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@article{206530,
        author = {sharan},
        title = {Empirical Study on Marketing Determinants of Business Growth in Powerloom Enterprises: Evidence from Namakkal District},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {2036-2049},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=206530},
        abstract = {This research considers the role of marketing-based determinants as the determinants of business success in powerloom firms in Namakkal District. The study dwells on the crucial marketing variables such as pricing strategy, promotion activities, distribution channels, branding, digital marketing adoption, customer relation management, and market orientation. The research design was a descriptive research design and a structured questionnaire was used to obtain primary data on 120 respondents. Descriptive statistics, correlation and multiple regression were used in the analysis of the data. The results show that even though the respondents think marketing practices are of a moderate level of importance, the overall statistical contribution to business growth is minimal. Correlation and regression analysis indicate that most of the marketing determinants have weak and statistically insignificant relationships with the business growth. New variables, however, present a positive directional effect with regard to business performance limits with regards to promotion activities, distribution channels and market orientation. It is believed that these factors have practical implication whereas other variables have little or no effect. The research demonstrates that there is a discrepancy between how marketing practices of traditional industries should be perceived and how they are actually practiced. It highlights the importance of more integrated, systematic and strategically aligned marketing approach to improve on long term sustainability and competitiveness in powerloom establishments.},
        keywords = {Marketing Determinants, Business Growth, Powerloom Enterprises, Digital Marketing, Customer Relationship Management, Market Orientation, SMEs},
        month = {July},
        }