Exploring the Marketing Dynamics of Products from Small-Scale Enterprises in Latur district

Abstract The study explores the marketing dynamics of products from small-scale enterprises (SSEs) in Latur District, focusing on factors that influence customer preferences and business competitiveness. Findings reveal that customers primarily consider product quality, features, and price in their purchase decisions, while brand reputation, convenience services, and promotions also play a significant role. Social listening, customer education, and other factors moderately affect consumer choices. The study emphasizes the importance of these elements in shaping customer-driven marketing strategies and highlights the need for SSEs to adopt innovative practices, effective branding, and digital platforms to strengthen market presence and ensure sustainable growth. The study highlights that understanding these factors can help SSEs tailor marketing strategies, enhance competitiveness, and meet customer needs effectively.