Journal of Contemporary Issues in Business and Government

Abstract

SHGs (Self Help Groups) are a widespread mechanism for women development especially in rural areas by
solving their problems at the grassroot level. In order to facilitate livelihood opportunities for women, these
SHGs play a substantial role. In this study, an attempt has been made to assess the impact of Institutional
support, Marketing strategies adopted by the group members to sell the product, and the Empowerment level
among the members of women SHGs on Sustainable Livelihood activities. A structured questionnaire was
prepared in the local language, data was collectedfrom Sivagangai, Ramanathapuram, and Pudukottai districts
in Tamilnadu. The samples chosen for the study were around 150 members from different women SHGs.
Data was processed using the SPSS package.One-way ANOVA, Multiple Regression and Pearson Correlation
were used to analyze the data obtained. The study concluded that there is a significant relation between
Sustainable livelihood and Institutional support, Marketing strategies and Women Empowerment. It was also
found out that the number of SHG members and the number of years the SHG group has been formed
significantly influences Sustainable Livelihood, Institutional support, Marketing strategies, and Women
Empowerment.