Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-July11-Article4-Effect Of Retail Sales Promotion On Buying Behaviour of Customers
- Price : 80.00
- Published on July 1, 2011
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
The Indian market is currently witnessing a retail boom with Organized Retailers offering a whole assortment of goods and services to consumers under one roof with congenial shopping ambience. With the Indian retail boom, many players are entering the market with different retail formats. As a result, competition is becoming very tough. Each player is trying to attract more customers through different sales promotional activities. But, the exact picture of the impact of sales promotion on consumer behaviour is yet unclear to the retailers. This paper tries to find out the impact of demographic parameters on retail sales promotion and overall buyers’ behavior on retail sales promotions.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.