Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Feb07-Article1-Product Related Characteristics, Promotion And Marketing Mix Are Key Tools In Determining Purchase Behaviour & Purchase Decision by Teenagers - An Empirical Study
- Price : 80.00
- Published on February 2, 2007
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Teenagers are influenced by updated information of the product and hence they go for information search, collect information from different dealers on various aspects like price, technology and so on. They are also influenced by peers compulsion and sales talk of the dealers. While parents apply Parents apply general response, teenagers employ two types of strategies to convince their parents. They are emotional and logical. Logical teenagers give importance to product image. Emotional teenagers try to put forth their importance by various product value attributes like utility, quality, features, durability, long term benefit and service warranty of the two-wheeler.In respect of promotion mix, various sales initiatives like store visit, stores display, multilevel marketing and sale promotion efforts like test run, free offers; finance scheme and other sales promotion techniques influencing the logical teenagers. Also advertisement in TV and print media also contribute to some extent.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.