Paper Contents
Abstract
This study explores the factors influencing the sales volume of ITC Frozen Food in the General Trade sector, which consists of small, independent retailers. Key factors examined include pricing strategies, product availability, promotional activities, distribution channels, and consumer preferences. The research employs a mixed-method approach, using qualitative insights from retailer and consumer surveys, case studies of successful market interventions, and interviews with key stakeholders like distributors and sales representatives.Additionally, the study considers the impact of seasonal variations, competitive landscape, and regional differences on sales performance. The findings aim to provide actionable recommendations for ITC to improve market penetration and sales performance in General Trade. Ultimately, this research aims to contribute to a strategic roadmap for sustained growth and competitive advantage in the frozen food industry
Copyright
Copyright © 2025 Nachiket Govekar. This is an open access article distributed under the Creative Commons Attribution License.
