MARKETING IN TRIBAL ECONOMY

ISBN-13: 9786209037894 / Angielski / Miękka / 2025 / 132 str.

VENKATA SOMANADH KOLLURU

Opis

"Shandy" is a word with unclear origins. Literally, it refers to a drink made by mixing beer with lemonade or ginger beer. However, in rural areas, where beer and similar local beverages are commonly traded along with forest products, the term "shandy" has also come to mean a marketplace or gathering spot, both in rural and urban settings. In this sense, a shandy can also be called a "tribal bazaar" or "hatt".Tribal markets are generally unorganized and imperfect. Most tribal communities live in poverty, with low living standards, poor hygiene, and unsafe environments, often surrounded by rich natural resources. Due to their traditional lifestyles and outdated marketing practices, tribal people often fail to get fair prices for their goods and are exploited by more knowledgeable traders.Common challenges in tribal economies include:Traditional, low-yield agricultureHigh illiteracy ratesPoor road accessPrimitive technologyVery low per capita incomeStudying tribal shandies helps us understand the socio-economic background of both buyers and sellers. This insight is essential for analyzing their behavior and improving the buying and selling process in these local markets.