Consumer Attitude Towards Promotional  Schemes and Influence of Brand On  Purchasing Home Appliances

K.T. Kalaiselvi; Dr.D.Muruganandam

Volume : II, Issue : VI, June - 2013

Consumer Attitude Towards Promotional Schemes and Influence of Brand On Purchasing Home Appliances

K. T. Kalaiselvi , Dr. D. Muruganandam

Abstract :

Understanding the consumer attitude is an important part of the marketing process to realize the challenges faced by marketers in comprehending the consumers� mind. The marketers have to know why a buyer makes a purchase and the processes in the minds of the buyers which influence him or her in buying different products or services. Sales promotions are designed to have an immediate impact on sales. The main objective of this study is to find the impact of promotional schemes on consumer attitude and to find out the and loyal consumers and also and switchers of consumer home appliances only because of promotional offers. The methodology adopted for the study was descriptive research design. Sample size was 200. Statistical tools such as percentage analysis, chi-square, ANOVA and Garrett�s Ranking were used for analysis. The results indicate that whatever attractive promotional schemes may be, �BRAND NAME� plays a dominant role in purchasing the home appliances. Maximum of the respondents have interest in some of the promotional schemes such as price discount, exchange scheme, warranty, etc.