Marketing Strategies adopted by Transgender Entrepreneurs

1. A STUDY ON THE IMPACT OF MARKETING STRATEGIES ADOPTED BY
TRANSGENDER ENTREPRENEURS WITH SPECIAL REFERENCE TO COIMBATORE
Project Report submitted in partial fulfillment of the
requirements for the Degree of
MASTER OF COMMERCE
Submitted by
LUBNA SURAIYA
( Reg No. 14MCOD004 )
Under the Guidance of
Ms. B. HABISHA M.Com, M.Phil
DEPARTMENT OF COMMERCE
THASSIM BEEVI ABDUL KADER COLLEGE FOR WOMEN
(Autonomous & Re-Accredited)
ISO 9001:2008 Certified Institution
KILAKARAI- 623517
RAMANATHAPURAM DISTRICT
APRIL 2014-2016

2. CHAPTER – I
INTRODUCTION
AND
DESIGN OF THE STUDY

3. INTRODUCTION
Gender refers to the permutation of characteristics, outlook and roles usually associated
with biological sex – often placed on a spectrum between masculine and feminine. Most aspect of
gender are social construct vary across time and culture. Sex solicitors is a label of Transgender.
Social stigmatization have ostracized this group. Rife discrimination, harassment and fear of
rejection and being isolation, denial of family property risks developmentally, emotionally, socially
and physical experience violent assaults and attempt suicides.
Entrepreneurship has gained a significant role towards acceleration of growth. Due to
rapid creation of new firms, owing with hefty competition, risk-taking ability, self-confidence,
decision-making, sophisticated technology, economic motivation, market orientation are the
indicators of an entrepreneurs.
Transgender entrepreneurs have engrossed themselves as a platform for economic
progression and have started to accomplish their goals and have currently proved worth than
ordinary masses. They have set an exemplary contribution structuring economic assurance.

4. STATEMENT OF THE PROBLEM
 Transgender community are demanding for economic equality.
 Social Marginalization, unemployment, poverty, substance abuse, prostitution, depression and
even suicide attempts remain the status quo.
 Moreover, they are subjected to multi faceted inconveniences, injustices, deprivations, democratic
deficits, political powerlessness, health hazards, human rights violation, economic constraints, lack of
civic amenities, education, security, homelessness in modern society.
 The spirit to sustain independently has created a niche among them.
 There is a need to establish linkage between transgender people and stakeholders to empower them
in the new millennium.
 Transphobic attitudes prevail among the current generation and carry many misconceptions about
them.

5. OBJECTIVES OF THE STUDY
1. To study about the various marketing strategies adopted by Transgender Entrepreneurs.
2. To spot out the motivational factors that influences in implementation of marketing
strategies.
3. To study the effectiveness of marketing strategies towards Transgender Entrepreneur.
4. To offer suggestions based upon the findings of the study.

6. AREA COVERAGE AND SAMPLE SIZE
The Manchester of South India and Pump City, also known as Kovai (Coimbatore) is a
major city in the Kongu Nadu region of Indian state of Tamil Nadu.
The size of the sample taken for the study was 70. The details of sample collection accounts from
Kaundampalyam - 21
Ukkadam - 16
Kottaimedu - 11
Madukkarai - 8
Periyanayakan Palayam - 7
Veerapandi - 5
Pallapalayam - 2

7. METHODOLOGY
Pilot Study : Pilot Study is a preliminary study conducted on a limited scale before the original
studies are carried out in order to gain some primary information, and to know about
the nature and different aspects of the problem before the main project is planned and
formulated.
Primary Data : A well structured
questionnaire was
administered.
Simple Random Sampling is a basic type of
sampling. It is a subset of individuals (a
sample) chosen from a larger set (a
population). Each individual is chosen
randomly and entirely by chance, such that
each individual has the same probability of
being chosen at any stage during the
sampling process.
Secondary Data : It includes books,
magazines, newspapers, journals and other
related websites.

8. CHAPTER – II
TRANSGENDER ENTREPRENEUR
AN OVERVIEW

9. TRANSGENDER – AN OVERVIEW
Transgender people are called as Thirunar, Thirunangai for transfeminine people and Thirunambi for
transmasculine people.
The term Aravaani is in Tamil and can also be called as Ali, Jagappa.
Koovagam, a village in Ulundurpet Taluk in Villupuram District is popular for Koothandavar temple.
Tamil Nadu has an estimated population of more than 30,000 transgender people. In Coimbatore 300
transgender are seen.
Hijras – Biologically they are males who reject their masculine identity in due course of time to
identify either as women, or not men or in between man and woman.
Kothis are regarded as feminine men who take a feminine role in sex with men, but do not live in
intentional communities. They serve as a servant of Goddess Renukha Devi (Yellamma).
Tamil Nadu State in India was the first to introduce a Transgender Welfare Policy.

10. ENTREPRENEUR – AN OVEVIEW
 PODSCORB Principle
 Assumption of Risk
 Innovation
 Bootstrapping ( External Debt , Equity)
 Environmental Factors
 Bureaucracy & Red Tapism (Procedures)
 Financial Constraints
 Grey Market and Counterfeit Goods
 Landscape of Opportunities

11. APPLICATION
OF
STATISTICAL TOOLS

12. 1. KARL PEARSON CO-EFFICIENT OF CORRELATION
On Computation - The Co-efficient of Correlation ( r ) is +0.334. Hence it is concluded
that there is a Positive Correlation between the marketing strategies adopted by transgender
entrepreneurs and factors affecting business.
2. CHI-SQUARE TEST
On Calculation - The calculated value of Chi-square is 41.23 and the table value at 5%
level of significance with degrees of freedom 9 is 16.9. Since the computed value of Chi-square is
more than the table value, the hypothesis is rejected. It is therefore concluded that there is a
significant difference between scope of area coverage and influential aspect on buying behaviour.
3. GARRETT’S RANKING METHOD
As per Garrett Ranking Quality factor is ranked first. The second ranking goes to
price. The third rank stands for services offered and finally the fourth rank is observed at
location factor.

13. CHAPTER – IV
FINDINGS
SUGGESTIONS
AND
CONCLUSION

14. FINDINGS
 As far as the age is concerned majority of the respondents of 27% belongs to 18 – 25 and 26 – 34.
39% of the transgender respondents are Under Graduates.
 75% of the respondents prefer Direct Marketing as their strategy for business.
 40% of the respondents convey location as the core selling objective.
 The study shows that 44% of the respondents have area coverage of local market and 32% of the
respondents aim at mass market.
 Majority of the respondent of 50% faces problem towards Gender Issues.
 It is to be noted that respondents possess moderate level of satisfaction in carrying out
entrepreneurship.
 49% of transgender respondents represents that they have an influential aspect on buying behavior
of customer in relation to product choice.

15.  43% of the respondent believes that quality of product has a greater degree of implementation of
marketing of products.
 31 respondents confirm good for quality. The highest percentage for cost lies with 29 respondents
for very good. The highest impact of 35 respondents refers good on technological basis. 24
respondents equally state that the public response assure to be good and fair. 26 respondents declare
that there is a fair government support.
 There is a downfall in marketing of their products and services which has been agreed by 74% of
the respondents. A major element for the downfall of marketing strategies is locality which is
highlighted by 23% of the respondents.
 Considering measures to improve the transgender marketing strategies, 30% of the respondents
rely upon image of the organization.
 On the basis of preference of the rudiments the foremost preference goes to quality as noted by
59% of the respondents.

16.  Major focus of 33% of the respondents is attained on Customer Relationship to retain customers.
 The Co-efficient of Correlation ( r ) is +0.334. Hence it is concluded that there is a Positive
Correlation between the marketing strategies adopted by transgender entrepreneurs and factors affecting
business.
 The calculated value of Chi-square is 41.239 and the table value at 5% level of significance with
degrees of freedom 9 is 16.9. Since the computed value of Chi-square is more than the table value, the
hypothesis is rejected. It is therefore concluded that there is a significant difference between scope of
area coverage and influential aspect on buying behaviour.
 On application of Garrett’s ranking it is very apparent that quality factor is ranked first and the
fourth rank is observed at location.

17. SUGGESTIONS
1. Every human needs to adopt the foundational policy of “LIVE AND LET LIVE” so as to resort to the
problems of gender dysphoria.
2. The basic needs and rights like protection of privacy rights, health and family welfare, housing
alignments, educational empowerment, social inclusion, economic development, political empowerment,
entrepreneurship development, leadership possession, media intervention, intrusion of NGOs, support of
civil society and police reforms, legal recognition are at the infant stage and a transformation is required
as there is an arduous voyage in future.
3. Lack of provisions of legal code of registration have to be made with respect to the type of business
that entrepreneurs are undertaking.
4. Land allocation / Plots/ Housing is a core quandary. Though Governments are granting them loans
and other credit facilities or charging interest at low rates, it is exceedingly not able to avail to all types
of transgender entrepreneurs. Uniform availing of such benefits has to be ensured.

18. 5. Transgender entrepreneurs of Coimbatore show keen interest in cooking and tailoring business.
Expansion of their entrepreneurial skill initially may be progressed by owning small businesses like :
Running a tea stall, setting up bakeries and making confectionaries, mobile food stalls, paper marts,
laundering.
6. Transgender entrepreneurs should have their autonomous SHGs and NGO Advisory Councils and
Co-operative banks so that there is all time mobility of funds and can help in boosting more
entrepreneurship among transgenders.
7. Training and Development Programmes needs to enthralled regularly.
8. Further openings may take place in terms setting up of Ceramic & Tiles showrooms, Herbal
Gardening, Export Orientation, Driving Institutes as few of them are showing attention in these
segments.

20. CONCLUSION
The largest and most distinct burst of transgender activism is taking place in all spheres
of living. A well structured Government-funded vocational rehabilitation programs must be
initiated so that the transgender entrepreneurs can improve their skill set margin and this can
completely eliminate them from sex drive, prostitutions, drug addictions and very oft en they are
associated with nabbing and trafficking. The biggest misconception about members of the trans
community is that they are mentally unstable and can only be meant for entertainment, but notable
trans figures across sectors are proving that this ideology is false. With an ironic change, the trans
community is slowly being viewed in a new light and has a vivid prosperous growth of
entrepreneurship with well advancement of technology and other innovative modules which benefit
the entrepreneurs, transgender community, society and the whole of the nation.
.