ROLE OF PROMOTIONAL STRATEGIES ON CONSUMER BUYING INTENTION FOR CONSUMER ELECTRONICS: A QUALITATIVE PERSPECTIVE

ABSTRACT

Marketing and promotion have an important role for delivering products to consumers. Delivering the products as per the needs and preferences of the consumer is important especially in the domain of consumer electronics. Providing different types of marketing strategies help in attracting different types of consumers. Several researches have been done for finding out some of the most effective marketing strategies which are adopted by the FMCG firms. These companies use these strategies for attracting consumers for buying products, for measuring the impact of store level promotion on the buying decisions and for determining the factors which influence the consumers for buying healthcare products, food and beverages. It has been seen that multi branding and promotions strategies play a very important role for attracting the consumers towards any product. From assessment of these factors, it has been seen that psychological factors, physical factors, internal factors and visibility factors play an important role for influencing the buying behaviour of the consumers.

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