Analysing the marketing channels used for selling products by tribal entrepreneurs in the State of Jharkhand, India

In the rapidly evolving globalised landscape and consumer behaviour, understanding the diverse marketing channels employed for product sales is pivotal. This study delves into the intricate landscape of marketing channels employed by tribal entrepreneurs in the State of Jharkhand, aiming to understand their strategies, challenges, and implications comprehensively. Through empirical investigation and qualitative analysis, this research explores spectrum of marketing channels these entrepreneurs utilise, encompassing traditional avenues. The PROMETHEE II and AHP method presents a complete ranking of alternatives and prioritises these alternatives over multiple criteria. Based on the analysis, out of five alternatives, the local market is more compatible marketing channel for tribal entrepreneurs of Jharkhand to sell their products. The findings of this research not only contribute to filling the research gap in understanding the marketing dynamics of tribal entrepreneurship but also offer practical insights for policymakers, businesses, and marketers seeking to support and engage with these entrepreneurs.