Abstract: Product consumption in India has seen drastic changes with habits as well as economic levels of consumers changing rapidly. In today’s competition the core object of all corporations is to satisfy customers. It is the choice empowered to decide the fate of any product or organization. Only the companies that continuously monitor and meet changing need will win. The company has to fulfill the customers’ needs because they are the ones who make purchase decisions. In order to grab customers’ attention and create awareness company must undertake different sales promotional measures. So for this study the company has to understand the needs and preference of customer.
Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The companies are fighting to win the heart of customer. “EZONE” has brought many changes in the buying habits of people. In this project, we will study the promotional campaign like Blind Fold Sale. The research titled ‘Promotional Campaign analysis and its impact on customer buying behaviour’ helps us to understand the effect of promotional strategy which is responsible for attracting customer towards Ezone. This study is helpful to top level management to improve the present promotional strategy of Ezone.
The report deals with the impact of promotional activities which attracts customer towards Ezone. The research was carried out as per the steps of Marketing Research. The well supportive objectives were set for the study. To meet the objectives primary research was undertaken. The instrument used for the data collection was structured questionnaire. The target respondents were the visitors of Ezone, with the sample size of 200 for the study of sales management of the company. Tables & charts were used to translate response into meaningful information to get the most out of the collected data. Based on those the inferences have been drawn with peer supportive data.
Keywords: Ezone, Promotional, Retail, Consumer behavior, attitude.
Title: Promotional Campaign Analysis and its Impact on Customer Buying Behavior at Ezone
Author: Dr.(hc).D.M. Arvind Mallik, Mr. Ganesh Tikari
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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