Asian Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Impact of Promotional Strategies of Hypermarkets


Affiliations
1 esearch & Development Centre, in Management Studies, Bharathiar University Coimbatore, India
2 Department of Humanities, Sri Shanmuga College of Engineering and Technology, Sankari, India
     

   Subscribe/Renew Journal


The sale of goods or commodities in small quantities for final consumption is retailing. Hypermarkets in India sell different types of essential commodities in addition to luxury items. These Hypermarkets are mainly located in tier I and tier II cities of India. Majority of the hypermarkets sell branded products produced by domestic and International companies. Hypermarkets of India offer products with varied price bands for each and every sections of urban society. Promotion stands for all the communications that a retailer may use in the marketplace. Promotion mix is composed of four distinct elements: Advertising, Sales Promotions, Word of mouth and Public Relations. The present research work examines the impact of promotional strategies employed by Hypermarkets in Bangalore. The survey was carried out in the selected hyper markets of Bangalore city. The primary data was collected from 400 customers of hyper markets. A properly structured questionnaire was used to collect data. Convenience sampling technique was used and data was analyzed by using statistical tools. The results showed that sales promotion has very high impact and other components of promotional mix like advertisements, public relations can be improved. This can be achieved by using an integrated marketing communications approach.

Keywords

Promotion, Word of Mouth, Communication, Impact.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Chandra, B., and Pattanayak, J. K. (2012). Shopping Proclivity for Hypermarkets: An Empirical Study. The IUP Journal of Marketing Management, 84-105.

  • Kumar, N. S., Rajiv, S., and Jeuland, A. P. (2001). Effectiveness of Trade Promotions: Analyzing the Determinants of Retail Pass-Through. Review of Marketing Science WP No. 317 .

  • Kumar, Swaminathan, and Srinivasan. (2005). Two Different Faces of Coupon Elasticity. Journal of Retailing, 81(1), 1-13.

  • Racherla, P., and King, R. A. (2012). What We Know and Don’t Know About Online Word-Of-Mouth: A Systematic Review and Synthesis of the Literature.

  • Vasudevan, M., Senthilkumar, V., and Sasikumar, K. (2013). Marketing Mix: A review on the ‘P’s of marketing. international journal of research in commerce, IT and Management, 3(9), 37-39.

  • Vecchio, Del, and Devon. (2006). The Effect of Sales Promotion on Post-Promotion Brand Preference: A Meta Analysis. Journal of Retailing, 82(3), 203-213.

  • Yoganandan, G. (2015). Textile export promotion in India. Bonfring International Journal of Industrial Engineering and Management Science, 1(1), 1-4.

  • Yoganandan, G., and Prabhukumar, G. (2015). Consumer buying behaviour towards books in Erode city. International Journal of Research, 2(1), 609-614.

  • Yoganandan, G., Saravanan, R., and Ruby, N. (2013). A study on households' consumption pattern of Aavin milk in Erode district. International Journal of Research in Commerce Economics and Management, 3(7), 6-10.

  • Yoganandan, G., Saravanan, R., and Ruby, N. (2013). A Study on Online Shopping Behaviour of teachers working in self-financing colleges in Namakkal district with special reference to K.S.R College of Arts and Science, Tiruchengode. International Journal of Research in Commerce Economics and Management, 3(6), 31-38.


Abstract Views: 174

PDF Views: 0




  • Impact of Promotional Strategies of Hypermarkets

Abstract Views: 174  |  PDF Views: 0

Authors

M. Vasudevan
esearch & Development Centre, in Management Studies, Bharathiar University Coimbatore, India
V. M. Senthilkumar
Department of Humanities, Sri Shanmuga College of Engineering and Technology, Sankari, India

Abstract


The sale of goods or commodities in small quantities for final consumption is retailing. Hypermarkets in India sell different types of essential commodities in addition to luxury items. These Hypermarkets are mainly located in tier I and tier II cities of India. Majority of the hypermarkets sell branded products produced by domestic and International companies. Hypermarkets of India offer products with varied price bands for each and every sections of urban society. Promotion stands for all the communications that a retailer may use in the marketplace. Promotion mix is composed of four distinct elements: Advertising, Sales Promotions, Word of mouth and Public Relations. The present research work examines the impact of promotional strategies employed by Hypermarkets in Bangalore. The survey was carried out in the selected hyper markets of Bangalore city. The primary data was collected from 400 customers of hyper markets. A properly structured questionnaire was used to collect data. Convenience sampling technique was used and data was analyzed by using statistical tools. The results showed that sales promotion has very high impact and other components of promotional mix like advertisements, public relations can be improved. This can be achieved by using an integrated marketing communications approach.

Keywords


Promotion, Word of Mouth, Communication, Impact.

References