Value-Based Promotion – A Consumer Retention Tool in Electronics Goods Market

Joy, Gemini V and James, P S and Kumar, Senthil N (2014) Value-Based Promotion – A Consumer Retention Tool in Electronics Goods Market. International Journal. Value Chain Management, 7 (2). pp. 124-133.

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The marketing world is spinning around different types of value for money strategies. All the sales promotion tools are assuring the customer about an incomparable deal. What more the customers are getting is always pacifying the consumer during his purchasing efforts. Value for money-based sales promotion is one of the most significant strategies that can be adopted by the mobile handset marketer. The present study had taken four value-based sales promotion tools such as product bundling offer, exchange offer, free after sales service for limited period and ‘Take one get one free’ offer. The study also analysed the impact of the said factors in consumer electronics segment among consumers of different demographic profiles. It also tested the influence of the four factors in value perception of customers.

Item Type: Article
Uncontrolled Keywords: Customer Value; Customer Perceptions; Customer Evaluations; Sales Promotion.
Subjects: ?? HR ??
Divisions: Marketing Management
Depositing User: Mr. Ramesh Kamath
Date Deposited: 10 Sep 2018 16:30
Last Modified: 20 Feb 2019 11:26

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