2. 2
CHAIRPERSON/
MEMBER.
NAME DESIGNATION DEPARTMENT/MAJOR
FIELD
CHAIRMAN Dr.R.VASANTHA PROFESSOR EXTENSION EDUCATION
INSTITUTE,
RAJENDRANAGAR
MEMBER Dr. K.ARUNA ASSISTANT
PROFESSOR
AGRICULTURAL
EXTENSION EDUCATION
COLLEGE OF
AGRICULTURE,
RAJENDRANAGAR
MEMBER Dr. K.SUHASINI Sr.
PROFESSOR &
UNIVERSITY
HEAD, HON.
DIRECTOR
AGRICULTURAL
ECONOMICS, COLLEGE OF
AGRICULTUIRE,
RAJENDRANAGAR
ADVISORY COMMITTEE
5. Enhancing women's economic participation has long been a
top concern and is essential to reaching the Sustainable
Development Goals.
Women need to be able to make decisions and have access to
money in order to be completely empowered. Due to the fact that
operating small businesses only takes a few hours out of their
day, rural women now have an ideal opportunity to increase their
income through collective marketing.
5
Introduction:
6. Many government measures, including promotion of
FPOs, SHGs, DWACRA groups etc that facilitate easy
marketing, are being launched to promote the economic
empowerment of women. Despite the greatest efforts of
gender conscious stakeholders, women still experience a
number of problems when they leave the house and compete
with their male counterparts.
The researcher was motivated to conduct the current study
because there is less research examining the women
empowerment happening because of marketing, factors
responsible for high and low empowerment levels and
solutions to solve marketing problems faced by women and
available opportunities to women as well.
6
7. There is a significant relationship between the dependent and
independent variables.
7
Hypothesis:
8. General objective:
•To study the Empowerment of Farm Women Marketeers in
Telangana State.
8
Objectives of the investigation:
9. 1. To study the profile characteristics of farm women marketeers.
2. To measure the extent of empowerment among the farm women
marketers.
3. To identify the driving factors responsible for empowerment of
farm women marketeers.
4. To find out the relationship between profile characteristics and
farm women empowerment.
5. To identify problems faced by farm women in marketing and
formulate a strategy for developing women friendly and
lucrative marketing ecosystem.
9
Specific objectives:
10. Research design: Ex-post facto research design will be used
for the study.
Sampling procedure:
1. Locale of the study: State of Telangana is selected
purposively as the researcher hails from the same state.
2. Selection of Zone: Zone 1 of Telangana is selected
purposively because more number of farm women in
marketing of Agricultural produce are concentrated in this
Zone.
3. Selection of Districts: One district namely Khammam
will be selected purposively for the study.
10
Technical programme of work:
11. 4. Selection of Mandals: From the selected district two
mandals will be randomly selected for the study.
5. Selection of Village: From each of the selected Mandals,
three villages will be selected at random, to make a total of
6 villages.
6. Selection of Respondents: 20 farm women who are
involved in marketing of Agricultural produce will be
selected, to make a total of 120 respondents for the study.
Along with farm women, marketing personnel and 2(DPMs
District Project managers) 2 (APMs Assistant project
managers) who are involved in marketing are also selected
to formulate strategy.
11
12. S.NO. Name of the Variable Measurement
Dependent Variables
01 Nature and extent of
Empowerment in Farm women
Marketeers.
a. Economic empowerment
b. Social empowerment
c. Technical empowerment
d. Psychological
empowerment.
Schedule will be developed
for the study
3.Variables and their empirical measurement:
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13. Independent Variables
1 Age Chronological age of the respondent at
the time of investigation.
2 Education Number of years of formal education
received
3 Type and size of family Schedule will be developed for the
study
4 Role of family members in
marketing
Schedule will be developed for the
study
5 Cooperation received from family
members by women marketeers
Schedule will be developed for the
study
6 Land holding Schedule will be developed for the
study
7 Land ownership Schedule will be developed for the
study
S.NO. Name of the Variable Measurement
13
14. 8 Types of crops cultivated Schedule will be developed for the study
9 Involvement in group activities Schedule will be developed for the study
10 Type of farm produce marketed Schedule will be developed for the study
11 Type of marketing (individual
/collective)
Schedule will be developed for the study
12 Number of years of experience in
marketing
Number of years of experience in
marketing
13 Distance to the market Distance between field and market in
kms
14
S.NO. Name of the Variable Measurement
15. 14 Conveyance used for outdoor
activities
Schedule will be developed for the study
15 Sources of information on
marketing
Schedule will be developed for the study
16 Extent of networking Schedule will be developed for the study
17 Involvement in Processing and
value addition
Schedule will be developed for the study
18 Trainings received on marketing Number of trainings received on
marketing at the time of investigation
19 Extent of usage of digital tools
for marketing
Schedule will be developed for the study
20 Availment of Support services Schedule will be developed for the study
21 Extent of farm women
empowerment
Schedule will be developed for the study
15
S.NO. Name of the Variable Measurement
16. Data collection methods:
The data collection will be done with the help of pre-
tested well structured schedule.
Statistical tools to be used:
The data collected will be analysed quantitatively with
the help of statistical measurement tools and conclusions will
be drawn accordingly from the study.
16
17. A repository of domains reflecting various levels of women
empowerment enabling administration to easily key point and
work on weak areas.
A ready reckoner of driving factors that are the root cause for
women empowerment through marketing will be developed in
the study.
A well designed strategy, an amalgamation of practical
suggestions documented from stakeholders for scheming a
women friendly marketing ecosystem in near future.
A directory of personal, socio and psychological profile of
women which forms a basis for designing women oriented
government support schemes.
17
Expected outcomes:
18. 18
Empowerment is measured in 4 dimensions:
1. Economic Empowerment:
Earning of extra income,
Increased Savings,
Improved Investments in household infrastructure
Better Medical care and education
More Access to credit.
2. Technology empowerment:
Increase in knowledge and skills in marketing, value
addition, grading, packing etc.
Marketing intelligence,
Digital tools usage.
Maintenance of records and accounts, making online bank
transactions, etc.
Measurement of Empowerment:
19. 19
3. Social Empowerment:
Recognition in society,
Decisions more valued in family,
Increase in contacts with stake holders.
Participation in exhibitions / melas (Kisan melas)
/exposure visits/ Trainings.
More participation in Social groups (SHG’s, FPO’s).
4. Psychological empowerment :
Self confidence,
Courage,
Communication skills,
Leadership,
Decision making abilities,
Risk taking abilities,
Bargaining power.
