Entrepreneurial Cluster Branding Influencing Sustainable Cashew Market: A Case Study

Entrepreneurs who express their unique individuality tend to remain competitive in the market as they confront challenges and cultivate a strong brand image. Cluster branding, a strategy that unites businesses within a specific geographic region under a common brand, is a rare occurrence, as seen in the case of cashew production in Palasa, Srikakulam district, Andhra Pradesh. Despite Palasa’s well-known reputation, cashew entrepreneurs predominantly opt for individual branding instead of harnessing the location’s image for cluster branding. This silence surrounding cluster branding implies that there are both positive and negative attitudes toward the idea of collectively promoting all cashew merchants under a single brand. The study’s primary objective is to identify various determinants, categorized as either promoting or hindering cluster branding within this context. The research methodology employs a descriptive design and a quantitative approach. Data is gathered from the target population of Palasa’s cashew entrepreneurs through a semi-structured questionnaire, using stratified random sampling and a cross-sectional survey. The collected data is analyzed using descriptive statistics to assess demographic characteristics. Additionally, a factor analysis is conducted to extract key variables that are likely to have a significant impact on the sustainability of the cashew business in Palasa. The findings not only identify factors that positively influence cluster branding but also shed light on negative factors that can complicate individual business development. These insights offer valuable guidance for management decisions, and recommendations are put forth to pave the way for sustainable progress in the cashew industry.