Title: Value-based promotion - a consumer retention tool in electronics goods market

Authors: Gemini V. Joy; P.S. James; N. Senthil Kumar

Addresses: Anna University, Chennai – 600 025, Tamilnadu, India ' T.A Pai Management Institute (TAPMI), P.O. Box 9, 80 Badagubettu, Manipal-576 104, Karnataka, India ' Department of Management Studies, Anna University, Chennai, 600-025, India

Abstract: The marketing world is spinning around different types of value for money strategies. All the sales promotion tools are assuring the customer about an incomparable deal. What more the customers are getting is always pacifying the consumer during his purchasing efforts. Value for money-based sales promotion is one of the most significant strategies that can be adopted by the mobile handset marketer. The present study had taken four value-based sales promotion tools such as product bundling offer, exchange offer, free after sales service for limited period and 'Take one get one free' offer. The study also analysed the impact of the said factors in consumer electronics segment among consumers of different demographic profiles. It also tested the influence of the four factors in value perception of customers.

Keywords: customer value; customer perceptions; customer evaluations; sales promotion; value-based promotion; consumer retention; electronics goods industry; value for money; consumer electronics; demographics; preceived value.

DOI: 10.1504/IJVCM.2014.062897

International Journal of Value Chain Management, 2014 Vol.7 No.2, pp.124 - 133

Published online: 24 Jul 2014 *

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