International Science Community Association International Research Journal of Social Sciences 2319 - 3565 4 11 2015 November 14 Impact of Marketing Practices Followed By Agro-Based Units on Consumer Consumption: With Special Reference to Varanasi District 30 36 EN Lakhawat Saroj 1 2 1Govt. Engineering College Ajmer, INDIA Singh Charan Shailendra 2 S.P.C. Govt. College Ajmer, INDIA Lal Ravi Shankar 1 Dept. of Psychology, Banaras Hindu University, Varanasi-221005 UP, INDIA Singh A.P. 2 Khwairakpam Doreshor 1 Institute of Urban Development Studies, Ethiopian Civil Service University Addis Ababa, Ethiopia Sahadevudu D. 1 History, Govt. College (M), Ananthapuramu-515001. Andhrapradesh State, INDIA Babu G. Ramesh 2 Department of History, S.K.University, Ananthapur-515001 Andhrapradesh State, INDIA Reddy Y.Ramachandra 3 Department of History, S.K.University, Ananthapur-515001 Andhrapradesh State, INDIA Venkateswarulu C. 4 Department of History, M.S.Degree College Gooty-515401.Andhrapradesh State, INDIA Dutta Partha Protim 1 Tezpur University, Assam, INDIA Dutta Ujjal Protim 2 Department of Humanities and Social Sciences, National Institute of Technology, Durgapur, INDIA Gupta Anuj 1 Faculty of Commerce, B.H.U. INDIA > Research Paper 2015 10 7 2015 November 14 In the agrarian economy, the agro-based units are facing problems in their expansion from the very existence. The problem is not new in India; it has been found that from our independence we are struggling in this path. The processing of agricultural product has become a chaos in the economy. Quality, price, distribution, promotion, finance, health, government policies, managerial inefficiencies, etc. are found a big cause for the same. In this paper the researcher has targeted 200 agricultural processed products dwelling in Varanasi. This sample gives a clear cut emphasis on the thrust areas of improvement. In the paper the consumers targeted are representing both rural and urban area. 32% of respondents were of rural sector and 68% were of urban area. All the respondents are approached using one of the survey method of primary data collection, i.e., questionnaire and schedule method. These responses are classified using tables that help in clear vision of the study. This study helps in knowing the reason of poor performance of agro-based units in Varanasi. It also suggests certain aspects that help in overcoming these problems. Copyright@ International Science Community Association