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VOL. 8, ISSUE 1 (2026)
The role of local branding in the growth of small-scale businesses in Bihar
Authors
Hemraj Yadav
Abstract
This study examines the role of local branding in the growth of small-scale businesses in Bihar, India, focusing on its impact on sales growth, customer retention, and brand awareness. A mixed-methods approach was used, combining qualitative research through interviews with 20 small business owners across various sectors (handicrafts, agro-products, textiles, food products, and retail) and quantitative analysis using descriptive statistics and t-tests. Descriptive statistics revealed a mean sales growth of 21.6% and a customer retention rate of 69%, with moderate variation across sectors. The t-test results showed no significant difference in sales growth or customer retention between businesses that adopted local branding and those that did not, with p-values of 0.117 for sales growth and 0.115 for customer retention. The discussion highlights that while local branding enhances consumer trust, market differentiation, and brand recognition, it does not necessarily lead to significant improvements in sales or retention. Challenges such as limited digital literacy, high branding costs, and resource constraints were identified as barriers to more effective branding. The study concludes that local branding provides small businesses with a competitive edge but emphasizes the need for greater support in digital literacy, financial resources, and infrastructure to fully leverage its potential. Future research should explore the long-term impact of local branding and the integration of digital strategies to further enhance business growth.
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Pages:102-107
How to cite this article:
Hemraj Yadav "The role of local branding in the growth of small-scale businesses in Bihar". International Journal of Social Science and Humanities, Vol 8, Issue 1, 2026, Pages 102-107
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