The microfinance sector in Southern India has evolved to be more competitive. The Southern Indian state of Tamil Nadu, which has spawned several Self-Help Groups (SHGs), is a home to a wide range of Non-Governmental Organisations (NGOs) and Microfinance Institutions (MFIs). As more players, both...

The study focuses on the relationship between marketing strategy elements and the social performance of Microfinance Institutions (MFIs). The MFI clients' perceptions of marketing strategy elements and the socio-economic outcomes of microfinance-based interventions were factored into the study....