Title: Marketing strategies for competitive advantage: structural equation modelling approach on agricultural sector industry in South India

Authors: G. Devakumar; G. Barani

Addresses: Faculty of Management and Commerce, M.S. Ramaiah University of Applied Sciences, # 407 P, Peenya Industrial Area, 4th phase, Bangalore – 560 058, India ' Department of Management Studies, Anna University, Regional Office – Coimbatore Region, Veerapandipirivu, Mettupalayam Road, Joythipuram, Coimbatore – 641 047, India

Abstract: Marketing excellence is the need of the hour in today's competitive scenario. Numerous companies were striving to compete by continuous implementation of effective marketing strategies for sustainable growth. The purpose of this research is to investigate the relationship between differentiation strategy, market penetration strategy and sales service support strategy on Coimbatore-based agricultural sector pump industry in South India. In this research structural equation modelling (SEM) approach was adopted using SPSS and AMOS tools, to analyse various attributes. The author has also examined the mediating effect on focus strategy and result shows, differentiation strategy and a market penetration strategy has significant and positive impact on organisational performance. It was suggested to provide adequate technical training for sales/service persons, constantly inspire for technical expertise and look for new design of service quality to monitor ontime service, would place pump industry for sustainable growth in competitive market.

Keywords: market penetration strategy; differentiation strategy; focus strategy; sales service support strategy; service quality; customer satisfaction; sustainable business performance; competitive advantage; marketing strategy; dealer network management; India; structural equation modelling; SEM; agriculture; pump industry; technical training; India.

DOI: 10.1504/IJBEX.2016.074847

International Journal of Business Excellence, 2016 Vol.9 No.2, pp.225 - 239

Received: 10 Mar 2014
Accepted: 11 Jul 2014
Published online: 21 Feb 2016 *

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