Asian Journal of Management

Ashish Kumar Srivastava ¹, Saket Ranjan Praveer ², Suresh Chandra Mishra ³

Affiliations
1 Institute of Management, Pt. Ravishankar Shukla University, Raipur, IN
2 Faculty of Management Studies, Shri Shankaracharya Group of Institutions, Bhilai, IN
3 Kripajal Business School, Bhubaneswar, IN

Abstract

Advertising has been found to be one of the major predictors of sales. Newspapers, highway hoardings, magazines, road shows etc. are the traditional methods to build up brand and bring the notice of consumers to the product. But the advent of information technology has influenced the advertising media and has caused a dramatic change in the method of advertising even in the developing economies. A large number of consumers refer to internet while making a purchase decision.

The paper aims at finding out the impact of online advertisement on the in - store sales. The study has been conducted through the opinion of in - store consumers who are internet users. The study is supposed to help the policy makers in designing online advertisement.

Keywords

Online Advertisement, Product Segment, In-Store Sales

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Ashish Kumar Srivastava ¹, Saket Ranjan Praveer ², Charu Yadav ³

Affiliations
1 Institute of Management, Pt. Ravishankar Shukla University, Raipur, (CG), IN
2 Shri Shankaracharya Mahavidyalaya, Junwani, Bhilai, (CG), IN
3 GNIT, Grater Noida, IN

Abstract

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.

Keywords

Purchase Intention, Advertising, Celebrity Endorsement, Public Relation, Product Sampling, Direct Marketing, Sales Promotion and Sales Force.

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