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@article{207134,
        author = {sharan and Dr.Santhosh M},
        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 = {4055-4066},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=207134},
        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 although respondents consider marketing practices important, their effects on business growth differ across variables. Correlation and regression analyses indicate that promotion activities, distribution channels and market orientation have positive and statistically significant effects on business growth. The regression model explains 26.3% of the variation in business growth. Pricing strategy, branding practices, digital marketing adoption and customer relationship management do not show statistically significant effects in the present not  study.
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 particularly in promotion, distribution and market orientation, improve on long term sustainability and competitiveness in powerloom .,},
        keywords = {Marketing Determinants, Business Growth, Powerloom Enterprises, Digital Marketing, Customer Relationship Management, Market Orientation, SMEs},
        month = {July},
        }