Effect of sales promotions and their availability on consumers' buying behavior A perspective on personal care products

By:

SHAH, PARAGI KUNTAL

Contributor(s):

MEHTA, BIJAL NISHANT

Material type:

Mixed materialsPublication details: 2012Description: 30-37Subject(s):

MARKETING

NLM classification:

658.8

In: INDIAN JOURNAL OF MARKETINGMSummary: The current market is cluttered with promotions and lucrative marketing offers in any and every category of consumer products. However, consumer loyalty still ranges supreme as a benchmark for comparisons, which acts as a prime barrier to consumerresponses to different sales promotion schemes. The present paper attempts to investigate the consumer refelections on various sales promotion schemes in the Indian personal care market in accordance with several other important factors like availability, consistency in schemes, packeging and so on.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		42/11	Available		P14610

The current market is cluttered with promotions and lucrative marketing offers in any and every category of consumer products. However, consumer loyalty still ranges supreme as a benchmark for comparisons, which acts as a prime barrier to consumerresponses to different sales promotion schemes. The present paper attempts to investigate the consumer refelections on various sales promotion schemes in the Indian personal care market in accordance with several other important factors like availability, consistency in schemes, packeging and so on.

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