Entrepreneurial Strategies for Better Marketing Practices

Abstract

Marketing is one area where entrepreneurs can actually define a unique identity for themselves. The most common features of entrepreneurial marketing include innovation, risk taking, and being proactive. Entrepreneurial marketing campaigns try to highlight the company's greatest strengths while emphasizing their value to the customer. Focusing on innovative products or exemplary customer service is a way to stand out from competitors. This study is all about the customer preferences towards products and accordingly the entrepreneurs makes their doors open for sale. The survey made among 300 sample entrepreneurs in Kanyakumari district of Tamilnadu regarding their entrepreneurial marketing strategies. The researcher used reliability statistics to know the normality of the data, Correlation, Regression, ANOVA, Structural Equation Modeling and Regression Weights for analyzing and interpreting the results. The result reveals a good model of fit along with the significance of the chosen variables. It is inferred that the variables Quantity and curiosity towards the products determines the success of the entrepreneurs. It is suggested that before positioning their products, the best strategy is to go for a product and market analysis to give the best to the consumers in adequate quantity.