CONCEPTUAL FRAMEWORK OF RELATIONSHIP BETWEEN PROMOTIONAL TOOLS & CONSUMER BUYING BEHAVIOR

Authors

  • Dr. Prabhakar Pandey HOD (Commerce), Dr.C.V.Raman University Kota, Bilaspur (C.G.)
  • Dr. Sanjay Singh HOD (Management), C.M.D.P.G.College , Bilaspur (C.G.)
  • Shekh Aadil Dalla Research Scholar, Dr.C.V.Raman University Kota, Bilaspur (C.G.)

Keywords:

Sales promotions tools, Consumer buying behavior, Purchase decisions, Marketing

Abstract

Retail markets have been one of the most rapid growing markets in the world for the last decade; to stay competitive, retailers use effective sales promotions tools and that become a vital technique for marketers to stimulate consumer buying behavior towards purchasing any product. The aim of this study is to determine 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; brand switching and customer loyalty. This study based on literature review, conceptual framework and hypothesis which open the door for future researchers to expand more in this field.

References

I. Del I Hawkins, Roger J Best,Kenneth A Coney, Amit Mukherjee (2007). Consumer Behaviour. Tata McGrawhill.

II. Schiffman Lenon G.,& Kanuk Leslie Lazar (2006). Consumer Behaviour. Prentice Hall of India.

III. Solomon, M.R. (1995), Consumer Behaviour, 3rd Ed., Prentice Hall Stayman

IV. D.M. and Deshpande, R. (1989), “Situational Ethnicity and Consumer Behaviour”, Journal of Consumer Research, 16, December, pp. 361-371.

V. Marketing management- Philip Kotler

VI. Philip Kotler, (2000, 2002 and 2008). Marketing Management. Prentice Hall of India.

VII. Deeter-Schmelz, Dawn R.; Moore, Jesse N.; Goebel, Daniel J, (2000).

VIII. Kincade, Doris H.; Woodard, Ginger A.; Park, Haesun (2002)

IX. Bitta Albert J. Della., (2004). Consumer Behaviour Mc-Grawhill

X. Gaur, S.S and Vaheed, K.A 2002. Study of buying behaviour for branded fine rice. Indian J.market.Vol.32(7), 33-36

XI. Gupta, S.S and Verma, D.P.S (2000), we not me who will buy. Indian Mgmt.Vol.39, 61-65

XII. Totten, J.C. and Block, M.P. (1994) “Analyzing Sales Promotion: Text & Cases: How to Profit from the New Power of Promotion Marketing”, 2nd ed., Dartnell Corp., Chicago, IL.

XIII. Blattberg, R.C. and Neslin, S.A. (1990) “Sales Promotion: Concepts, Methods, and Strategies”. N.J.: Prentice Hall.

XIV. Adelaar, T., Chang, S., Lanchndorfer, K. M., Lee B. & Morimoto M. (2003). Effects of Media Formats on Emotions & Impulse Buying Behavior. Journal of Information Technology, 18, 247–266

XV. Keller, L. K. (2006). Strategic Brand Management Process, in Prespective of Modern Brand management, Ed. Dr. Franz-Rudolf Esch

XVI. Brassington, F. & Pettitt, S. (2001). Principles of Marketing, 3rd Edition, Pearson Education, Prentice Hall

XVII. Holden, S. J. S. & Lutz, R. J. (1992). Ask Not What the Brand Can Evoke; Ask What Can Evoke the Brand. Journal of Advances in Consumer Research, 19, 101-107.

XVIII. Goldsmith, R. E. & Lafferty, B. A. (2002). Consumer response to websites & their influence on advertising effectiveness. Internet research. Journal of Electronic Networking Application and Policy, 12(4), 318- 328.

XIX. Osuagwu, L. (2002): Marketing Principles and Management. Lagos, Nigeria: Grey Resource Limited.

XX. Warren, N. (2000): An Empirical Investigation of Critical Success Factors in the Personal selling process for Houngenous Goods. Journal of Personal Selling and Sale Management. www.Never coldcall.com

XXI. Achumba, I. C. (2004): Sales Management Concepts Strategies and Cases. Rock Hill, USA: All-Marks Educational Research Inc

XXII. New Zealand Qualifications Authority, (2008): Identify and Interpret Trends in Personal Selling. Retrieved December 6th, 2009 from http://www.nzqa.govt.nzframework/search/index.do

XXIII. Palmer, A. (2005): Principles of Services Marketing. New York, USA: McGraw-Hill Education. Personal Selling and sales Force Management (n.d) (Poiser Point). California, USA: California State University.

XXIV. Kotler, P. and Armstrong, G. (2008): Principles of Marketing. New Jersey, USA: Pearson Education, Inc.

XXV. www.pantaloonretail.in

XXVI. www.pantaloon.com

Additional Files

Published

15-05-2017

How to Cite

Dr. Prabhakar Pandey, Dr. Sanjay Singh, & Shekh Aadil Dalla. (2017). CONCEPTUAL FRAMEWORK OF RELATIONSHIP BETWEEN PROMOTIONAL TOOLS & CONSUMER BUYING BEHAVIOR. International Education and Research Journal (IERJ), 3(5). Retrieved from https://ierj.in/journal/index.php/ierj/article/view/820

Issue

Vol. 3 No. 5 (2017): MAY ISSUE, INTERNATIONAL EDUCATION AND RESEARCH JOURNAL

Section

Articles

License

Copyright (c) 2021 International Education and Research Journal (IERJ)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.