UNDERSTANDING THE BUYING BEHAVIOR OF READY-MIX CONCRETE MANUFACTURERS: EFFECTIVE MARKETING STRATEGIES

This paper explores the buying behavior of ready-mix concrete manufacturers also it identifies the effective marketing strategies to target and engage the specific customer segment. Ready-mix concrete is a crucial component of the construction industry, and understanding the buying behavior of manufacturers is essential for suppliers and marketers. It utilizes a combination of qualitative and quantitative research methods, including surveys, interviews, and market analysis. The primary objective of this study is to gain insights into the decision-making process of ready-mix concrete manufacturers when purchasing raw materials and equipment, as well as selecting suppliers and service providers. Also it focuses on encountering the marketing strategies adopted by the Ready-Mix Concrete Manufacturers. There are multiple cement brands available in the market, so that it is very difficult process to make the brand selection. The present study focuses to analyze the impact of marketing strategies and the buying behavior of Ready-Mix Concrete Manufacturers. Hypothesis testing was carried out in this research to summarize the key factor that influenced the buying behavior. Key words: Cement, Buying behavior, marketing strategy, customer relationship management, product differentiation, digital marketing and identifying target market