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Promotion Mix: An Inquiry on Alignment between Level of Customer Awareness and Purchase Intension

Affiliations

  • Pacific University, Udaipur (Rajasthan), India
  • The M S University of Baroda

Abstract


Purpose: This paper aims to examine the customers` level of awareness and sales promotion mix in context to Bharat Sanchar Nigam Limited, Vadodara Telecom District. As the downsizing and aging workforce of such a leading state-owned public sector unit is facing tough competition with the rivals, especially in the area of cellular services, its marketing activities can be examined in relation to sales promotion mix because brand promotion mix has the power to allow marketers to gain competitive advantage.

Methodology: The survey questionnaire was administered to prepaid cellular service users of Bharat Sanchar Nigam Limited, Vadodara Telecom District through email and in person by (430 out of 250270) employing sample size determinants like: confidence level, confidence interval and population. The convenience sampling technique is used. The questionnaire consists of factors like; consumer level of awareness and consumer attitude towards direct marketing, public relations, personal selling, advertising and sales promotion by the organization.. All the 430 respondents are considered as valid respondents for further investigation. The study is quantitative research approach and the collected data be analyzed by scale reliability for questionnaire scaling validity, descriptive statistics, measurement of items, correlation, factor analysis and regression analysis including other applicable statistical tests with a view to know that at what level both promotion mix and customer level of awareness are related with each others.IBM SPSS is employed for data analysis as a statistical tool.

Findings: The collected data reveals on positive relationship among different dimensions of promotion mix and consumer level of awareness towards various cellular mobile services of Bharat Sanchar Nigam Limited as one of the Cellular Service Providers (CSPs) in Vadodara Telecom District of Gujarat.

Research Implications/Limitations: This study indicates on selectivity of right promotional activities to suit the particular business at a particular time and then to use it at particular place. Further research can be held with more samples by extending the area of research.


Keywords

Direct Marketing, Public Relation, Personal Selling, Advertising, Sales Promotion

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