We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
A STUDY OF MARKETING MIX STRATEGIES ON THE INDIAN UPVC WINDOW MARKET.
- Authors
SUBRAM, K. SATYA; CEO, DY.; KHAN, MOHAMMED NAVED; SRIVASTAVA, CHETAN
- Abstract
The present study focuses on providing a general overview of some marketing strategies that are strongly influencing the Indian UPVC door and windows market. As the UPVC windows (Unplasticized poly vinyl chloride windows) are new entrant to Indian market, there were no significant studies. For the purpose of conducting this study the researchers collected primary data by survey method in a time span of four months. This was conducted by visiting architects and builders in Hyderabad market with the help of a structured questionnaire. In this study the researchers followed a judgmental sampling technique. The result of the study reveals that Installation/fixing (service) is one of the important product related marketing strategies in the doors and windows market of India and in addition to Country of origin (COO). Service is the vital element in sustaining in the market. Researchers felt that as the value of the service component in the total product value is only 10% and hence lot of fabricators are neglecting or diluting the importance of service which is affecting the customer Retention. The study also reveals that word of mouth, personal selling and exhibitions/meets are important promotional strategies influenced the consumers in their doors and windows purchase. The researchers felt that payment period is the critical element for the buying decision as the product is generic in nature. Freedman's test was used to rank intensity of marketing mix elements effect on Upvc windows sales volume. The outcome of the Chi-square test shows that there is enough evidence to indicate that the brand preference is dependent on market segment in UPVC windows in Hyderabad market. If marketers successfully create a brand that tap into consumers' emotional states, then branded products retain some degree of product differentiation, even if the products themselves are copied by competitors.
- Subjects
INDIA; MARKETING strategy -- Methodology; CUSTOMER retention; CONSTRUCTION industry; MARKET surveys; POLYVINYL chloride; WINDOWS; DOORS; MARKETING
- Publication
CLEAR International Journal of Research in Commerce & Management, 2016, Vol 7, Issue 11, p41
- ISSN
2249-4561
- Publication type
Article