AI Barkaat Institute of Management Studies, Jamal Pur Railways Crossing, Aligarh.
The market has been flooded with promotionaL schemes that are essentially meant to keep the existing customers Loyal or to entice the new-ones. This article deals with consumer response to such promotionaL schemes which gives an essence of consumer retention. An anaLyticaL approach in this regard has been proposed to make a comparative study of the schemes as well to study the consumer response under some well-known schemes. Data from a survey by Jamal (2002) has been used been for illustration.
Consumer response, promotionaL schemes, p-vaLues
