Journal of Advances in Developmental Research

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Microfinance Institutions and Rural Marketing Strategies: Transforming Agricultural Communities in Guntur District

Author(s) Dr. Bandi Sudhakar Reddy
Country India
Abstract This study examines the role of microfinance institutions (MFIs) in transforming agricultural communities through innovative rural marketing strategies in Guntur District, Andhra Pradesh. Using a mixed-methods approach, data were collected from 385 rural households across 12 mandals, analyzing the impact of microfinance services on agricultural productivity, market access, and income generation from 2015 to 2017. The findings reveal that MFI interventions increased agricultural credit accessibility by 67%, enhanced market linkages for 72% of beneficiaries, and improved average household income by 43%. Self-Help Groups (SHGs) emerged as crucial intermediaries, facilitating collective bargaining and reducing marketing costs by 28%. The study identifies key success factors, including localized service delivery, integration of financial literacy programs, and technology-enabled payment systems. However, challenges persist in loan recovery rates (NPAs at 8.3%) and reaching marginalized farmers. The research concludes that strategic convergence between MFIs and rural marketing initiatives significantly enhances agricultural value chains, suggesting a replicable model for rural transformation in similar agrarian economies.
Keywords Microfinance, Rural Marketing, Agricultural Transformation, Self-Help Groups, Guntur District, Financial Inclusion.
Published In Volume 9, Issue 1, January-June 2018
Published On 2018-01-05
Cite This Microfinance Institutions and Rural Marketing Strategies: Transforming Agricultural Communities in Guntur District - Dr. Bandi Sudhakar Reddy - IJAIDR Volume 9, Issue 1, January-June 2018.
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