Author: Dr. R. Sam RenuPublisher:
ISBN:
Category :
Languages : en
Pages : 0
Book Description
Advertising is defined as any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor. This study helps to improve the effect of advertisement and sales promotion of customer purchasing behaviour at the Chennai silks erode, and to give suggestions to improve the advertisement to achieve their goals in better way. The present study with the following objectives, to study the effect of advertisement and sales promotion on purchasing behaviour of customers, to find out the qualities that the customers expect for a good advertisement in various media, to find out how advertisement and sales promotion induce the customers to buy in The Chennai Silks, to find out how far advertisement and sales promotion retains the customers. The data were collected from both primary and secondary sources. The boundary of study is Erode. The simple random sampling technique was employed in the selection of the sample. The number of items selected from the population constitutes the sample size. The study covers the customers in the town of Erode. Total sample size for the study is 300. The simple random sampling technique was employed in the selection of the sample. The data has been mainly analyzed by using the following methods and tests. Chi-square Test, Correlation Analysis Cross tabulation and percentage method supplemented by appropriate charts. This study concluded that Chennai Silks has a major market share when compared to its competitors. However customers have pointed out some positive and negative points regarding the advertisement and sales promotion placed by The Chennai Silks. Greater awareness is created through the broadcast media namely TV and Radio. Most of the customers purchase in The Chennai Silks since they offer good quality products and they render good service. While considering this, the part of the advertisement seems to be low. But in reality, the advertisement and the sales promotional tools offered by them are highly worthy and useful and make the customer loyal.
