Author(s)
Dr. P. Abirami
- ISSN (P): 3139-8464
- Manuscript ID: 141268
- Volume: 2
- Issue: 11
- Pages: 43–50
Subject Area: Commerce and Management, MBA
Abstract
In a highly competitive retail marketplace, promotional strategies serve as a primary differentiator for commercial survival and brand positioning. This paper examines the core determinants influencing the adoption intensity of promotional techniques among 481 organized textile retailers in the Erode district of Tamil Nadu. Utilizing a robust quantitative methodology, the study evaluates the usage frequency of multiple marketing levers—such as advertising, point-of-sale displays, price discounts, and corporate websites—against retailer demographics and firm characteristics. Non-parametric Kruskal-Wallis (H) tests, Pearson correlation metrics, and multiple linear regression modeling were applied to analyze the data. The empirical results reveal significant differences in promotional adoption levels based on retailer age, daily income, business experience, and firm configuration (p < 0.01). Multiple regression analysis confirms that family size, educational status, and daily income exert a strong positive predictive influence on promotional intensity, whereas advancing retailer age and higher annual turnover paradoxically signal a contraction in localized promotional drives. These insights provide a strategic framework for modern retail management and targeted local trade policy development.