Profitability and Marketing of Income Generating Activities (IGA) for ...

Study on Profitability and Marketing of IGA of Ultra-Poor under IFSUP Final Report
2. STUDY METHODOLOGY
2.1 Design and Approach of Methodology
Chapter -2
Methodology designed and used was based on the objectives and scope of the work of the
study as envisaged in the TOR. The study aimed at developing understanding about
marketing strategy ensuring profitability of products produced by beneficiaries in particular
Adibasis through IGAs in which Ultra-Poor in general are engaged leading to support NETZ to
develop a planning document including resource requirement and action plan for
mainstreaming the marketing activities in its livelihood programme. The conceptual
framework of methodology is graphically presented in Fig. 1.
Figure 1: Conceptual Framework of the Study
Context Analysis and Need Assessment of the IFSUP Supported
Ultra-poor Women Groups
Identifying Potential
Marketing Products
Information
Establish Strategy and
Marketing Interventions
Development of Action Plan for Mainstreaming the
Marketing Activities in Livelihood Programme
Assess
Resource
Requirements
Context analysis and need assessment was at the forefront as it plays an over ridding
importance to choose livelihood options and opportunities. The context analysis leads to
judge compatibility of IGAs and marketing strategies of the produces leading to formulate an
action plan as well as resource requirements. Given time and resources the study method
primarily focused on a visionary approach than collecting hard data which are available in
MATRIX 3