Decision Variables of Purchase Intention: A Multivariate Analysis of Promotional Tools

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.