation Ltd. in Jammu District of J&K State.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

TARSEM LAL Product-Mix Strategy of Jammu and Kashmir Co-operatives Supply and Marketing Federation Limited in Jammu District of J&K State Indian Journal of Applied Research, Vol.I, Issue.X July 2012

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