ICTACT Journal on Management Studies

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Analysis of Sources and Level of Penetration:Application of Factor and Discriminant Analysis


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1 Department of Commerce (PG-R), Ayya Nadar Janaki Ammal College, India
     

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The present research work is undertaken to analyse the sources of penetration and level of penetration. A Source of penetration is defined by actions a firm takes to communicate with end users, consumers and external parties. It covers the five subsets, such as advertising, sales promotion, direct marketing, personal selling and public relations. In this study, the researcher has applied the factor analysis to analyze the customers' opinion towards the sources of penetration. In order to analyze the sources of penetration and level of penetration, the researcher has used discriminant analysis. The result reveals that 18.6% of variables predict the level of penetration. Moreover, Advertising and Direct Marketing are the most important sources that discriminates the level of penetration.

Keywords

Advertising, Sales Promotion, Direct Marketing, Personal Selling, Public Relations.
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  • Analysis of Sources and Level of Penetration:Application of Factor and Discriminant Analysis

Abstract Views: 214  |  PDF Views: 2

Authors

M. Selvakumar
Department of Commerce (PG-R), Ayya Nadar Janaki Ammal College, India
R. Mohammed Abubakkar Siddique
Department of Commerce (PG-R), Ayya Nadar Janaki Ammal College, India
V. Sathyalakshmi
Department of Commerce (PG-R), Ayya Nadar Janaki Ammal College, India

Abstract


The present research work is undertaken to analyse the sources of penetration and level of penetration. A Source of penetration is defined by actions a firm takes to communicate with end users, consumers and external parties. It covers the five subsets, such as advertising, sales promotion, direct marketing, personal selling and public relations. In this study, the researcher has applied the factor analysis to analyze the customers' opinion towards the sources of penetration. In order to analyze the sources of penetration and level of penetration, the researcher has used discriminant analysis. The result reveals that 18.6% of variables predict the level of penetration. Moreover, Advertising and Direct Marketing are the most important sources that discriminates the level of penetration.

Keywords


Advertising, Sales Promotion, Direct Marketing, Personal Selling, Public Relations.

References