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Exploring Product Category and Promotion Type Association for Impulse buying in Malls in India
Indian malls are in their growth stage. The phenomenon that started two decades ago with three malls is now two hundred malls old. However, to reap success in the business research insights are needed as the sector has largely been unorganized till date. Impulse purchases and sales promotions are tw...
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| Formato: | Journal Article |
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Abhigyan
2013
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| Summary: | Indian malls are in their growth stage. The phenomenon that started two decades ago with
three malls is now two hundred malls old. However, to reap success in the business research
insights are needed as the sector has largely been unorganized till date. Impulse purchases and
sales promotions are two prominent characteristics of mall shopping. This study explores the
association between sales promotion and product category under the impulse purchase
situation within Mall environment in India. Literature shows evidence of a relationship between
the two for planned shopping. The study has been designed as a cross sectional survey
conducted in the National Capital region (NCR) of New Delhi, India. The data was collected
from 600 respondents through a “Mall Intercept Survey”. Chi Square test for association was
used for analyzing the strength of the association between sales promotion and product
category. P – values for the same were comparatively analyzed for impulse purchases and non
impulse purchases in Indian malls. The results show that the strength of association changes
under the two purchase situations and effectiveness of sales promotion also changes. The
findings are important for mall planners and retailers when planning their assortments and
associated sales promotions. |
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| Descrición Física: | Vol 31 No. 3 (October – December 2013) |