The thesis titled “Extended Warranties Beneficiaries and Marketing Strategy” seeks to inquire on the impacts of a company's marketing strategies on customer’s decision making process and buyer behavior when selling extended warranties, and who benefits from the sale of extended warranties; the consumers or the manufacturers. To conduct the enquiry, the thesis will review three economic theories on warranties. These theories include signaling, exploitation and investment theories. Additionally, the thesis will review four perspectives of consumer behavior-namely behavioral, personality, attitudinal, and cognitive perspectives. Further, the research will conduct a qualitative research that will rely on primary and secondary data to determine the most suitable answers to the research questions. The use of qualitative data is selected for the study due to the wide scope required in the study. Thereafter, an analysis of empirical findings will be conducted to explain some trends in the participant’s responses. This will be followed by a conclusion, which will provide answers to research question, and recommendations on the research about the influences of extended warranties on consumer behavior and the beneficiaries from the sales of extended warranties.