Influence of Sales strategies towards Customer Loyalty at Kerala State Handloom Weaver’s Cooperative Society Ltd, Thiruvananthapuram

Abstract

In the contemporary business environment, organizations are working in extremely competitive and dynamic markets where attracting and retaining customers has become a major challenge. This research explores the influence of sales promotion strategies on customer loyalty at Kerala State Handloom Weaver’s Cooperative Society Ltd (HANTEX), Thiruvananthapuram. Using descriptive and analytical research designs, data was collected from 388 respondents. The study evaluates how short-term incentives like discounts, coupons, and seasonal offers impact long-term brand devotion. The findings indicate a significant positive correlation between sales promotion activities and customer loyalty, specifically among the dominant middle-income and working-professional segments.