Effectiveness of Sales Promotion Practices in Retailing: With reference to Consumer Durable Market in India - Couverture souple

Chinta, Radha Kiran; Karthik E., Krishna; Reddy P., Raghunadha

 
9783659536144: Effectiveness of Sales Promotion Practices in Retailing: With reference to Consumer Durable Market in India
Couverture souple
ISBN 10 : 3659536148 ISBN 13 : 9783659536144
Editeur : LAP LAMBERT Academic Publishing, 2014

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

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.

Biographie de l'auteur

An MBA with over 25 years of Sales and Marketing experience in Consumer Electronics, Appliances, Cookware and Ecommerce Industries. Associated with launch and development of Indian, Japanese and European brands in the Indian markets. Presently he is a Sales and Marketing Consultant based out of Hyderabad.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2014
Langue
anglais
ISBN 10 
3659536148
ISBN 13 
9783659536144
Reliure
Broché
Nombre de pages
240
Coordonnées du fabricant
non disponible
Personne responsable
KreGa Onlinehandel GmbH
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