Effectiveness of Sales Promotion Practices in Retailing (häftad)
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Format
Häftad (Paperback / softback)
Språk
Engelska
Antal sidor
240
Utgivningsdatum
2014-04-30
Förlag
LAP Lambert Academic Publishing
Medarbetare
Karthik E. Krishna / Reddy P. Raghunadha
Illustrationer
black & white illustrations
Dimensioner
229 x 152 x 14 mm
Vikt
359 g
Antal komponenter
1
Komponenter
Paperback
ISBN
9783659536144

Effectiveness of Sales Promotion Practices in Retailing

With reference to Consumer Durable Market in India

av Chinta Radha Kiran, Karthik E Krishna, Reddy P Raghunadha
Häftad,  Engelska, 2014-04-30
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Sales promotions have become a vital tool for marketers and its importance has been increasing significantly over the years. The present study is conducted to examine the consumer perception and preference towards various popular sales promotion schemes such as price offs, coupons, free gifts, sweepstakes, hire purchase and exchange offers, that are practiced in India. The study examines the effectiveness of price based and non-price based promotion practices with respect to consumer durables such as Refrigerator, Air Conditioner, Colour Television and Washing machine. A questionnaire survey was conducted with a sample size of 762 customers visiting retail outlets in Bangalore city (India) at the time of sales promotion schemes. Statistical analysis conducted to present the findings that help marketers to design appropriate and effective sales promotion schemes in consumer durable market.
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