STUDY AND ANALYSIS OF CONSUMER BUYING BEHAVIOR IN RETAIL MARKET

Authors

  • 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

DOI:

https://doi.org/10.29121/ijetmr.v3.i11.2016.66

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

Bawa, K. & Shoemaker, R.W. (1987).The effects of a direct mail coupon on brand choice behavior.Journal of Marketing Research. 24, 370-376 DOI: https://doi.org/10.1177/002224378702400404

Belch EA, Belch EL. (1996), The effects of reference prices in retail advertisements. Journal of Marketing; 45(2), 61-69.

Belch EA, Belch EL. (1996), The effects of reference prices in retail advertisements. Journal of Marketing; 45, 61-69.

Blackwell, R.D., Miniard, P.W. and Engel, J.F. (2001), “Consumer Behavior”, 9th ed. Fort Worth, TX: HarcourtCollege Publishers.

Blattberg RC, Neslin, S.A. (1990).Sales Promotion, Concepts, Methods and Strategies.New Jersey, Englewood Cliffs.Prentice Hall.

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

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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