BLOCKCHAIN-BASED SUPPLY CHAIN TRANSPARENCY IN MARKETING: ENHANCING TRUST AND TRACEABILITY IN PRODUCT PROMOTION

In recent years, the Indian market has witnessed a growing concern about product authenticity and transparency in supply chain management.The increasing demand for traceability and trust in the supply chain has led to the adoption of blockchain technology.This study aims to explore the role of blockchain-based supply chain transparency in marketing, focusing on its impact on trust and traceability in product promotion in India.The study employed a mixed-methods approach, combining both qualitative and quantitative research methods.A survey was conducted among 200 consumers in India, and 10 focus group discussions were held with marketing professionals and supply chain experts.The results indicate that blockchain-based supply chain transparency significantly enhances trust among consumers, leading to increased brand loyalty and willingness to pay a premium.The study finds that blockchain-based supply chain transparency can address the challenges of counterfeiting, tampering, and mislabeling, which are prevalent in the Indian market.The technology enables real-time tracking and verification of products throughout the supply chain, providing consumers with accurate information about the origin, quality, and movement of goods.The study also highlights the importance of communication and education in implementing blockchain-based supply chain transparency.Marketing professionals must educate consumers about the benefits of blockchain technology and promote its usage through targeted campaigns.Moreover, supply chain partners must collaborate to ensure seamless integration of blockchain technology into their operations.The findings of this study have significant implications for marketers in India.By leveraging blockchain-based supply chain transparency, they can establish trust with consumers, enhance brand reputation, and differentiate their products from competitors.The study concludes that blockchain-based supply chain transparency is a crucial aspect of modern marketing strategy, particularly in a country like India where trust and authenticity are highly valued.