A Study on Factors Influencing the Purchase Intension of Consumers Towards Stationery Products: A Study for Manadhar Stationers Private Limited, Katora Talab, C. G.

The effectiveness of modern retail and stationery marketing increasingly depends on understanding consumer behavior, purchasing preferences, and decision-making patterns. This study, conducted at Manadhar Stationers Private Limited (BBAG), examines how consumer analysis can support strategic product promotion and improve overall marketing performance within the stationery sector. The research explores customer demographics, buying behavior, brand perception, product preferences, and the impact of in-store and digital marketing activities on purchase decisions. Using a mixed-methods approach—combining customer surveys, direct interactions, observational studies, and analysis of sales and promotional data—the study identifies key factors influencing customer purchase intent, such as product variety, pricing strategy, visual merchandising, brand trust, and promotional communication.Findings reveal that targeted marketing strategies, when aligned with customer expectations and category-specific demand patterns, significantly enhance brand visibility, customer engagement, and product sales. The study concludes that integrating consumer insights into marketing planning not only strengthens customer loyalty but also enables more effective and sustainable promotional strategies for retail businesses like Manadhar Stationers Private Limited.