Page 232 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

Below the Line Marketing Strategies and Consumer Buying Behavior: Comprehensive

Analytical Study Concerning Otipy E-commerce Brand

Shakil Mulla* and Seema Desai**

*Assistant Professor, Department of Management Studies (MBA), Rajarambapu Institute of Technology,
Rajaramnagar, Islampur, Maharashtra, India (E-mail: shakil.mulla@ritindia.edu)

**Associate Professor, Department of Management Studies (MBA), Rajarambapu Institute of Technology,

Rajaramnagar, Islampur, Maharashtra, India (E-mail: seema.desai@ritindia.edu

Abstract:

This research paper investigates the impact of Below-The-Line (BTL) marketing strategies on consumer
buying behavior, with a focus on Otipy E-commerce Brand Internet Pvt. Ltd. The study aims to evaluate the

perceived effectiveness and awareness levels of Otipy's BTL marketing initiatives, identify the most influential

strategy in consumer buying decisions, examine purchasing frequency, and uncover key factors shaping
consumer decisions. To achieve these objectives, a mixed-methods approach is employed, combining surveys

and qualitative interviews. The data collection process involves sampling customers of Otipy E-commerce
Brand Internet Pvt. Ltd. from diverse demographic backgrounds to ensure comprehensive insights. Statistical

analysis techniques, including regression analysis and frequency distribution, are utilized to analyze survey
responses, while thematic analysis is applied to interview transcripts.

Findings reveal the perceived effectiveness of Otipy's BTL marketing strategies in influencing consumer

buying behaviour, indicating a positive impact on purchase decisions. Additionally, the study assesses the
awareness levels of respondents regarding these strategies, providing insights into the reach and exposure of

Otipy's marketing campaigns. Furthermore, the research identifies the most influential BTL marketing strategy
among Otipy's customers, shedding light on the tactics that resonate most strongly with consumers. By

examining purchasing frequency, the study offers valuable insights into customer loyalty and engagement with

Otipy's products and services. Moreover, the investigation uncovers key factors influencing consumers'
purchasing decisions, ranging from product quality and pricing to promotional offers and brand reputation.

These findings contribute to a deeper understanding of consumer behaviour within the context of Otipy E-
commerce Brand Internet Pvt. Ltd., informing strategic marketing decisions and enhancing the company's

competitive positioning.

In conclusion, this research provides valuable insights into the effectiveness of BTL marketing strategies
employed by Otipy E-commerce Brand Internet Pvt. Ltd. and their impact on consumer buying behaviour. The

findings offer actionable recommendations for enhancing marketing efforts and maximizing consumer

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