ROLE OF MARKETING MIX IN THE EFFICACY OF BANKS AFTER EMERGENCE OF COVID-19: AN EMPIRICAL STUDY OF PUBLIC AND PRIVATE BANKS OPERATING IN UDAIPUR

ABSTRACT

Purpose – The study aims to identify role of marketing mix with regard to Public and Private sector Banks of Udaipur after the emergence of COVID-19. A total of 200 respondents from the city of Udaipur Design/methodology/approach – provided the primary data. Structured questionnaires were used by the researcher. Initially, 230 participants were polled, but only 200 of them offered insightful responses, and the other 30 were unresponsive, incomplete responses that were removed for research purposes. The Findings – results revealed that there are differences among the respondents on building up of marketing mix in private and public sector banks in Udaipur city. The degree of change can be seen more in Private banks than in Public ones. Research limitations/implications – With a small sample size and a constrained sample area, data from the public and private sector banks were collected; a larger sample size and expanded sample area would have produced more accurate results. Practical implications – The study offers information aboutmarketing mix creation, emergence of COVID-19, its combination and effect on respondents, which on itself is a crucial subject. The write-up is based on the Originality/value – researcher's personal opinion and the findings from the data collection, which was done on a primary basis.