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Joshi, Astha
- Store Promotion Techniques Creating Brand Image of FMCG in India
Abstract Views :171 |
PDF Views:0
Authors
Astha Joshi
1,
Geeta Nema
2
Affiliations
1 Amity University Madhya Pradesh, IN
2 International Institute of Professional Studies Devi Ahilya University Indore, MP, IN
1 Amity University Madhya Pradesh, IN
2 International Institute of Professional Studies Devi Ahilya University Indore, MP, IN
Source
Asian Journal of Management, Vol 8, No 3 (2017), Pagination: 873-880Abstract
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
- 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.
- Knego Nikola, Petljak Kristina and Vouk Rudolf (2014) “Location and Layout as Sources of Competitive Advantage of Small Retailers”, Journal of International Scientific Publications, Volume 8, pp- 267-270.
- Koul, Surabhi and Mishra, Hari Govind, 2013, “Customer perceptions for store attributes: a study of traditional Retail stores in India”, Journal of Business and Economics, Vol.5 No.1, pp-97-99.
- Manzur. Enrique, Olavarrieta. Sergio, Hidalgo. Pedro, Farías. Pablo, and Uribe. Rodrigo, 2011, “Store brand and national brand promotion attitudes antecedents”, Journal of Business Research 64, pg no- 286.
- Pierre, Chandon, et.al. (2000), "A Benefit Congruency Framework of Sales Promotion Effectiveness", Journal of Marketing, October, pp. 65-8 1.
- Rose, (2011) “Effective in store display programs begin with a sign ware placement strategy” Locations resource Guide, Edition 2 of 8, pp-2-3.
- Sindhu, Asha, 2011. Sales Promotion Strategy of Selected Companies of FMCG Sector in Gujarat Region. Department of Business Management, Saurashtra University, Pp- 1-2.
- Singh Priyanka, Katiyar, and Verma Gaurav (2014) “Retail Shoppability: The Impact of Store Atmospherics and Store Layout On Consumer Buying Patterns”, International Journal of Scientific and Technology Research Volume 3, Issue 8, pp- 15-23.
- Marketing Strategies in Creating Brand Image of FMCG in India with Special Reference to Store Promotion
Abstract Views :361 |
PDF Views:0
Authors
Astha Joshi
1,
Geeta Nema
2
Affiliations
1 Amity University, Madhya Pradesh, IN
2 International Institute of Professional Studies, Devi Ahilya University Indore, MP, IN
1 Amity University, Madhya Pradesh, IN
2 International Institute of Professional Studies, Devi Ahilya University Indore, MP, IN
Source
Asian Journal of Management, Vol 8, No 4 (2017), Pagination: 975-982Abstract
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
- 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.
- Knego Nikola, Petljak Kristina and Vouk Rudolf (2014) “Location and Layout as Sources of Competitive Advantage of Small Retailers”, Journal of International Scientific Publications, Volume 8, pp- 267-270.
- Koul, Surabhi and Mishra, Hari Govind, 2013, “Customer perceptions for store attributes: a study of traditional Retail stores in India”, Journal of Business and Economics, Vol.5 No.1, pp-97-99.
- Manzur. Enrique , Olavarrieta. Sergio, Hidalgo. Pedro, Farias. Pablo, and Uribe. Rodrigo, 2011, “Store brand and national brand promotion attitudes antecedents”, Journal of Business Research 64, pg no- 286.
- Pierre, Chandon, et.al. (2000), "A Benefit Congruency Framework of Sales Promotion Effectiveness", Journal of Marketing, October, pp. 65-8 1.
- Rose, (2011) “Effective in store display programs begin with a sign ware placement strategy” Locations resource Guide, Edition 2 of 8, pp-2-3.
- Sindhu, Asha, 2011. Sales Promotion Strategy of Selected Companies of FMCG Sector in Gujarat Region. Department of Business Management, Saurashtra University, Pp- 1-2.
- Singh Priyanka, Katiyar, and Verma Gaurav (2014) “Retail Shoppability: The Impact of Store Atmospherics and Store Layout On Consumer Buying Patterns”, International Journal of Scientific and Technology Research Volume 3, Issue 8, pp- 15-23.