Volume : II, Issue : IV, April - 2013

Perception of Retailers Towards Below the Line Initiatives of Mall Management in NCR

Mona Chaudhary

Abstract :

Current business scenario is witnessing shifts in the media mix of companies. Below the Line promotions are emerging as an important component of media mix.BTL promotional techniques are gaining momentum for being more direct, personal and trackable. It is applicable for the retail industry. The changing dimensions of a consumer life cycle made it really difficult for the mall management to tap new markets while having a firm grip on existing markets. The designing of an appropriate promotion mix for shopping centre is a difficult and a complex process The implementation of the strategy itself faces a number challenges for stakeholders, marketers, managers and retailers in India. This study is an attempt to study the perception of retailers towards below the line activities conducted by mall management. 99 retailers of different categories were contacted personally. This research helped to understand mindset of retailers towards various aspects of the BTL marketing activities as a co-joint effort of mall management & retailers.

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

Mona Chaudhary Perception of Retailers Towards Below the Line Initiatives of Mall Management in NCR International Journal of Scientific Research, Vol.II, Issue.IV April 2013

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