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Asian Journal of Management
ISSN: 2321-5763(Online), 0976-495X(Print)
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Decision Variables of Purchase Intention: A Multivariate Analysis of Promotional Tools
Ashish Kumar Srivastava
Saket Ranjan Praveer
1Dr. Ashish Kumar Srivastava, 2Saket Ranjan Praveer and 3Charu Yadav
1Reader, Institute of Management, Pt. Ravishankar Shukla University, Raipur (CG)
2Sr. Associate Professor, Faculty of Management, Shri Shankaracharya Mahavidyalaya, Junwani, Bhilai (CG)
3Asst. Professor, GNIT, Grater Noida
The last two decades have marked a dramatic change in the Indian market. Many of the monopolies have more or less converted to oligopoly and the market has shifted from producer orientation to consumer orientation. This phenomenon has compelled the marketing managers to have a continuous glance on the dynamics of consumer behaviour. They routinely measure the consumers’ purchase intentions to develop sales strategies. The study tries to find out the impact of promotional tools on the consumer purchase intention while purchasing packaged food products. The study has been conducted through multivariate analysis. The study is expected to contribute to the marketing policy makers of packaged food product companies while developing promotional studies.
Purchase Intention, Advertising, Celebrity Endorsement, Public Relation, Product Sampling, Direct Marketing, Sales Promotion and Sales Force.
Ashish Kumar Srivastava, Saket Ranjan Praveer , Charu Yadav . Decision Variables of Purchase Intention: A Multivariate Analysis of Promotional Tools. Asian J. Management 2(2): April-June, 2011 page 51-56.
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