Authors: Assistant Professor Mr. Eknath Prasath M, Mr. Vasanth Kumar S.
Abstract: Marketing strategies play a significant role in influencing consumer behaviour and shaping purchasing decisions in modern markets. Businesses operating in competitive environments must adopt effective marketing techniques to attract customers and maintain long-term relationships. Understanding consumer behaviour is essential for organizations to develop products, pricing strategies, promotional activities, and distribution systems that satisfy customer needs. This study aims to analyze marketing strategies and examine consumer behaviour with special reference to Coimbatore district. The research focuses on the factors that influence consumer buying decisions, the role of digital marketing, and the effectiveness of promotional strategies adopted by businesses in the region. The study mainly relies on secondary data collected from journals, research articles, and online sources. The findings suggest that marketing strategies such as branding, advertising, pricing policies, and digital promotions significantly influence consumer purchase behaviour in Coimbatore. Factors such as brand reputation, product quality, promotional offers, and social media marketing play a crucial role in shaping consumer preferences. The study also highlights the growing importance of digital platforms in influencing consumer decision-making.
