PurposeThis study aims to explore the opportunities and methods for branding fresh tea leaves, currently sold as commodities in the B2B market, as an innovative method by engaging with a smallholder group. The purpose is to enhance the market competitiveness of the significant number of small tea growers in developing economies.Design/methodology/approachAn exploratory study was conducted comprising a qualitative survey of a farmers' group formed by the smallholding of tea gardens and the sourcing factories in the state of Assam, India. Relevant case studies on the branding of agricultural commodities were also analyzed.FindingsSmallholding farmers, through collective efforts and with adequate extension and marketing support, can comply with the standards expected from their buyer. Perishable farm produce sold in the B2B market can be differentiated by exploiting attributes beyond the physical product. Market linkages established through innovative practices can enhance the market competitiveness of smallholdings.Research limitations/implicationsSuccessful branding of tea leaves can encourage similar practice in other agricultural crops as well. This will improve the quality of produce, increase the earnings of smallholdings and at the same time enhance customer value and satisfaction.Originality/valueThis paper is the first of its kind to investigate the opportunities for branding tea leaves produced by smallholdings and sold in the B2B market. The findings will be useful to researchers, smallholdings, policymakers, and consumers at large.
I. Introduction"The success of an individual exclusively depends on the art of managing emotions which comprises practical skills and the skill to handle people." Goleman (1998) Emotional Maturity comprises social connections, self-confidence and balanced emotions. Emotional maturity can also be defined as the state in which an adult is supposed to react appropriately and normally at emotional level in the society. In most of the cultures emotional maturity has been considered as ability to control over self and the ability to overwhelm extreme emotional reactions. Emotional maturity means the ability to cope with the unwanted situations, easy adjustments in the society, peer groups, family members, nurturing positive emotions always, increased level of satisfaction towards the responses of the society, selfdependence, ability to delay the needs of instincts, feeling of satisfaction and enjoyment with the available resources. Emotional maturity develops the ability to adjust and make relations with others. Man is a social animal. We live in a society thus we should know the art of making social adjustments while at the same time keeping ourselves happy and satisfied. Emotionally mature people are more compassionate and forgiving in nature and not being critical always. Emotional maturity means the ability to be honest with ourselves. Emotional mature people always involve in doing self-appraisal and making improvements in self. Emotional maturity develops the ability in an individual to accept the reality even if it is too challenging to accept. Emotionally mature person always accept the existing situation and even move towards considering the risks of situations and takes the positive actions according to the risks involved with that situation.In the modern age of human socialization, everyone face some difficulties in life, youth as well as children due to major changes in the environment settings at home as well as external environment. Family systems have changed, nuclear families have taken the place of joint families, and mothers have also started working in the families which gives birth to day care/creeches concepts in our society, rural population are moving towards urban areas, child birth is under control, people desires only one or two child, thus number of siblings are reducing, population of single parent or divorced parents have increased during last two decades. The difficulties in making social adjustments in the changed environment; is the main reason for many psychosomatic problems which our youth and children are facing such as frustrations, tensions, anxiety and emotional upsets in their day to day life. Therefore, the study of emotional maturity has emerged as a new area to do researches by the researchers. The current study is an attempt to measure the impact of environmental factors over emotional maturity of the management students. , 1977) have also found in his study that Indian girls are given less freedom of movement which leads to low level of independence and thus low level of e...
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.