| Type of Material: | Thesis |
| Title: | A Study on Promotional Strategic Transformation of Fast Moving Consumer Goods in Chennai city |
| Researcher: | ALEXANDER C V J VICTORIA |
| Guide: | M.GANESAN |
| Department: | Department of Management Studies |
| Publisher: | Bharath University, Chennai |
| Place: | Chennai |
| Year: | 2015 |
| Language: | English |
| Subject: | Analysis of variance | Post-purchase Behaviour | Goods Segment | Management | Social Sciences |
| Dissertation/Thesis Note: | PhD; Department of Management Studies, Bharath University, Chennai, Chennai; 2015 |
| Fulltext: | Shodhganga |
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| 001 | 454603 | |
| 003 | IN-AhILN | |
| 005 | 2024-09-17 18:02:04 | |
| 008 | __ | 240917t2015||||ii#||||g|m||||||||||eng|| |
| 035 | __ | |a(IN-AhILN)th_454603 |
| 040 | __ | |aBHAU_600073|dIN-AhILN |
| 041 | __ | |aeng |
| 100 | __ | |aALEXANDER C V J VICTORIA|eResearcher |
| 110 | __ | |aDepartment of Management Studies|bBharath University, Chennai|dChennai|ein |
| 245 | __ | |aA Study on Promotional Strategic Transformation of Fast Moving Consumer Goods in Chennai city |
| 260 | __ | |aChennai|bBharath University, Chennai|c2015 |
| 300 | __ | |dDVD |
| 502 | __ | |cDepartment of Management Studies, Bharath University, Chennai, Chennai|d2015|bPhD |
| 518 | __ | |oDate of Registration|d2011-08-18 |
| 520 | __ | |aThe importance of consumer sales promotion in the marketing mix of the fast moving consumer goods (FMCG) category throughout the world has increased. Companies spend considerable time in planning such activities. However, in order to enhance the effectiveness of these activities, manufacturers should understand consumer and retailer interpretations of their promotional activities. The study here pertains to consumer s perceptions regarding sales promotion. Some past researches have suggested that promotion itself has an effect on the perceived value of the brand. This is because promotions provide utilitarian benefits such as monetary savings, added value, increased quality and convenience as well as hedonic benefits such as entertainment, exploration and self-expression. While sales promotion has been around for a long time, its role and importance in marketing communications programme has increased in recent years. A number of factors like growing power of the retailers, declining brand loyalty, fragment |
| 650 | __ | |aManagement|2UGC |
| 650 | __ | |aSocial Sciences|2AIU |
| 653 | __ | |aAnalysis of variance |
| 653 | __ | |aPost-purchase Behaviour |
| 653 | __ | |aGoods Segment |
| 700 | __ | |aM.GANESAN|eGuide |
| 856 | __ | |uhttp://shodhganga.inflibnet.ac.in/handle/10603/170935|yShodhganga |
| 905 | __ | |afromsg |
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