Evaluating Marketing Strategies Ofcompressed Biogas (CBG) Companies in India Using Decision Tree Analysis

Abstract

Purpose: An international study by Unilever (2017) has reported that one-third of the consumers are interested in buying a sustainable brand or product. CBG (Compressed Biogas) is a sustainable and versatile energy source. CBG sector in India is in its nascent stage and faces myriad challenges to market its products. The present study evaluates the marketing strategies of different CBG companies in India. This study categorizes the companies into high performing and low performing companies by using advanced statistical tools based on market performance. Further, the study identifies the main predictors influencing the marketing performance of CBG companies