A STUDY ON RETAILER ATTITUDES AND MARKETING IMPACT ON THE SALES GROWTH OF ZINCOVIT AND ITS COMPETITORS

This study titled 'Retailer Attitudes and Marketing Impact on the Sales Growth of Zincovit and its Competitors' aims to analyze the factors influencing the sales performance of Zincovit in the pharmaceutical retail market. The research focuses on retailer perception, promotional strategies, and competitive positioning. The study was conducted among 109 pharmaceutical retailers in Tamil Nadu using structured questionnaires. Statistical tools such as percentage analysis, cross-tabulation, and regression analysis were applied to interpret the data. The findings reveal that Zincovit has strong brand recognition and retailer trust. However, challenges such as limited promotional schemes, inconsistent stock availability, and lack of training support were identified. The study concludes that improving marketing strategies, strengthening distribution networks, and enhancing retailer engagement can significantly improve sales growth and satisfaction levels.