Exploring Marketing Strategy Components Adopted by Commercial Banks in Ujjain Region | Original Article

ABSTRACT:

Marketing strategy is an essential component of success of any organization and the banking industry is no exception to that. The commercial banking in India is majorly dominated by the public and private sector banks. In the past decade the industry has witnessed sharp growth in the product portfolio and coverage. The present study has made an attempt to explore and investigate the key components of marketing strategy adopted by the banks in Ujjain region. The data collection was done through a structured questionnaire and the responses were captured to analyze the attributes of the marketing strategies through the likert scale questions. The results of the study revealed various key elements of the marketing strategy and explored their perception on various demographic characteristics of the customers.