A Study on Marketing Strategy and Its Impact on Consumer Behaviour
Author : Gowshik Rithanya E and Dr. MD Chinnu
Abstract :
Marketing has evolved from traditional transaction-based approaches to digital, relationship-oriented strategies that emphasize long-term customer engagement and value creation. Subscription-based services have emerged as a dominant business model in sectors such as OTT platforms, music streaming, and e-commerce memberships, where recurring payments reshape consumer behaviour. These services use pricing strategies like free trials and tiered plans, along with digital promotion and engagement techniques, to influence consumer decisions and retention. This study examines how marketing strategies impact consumer behaviour across stages of awareness, subscription, usage, renewal, and switching, using both doctrinal and non-doctrinal approaches with primary data collected through questionnaires. The findings reveal that perceived value and service quality are the primary factors influencing retention and renewal, while price plays a secondary role. Most consumers prefer continuing or adjusting subscription plans rather than cancelling, especially when quality is maintained. Engagement strategies such as personalization and continuous updates significantly enhance user retention. Overall, integrated marketing strategies influence consumer behaviour through ongoing evaluation, shaping satisfaction, retention, and long-term loyalty.
Keywords :
Marketing Strategy, Consumer Behaviour, Subscription Services, Pricing Strategy, Brand Loyalty, Customer Retention.
