Marketing Strategy: Shaping Consumer Purchasing Decisions

Kanav Bhargava & Samarth Sharma, Symbiosis Law School, Hyderabad

ABSTRACT

The principal aim of this study is to gain insight about consumer behavior and the performance of marketing functions mainly by connecting consumer needs and wants with appropriate goods and services. The company must apply an effective marketing strategy to attract customers for its product, which is generally believed to affect consumers’ purchasing decisions. Thus, this research paper seeks to find out how the use of marketing strategies has led to sales growth followed by its influence on consumer buying behaviors. In addition, showing the relationship between sales turnover and expenditure on marketing activities is attempted.

The research paper is divided into eight sections that include introduction, need for study, scope and limitation of study, literature review, objectives of study, methodology of research, analysis and findings as well as suggestions towards achieving a greater sales through marketing strategies.

Keywords: Marketing, Strategies, Consumer, Behavior, Sales, Growth.