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Marketing Strategies in Creating Brand Image of FMCG in India with Special Reference to Store Promotion


Affiliations
1 Amity University, Madhya Pradesh, India
2 International Institute of Professional Studies, Devi Ahilya University Indore, MP, India
     

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In today’s competitive environment where the customer has got tremendous choice for selecting brands, it is a very challenging task for a marketer to attract new and retain the old customer. To accomplish this objective the marketer uses different types of marketing strategies to position their product in the mind framework of the customer and establish their brand image in the market. The study focuses assessing the overall impact of store promotional tools on consumer buying decision and also to study the impact and awareness of various store promotional tool among the respondents. Store promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. For the purpose of this study 549 respondents were approached and they were asked to fill the structured questionnaire designed for the study. The collected data from the sample respondents is analysed by using different statistical tests such as - reliability statistics, validity, frequency distribution, regression, chi-square test, one-sample Kolmogorov-Smirnov test and ANOVA.

Keywords

Store Promotion, Brand Image, Marketing Strategy, Buying Behaviour.
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  • Haslinda Hashim, Siti Rahayu Hussin and Nurdiyana Nadihah Zainal (2014) a study on “Exploring Islamic Retailer Store Attributes from Consumers Perspectives: An Empirical Investigation”, International Journal of Economics and Management, Vol. 8, pp- 117 – 121.
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  • Marketing Strategies in Creating Brand Image of FMCG in India with Special Reference to Store Promotion

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Authors

Astha Joshi
Amity University, Madhya Pradesh, India
Geeta Nema
International Institute of Professional Studies, Devi Ahilya University Indore, MP, India

Abstract


In today’s competitive environment where the customer has got tremendous choice for selecting brands, it is a very challenging task for a marketer to attract new and retain the old customer. To accomplish this objective the marketer uses different types of marketing strategies to position their product in the mind framework of the customer and establish their brand image in the market. The study focuses assessing the overall impact of store promotional tools on consumer buying decision and also to study the impact and awareness of various store promotional tool among the respondents. Store promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. For the purpose of this study 549 respondents were approached and they were asked to fill the structured questionnaire designed for the study. The collected data from the sample respondents is analysed by using different statistical tests such as - reliability statistics, validity, frequency distribution, regression, chi-square test, one-sample Kolmogorov-Smirnov test and ANOVA.

Keywords


Store Promotion, Brand Image, Marketing Strategy, Buying Behaviour.

References