A study on Strategic Marketing Practices and Customer Buying Behaviour in the Ready-Mix Concrete Infrastructure Sector

The RMC sector plays a vital role in supporting infrastructure development, urbanisation, and
construction activities. Amid intense competition, these sectors are adopting strategic marketing practices to
strengthen their market position and influence purchasing decisions. The sector primarily serves business
customers, including industrial clients, government agencies, construction companies, and contractors. These
customers evaluate suppliers based on product quality, pricing, timely delivery, service quality, and brand
reputation. This article examines how product strategy, pricing strategy, delivery efficiency, service quality, and
brand image influence the purchasing behaviour of RMC infrastructure customers. It also assesses the extent to
which these strategies contribute to customer satisfaction and purchase intention. A quantitative and qualitative
research design is adopted, using a structured questionnaire to collect data from RMC infrastructure customers.
Factor analysis, reliability analysis, and regression analysis are utilised to test the hypotheses and analyse the data.
The study reveals that strategic marketing practices influence purchase intention. The article underscores the
importance of strategic marketing practices in strengthening customer engagement and enhancing organisational
competitiveness. It extends strategic marketing concepts to the ready-mix concrete industry, an area that has
received limited academic attention. It provides valuable insights for construction industries, infrastructure
companies, policymakers, and marketing managers. The study offers recommendations for ready-mix concrete
manufacturers to frame effective marketing strategies to achieve long-term organisational growth.