International Journal of Latest Technology in Engineering, Management & Applied Science (IJLTEMAS) Volume V, Issue XII, December 2016 | ISSN 2278-2540 www.ijltemas.in Page 10 A Study on the Impact of Marketing Strategies on Customer‟s Preferences of Investments with the Banks in Indore City. Dr. Sanjay Sharma, Dr. Priyanka Sharma 1 Assistant Professor, IIMR Indore 2 Guest Faculty, GACC, Indore and Ex-Academic Associate, IIM, Indore Abstract: Over the past years, it has been observed that clouds of trepidation and drops of growth are two important phenomena of the market, in order to overcome this situation marketing strategies plays an important role to increase the customer base for the banks. It provides the awareness to business customers about their products and services and explains the benefits of using their products and services so that they can deliver the best to their customers. For example a hotel chain that sources its raw material from a quality raw material supplier ensures that it will deliver good food and services to end user. The pre and post liberalization era in India has witnessed various environmental changes which directly affects the aforesaid phenomena. It is evident that post- liberalization era in India which in the middle of 1990-2000 has spread new colors of growth, but simultaneously it has also posed some challenges. As per the above discussion, we can say that the biggest challenge for the banking industry is to serve the mass and huge market of India. This paper attempts to present the impact of marketing strategies on customer preference of investments with banks. The findings of the study indicate the positive approach as the results arrived after data analysis revealed that there is a significant impact of marketing mix strategies on the sales growth. It indicates public sector banks equally offers all the modern banking services but only needs to generate more users through providing effective responses of customers dilemma through direct communication at the point of sales, which helps to better inform and educate the customers. Keywords: Attitudes, Bank, Customer Preferences, Investment, Marketing Strategies. I. INTRODUCTION arketing is the performance of business activities that directs the flow of goods and services from producer to the customer. It is the activity that directs to satisfy the human needs through exchange process. To understand conveniently, these activities are divided in four groups for products and seven groups for services. These elements are product, price promotion, placement for products and three additional elements for services are process, people and physical evidence. These are called elements of marketing mix. Marketing starts with the identification of a specific need of customers and ends with satisfaction of that need. In the current digital era, there are many ways for marketers to reach out to their target customers and market its products and services by different means of marketing channels which are cost effective and efficient in nature. It provides opportunities to reach out to their target customers at minimal cost and time. However, businesses are still untouched with the factor that how to use such strategies effectively to increase the sales. Even it is important to understand how marketing impacts the customer perception before studying their effective usage. Hence research aims to understand the relationship between marketing strategies and perception of customer domain. The current marketing environment and economic scenario has brought the corporate under contemporary roofs of modern India, which is challenging the current standards of segmenting, targeting and reaching the customers. II. REVIEW OF LITERATURE A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena of corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. According to Okuonghae (2009), the only way to thrive in competition is to partake in strategic marketing, identify customers‟ needs and also scan the environment. H.C. Purohit & Avinash D. Parthardikar (2008) conducted study on Service Quality Measurement and Consumer Perception about the Services of Banking Institutions. This study reveals that the perception of the consumers on different nationalized banks may differ due to the behavior of the individual employees or officers. Except for mortgage M