STUDY ON EXPORT MARKETING STRATEGIES AND EXPORT PERFORMANCE : AN EMPIRICAL ANALYSIS OF TEXTILE HUB OF INDIA (SURAT)

Mrs. Nehanarang SPB English Medium College of Commerce. ...................................................................................................................... Manuscript Info Abstract ......................... ........................................................................ Manuscript History Received: 30 November 2019 Final Accepted: 31 December 2019 Published: January 2020 The present paper is a review of Export Marketing Strategies and Export Performanceof textile exporters of Direct, Merchandise, and Manufacturer and to know about the difference between the strategies opted byand problems faced by textile exporters of Surat. Thus the study is the analysis of the variables from the business environment of the textile exporters from the Surat.

A research is conducted on the topic -Factors Affecting the Export Performance of Textile Industry in Developing Countries -A Review of Literature‖ (August 2013) which is published in International Journal of Commerce, Business and Management (IJCBM). The study is aimed at reviewing factors affecting the export performance of textile industry. Most of the studies have been carried out on establishing the relationship between GDP, exchange rate, labour, capital (FDI) and technology with export performance of textile industry. It is concluded that there is a positive relationship between the above said variables and textile exports.
Tuan, L. T. (2012) has researched on the topic -Development Strategy For A Textile Firm‖ The objective of research is to have an overview of company, its business environment, its strengths, weaknesses, opportunities and threats. Business environment and SWOT analysis are used for alternatives of strategies. By considering four strategies (human resource, marketing, and sales, financial) that the firm want to implement to meet future development, the firm found that there're two strategies that are not really urgent at the moment as sales and financial strategies.
Belchaand, A., Bairathi, J. (2017) published one paper on -Marketing Strategies in Apparel Exports-An Insight‖ which has stated that Indian apparel exports are facing stiff competition from China, Bangladesh, Sri Lanka, and Vietnam. The Indian apparel exports are characterised by having focus on limited markets, weak brand positioning of India and overdependence on cotton. Therefore, the need of the hour is to have strong marketing strategies to stay competitive and leave their competitors behind.

Objectives of the Study:-
The aim of this study is to evaluate the Export Marketing Strategies of textile exporting units operating in Surat, the Problems faced and the factors influencing the export performance of textile exporting units. 1. To study about difference between various types of strategies and problems faced by the exporters of Direct, Merchandise,Manufacture exporter of fabric from Surat textile industry. 2. To Study about the Relationship between various factors related to strategies opted and problem faced with respect to export performance of textile exporters of Surat. 3. To study about the influence of various factors related to strategies opted and problem faced with respect to export performance of textile exporters of Surat.

Research Methodology:-
Present study is the study of factors affecting the export performance of selected textile exporters from Surat. Variables for the study were derived from the in depth literature review and one to one discussion with the five unit holders. The study is descriptive in nature.

Nature and Sources of Data:
Primary data is used for the study. Primary data is collected through semi structured questionnaire which included items on demographic information of respondents and the export management strategies adopted and the problems faced by the textile exporting units of Surat.

Population:
Population for the present study is total number of textile exporters from Surat, which are 199 in number. HO2: There is no significant Relationship between various factors related to strategies opted and problem faced with respect to export performance of textile exporters of Surat. .047 0.645 * Correlation is significant at the 0.05 level (2-tailed). **Correlation is significant at the 0.01 level (2-tailed).

Interpretation:
As per correlation matrix ( Table 2) of various factors affecting export performance. It is interpreted that there is positive and significant correlation of export performance with various factors mentioned above as Outdoor advertisement at international airports, Promotion with the help of Agents , Promotion through trade fairs participation , Distribution through indirect channel of distribution , Distribution through face to face meeting with customers , Embargo ,cost of electricity, discriminatory pricing, export subsidy, low cost of production, Full cost pricing, Promotion through cross border E commerce Websites , Manufacturing setup in international market, Outdated technology, telecommunication, liaisoning.
HO3:There is no significant influence of various factors related to strategies opted and problem faced with respect to export performance of textile exporters of Surat Predictors: (Constant),Outdoor advertisement at international airports, Promotion with the help of Agents , Promotion through trade fairs participation , Distribution through indirect channel of distribution , Distribution through face to face meeting with customers , Embargo ,cost of electricity, discriminatory pricing, export subsidy, low cost of production, Full cost pricing, Promotion through cross border E commerce Websites , Manufacturing setup in international market, Outdated technology, telecommunication, liasioning. Table 3.1 Model Summary shows that the Independent factors explain 62.2 percent variation in the dependent variable.    Table 3.2 shows that the Independent VariablesPromotion with the help of Agents Promotion with the help of Agents , cost of electricity, Promotion through cross border E commerce Websites, Low cost of production, telecommunication are significantly affecting the dependent variable export performance as their significance value is less than 0.05.

Conclusion:-
Thus from the above study it is cleared that significant main effects were found for the three categories of textile exporters (direct, merchandise, manufacturer) With regards to the all variables Distribution through indirect channel of distribution, embargo, Cost of electricity, Discriminatory pricing, export subsidy, full cost pricing, Manufacturing setup in international market, outdated technology, penetration price, telecommunication, Distribution through export trading companies , liaisoning, Promotion through export promotion council. Then, from the correlation matrix the factors affecting the export performance were selected to continue with the multiple regression and it is interpreted that Promotion with the help of Agents, cost of electricity, Promotionthrough cross border E commerce Websites, Lowcost of production, telecommunication are significantly affecting the dependent variable export performance as their significance value is less than 0.05.