Authors: Ramesh Kumar G, Assistant Professor Mrs.G. Surya
Abstract: This paper explores how marketing strategies significantly shape consumer behavior in competitive markets. Emphasis is placed on understanding how the marketing mix—product, price, place, and promotion—affects customer purchasing decisions. It also discusses how branding, digital tools, and promotional tactics contribute to shaping buying patterns. The study utilized both qualitative and quantitative data from a structured survey of 120 respondents. Statistical techniques such as percentage analysis, correlation, ANOVA, and chi-square were used for analysis. The findings suggest that a consumer-centric marketing approach, digital engagement, and effective promotional strategies can enhance customer loyalty and improve market performance. The paper concludes by offering insights into how businesses can realign marketing strategies to better meet customer expectations and improve competitiveness in dynamic environment.
