CONSUMERS' COGNIZANCE TOWARDS THE INDIAN POSTAL PRODUCTS AND SERVICES: A STUDY REPORT OF NORTH GOA DISTRICT.

The postal history of India has started its foot prints prior to independence. It is the outcome of joint venture of the British, one of the colonial rulers and segregated efforts of several princely states. The postal service was opened for public on 1st April 1774. Indian Postal Department is 242 years old organisation, has a network of 1,55,837 Post Offices of which, 1,39,280 are located in Rural Areas. On an average, a Post office serves an area of 21.17 Sq. Km. and 6613 people. Though Indian Postal Department has wide coverage and network all over the country, it is observed that the department has not done required amount of advertisements to sell its products and services. The present study is conducted to find out the degree of knowledge of postal products and services in the minds of customers and the consumers' perceptions towards the Indian Postal services at rural and urban areas in North Goa district of Goa State. The survey revealed that most of the common products and services are not known or less known by the public. Twenty per cent of Government servants do not know about the postal life insurance product and majority of them are not interested to buy due to lack of information, which is one of the cheapest and most beneficial life insurance products as compared to other insurance product available in the market. The study concluded with a remark that the giant institution yet to put up its giant efforts to get giant gain. [ABSTRACT FROM AUTHOR]