author(s)
Dr. S Rajamohan, Dr. E Saranya Devi and Dr. S Sundararajan

abstract
Jasmine stands out as a visually appealing, essential, and lucrative crop that plays a pivotal role in various spiritual, communal, and cultural ceremonies. Its significance extends across diverse functions celebrated by people from all walks of life. However, an in-depth analysis employing the Weighted Mean method identifies several key factors affecting the marketing of Jasmine. The findings reveal that pricing, inadequate infrastructure, fraudulent practices, and a lack of promotional initiatives for exports are pivotal challenges in the marketing of Jasmine. Interestingly, there is no statistically significant difference between the socio-economic status of jasmine growers and the factors influencing its marketing. Examining the specific influences on jasmine growers' fulfillment in marketing, the percentage analysis indicates that pricing has a positive and substantial impact. In contrast, issues such as insufficient infrastructure, fraudulent practices, and a lack of export promotions have adverse and statistically significant effects on growers' satisfaction in the marketing of jasmine. To enhance jasmine marketing, it is imperative for the government to formulate and implement effective marketing and pricing policies. Additionally, there is a pressing need for the creation of adequate storage facilities for jasmine. Stringent actions against malpractices within the jasmine market are crucial for its sustainable development. Furthermore, both the government and Export Promotion Council should actively disseminate market information and export opportunities to empower jasmine growers and bolster the overall marketing ecosystem.