A Study of Marketing Strategies of Jio Sim Card and It’s Impact on Consumer Buying Behaviour in Amravati City.

Abstract The Indian telecom industry has experienced rapid growth and intense competition in recent years. Reliance Jio has played a significant role in transforming this sector through innovative marketing strategies such as affordable pricing, attractive data plans, wide network coverage, and strong promotional campaigns. The present study aims to analyze the marketing strategies adopted by Jio SIM cards and examine their impact on consumer buying behaviour in Amravati City. The research is based on primary data collected through a structured questionnaire and secondary data obtained from journals, websites, and reports. A sample of consumers using telecom services was selected using convenient sampling. The study focuses on factors such as price, data benefits, network quality, advertisements, and brand image influencing consumer preference for Jio. Hypothesis testing was used to analyze the relationship between marketing strategies and consumer buying behaviour. The findings reveal that Jio’s aggressive pricing and data-centric offers have a significant impact on consumers’ purchase decisions. The study concludes that effective marketing strategies have helped Jio gain a strong customer base in Amravati City. Suggestions are provided to further improve customer satisfaction and market reach. Keywords: Marketing Strategies, Jio SIM Card, Consumer Buying Behaviour, Telecom Industry, Amravati City