An Investigation into the Determinants Influencing the Marketing of Jasmine in the Madurai District

G. Nedumaran, M. Manida — Wed, 13 Mar 2024 00:00:00 +0000

This study examines the multifaceted factors influencing jasmine marketing in the Madurai region, known for its fragrant and culturally important jasmine varieties. Through in-depth analysis, this study identifies and explores the key factors shaping the Madurai jasmine market landscape, covering aspects from cultivation practices to market dynamics and externalities. The climatic conditions of the region become key factors influencing the quality and quantity of jasmine production. Cultivation practices, including cultivation methods and fertilizer use, are critical in determining jasmine's market value. Market infrastructure such as storage, transportation and distribution facilities further shape the availability and freshness of jasmine in the market. Consumer preferences and trends, both locally and globally, form a dynamic factor influencing Madurai Jasmine's marketing strategies. Understanding the competitive environment, distribution channels and government policies is essential for growers and marketers to navigate market challenges and capitalize on opportunities. This study also examines the challenges and opportunities associated with marketing Madurai Jasmine. Challenges include climate sensitivity, instability of market prices and dependence on middlemen, while opportunities arise from growing demand for natural products, cultural significance and potential for value-added products. Recommendations are made to improve and optimize marketing strategies, including quality assurance programs, product diversification and the use of e-commerce platforms. The study emphasizes the importance of brand building, collaboration with the restaurant industry and certifications for the global market. Government support and promotion of sustainable practices are emphasized to ensure the long-term market success of Madurai Jasmine. In termination, this study provides a comprehensive overview of the factors influencing jasmine marketing in Madurai district. It provides valuable information to stakeholders, policymakers and researchers working to promote the sustainable growth of this culturally important and aromatic flower industry.

Journal of Integrated Marketing Communications and Digital Marketing

An Investigation into the Determinants Influencing the Marketing of Jasmine in the Madurai District