A Study on Impact of Advertising and Sales Promotion on Women Skin Care Consumers in the City of Jabalpur
Journal Title: International Journal of Computational Engineering and Management IJCEM - Year 2015, Vol 18, Issue 2
Abstract
In the era of globalisation and digitization, improved employment access, high female literacy rate and exposure to electronic media has laid a lot of importance to marketing communications in shaping the consumer buying behavior in skin care products. In this research study impact of advertising and sales promotions on consumer buying behavior in skin care products has been analysed. This paper focuses on an effort to determine consumer buying behavior through the impact of advertising and sales promotion on the purchase of skincare products by Women living in the city of Jabalpur. Questionnaires were distributed and self administered to 125 respondents. Ranking and Chi-square method was used in the study. The sample size of 125 respondents includes only women skin care users both working & non working. The findings of the study skin care indicated that there is no significant relationship between the sale and purchase of skin care products and also there is no significant relationship promotional gifts and purchase of skin care products. There is a significant elationship between the recommendation of a sales professional and purchase of skin care products. The most important factor of skin care Product advertisement to pay attention by women is Brand. The limitation of the study was it was only done in Jabalpur. Its practical implication suggests the marketers need to design their advertising and sales promotion strategies in order to attract more and more women to purchase skin care products.
Authors and Affiliations
Asiya Faisal Khan
Keywords
Related Articles
- EP ID EP142702
- DOI -
- Views 125
- Downloads 0
Bearing Fault Analysis using Frequency and Wavelet Techniques
Bearing fault diagnosis is important in condition monitoring of any rotating machine. Early fault detection in machineries can save millions of dollars in emergency maintenance cost. Different techniques are used for fau...
An Improved Chaotic Bat Algorithm for Solving Integer Programming Problems
Bat Algorithm is a recently-developed method in the field of computational intelligence. In this paper is presented an improved version of a Bat Meta-heuristic Algorithm, (IBACH), for solving integer programming problems...
Generalized Representation of the Planer Kinematic Chains having Different Types of Kinematic Pairs
Development of the method for generalizing the planer kinematic chains having same number of links but different kinematic pairs. By using link-link form of the incidence matrix or [JJM] Matrix. and elements of the matri...
Performance Analysis on Content Management Systems: A Case Study of Drupal and Joomla
Nowadays, a company’s website plays an important role in its production and business. It helps promote the products, introduce the company profile and provide information on its activities. As not everybody in a company...
Work-Life Conflicts of Working Couples and Their Management: A Theoretical Framework
In contemporary workplaces there exist many employed parents who are endeavoring to balance participation between the two central life domains i.e. work and family. For parents living in dual-earner families, simultaneou...