• S. NITHISH

This study explores how MRF Tyres effectively uses the Segmentation, Targeting, and Positioning (STP) approach to connect with affluent customers in Chennai. By analyzing different customer groups based on income, lifestyle, and vehicle types, MRF tailors its products and marketing to meet the expectations of high-value buyers. The findings show that durability, brand trust, and performance are major factors influencing purchase decisions. With most customers expressing satisfaction and loyalty, the study also offers strategic suggestions to improve engagement, such as enhancing digital presence and developing products for women and budget-conscious buyers. Overall, this project highlights how a well-executed STP strategy can drive customer trust, brand loyalty, and market growth.

STP, MRF Tyres, Affluent Customers, Chennai Market, Brand Loyalty, Customer Buying Behaviour, Durability and Digital Marketing.

"A STUDY ON THE IMPACT OF STP APPROACH TOWARDS CUSTOMER AFFLUNCE OF MRF TYERS WITH REFERENCE TO CHENNAI.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.e730-e737, May-2025, Available :http://www.jetir.org/papers/JETIR2505556.pdf

"A STUDY ON THE IMPACT OF STP APPROACH TOWARDS CUSTOMER AFFLUNCE OF MRF TYERS WITH REFERENCE TO CHENNAI.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. ppe730-e737, May-2025, Available at : http://www.jetir.org/papers/JETIR2505556.pdf