IMPACT OF MARKETING MIX STRATEGIES ON CONSUMER AWARENESS AND ADOPTION OF LOW – GLYCEMIC INDEX SPECIALTY SUGAR PRODUCTS

In response to the increasing prevalence of health and lifestyle-related disorders, specialty sugar products such as Demerara sugar, brown sugar, powdered jaggery, and low-glycemic-index (GI) sugar have witnessed growing market acceptance.However, consumer awareness regarding their nutritional attributes and potential health benefits remains limited.This study examines the impact of the marketing mix (4Ps: product, price, place, and promotion) on consumer awareness and adoption of specialty sugar products.Primary data were collected from 200 respondents using a structured questionnaire.The data were analysed using descriptive statistics, correlation analysis, and multiple regression techniques.The results indicate that price and distribution (place) exert a stronger influence on consumer awareness and purchase intention compared to product attributes and promotional efforts. Impact of Marketing Mix Strategies on Consumer Awareness and Adoption of Low -Glycemic Index Specialty Sugar Products https