Impact of Selective Demographic Factors on the 4Ps of Marketing Mix Strategies of Baluchari Saree Considering the State Government Initiatives for the Promotion in West Bengal

The Marketing mix is a fundamental concept which has a significant impact on a firm’s competitive positioning and facilitates the effective management and differentiation of marketing operations from other organizational functions. The current study is made to understand the impact of demographic factors like, Income, Education, Profession, Marital Status, Gender and Age of the customer of G.I. tagged Baluchari Saree of West Bengal on various marketing mix strategies namely, Product, Price, Place and Promotion (4Ps). The empirical study is extensively done by collecting primary data (507 samples) directly from Bishnupur of West Bengal, the hub of the authentic Baluchari Saree. The study has identified the demographic factors having significant impact on 4Ps marketing strategy of Baluchari Saree. The marketers of the product can consider the finding of this paper for developing effective marketing strategy. The study uses ANOVA as the analytical technique. The main focus of this study is to describe the impact of selective demographic factors on the components of 4Ps (Marketing mix) for attaining competitive advantage in market.