Influence of Marketing Strategies on Buying Behaviour of Customers

M. RAFFI

M.B.A

 ²Dr. M. BEULAH VIJI CHRISTIANA

 M.A., M.B.A., M.PHIL., Ph.D.¹MBA Student,

Department of M.B.A, Panimalar Engineering College, Poonamalle, Chennai 600 123, Tamil Nadu, India

²Professor, Department of M.B.A, Panimalar Engineering College, Poonamalle,Chennai 600 123, Tamil Nadu, India

Abstract:This study analyzes the influence of marketing strategies on customer buying behaviour with reference to Voltas Limited. It focuses on key elements such as product quality, pricing, promotion, and distribution. The study highlights how Voltas’ customer-centric approach, strong brand image, and wide product availability impact consumer decisions. The findings provide insights into how effective marketing strategies help Voltas attract, satisfy, and retain customers in a competitive market.This study examines the need to understand customer buying behaviour in the competitive consumer durables market with reference to Voltas Limited. It evaluates the effectiveness of marketing strategies such as pricing, branding, advertising, and digital promotion. The study also analyzes the influence of demographic factors, brand image, and sales promotions on customer decisions. This study adopts a descriptive research design to analyze customer buying behaviour and the effectiveness of marketing strategies. Data is collected using questionnaires through Google Forms, supported by both primary and secondary sources. A convenience sampling method under non-probability sampling is used, with a sample size of 137 respondents determined through a pilot study.

Keywords: Smart Air Conditioners, Sustainability, Energy Efficiency, Customer Value, Green Technology Traditional air conditioners, while effective in providing comfort, often consume large amounts of energy and rely on refrigerants that can harm the environment. This has created an urgent need for more sustainable.