A STUDY ON EFFECTIVENESS OF MARKETING STRATEGIES IN GATE WEARS, TIRUPPUR.
Premika R, MBA, Sona College of Technology, premikaranjithkumar@gmail.com
ABSTRACT
This study focuses on the effectiveness of Gate Wears’ marketing methods for a clothing retailer in Tiruppur (a large textile centre in India). The main goal of this study is to investigate how different marketing strategies can affect customers’ behaviour, brand awareness, satisfaction, and the likelihood of recurring purchases.The research is descriptive and qualitative because it collects original data from 100 respondents about their experiences with both online (such as social media and advertisements) and offline (such as word-of-mouth) marketing methods through a structured survey.It also assesses how word-of-mouth and social media influence customer awareness and are indirectly responsible for acquiring new customers. High brand awareness and good product quality suggest that Gate Wears has positioned itself strongly among other retailers in this competitive market.Customers report they are very satisfied with their shopping experience at Gate Wears because of the quality of the products they purchase, the price they pay, and how helpful employees are; these things positively affect customers’ likelihood of purchasing from Gate Wears again in the future.Digital marketing tools, such as WhatsApp Business and social media, are the most effective ways to influence whether a customer purchases from Gate Wears or engages with the brand online.Nevertheless, there are some shortcomings concerning the ineffectiveness of the application of seasonal discounts and lack of using digital means like search engines. The authors' final point concerns the need for an integration strategy in marketing which implies the combination of both classical marketing techniques and modern digital marketing means in order to gain competitive advantage in the market.
Keywords: Marketing Strategy, Brand Recognition, Customer Satisfaction, Digital Marketing, Consumer Behaviour, Tiruppur, Knitwear Retail.
