EFFECT OF CREATIVE AND INNOVATIVE MARKETING STRATEGIES ON BUYING PROCESS OF CONSUMERS OF ELECTRONIC GOODS A CASE STUDY OF JODHPUR MARKETDr. Shishupal Singh Bhadu Deputy Director, UGC Academic Staff College, Jai Narain Vyas University, Jodhpur Ms. Pragya Priyadarshini Harsha Project Fellow, Department of Business Administration, Jai Narain Vyas University, Jodhpur

y Ratna Widyawati y Yuliana

(0911030113) (0911030065)

End users of a product or service is the consumer. Today many successful companies became successful by designing their entire organization's strategy to serve customers by providing services and manufacturing products that meet the needs and desires and gain customer loyalty and retention by satisfying the needs of the ever dynamic and desires. Thus, marketers are trying to create products and services to enhance value for customers satisfaction. Target consumer groups and large communities are constantly changing, such as how to find information about products and services has changed with the development of Internet technology, and thus, many consumers are aware of the global market a product or service. The marketing strategy should be emphasis on factors that what consumers think about their marketing programs. More innovation and creativity must be shown in their marketing policies for their products, given some of the psychological, social and ecological factors now influencing purchasing decisions and buying behavior of consumers.

The paper is an attempt of studying buyer behavior : 1. To study various innovative and creative marketing strategies introduced by the marketing strategists. 2. To find out the factors influencing the buyer behavior. 3. To find out a relation between the creativity and innovation in the promotion policies of marketers and their effect on buying process and buying decisions of consumer.

Research methodology comprises the sample design, sources of data, selection of data, various designs and techniques used for analyzing the data. The methodology used for the study at hand is as under: y Independent Variables: (a) brand of the product, (b) selection criteria- price of the product (economical aspect), technology used in product (technical aspect), brand name and recognition of company by marketing strategies (goodwill and quality). y Dependent Variables: consumer behavior

y Product Class: In this study the product class is household

consumer electronics durables. Selected household products in the product class are television, refrigerator, and washing machine. y Sample Design: The sample design adopted for the research problem in hand is convenience random sampling. The following points are also included in sample design for the purpose of the study: Sample Size: The sample size for the study was 200. Sampling Unit: The study includes male and female buyers of electronic goods. Sample Area: The sample area for the study in hand was Jodhpur city of Rajasthan.

y METHODS OF DATA COLLECTION

For the study in hand, both the primary and secondary data was collected. The sources of collecting both the data is as follows: Sources of Primary Data: The primary data for the study was collected directly from target respondents through structured questionnaire. This questionnaire includes the personal information about the respondents. The questions asked to respondents were brand of the electronic product they had purchased, selection criteria for buying a particular product. Sources of Secondary Data: The secondary data for the study was collected from different sources such as technical and trade journals, articles, newspapers, magazines, internet, periodicals, books, reports and publication of associations related to consumer durable industry. y TOOLS FOR ANALYSIS OF DATA Along with the usual statistical tools such as tables, and percentages.

Company Brand Table 1 show the brand of the electronic product which was purchased by respondents recently.

As postulated in first hypothesis H1, that there is a significant impact of brand of a company on the consumer buying behavior in regard to specific electronics product, the table (Table 1) shows that more than one fourth of the market of television and washing machines has been captured by customers (27.50%) of L.G. inspite of lot of brands available in the market. The purchase of Godrej refrigerator is highest (24.50%) followed by Videocon and LG company (both 17.50%). The washing machine market is captured by Videocon brand in selected area, the Jodhpur city (36%).

The above table indicates that the main selection criteria for purchasing television is technical aspects (32.50%) followed by brand name (30.50%) and image and goodwill shown in marketing strategies (29.50%). The main criteria for selecting refrigerator is quality of marketing promotions (like eco friendly, power saving, etc) (36.50%) followed by technical considerations (29%) and brand name (23%). While selection criteria results for purchasing washing machine shows that 45% respondents views that technical aspects is the main selection criteria followed by brand (19.50%) and effect of marketing strategy(less noise, shape and size, operating ease) (19%). Consumers are always rationale in their buying motives and purchasing behavior and criteria like price of the product (economical aspect), technology used in product(technical aspect), brand name and recognition of company shown in marketing strategy (goodwill and quality) effects their buying behavior and motives of purchasing electronic goods. Hence, it can be concluded that technical information, brand and recognition of product company due to their marketing strategies do plays a major role in selection criterion for purchasing electronic products.

Marketing strategies play in the consumer buying process, at which stage do the strategy will affect consumer behavior. A study in market Jhodpur Radjasthan regarding the purchase of electronic goods have been conducted to determine the relationship between marketing strategies and consumer purchasing behavior. Once the studies have been conducted stated that consumers prefer to certain specific electronic goods, and that consumers are aware and do consider the marketing strategies adopted by various companies to promote their products and their company s image in the consumer. Thus, companies must constantly review the market and innovate marketing strategies that will affect consumer behavior and generate potential thus, profitability will be obtained. More emphasis should be placed on influences and images that are displayed and exhibited by experts in the mind of the consumer marketing strategy for longterm viability of electronic goods so as to maximize profit.