• Dr.K.S.Selvanayaki

This study aims to find out the contribution of marketing strategy adopted by SHGs under Swarna Jayanthi Shahari Rozhar Yozana (SJSRY) in Coimbatore district of Tamil Nadu to know the outcomes particularly in terms of Urban Poverty Reduction. Out of the total UWSHGs in the district 100 groups were selected from the 41 ULBs of the district. Totally 500 members from 100 groups formed the sample for the primary data collection. Marketing profile of the members were assessed using different marketing strategies adopted by the SHG members. In order to assess the relationship of the selected marketing practices adopted on monthly income from Income Generating Activity by the members, chi-square test is employed. To evaluate the marketing strategies of the SHG members to promote and earn profit ‘F’ test was applied for five marketing strategies i.e., product, price, place, promotion and personnel with the monthly income of SHG members.

Self Help Groups, Self Help Group Members, Marketing Strategy, Urban Poverty Reduction and Income Generating Activities (IGA).

"Self Help Groups and Marketing Strategies in Urban Poverty Reduction", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.462-473, May-2019, Available :http://www.jetir.org/papers/JETIR1905H76.pdf

"Self Help Groups and Marketing Strategies in Urban Poverty Reduction", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp462-473, May-2019, Available at : http://www.jetir.org/papers/JETIR1905H76.pdf