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- Title
Effect of Promotion Mix on Consumer Behavior in Shopping Malls.
- Authors
Hyde, Anukool Manish; Ubeja, Satnam Kour; Saxena, Arun; Sharma, Gulnar; Sharma, Ruchi
- Abstract
A specific combination of promotional methods used for one product or a family of products is promotion mix. The main aim of promotion is to ensure that customers are aware of the existence and positioning of products. Promotion is also used to persuade customers that the product is better than competing products and to remind customers about why they may want to buy. Promotion has many potential uses in business. This can be used to: Increase sales, Attract new customers, Encourage customer loyalty, Encourage trial, Create awareness, Inform, Remind potential customers, Reassure new customers, Change attitudes, Create an image, Position a product, Encourage brand switching, To support a distribution channel. Retailer is part of the supply chain for any product that it sells. Supply chain consists of the different stages, starting with the raw materials, that the product goes through before it reaches the final consumer. Retailers fulfill the important economic role of making these products and services accessible to consumers and rely on them to supply us with hundreds of products and services each year. The study aims at seeing effect of promotion mix on consumer behavior in shopping malls. The sample size is 180 andconvenient sampling technique has been used for data collection. Factor Analysis, t test and ANOVA have been used for data analysis.
- Subjects
CONSUMER behavior research; BEHAVIORISM (Psychology); BEHAVIOR modification; PERSONAL shoppers; FULL service
- Publication
Anvesha, 2014, Vol 7, Issue 4, p33
- ISSN
0974-5467
- Publication type
Article