Authors: Indumathi M
Abstract: This study explores the effectiveness of marketing strategies implemented by PRS Tyres in Namakkal and how they influence customer satisfaction and sales performance. The tyre industry, being highly competitive and cost-sensitive, relies heavily on strategic marketing tools such as pricing, promotional activities, advertising, and product quality to attract and retain customers. A descriptive research design was adopted, and data was collected from 120 respondents through a structured questionnaire. Analytical tools including Chi- square, correlation, and ANOVA were used to interpret the data. The findings reveal that advertisement channels, sales promotions, and pricing strategies significantly impact consumer behavior and brand preference. Most respondents showed high satisfaction levels with grip, durability, and after- sales service. The study recommends expanding digital marketing efforts, introducing customer-specific promotions, and strengthening dealer networks to boost overall performance. These insights can help tyre manufacturers refine their marketing approaches to enhance customer loyalty and competitive advantage.
