Abstract

Below the line marketing is known to as BTL marketing. Below-theline activities are more interactive, allowing businesses and consumers to connect on a more personal level. It allows people to engage directly with the company. To attract and engage more target audiences, BTL activities leverage unique, out-of-the-box thinking. The aim of this study was to determine the impact of a below-the-line activity (BTL) on the consumer tea product division. The study objective is to analyze the BTL activities done by tea companies and its impact on retailers buying behavior. The study follows a descriptive survey. Convenience sampling method was used in the study and the sample size was (163) respondents. Primary data was collected using semi-structured questionnaires. To characterize and summarize data, descriptive statistics were employed. The statistical test done in the study are ChiSquare and weighted average.