1Research Scholar, Department of Lifelong Learning, Bharathidasan University, Khajamalai Campus, Tiruchirappalli
2Department of Lifelong Learning, Chair-School of Skill Development and Entrepreneurship Senior Professor, Bharathidasan University, Khajamalai Campus, Tiruchirappalli
3Research Scholar, Department of Lifelong Learning, Bharathidasan University, Khajamalai Campus, Tiruchirappalli
Online published on 8 August, 2018.
Advertising is an emergent business in India nowadays and plays an important role in promoting merchandise and services. But the rising market-size, powerful competition changing life style and aspirations of public are major challenges faced by manufacturers and marketers in satisfying rivalry. This research paper focused on advertisement and promotional techniques adopted by retailers and their efficiency. Field surveys using structured questionnaires were used to collect primary data from the 150 respondents in three two-tier cities namely Coimbatore, Madurai and Tiruchirappalli of Tamil Nadu, India. The respondents were selected using convenient sampling technique. The results of this study provided an in-depth understanding of the shopping value and how the factors influenced the respondents. As this study is investigative in nature, certain boundaries are identified and based on that suggestions are also offered for future research.
Advertising, Promotional Strategies, Retailing
