A study of the marketing strategies of durable products in supermarkets: A case study of Delhi/NCR Dr. Malik Reena1, Mr. Bhargaw Vikas2 1Assistant Professor JCD Institute of Business Management, Sirsa, Haryana, India. reenamalik2008@gmail.com 2Assistant Professor, JCD Institute of Business Management, Sirsa, Haryana, India. vikasbhargaw@yahoo.com Online published on 23 January, 2019. Abstract In Today's competitive world it has become a need for a business to market/promote its products/services differently for reaching out the people and turning them into potential customers. It is game plan that a business uses to reach out to its customers. The marketing strategy of a company contains the company's value proposition, key marketing messages, information on the target customer and other high-level elements. Marketing strategies also set and identify the set of actions that a firm will take in order to surpass its competitors in the market, whereby a firm formulates its objectives and the path to achieve them through various marketing programmes. The present study is an attempt to understand the marketing strategies with respect to various durable products in the capital of India and its nearby places (Delhi/NCR). The study includes various crucial factors like place, prices, promotion etc. to understand the concept. The study is basically emphasizing on the buying decision made by the customers with respect to durable products and to understand the various marketing strategies adopted by supermarkets and the customer response with regard to those marketing strategies in various terms. The study also aims at determining the various factors affecting the purchase. Correlation method has been used in statistics with a sample size of 250 respondents. Top Keywords Durable products, Buying Decisions, Marketing Strategies, Purchase. Top |