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Consumers Attitude and Preferences towards Self Help Group Products

A field study was conducted to identify the needs, aspirations and attitudes of rural consumer. The study focuses the areas like the extent of awareness of SHG products, factors influencing the consumers to buy the SHG products, satisfaction level of consumers from SHG products and problems of consumers in buying the SHG products. There is a stiff competition between mechanized products of large-scale companies and the SHG products in urban areas. Hence, the present study was conducted in Coimbatore city. The statistical tools of Percentage or Descriptive analysis, Chi-square analysis, Likert scaling techniques, Average score analysis, Average ranking technique and Friedman test are used for meaningful analysis of primary data. Valuable suggestions are given to assess the attitude and preferences of consumers towards SHG products and increase the sales also.