Year: 2024
Type: article
Study design: Observational Study
Abstract: The study aim to explore the influence of brand loyalty on steel dealers' marketing strategies for JPR Steels, Chennai. The primary focus is to understand the impact of factors like brand loyalty, dealer buying behavior, pricing policies, and social media on purchasing decisions. The research utilizes a mixed-methods approach, incorporating both qualitative and quantitative data collection techniques, including surveys and secondary data analysis. The study finds that brand loyalty plays a significant role in shaping the purchasing decisions of dealers, with factors such as quality, credit, and delivery being key drivers of loyalty. High satisfaction levels were observed regarding the company’s pricing policies and promotional support, highlighting their effectiveness in meeting dealer expectations. Social media also emerged as an influential factor in purchase decisions, with a substantial number of dealers trusting online reviews and social media campaigns. However, areas for improvement were identified, such as expanding rural outreach, enhancing product variety, and offering more flexible credit and discount policies. The study suggests that by focusing on these areas, JPR Steels can strengthen its market position and foster deeper, more profitable relationships with its dealers.
Authors: Affrin Begam J -, Pougajendy S -
Institution: Sri Manakula Vinayagar Educational Trust
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4406003078