Title: Study on sales promotion for female customers on select durable goods with special reference to Erode district, Tamil Nadu state, India

Authors: R. Renuka Devi; T. Vetrivel; P. Karthikeyan

Addresses: Department of Management Studies, Velalar College of Engineering and Technology, Erode, 638-012, Tamil Nadu, India ' Department of Management Studies, Velalar College of Engineering and Technology, Erode, 638-012, Tamil Nadu, India ' School of Management Studies, Kongu Engineering College, Erode 638060, Tamil Nadu, India

Abstract: In this competitive world, female customers' buying behaviour decides the success of durable goods. The aim of this study is to investigate the impacts of various promotions of sales tools used on female customers buying behaviour towards selected durable goods. 750 set of the questionnaire were used for this analysis. Random sampling technique was adopted towards selecting the respondents. The reliability was measured through the Cronbach's alpha and these results reveal that it indirectly represents the most reliable part of the questionnaire. Pearson correlation and multiple regression analysis have been used to analyse the relation between the independent and dependent variables. Multiple regression analysis reveals that, the major sales promotion tools namely advertisement, free offer and price reduction, exchange offer and extended warranty period have a significant impact on customer's buying behaviour. The results of this study would help manufacturers and marketers to choose the types of promotion tool that significantly influence on the buying behaviour of female customers.

Keywords: female; buying behaviour; free offer; price discount; promotion; regression; India.

DOI: 10.1504/IJBEX.2020.109224

International Journal of Business Excellence, 2020 Vol.22 No.1, pp.1 - 18

Received: 27 Sep 2018
Accepted: 15 Feb 2019
Published online: 02 Sep 2020 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article