2321-5763 (Online)
0976-495X (Print)

Author(s): M. Vasudevan, V.M. Senthilkumar

Email(s): ,

DOI: 10.5958/2321-5763.2017.00085.3   

Address: M. Vasudevan, Dr. V.M. Senthilkumar
1Ph.D., Research Scholar, Research & Development Centre, in Management Studies, Bharathiar University Coimbatore and Assistant Professor of Institute of Management, Christ University, Bangalore
2Professor, Department of Humanities, Sri Shanmuga College of Engineering and Technology, Sankari
*Corresponding Author

Published In:   Volume - 8,      Issue - 3,     Year - 2017

The sale of goods or commodities in small quantities for final consumption is retailing. Hypermarkets in India sell different types of essential commodities in addition to luxury items. These Hypermarkets are mainly located in tier I and tier II cities of India. Majority of the hypermarkets sell branded products produced by domestic and International companies. Hypermarkets of India offer products with varied price bands for each and every sections of urban society. Promotion stands for all the communications that a retailer may use in the marketplace. Promotion mix is composed of four distinct elements: Advertising, Sales Promotions, Word of mouth and Public Relations. The present research work examines the impact of promotional strategies employed by Hypermarkets in Bangalore. The survey was carried out in the selected hyper markets of Bangalore city. The primary data was collected from 400 customers of hyper markets. A properly structured questionnaire was used to collect data. Convenience sampling technique was used and data was analyzed by using statistical tools. The results showed that sales promotion has very high impact and other components of promotional mix like advertisements, public relations can be improved. This can be achieved by using an integrated marketing communications approach.

Cite this article:
M. Vasudevan, V.M. Senthilkumar. Impact of Promotional Strategies of Hypermarkets. Asian J. Management; 2017; 8(3):531-534. doi: 10.5958/2321-5763.2017.00085.3

Recomonded Articles:

Author(s): Preeti Sodhi, Pratibha Thapa

DOI:         Access: Open Access Read More

Author(s): M. Rifaya Meera, R. Padmaja, R. Mohammed Abubakkar Siddique

DOI: 10.5958/2321-5763.2017.00023.3         Access: Open Access Read More

Author(s): Shweta Rajput, Mayank Singhal, Shiv Kant Tiwari

DOI: 10.5958/2321-5763.2016.00015.9         Access: Open Access Read More

Author(s): Prabhjot Kaur

DOI:         Access: Open Access Read More

Author(s): Shilpa Jain, Nitya Khurana

DOI: 10.5958/2321-5763.2017.00001.4         Access: Open Access Read More

Author(s): Dharmendra Mehta, Naveen K Mehta, Shruti Jain

DOI: 10.5958/2321-5763.2017.00079.8         Access: Open Access Read More

Author(s): Prakash Pahari, Deepa Guleria, Ranbir Singh

DOI: 10.5958/2321-5763.2017.00168.8         Access: Open Access Read More

Author(s): Bismark Maka, N. Suresh

DOI: 10.5958/2321-5763.2018.00078.1         Access: Open Access Read More

Author(s): Rakesh M, Janet Jyothi D Souza

DOI: 10.5958/2321-5763.2018.00169.5         Access: Open Access Read More

Asian Journal of Management (AJM) is an international, peer-reviewed journal, devoted to managerial sciences. The aim of AJM is to publish the relevant to applied management theory and practice...... Read more >>>

RNI: Not Available                     
DOI: 10.5958/2321-5763 

Recent Articles