Assessing Consumer Promotion and its Influence on Durable Purchase

  • Neha Soni Research Scholar (Management) - CSVTU, Rungta College of Engineering & Technology - Bhilai (C.G.), India Address: 62/7, Nehru Nagar (East), Bhilai (C.G.)
  • Manoj Verghese Professor – Department of Management, Rungta College of Engineering & Technology - Bhilai (C.G.), India
Keywords: Consumer, Consumer promotion, Purchase decision, Retailer & Durable.

Abstract

 Retailers in recent business scenario perform various marketing and non-marketing activities for stimulating consumer decision related to purchase of goods (Durable). Among the marketing activities the highly preferred is promotional strategies. Consumer promotion is one of the significant factor, as it includes various schemes like discount, rebate, and coupon, point of purchase (display), contest, bonus pack and premium for making purchase decision. An effort is made in this research to find the significance of consumer promotion for making purchase decision for durables. The data has been collected through convenience sampling from 107 respondents which, further analyzed through ANOVA technique using SPSS technique. The test result reveals that discount scheme is most significant in influencing purchase decision. The study can assists retailers in designing strategies for the consumers which can help in stimulating sales. Further research can be conducted with extended factors with same or different demographic thus generating better outcome in future.

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Published
2018-08-22
Section
Articles