author(s)
TK Janaki

abstract
The study "Socio-Demographic Status and Marketing Dimensions of SHG Members in Erode District" examines the socio-economic background and marketing practices of women involved in Self-Help Groups (SHGs) across Erode, Tamil Nadu. SHGs have played a pivotal role in empowering rural women by promoting inclusive growth and facilitating engagement in income-generating activities. This research provides crucial insights into the socio-demographic characteristics of SHG members and explores how these factors influence their participation in entrepreneurial ventures. Through a multi-stage sampling technique, 150 SHG members were selected from various blocks in the district, ensuring a representative sample of active economic participants. Findings reveal that 56.6% of the members are under the age of 35, 30% have no formal education, and the majority belong to marginalized communities, including 60% from Backward Classes and 77% identifying as Hindus. Most respondents live in nuclear families and have a monthly income between Rs. 15,000 and Rs. 25,000. Marketing practices among SHG members indicate a strong inclination toward branding, with 82% branding their products and 76.67% reporting brand recognition. Packaging primarily involves polythene covers (35.33%), though some use eco-friendly alternatives like paper bags (20%). Product satisfaction is generally high, with 56% fully satisfied, yet 40.67% remain moderately satisfied. Pricing strategies vary, with 43.33% basing prices on production costs and 26% considering competitor pricing; additionally, 42.67% offer discounts, reflecting awareness of promotional tactics. Overall, the study emphasizes the need for targeted training in advanced marketing strategies, including branding, packaging, and pricing, to enhance the market reach and economic resilience of SHGs in the region.