Impact of Sales Promotion on Buyers Behavior
Research Articles Impact Of Sales Promotion On Buyers Behaviour: An Empirical Study Of Indian Retail Customers
Gopal Das Lecturer, NSHM Business School, Kolkata Dr. Rohit Vishal Kumar Reader, Xavier Institute of Social Service, Ranchi
Abstract In the Global Context of open market economics of today, the consumer has become the king. He operates through his autonomous power. He enjoys a lot of freedom in his purchase decision. A consumer is in a position to influence the manufacturer or marketer regarding size, quality and contents of the product, price, and post-sale service, among other things. As a result the markets no longer remained “sellers markets”, it obviously turned into “buyers markets”. With the Indian retail boom many players are entering with different retail formats. As a result, competition is becoming very tough. Keeping in mind that Indian consumers are price sensitive, each player is trying to attract more customers through different sales promotional activities. But the exact picture of the impact of sales promotion on consumer behaviour is yet unclear to the retailers. This paper tries to find out the impact of retail sales promotion on consumer’s buying behaviour.
GMJ,VOL 3,ISSUE 1,JANUARY - JUNE 2009
Keywords: Attract Customer, Buying Decision, Buyers Market, Retailing, Sales Promotion Introduction Considering the truth that the customer is the king, every organization wants to increase market share and profit. Day by day the different types of business formats are also coming to the Indian market. In today’s scenario, organized retail sector is the most important addition in Indian economy. The Indian retail sector continues to be one of the largest sectors attracting fresh investments from private sector. Currently Indian retail distribution is completely fragmented with about 12 million players. The majority of these are very small players operating from small shops (below 50 square feet in size) and handcarts. These retail outlets
Gopal Das Lecturer, NSHM Business School, Kolkata Dr. Rohit Vishal Kumar Reader, Xavier Institute of Social Service, Ranchi
Abstract In the Global Context of open market economics of today, the consumer has become the king. He operates through his autonomous power. He enjoys a lot of freedom in his purchase decision. A consumer is in a position to influence the manufacturer or marketer regarding size, quality and contents of the product, price, and post-sale service, among other things. As a result the markets no longer remained “sellers markets”, it obviously turned into “buyers markets”. With the Indian retail boom many players are entering with different retail formats. As a result, competition is becoming very tough. Keeping in mind that Indian consumers are price sensitive, each player is trying to attract more customers through different sales promotional activities. But the exact picture of the impact of sales promotion on consumer behaviour is yet unclear to the retailers. This paper tries to find out the impact of retail sales promotion on consumer’s buying behaviour.
GMJ,VOL 3,ISSUE 1,JANUARY - JUNE 2009
Keywords: Attract Customer, Buying Decision, Buyers Market, Retailing, Sales Promotion Introduction Considering the truth that the customer is the king, every organization wants to increase market share and profit. Day by day the different types of business formats are also coming to the Indian market. In today’s scenario, organized retail sector is the most important addition in Indian economy. The Indian retail sector continues to be one of the largest sectors attracting fresh investments from private sector. Currently Indian retail distribution is completely fragmented with about 12 million players. The majority of these are very small players operating from small shops (below 50 square feet in size) and handcarts. These retail outlets
References: GMJ,VOL 3,ISSUE 1,JANUARY - JUNE 2009 Vijayraghavan K, and Ramsurya M V (2007)