A Study on the Nature of the Quality Brands of Crackers and Sales in Virudhunagar District

Abstract

Sivakasi city in Virudhunagar district is the largest firecracker manufacturing center in India. In Sivakasi they excel not only in making crackers but also in selling them. There are more than thousand selling shops around Sivakasi. They are sold wholesale or retail in all showroom. Kannan crackers Retail have an outlet at Meenampatti near Sivakasi. They have their own manufacturing fireworks and company showroom have been operating in an excellent manner for the past 20 years. All types of crackers manufactured by them are sold in wholesale and retail. According to the requests of his customers he not only manufactures crackers of his own but buys quality crackers from other manufacturers to satisfy his customers. Kannan brand is standard and very low cost. Kannan plant is the first in Virudhunagar district in the selling of Flower pots fireworks. Since Flower pots are a favorite crackers for boys, Kannan brand gives the boys colors.

Introduction

Industry Overview

Sivakasi in Tamil Nadu is a hub for firecracker production, especially for children’s crackers. These include popular types like flower pots, color rockets, dancing wheels, and more. Retailers profit from selling low-cost children’s crackers by combining them with high-value adult firecrackers in gift boxes.

Retail Landscape

• Retail shops have grown significantly from 495 in 2000 to 3,500 in 2023.

• Retailers operate both independent shops and showrooms, sourcing from local factories.

• Selling children’s firecrackers is seen as a safer and more profitable business, particularly during Diwali.

Marketing Approach

Retailers employ the 4Ps of Marketing:

1. Product – Various cracker types (e.g., Multi-color Shower, Giant Flower Pots).

2. Price – Children’s crackers are cheaper due to low-cost materials.

3. Place – Retail outlets are set up in high-traffic, spacious areas.

4. Promotion – Brands use TV, banners, websites, and social media for advertising.

Top-Selling Products

• Multi-Color Shower (?650) is ranked the most popular.

• Other favorites: Giant Flower Pots, Flower Pots Big, and Small.

Brand Preferences

Popular brands include:

• Kannan (34%)

• Lara (33.6%)

• K.R. (22.8%)

• Logu (16%)

Kannan is especially favored by low and high-income groups for its perceived quality.

Customer Preferences (Reasons for Brand Choice)

• Better Quality (50.57%) is the top factor across all income groups.

• Followed by Reasonable Price (36.54%), Brand Loyalty (29.99%), and Easy Availability (27.63%).

Study Objectives

• Identify best-selling crackers for children.

• Understand retailer challenges and profitability.

• Analyze firecracker pricing strategies.

Methodology

• Data was collected through interviews and surveys from 40 retail outlets across Sivakasi, Vembakottai, Srivilliputhur, and Sattur.

• Tools used include percentage analysis and chi-square tests.

Key Insights

• Children’s firecrackers are safer, in high demand, and generate good margins for retailers.

• Brand quality and pricing are the strongest influencers of customer choice.

• Marketing strategy and location are crucial in attracting buyers.

• The industry is growing rapidly, with increasing digitization and online sales emerging as future trends.

Conclusion

Most retailers are selling crackers in Sivakasi surrounding areas. They sell quality brands at low prices and retain their customers. There are plenty of brands in fireworks production. It is mentioned in this study that selecting only specific brands and which brands contain low prices and quality products. In this study, there are a few brands to meet the customer’s intention at a lower price. In this study, it is revealed that the Kannan brand is selling their mention. Kannan brand is a quality brand manufactured in the fireworks factory in Sivakasi. This brand is located at a very low price. Also, crackers are high and qualities are provided to his customer through retailers and wholesalers.Kannan plant is the first in Virudhunagar district in the selling of Flower pots fireworks. Since Flower pots are a favorite crackers for boys, Kannan brand gives the boys colors.

References

[1] KalchevaVelitchka, D., ‘When Should a Retailer Trade an Exciting Store Environment?’, Journal of Marketing, Volume 70,pp. 107-118,2006. [2] Bhardwaj, R.K.,andMakkar,U. ‘Retail Revolution- Emerging Challenges and Issues’, Journal of IMS Group, 4(2), pp 9-12, 2007. [3] Bridson and Hickman“Loyalty Program Attributes and Their Influences on Retail Customer Satisfaction” 6 (3) pp 11-16, 2003. [4] Web side.

Copyright

Copyright © 2025 S. Boopathi Krishnan , Dr. K. Singaravelu , K. Murugan. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.