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@article{186082,
        author = {Jithender TV and prof. Mr. R .Kishore kumar},
        title = {A STUDY ON IMPACT OF MARKETING STRATEGIES},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {6},
        pages = {232-237},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=186082},
        abstract = {This study examines the impact of marketing strategies adopted by Travancore Sugars and Chemicals Limited (TSCL) on consumer behaviour, market share, and sales performance. The research aims to identify which marketing tactics—product positioning, pricing, distribution channels, promotional activities, and branding—have most effectively influenced customer preferences and purchasing decisions in the regional sugar and allied chemicals market. A descriptive research design was adopted, using a structured questionnaire administered to 100 respondents comprising retailers, distributors, and end consumers, supplemented by interviews with five company marketing personnel and secondary data from company reports and industry publications. Data were analysed using descriptive statistics, cross-tabulation, and simple inferential tests to detect relationships between specific strategies and outcome measures. Findings indicate that targeted promotional campaigns and strengthened distributor relationships significantly improved brand recall and purchase frequency, while competitive pricing and consistent product quality were key drivers of customer loyalty. However, gaps in digital marketing presence and limited product diversification constrained broader market expansion. The study concludes with recommendations for enhancing digital engagement, optimizing channel management, and adopting value-added product strategies to sustain growth. The findings provide actionable insights for TSCL management and contribute to the literature on marketing effectiveness in traditional manufacturing sectors.},
        keywords = {Marketing Strategies, Behaviour, Brand Promotion, Sales Performance, Travancore Sugars and Chemicals Ltd. (TSCL), Product Positioning, Customer Loyalty, Distribution Channels},
        month = {October},
        }