The present study examines the marketing strategies of coconut products with special reference to branding and promotion in Tumakuru district. Coconut products play a significant role in the agro-based economy, yet their market potential remains underutilized due to inadequate branding and limited promotional efforts. The study aims to analyze the impact of branding and promotional strategies on consumer buying behavior.
A descriptive and analytical research design was adopted, and primary data were collected from 200 consumers using a structured questionnaire. Statistical tools such as Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Structural Equation Modeling (SEM), and regression analysis were employed to analyze the data.
The results reveal that both branding and promotion have a significant positive impact on consumer behavior. Branding enhances product trust, recognition, and purchase intention, while promotional strategies, particularly digital marketing and social media, significantly improve consumer awareness. The study also finds that promotion has a relatively stronger influence compared to branding.
The findings highlight the importance of adopting modern marketing strategies, improving packaging, and building strong brand identity to enhance the competitiveness of coconut products. The study provides practical insights for producers, marketers, and policymakers to strengthen marketing practices and achieve sustainable growth in the coconut industry.