Marketing Strategies Adopted to Attract New Clients An Empirical Study of Vidura Developers Pvt Ltd, Nagercoil

Abstract

Marketing strategies have become a crucial factor in the growth of an organisation and in gaining its clients in the modern competitive business atmosphere. This study attempts to explore the marketing strategies followed by the Vidura Developers Pvt Ltd, Nagercoil. The study was conducted to achieve two main objectives; first, to ascertain the different promotion and marketing strategies undertaken by the company and second, to find out the attitude of the clients to the company's marketing activities. The primary data were collected by using structured Likert scale questionnaire with 90 respondents. The data obtained were processed statistically with the help of the software package SPSS and the statistical methods of Mean Score Analysis and One-Sample t-Test at a 5% significance level. The mean Digital Marketing had was 3.76, and the lowest mean was 3.54 for Social Influence. One-Sample T-Test results also showed that all six perception dimensions had significant positive values of Sig. = 0.000, and that the highest perception mean was for “Reputation” (3.73, t = 8.965). The study results support that the marketing strategies undertaken by Vidura Developers Pvt Ltd are effective and are well perceived by the clients, particularly digital marketing which serves as a key element in their marketing strategies and brand reputation, which acts as a strong asset for their client's perception.