INFLUENCE OF MARKETING STRATEGIES ON CUSTOMER PURCHASE INTENTIONS: A STUDY WITH SPECIAL REFERENCE TO OJIN BAKES, CALICUT
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This study investigates the influence of marketing strategies on customer purchase intentions with special reference to OJIN Bakes, a well-established bakery brand located in Calicut (Kozhikode), Kerala. In an intensely competitive food and bakery market, effective marketing strategies are critical for attracting and retaining customers. The research adopts a descriptive research design, and primary data were collected from 100 respondents through a structured questionnaire using convenience sampling. The study focuses on four key marketing variables: product packaging, product quality, service quality, and pricing strategy. Data were analyzed using percentage analysis and presented through tables and charts. Findings reveal that packaging, product quality, and service quality each positively influence about 73–75% of customers' purchase intentions, while reasonable pricing influences approximately 71% of customers. Product variety emerged as the most influential marketing strategy (30%), followed by social media promotion and customer service (25% each), and advertising (20%). The study concludes that an integrated marketing approach encompassing quality products, attractive packaging
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Nivedha, & Nashidha, (2026). Influence of Marketing Strategies on Customer Purchase Intentions: A Study with Special Reference to Ojin Bakes, Calicut. International Journal of Science, Strategic Management and Technology, 02(04). https://doi.org/10.55041/ijsmt.v2i4.244
Nivedha, , and Nashidha. "Influence of Marketing Strategies on Customer Purchase Intentions: A Study with Special Reference to Ojin Bakes, Calicut." International Journal of Science, Strategic Management and Technology, vol. 02, no. 04, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i4.244.
Nivedha, , and Nashidha. "Influence of Marketing Strategies on Customer Purchase Intentions: A Study with Special Reference to Ojin Bakes, Calicut." International Journal of Science, Strategic Management and Technology 02, no. 04 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i4.244.
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