Cargando...
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...
| Autor principal: | |
|---|---|
| Formato: | Journal Article |
| Publicado: |
Abhigyan
2013
|
| Materias: |
| LEADER | 01793nam a22001337a 4500 | ||
|---|---|---|---|
| 999 | |c 119871 |d 119871 | ||
| 100 | |a Ritu Srivastava |9 46846 | ||
| 245 | |a Exploring Product Category and Promotion Type Association for Impulse buying in Malls in India | ||
| 260 | |b Abhigyan |c 2013 | ||
| 300 | |b Vol 31 No. 3 (October – December 2013) | ||
| 520 | |a 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. | ||
| 650 | |a RETAILING; |a SHOPPERS; |a SALES PROMOTION |9 46847 | ||
| 942 | |c JA | ||
| 952 | |0 0 |1 0 |4 0 |7 0 |9 116626 |a MGUL |b MGUL |c JA |d 2016-11-29 |l 0 |r 2016-11-29 |w 2016-11-29 |y JA | ||