Title: Impact of promotional tools on consumer purchase intention towards energy-efficient consumer durables

Authors: Hitesh Jhanji

Addresses: I.K. Gujral Punjab Technical University, Kapurthala, Punjab, India; Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India

Abstract: Rapid growth in the economy and increase in the discretionary income of the people with easy finance schemes have made India as one of the most attractive markets for the consumer durable companies. The consumer durables market in India is estimated to have reached Rs. 1 trillion in 2017. The consumer durables companies in India have spent huge amount of money to maintain their sales. Companies are using various promotional tools, advertisement, internet marketing, personal selling, sales promotion and public relations to influence the consumers. The main aim of this study is to find out which promotional tools have reached the consumer most and to determine to what extent these promotional tools have influenced the consumers. A survey was administered among the young male and female consumers between the ages of 15 and 29. Multiple regression analysis was used to evaluate the data. The results showed that internet marketing followed by sales promotion and advertisements are promotional tools which affect the consumer purchase intention to purchase energy-efficient consumer durables.

Keywords: youth; young consumers; purchase intention; energy efficient; consumer durables; promotional tools.

DOI: 10.1504/IJGE.2021.117675

International Journal of Green Economics, 2021 Vol.15 No.1, pp.33 - 41

Accepted: 24 Jun 2021
Published online: 20 Sep 2021 *

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