| ABSTRACT |
The Indian automobile industry has emerged as one of the most competitive and fast-growing sectors, driven by changing consumer preferences, technological innovation, and intense market competition. In this context, effective marketing strategies play a crucial role in influencing customer purchase decisions and sustaining competitive advantage. This study examines the marketing strategies adopted by Varun Motors Pvt. Ltd., one of the largest authorized dealers of Maruti Suzuki in India. The research is based on primary data collected from 150 respondents, including customers, employees, and management personnel, and secondary data from company records and published sources. Statistical tools such as percentage analysis and hypothesis testing using SPSS were applied to analyze the data. The findings reveal that digital marketing, promotional offers, service quality, and brand reputation significantly influence customer satisfaction and buying behavior. The study concludes with practical recommendations to strengthen customer engagement and improve marketing effectiveness. |
| AUTHOR |
R.Ramesh, Dr. P. Venkateswara Rao
Assistant Professor, Department of MBA, CMR Technical Campus, Hyderabad, India.
Associate Professor, Department of MBA, CMR Technical Campus, Hyderabad, India. |
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