STUDY AND ANALYSIS OF CONSUMER BUYING BEHAVIOR IN RETAIL MARKET

  • Manish Dubey Ph.D. (Pursuing), Aisect University, Bhopal, INDIA
  • Dr. Siddharth Saini Assistant Professor, Aisect University, Bhopal, INDIA
  • Dr. Srishti Umekar Assistant Professor, Aisect University, Bhopal, INDIA
Keywords: Consumer behavior, consumer purchase preference, Retail Market

Abstract

The aim of this study are determining the impact of the most used tools of sales promotion in retail sector such as coupons, sample, price discount and buy one get one free on consumer buying behavior from two aspects are brand switching and customer loyalty. Consumer promotions should stimulate purchases, sustain brand-name recognition, and gain audience participation. Themes are underlying messages. Media should be selected. In this way include direct mail, newspapers, magazines, television, the personal sales force, and group meetings. The duration of a sales promotion is set. The feasibility of shared sales promotions is weighed.

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References

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Barry Berman, Joel Evans R. (2007), ―Retail Management a Strategic Approach‖, tenth edition Pearson Education Inc., Dorling Kindersley Publishing Inc.

Published
2016-11-30
How to Cite
Dubey, M., Saini, S., & Umekar, S. (2016). STUDY AND ANALYSIS OF CONSUMER BUYING BEHAVIOR IN RETAIL MARKET . International Journal of Engineering Technologies and Management Research, 3(11), 1-6. https://doi.org/10.29121/ijetmr.v3.i11.2016.66