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@article{196124,
        author = {M. Vasanth Kumar and Dr. M. Jayaprakasam},
        title = {ASSESSING KEY CHALLENGES AND BARRIERS IN MARKETING, AND COMMERCIALIZATION OF PRODUCTS BY TRIBAL PRODUCERS: INSIGHTS FROM PRIMARY DATA OF TRIBAL RESPONDENTS IN COIMBATORE},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {2147-2153},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=196124},
        abstract = {The study explores the key challenges and barriers affecting the marketing and commercialization of products by tribal producers in Coimbatore, drawing on primary data collected from 250 respondents. Despite producing eco-friendly and culturally valuable goods such as non-timber forest products, handicrafts, and organic items, tribal communities struggle to achieve sustainable income due to systemic constraints. The research adopts a descriptive and analytical design, employing Exploratory Factor Analysis, Confirmatory Factor Analysis, and Structural Equation Modeling to identify and validate the underlying factors influencing commercialization practices.
The findings reveal four major dimensions of barriers: marketing access issues, financial constraints, infrastructural deficits, and institutional gaps, collectively explaining a substantial proportion of variance. Structural modeling results indicate that socio-economic factors exert the strongest negative influence on marketing and commercialization practices, followed by infrastructural and institutional factors. These challenges manifest in the form of limited market access, dependence on intermediaries, inadequate digital literacy, and underutilization of government support mechanisms.
The study concludes that the commercialization potential of tribal products remains significantly underexploited due to the interconnected nature of these barriers. Addressing these issues requires an integrated approach involving capacity building, infrastructure development, digital inclusion, and effective policy implementation. The research contributes to the limited empirical literature on tribal entrepreneurship in southern India and offers actionable insights for policymakers, development agencies, and market stakeholders to foster inclusive and sustainable economic development.},
        keywords = {Tribal Entrepreneurship, Marketing Barriers, Commercialization, Socio-Economic Factors, Coimbatore.},
        month = {April},
        }