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@article{185864,
        author = {JUSTIN THOMAS and Mr. R. Kishore Kumar},
        title = {SEASONAL DEMAND FOR IMFL BRANDS DURING FESTIVALS IN KERALA},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {5},
        pages = {3524-3528},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=185864},
        abstract = {The Indian Made Foreign Liquor (IMFL) industry in Kerala experiences substantial seasonal fluctuations in demand, particularly during major cultural and religious festivals such as Onam, Vishu, Christmas, and New Year. This study aims to analyze the seasonal demand pattern of IMFL brands, identify consumer preferences, and evaluate how demographic and festival-related factors influence purchase decisions. Using primary data collected from 100 respondents across five districts in Kerala, the study employs statistical tools such as descriptive analysis, Chi-square tests, and trend analysis to examine associations between consumer demographics and brand choice. Results reveal a significant increase in sales during festival seasons, with Onam showing the highest growth (177.8%) over non-festival sales. McDowell’s No.1 and Royal Stag emerged as top-selling brands. The findings emphasize the importance of targeted marketing strategies during peak seasons and provide insights for manufacturers and distributors to optimize inventory, pricing, and promotional activities.},
        keywords = {IMFL, Kerala, Seasonal Demand, Consumer Behavior, Festival Marketing, Brand Preference},
        month = {October},
        }