A STUDY ON MARKETING STRATEGIES OF BAJAJ MOTORS, MYDUKUR
DOI:
https://doi.org/10.64751/ajmimc.2026.v5.n1.pp74-82Keywords:
Marketing Strategies, Marketing Mix (4Ps), Promotional Tools, Customer Perception, Customer Satisfaction, Brand Image, Consumer BehaviorAbstract
The Indian two-wheeler industry is highly competitive and price-sensitive. Bajaj Auto has established a strong market position through competitive pricing, fuel efficiency, and brand reputation. This study examines the marketing strategies adopted by Bajaj Motors, Mydukur, focusing on customer attraction, retention, and sales performance. The research follows a descriptive design and uses both primary and secondary data. Primary data were collected from 110 respondents through structured questionnaires using random sampling. Secondary data were obtained from company reports, journals, and reliable online sources. Percentage analysis, tables, and charts were used for data interpretation. The findings reveal that traditional promotional methods remain effective, while digital marketing strategies require further strengthening. The study concludes with recommendations to enhance online marketing, customer engagement, and service quality
