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Purpose: There are many companies who have invested so much of money and do their advertisement to promote or sell their product to the target customers. Multi-level marketing which is also known as direct selling is one which marketing strategy which encourages the customer or the users of the company’s product to advertise the product by word of mouth. The customers in large or group constitute certain motivating program to promote the product so that in turn they can earn some commission. The study aims at identifying factors which give opportunities for the customers to start a new business with the company’s product and in long run they can be called entrepreneurs. Design/ Methodology/ Approach: The study is based on secondary data gathered from a variety of sources including case studies, journal article, magazines, books and internet searches Findings/Results: The study’s main findings shows that many of the people are still confused with the concept of multi-level marketing, it always gets interchanged with the term pyramid scheme or money chain. As per the literature study there is a huge growth and expansion of multi-level marketing in India and other countries. There is an increase of companies who are into multi-level, and also customer tend to use the product of MLM companies once it has gained legal support. The increase in number of MLM companies have provided business opportunities for the people by becoming the product distributor. Originality/Value: The study highlights multi-level marketing strategy and the sustainability of MLM companies and the opportunities provided by the company for the people who join the company as a distributor. Multi-level marketing companies provide sustainable business opportunities for the people. Type of Paper: Literature Review
Radhakrishnan et al. (Sat,) studied this question.