Productsand Services Marketing By Entrepreneurs (A Case Study of Micro-Enterprises Development Program (MEDEP) in Dhanusha District)

Abstract

The study was carried out with the objective to find out the problems and prospects of products and services marketing by entrepreneurs for the sustainable development of micro-enterprises. This study is conducted on micro level and has focused on the present market situation of the micro- enterprise. The study actually tries to deal about the products and services marketing by entrepreneurs.For this study Dhanusha district was taken as the study area where MEDEP has conducted Micro-enterprise development program since 1999 A.D. On the basis of simple random sampling method altogether 70 entrepreneurs were selected as the respondents of this study who have involved in micro-enterprises development program conducted by MEDEP. Out of 70 entrepreneurs 45.71percent were male and 54.29 percent were female entrepreneurs. Majority of therespondents found in disadvantaged and marginalized groups. Either they are land less or small land holders. Traditionally their major source of income is agriculture and wage labour. Before launching the Micro Enterprises Development Program in Dhanusha district by MEDEP, only few person do such type of entrepreneurial work (Bamboo Nanglo Making,Bamboo Tokary Making and Pottery) by seasonal. After launching the program and financial support from ADB/N they manufacture these goods in large scale as a main source of income.MEDEP also provide differenttraining for those possible entrepreneurs. The enterprises in the district are depends on Nepalese produced raw-material available in local market and within the country. Some productive entrepreneurs have partially used foreign raw material purchased at Bihar State India.Entrepreneurs are still unable to expand their products and services market. They congested only within local area and also inside the district. Only few entrepreneurs reached outside the district and Bihar State (India) also but the number is negligible. v The marketing component in any business or enterprises is perhaps the most important element. But most of the micro enterprises development program are focused only credit and skill development training or entrepreneurship development training. They can not focus marketing components such as identifying buyers, their needs, taste, and preference. Due to the lack of necessary information about their customer capacity and willingness to pay for products and services entrepreneurs are suffered from marketing problem. Promotion is another activity that entrepreneurs should undertake and there is a need to introduction of the products and services to the ultimate customers which is still missing by theentrepreneurs. The market situation of the products and services produced by entrepreneurs are not so good and not bad. Due to information gap all entrepreneurs congested with the district. The production level of the product is almost low.Entrepreneurs are face some problems to sale their products like, breakdown of the goods at the time of transportation, credit sale, low price etc Due to the lack of their own brand name they also face some difficulties in the markets. They can not compete with large industrial products, although their quality is high. They have also some problems to bring raw material from outside the district. The concept of advertisement was not introduced in the study area. Enterprises are totally based on "Supply creates its own demand". The study reveals that there exist the positive change in the life of entrepreneurs after involving the micro enterprises development program from MEDEP.They were aware an entrepreneurship development.The change of occupation pattern wage labour to commercialization of micro-business is increasing. The trend of involving into direct income generating activities like micro-business are increasing significantly within deprived and ethnic groups.