International Journal of Business and Management Tomorrow

Vol. 1 No. 3

The Factors predicting Buying Behavior in Organized Retailing: A Study with Special Reference to Malls in Noida and Greater Noida.
Mr. Manmath Raut1 Dr Saroj Kumar Dash2

Abstract
India is a big country with 28 states, over one billion people and 120 dialects/languages. From the market perspective, people of India comprise different segments of consumers, based on class, status, and income. Retailing in India is one of the significant contributors to the Indian economy and accounts for 35% of the GDP. However, this sector is in a fragmented state with over 12 million outlets operating in the country and only 4% of them being larger than 500sqft in size. This is in comparison to 0.9 million outlets in USA, catering to more than 13 times of the total retail market size. Thus, India has the highest number of outlets per capita in the world with a widely spread retail network but with the lowest per capita retail space @ 2sqft per person as compared to16 sqft person for USA. Customers prefer supermarkets, convenience stores and discount stores over the

Faculty in Management Department, Skyline Institute of Engineering and Technology, Greater Noida, G B Nagar, Uttar Pradesh-201308
2

Associate Professor, Department of Management Studies, Skyline Institute of Engineering and Technology, Greater Noida, G B Nagar, Uttar Pradesh-201308

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International Journal of Business and Management Tomorrow Vol. 1 No. 3 traditional mom and pop stores. This change-over from unorganized retailing to organized retailing has resulted in a major shift in consumer behavior. Consumers, today have a greater role to play in organized retailing. Organizations spend their resources in order to understand this ever-growing complex buying behavior. The same customer exhibits different buying behavior when he makes purchases from a supermarket and a kirana store. This paper analyzes various factors like Accessibility factors, satisfaction factors, sales workforce factors, Tangibility factors, promotional factors, Assortment factors, Trustworthiness factors and Surveying factors. These are the major factors that define consumer buying behavior. Factor analysis is used to understand the significance of each factor from a sample of 485 customers using a questionnaire. The outcome of the research has major implications for the organized retailers. The results of the study clearly highlights the need for retailers to be much more customer centric than they are today. Key Words:-Organized retailing, service factor, satisfaction, variety, loyalty, exploring, Attitudinal Shift

1.1 Introduction
Every business conducted for the purpose of selling or offering for sale any goods, wares or merchandise, other than as a part of a wholesaler business to the final consumer can be defined as Retail business. Change is the only constant in retailing. Retailing in India is evolving. Customers prefer supermarkets, convenience stores and discount stores over the traditional mom and pop stores. This change-over from unorganized retailing to organized retailing has resulted in a major shift in consumer behavior. Mittal Arun (2008), compares consumer mind to a black box. The retail business is driven in equal measure by products and customers. Todays retail businesses are operating in a highly turbulent and hyper competitive environment. In such a business environment, it is quite challenging task for the retailers to satisfy their customers. To satisfy the customers, some how, they have to gain competitive advantage over the others. And retailers have to recognize that in order to maintain sustainable competitive advantage; they should be capable of implementing new innovative ways to provide the quality customer service. Customer service is the set of activities and programs undertaken by retailers to make the shopping experience more rewarding for their customers. Customer services may include internal and external services. Customers are satisfied when the perceived service meets or exceeds their expectations. Theyre dissatisfied when they feel the service falls below their expectations. When retailers provide unexpected services, customers will be delighted. Thus, to delight customers, retailers need to understand the customers expectations and take the necessary steps to meet the expected service.

1.2 Organized Retailing in India

According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India retail industry is the most promising emerging market for investment. In 2007, the retail trade in India had a share of 8-10% in the GDP (Gross Domestic Product) of the country. In 2009, it rose to 12%. It is also reached 22% by 2010 and is expected to reach 27% at the end of year 2011. According to a report by Northbride Capita, the India retail industry is expected to grow to US$ 700 billion by 2011. By the same time, the organized sector will be 20% of the total market share. The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India retail industry is one of the fastest growing industries in India, especially over the last few years. Emergence of Malls has contributed to a large extent to the growth of organized retailing in Indore. Major retailers in Indore include Future Group, Tata Group, Reliance, AV Birla Group, Bharathi retail, Vihsal retail and so on.

1.3 Literature Review

Though many studies have been undertaken to understand and analyse the consumer behavior, only a few
studies were conducted to in order to understand consumer buying behavior in organized retailing. Pachauri Moneesha (2001), tries to develop a framework for studying consumer behavior by considering the evolution of the field of consumer research and the different paradigms of thought that have influenced the discipline. Mulky, Avinash; Nargundkar, Rajendra(2003), point to the fact that the structure of a countrys retail sector has an enormous influence on marketing strategy and marketing activities of firms. According to Bhatnagar, Meenu

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International Journal of Business and Management Tomorrow Vol. 1 No. 3 (2006), the Indian retail sector is undergoing a metamorphosis and Mishra, Mridula (2007), comes to the conclusion that a thorough understanding of the perception of the consumer is essential for grocery retailing. Kaur, Pavleen; Singh, Raghbir (2007) try to study the changing lifestyle of the Indian consumer and how it makes it imperative for the retailers to understand the patterns of consumption. The changing consumption patterns trigger changes in shopping styles of consumers and also the factors that drive people into stores which is being emphasized by Mishra, S. Mridula (2007) who explore the way organized retail has dramatically changed not only the Indian traditional retailing structure by also the consumption behavior(Mitchell & Boustani, 1994). In terms of purchasing a particular product, a consumer is aware of some risks such as finance, psychology, performance, and time.

1.4 Research Methodology

The study tries to achieve the following specific objectives: a. To study the consumer buying behavior in organized retailing in Noida and Greater Noida. b. To study factors that Influence Buying Behavior in Organized Retailing The unit of the study consists of self employed, professionals at varied designations, students, homemakers. Data has been obtained from all these categories on all variables and then categorized in to different groups based on the outcome of the study. In total, a representative sample of 485 consumers. The universe of the study comprises of consumers of Noida and Greater Noida city. In this study, the researcher has used two-stages stratified random sampling.The universe is stratified first, on parameters like professional, homemaker and student for sampling purpose. The procedure of two-stages stratified random sampling frame of the study is shown below: Table: 1 Sampling Frame S. No. 01 02 03 Category Self Employed Professionals Home Makers Students Total No. of Cases 81 212 83 109 485 Percentage 16.7 43.7 17.1 22.5 100

The questionnaire analyses the factors affecting buying behavior. The coded data was then entered directly to the data sheet in Statistical Program for Social Sciences (SPSS-16.0) program file for analysis. The Factor Analysis was used to analyze the data. Noida and Greater Noida are both big cities near to Delhi with high population. The limitations of mobility and the time constraints are a limiting factor. Another major limiting factor is the high level of floating population of the city. Thirdly consumer behavior is ever changing and unpredictable which makes it very difficult to make any conclusive studies. Despite these limitations, the study uses a relatively large sample and a descriptive design to provide new perspective into an area rarely researched.

1.5 Data Analysis

Table No: 2 Accessibility Factors Factors F1 Accessibility Variables Convenient location Closeness of store to the house Easy reachability to the store Less traffic Fast billing Free home delivery Error free billing Easy product return policy After sales service Effective complaint handling system Code V10 V11 V12 V13 V1 V2 V3 V4 V5 V6 Page | 3

F2

F3

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International Journal of Business and Management Tomorrow Vol. 1 No. 3 Convenient self service facilities V7 Free pick up and drop of customers V8 F4 Credit facility by the store V9 Interpretation: In the rotated component matrix of table No: 2 F1 has high coefficients for variables V10, V11, V12 and V13. These variables reflect that convenient access to the store is an important factor. F2 is highly related with variables V1, V2 and V3. This shows that in house service variables are very important. F 3 is highly correlated with V4, V5, V6 and V7.These variables focus on the importance of after sales service. F4 has high coefficients with V8 and V9. F4 reflects extra service variables (see annexure 1.1). It can be summarized from the data that consumers appear to seek all the service variables in different proportions. Table No: 3 Satisfaction Factors Satisfaction Variables Code Environmentally friendly products increases satisfaction V3 High ethical standards of store increases satisfaction V4 F1 Safe mode of payment increases customer Satisfaction V5 Changing moods vary satisfaction level V10 Early opening of the store increases satisfaction V6 Late closing of the store increases satisfaction V7 F2 More of private labels increases satisfaction V8 Honest dealings by the store increases satisfaction V9 Better layout increases satisfaction V11 Low level of prices increases satisfaction V12 F3 High quality increases satisfaction V13 Prompt service increases satisfaction V14 Timely home delivery increases satisfaction V15 F4 Prompt complaint handling increases satisfaction V16 Billing errors lead to dissatisfaction V17 Skillful and professional salesmen increases satisfaction V1 F5 Affordability of products increases satisfaction V2 Satisfaction level vary everyday V18 Interpretation: In the rotated component matrix of table No: 3 F1 has high coefficients for variables V3, V4, V5 and a negative coefficient for V10. A negative coefficient for a negative variable leads to a positive interpretation that changing moods vary satisfaction level. F2 is highly related with variables V6, V7 and V8 and V9. F3 is highly correlated with V11, V12, V13 and V14. F4 has high coefficients with V15, V16 and V17. F5 is highly related with V1, V2 and V18 (see annexure 1.2). It can be concluded from the data that consumers appear to seek all the satisfaction variables in different proportions. Table No: 4 Sales Workforce Factors Sales Workforce Variable Code Knowledge level of salesmen on product ranges V1 Helping nature of salesmen V2 F1 Neat and clean look of salesmen V3 Cheerfulness of salesmen V4 Education of salesmen V5 F2 Experience of salesmen V6 Interpretation: In the rotated component matrix of table No: 4 Factor 1 has high coefficients for variables V 1, V2, V3 and V4. Thus F1 clearly indicates how a customer looks at a salesman. Product knowledge and helping nature is more important than the education of salesmen. Factor 2 is highly related with variables V 5, V6. Education and experience of salesmen are not as important as the variables in F1 (see annexure 1.3). Table No: 5 Tangibility Factors Factor F1 Tangibility Variables Air Conditioning within the store Proper lighting within the store Elevators within the store Clean wash rooms within the store Good parking facility Free parking Code V6 V7 V8 V9 V1 V2 Factors Factors

F2

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International Journal of Business and Management Tomorrow Vol. 1 No. 3 Good security service by the store V3 Cleanliness of the store V4 Proper ventilation in the store V5 Interpretation: In the rotated component matrix of table No: 5 F1 has high coefficients for variables V6, V7, V8 and V9. F1 focuses on the in store variables. Thus F1 highlights the need for having good facility management within the store. F2 is highly related with variables V1, V2, V3, V4 and V5. It reflects facilities required outside the store. Thus from F2 (see annexure 1.4) it can be concluded that external physical conditions and facilities are also play major role in defining consumer buying behavior Table No: 6 Promotion Factors Promotion Variables Code Coupon system by the store V1 Discounts offered by the store V2 F1 Exchange offers provided by the store V3 Low priced products in a store V4 F2 Attractive schemes V5 Interpretation: In the rotated component matrix of table No: 6 F1 is highly related with variables V1, V2, V3 and V4. F1 focuses on the need for having effective promotional tools to attract and retain customers (see annexure 1.5). F2 has high coefficient for variable V5 which high lights the importance of having attractive schemes in the store. Table No: 7 Assortment Factors Assortment Variables Code Bakery Within the Retail Store V1 F1 Food Section Within the Retail Store V2 Private Labels in the Store V3 F2 Wide Selection of National Brands V4 Large Selection of Fruits and Vegetables V5 Interpretation: In the rotated component matrix of table No:7 F1 is highly related with variables V1, V2. It says food section is very important from the point of view of customers. F 2 has high coefficients for variables V3, V4 and V5. F2 focuses on the need for having wide variety of brands in the retail store (see annexure 1.6). Table No: 8 Trustworthiness Factors Factors Trustworthiness Variables Code Satisfaction lowers customers price sensitivity V5 Rewards and discounts increases satisfaction V6 F1 Better after sales services increases satisfaction V7 Customer loyalty programs increases satisfaction V8 Customized products and services increases satisfaction V9 Purchases branded items only V1 Tendency to purchase from a particular store V2 F2 Loyalty is linked to low prices V3 Good quality of products increases loyalty V4 Interpretation: In the rotated component matrix of table No: 8 F1 has high coefficients for variables V5 V6, V7, V8, V9. These reflect how difficult it is for companies to breed loyalty in customers. F 2 is highly related with variables V1, V2, V3 and V4 which reflect consumer psychology (see annexure 1.7). Table No: 9 Surveying Factors Factors F1 Surveying Variables Seeks help while shopping Discuss with others before deciding on purchase Check with other shoppers before making a purchase Visit many retailers before making purchase Like to try new outlets Like to try different brands each time Prefer internet based retailing Code V1 V2 V3 V4 V5 V6 V7 Factors Factors

F2

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International Journal of Business and Management Tomorrow Vol. 1 No. 3 Interpretation: In the rotated component matrix of table No: 9 F 1 is highly related with variables V, V2, V3 and V4. Thus F1 may be termed as explore factors with the help of others. F2 has high coefficients for variables V5, V6 and V7. F2 may be termed as self exploring factors (see annexure 1.9).

1.6 Findings and Suggestions

The researcher grouped all the factors under 8 different groups namely Accessibility factors, satisfaction factors, sales workforce factors, Tangibility factors, Promotion factors, Assortment factors, Trustworthy factors and Surveying factors. 1.6.1 Accessibility Factors Out of the Accessibility factors easy accessibility to the store was treated as a major service factor by the customer. It was followed by variables like proximity of store to the residence, credit facility by the store, less traffic, free home delivery, fast billing and effective complaint handling system, good after sales service, convenient location, error free billing and easy product return policy by the store. 1.6.2 Satisfaction Factors The major factors that defined satisfaction were low level prices, high quality, high ethical standards and environmentally friendly products. It was followed by variables such as prompt complaint handling, skillful and professional salesmen, affordability of products, safe mode of payment, better layout of the store, honest dealings by the store, prompt service, early opening of the store and least billing errors. 1.6.3 Sales Workforce Factors The major factors that affected consumer behavior were education of sales personnel, experience, helping nature, neat and clean look, cheerfulness and knowledge level. 1.6.4 Tangibility Factors The ambiance and the physical environment have a major influence on the customers buying behavior. The major factors that affect the buying behavior are air conditioning, elevators, cleanliness, free parking, proper lighting, good security, neat and clean wash rooms and proper ventilation. 1.6.5 Promotion Factors Discounts and coupons had a major influence on buying behavior. It was followed by exchange offers, low priced product and other attractive schemes. Promotional factors do play a major role deciding and choosing a store. Majority of the stores do use short term promotional tools to attract customers. The best example one can think of is Wednesday bazaar of Big Bazaar and Food Bazaar. 1.6.6 Assortment Factors For majority of customers variety came in the form of having a bakery within the store, food section, more private labels and national brands and finally a lot of fresh fruits and vegetables. These give ample reasons for customers to visit a particular retail store. 1.6.7 Trustworthy Factors A major factor that defines loyalty is better after sales service by the store. It is also found that in most of the cases loyalty is linked to low prices. Rewards and discounts increase satisfaction leading high loyalty in the customer. A satisfied customer is less price sensitive and may not bother so much about the price. Quality products offered by the store have a significant impact on the loyalty. 1.6.8 Surveying Factors Customers also like to explore different brands each time they go for shopping. Many customers like explore new outlets for a change. It helps customers to compare prices, products and offers and choose the best deal. Majority of customers take the help of salesmen while shopping. Seeking help is more in case of technical products and less in case of personal care items. It is also found that majority of customers in Indore is not yet used to the concept of internet shopping.

1.7 Recommendations
Service not only refers to the in- house services like exchange of products, assisting customers and so on. It also refers to easy accessibility to the store, proximity of store to the residence, credit facility by the store, less traffic in the approach road, free home delivery at the earliest, reducing the lengthy queues at the ticket counter, effective complaint handling system and error free billing. Each and every activity of the store should lead to satisfaction of the customer or even to a higher degree called customer delight. There are factors that define satisfaction like low level prices, high quality, high ethical standards and environmentally friendly products, prompt complaint handling, skillful and professional salesmen, safe mode of payment, better layout of the store, honest dealings by the store, prompt service, early opening of the store and least billing errors. Retailers should consider all these factors to increase the level of satisfaction among the customers.

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International Journal of Business and Management Tomorrow Vol. 1 No. 3 The sales persons have a major role to attract and retain customers. Stores must take pain to make sure that the sales persons are educated, experienced, has helping nature, has a neat and clean look, and is cheerful and knowledgeable. Good ambiance provided by the retailer helps customers linger around the store for more time. The physical environment has a major influence on the customers buying behavior. Therefore, retailers must take utmost care to create a dynamic shopping experience in their stores. This can be done through air conditioning of the store, free parking, proper lighting, good security, neat and clean wash rooms, elevators, cleanliness and proper ventilation or even having play area for children. Promotional activities by the retail stores attract customers to a large extent. Promotional activities are undertaken during special occasions, off seasons, festivals or on a particular day. Major promotional tools used by the stores are discounts and coupons, exchange offers, low priced products and other attractive schemes. Promotional factors do play a major role deciding and choosing a store. Good variety in retail stores acts as a major motivator for customers to visit a store again and again. For majority of customers variety came in the form of having a bakery within the store, food section, more private labels and national brands and finally a lot of fresh fruits and vegetables. A loyal customer reduces the cost of retailer. Therefore the retailer should leave no stone unturned to maintain and increase the loyalty of customers. For the same, loyalty programs needs to be introduced like bonus points, free insurance, preferred customer status, cash back schemes and other special offers which satisfy the customer. Retailers should help customers to explore the store. For this shopping should be made more adventurous by continuously upgrading the product portfolio, by changing the layout and by providing the touch and feel experience.

1.8 Implications of the Study

This study will help the retailers to understand the underlying principles of consumer behavior. This will also help the retailer to understand what sort of merchandise mix he should display, what should be the marketing mix and the promotion mix, what kind of visual merchandising and store layout should be planned and what kind of location to prefer keeping in mind the customer preferences. Retailers also have to keep in mind the major factors that were discussed and the attitudinal shift towards malls and organized retailers to face the competition better.

Annexure
Table 1.1 Rotated Component Matrix for Service Factor Variable Code V1 V2 V3 V4 V5 V6 V7 V8 V9 V10 V11 V12 V13 Variables Components 1 -0.05938 -0.09103 0.08204 0.05078 0.0727 .117 -0.03862 .104 0.07265 .693 .875 .889 .822 2 .778 .789 .684 .213 -0.02917 -0.02554 0.04339 -0.01899 -0.002337 -0.07456 -004257 0.007815 -0.01236 3 -0.0292 0.06981 .137 .599 .736 .751 .391 .149 0.001187 -0.04195 0.007779 .118 .129 4 -0.05178 .146 -.101 0.02908 -.110 0.06898 .192 .746 .839 .360 .128 -0.02368 -0.07142

Fast billing Free home delivery Error free billing Easy product return policy After sales service Effective complaint handling system Convenient self service facilities Free pick up and drop of customers Credit facility by the store Convenient location Closeness of store to the house Easy reachability to the store Less traffic

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International Journal of Business and Management Tomorrow Table 1.2 Rotated Component Matrix for Satisfaction Factor Variable Code Variables Components 3 0.06922 0.009676 0.02857 .157 0.06646 -0.08474 0.03035 .110 .153 0.08457 .458 .889 .859 .140 0.06328 0.01271 0.07192 0.05759 4 -0.03067 -0.008859 -0.06260 -0.03905 0.06883 -0.05003 -.133 0.04158 0.005565 0.005389 .220 0.01181 0.08158 .673 .845 .673 .290 .119

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1 2 Skillful and professional salesmen 0.08453 .196 V1 Increases satisfaction Affordability of products increases .105 -0.01657 V2 satisfaction Environmentally friendly products .810 0.003706 V3 increases satisfaction High ethical standards of store .861 .111 V4 increases satisfaction Safe mode of payment increases .682 0.02125 V5 customer satisfaction Early opening of the store increases .440 .617 V6 satisfaction Late closing of the store increases .300 .765 V7 satisfaction More of private labels increases .116 .762 V8 satisfaction Honest dealings by the store -.167 .690 V9 increases satisfaction Changing moods vary satisfaction -.458 -.262 V10 level V11 Better layout increases satisfaction 0.06668 0.09061 Low level of prices increases 0.05227 -0.01209 V12 satisfaction V13 High quality increases satisfaction -0.01060 0.09935 V14 Prompt service increases satisfaction 0.09038 -0.001687 V15 Timely home delivery increases -0.01603 -0.03389 satisfaction V16 Prompt complaint handling increases -.105 -0.02829 satisfaction V17 Billing errors lead to dissatisfaction -.106 -.174 V18 Satisfaction level vary everyday -.454 -.354 Table 1.3Rotated Component Matrix for Sales man Related Factors Variable Variables Code

5 .761 .697 .258 .157 0.00041 -.107 -.130 .109 .239 0.07308 .220 -0.06814 0.05046 -0.03148 0.02102 0.04847 .367 .216

Components 1 2 .410 -.113 0.05234 0.001910 .908 .901

V1 V2 V3 V4 V5 V6

Knowledge level of salesmen on product ranges Helping nature of salesmen Neat and clean look of salesmen Cheerfulness of salesmen Education of salesmen Experience of salesmen

.554 .825 .805 .675 0.05586 -0.06236

Table 1.4 Rotated Component Matrix Physical Environment Factors Variable Code V1 Variables Components 1 -0.04042 2 .547 Page | 8

Good parking facility

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International Journal of Business and Management Tomorrow V2 Free parking -0.03390 .625 V3 Good security service by the store 0.09635 .651 V4 Cleanliness of the store .212 .708 V5 Proper ventilation in the store .330 .541 V6 Air Conditioning within the store .757 0.07387 V7 Proper lighting within the store .614 .230 V8 Elevators within the store .776 -.125 V9 Clean wash rooms within the store .588 .111 Table 1.5 Rotated Component Matrix for Promotion Factors Variable Variables Code V1 Coupon system by the store V2 Discounts offered by the store V3 Exchange offers provided by the store V4 Low priced products in a store V5 Attractive schemes Table 1.6 Rotated Component Matrix for Variety Factors Variable Code Variables Components 1 .897 .901 .798 .551 .112 2 .115 .142 .335 .532 .940

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Components 1 .906 .878 .560 .239 .123 2 .124 .299 .623 .866 .808

V1 Bakery Within the Retail Store V2 Food Section Within the Retail Store V3 Private Labels in the Store V4 Wide Selection of National Brands V5 Large Selection of Fruits and Vegetables Table 1.7 Rotated Component Matrix for Loyalty Factors Variable Code Variables

Components 1 -0.09972 -.260 0.04134 .283 .386 .590 .716 .775 .647 2 .670 .716 .700 .521 .371 .147 -0.009525 -.116 -.101

V1 Purchases branded items only V2 Tendency to purchase from a particular store V3 Loyalty is linked to low prices V4 Good quality of products increases loyalty V5 Satisfaction lowers customers price sensitivity V6 Rewards and discounts increases satisfaction V7 Better after sales services increases satisfaction V8 Customer loyalty programs increases satisfaction V9 Customized products and services increases satisfaction Table 1.8 Rotated Component Matrix for Exploring Factors Variable Code V1 V2 V3 V4 V5 V6 V7 Variables

Components 1 .782 .892 .777 .616 .270 0.07342 -0.08564 2 -0.07926 0.01916 0.08725 .489 .772 .827 .245

Seeks help while shopping Discuss with others before deciding on purchase Check with other shoppers before making a purchase Visit many retailers before making purchase Like to try new outlets Like to try different brands each time Prefer internet based retailing

Mr. Manmath Raut, Faculty in Management Department, Skyline Institute of Engineering and Technology, Greater Noida, G B Nagar, Uttar Pradesh-201308

Dr Saroj Kumar Dash, Associate Professor, Department of Management Studies, Skyline Institute of Engineering and Technology, Greater Noida, G B Nagar, Uttar Pradesh-201308

Reference
Bhatnagar, Meenu (2006), The Route to Revolutionary Trends in the Indian Retail Sector; Marketing Mastermind; ICFAI University Press, Hydrabad.

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International Journal of Business and Management Tomorrow

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Kaur, Pavleen; Singh, Raghbir (2006), Children in family purchase decision making in India and the west: a review, Academy of Marketing Science Review;Volume 8. Mishra S. Mridula (June 2007), The Consumption Pattern of Indian Consumers: Choice between Traditional and Organized Retail, Institute of Chartered Financial Analysts of India (ICFAI) - ICFAI Business School (IBS). Mitchell, V-W., & Boustani, P. (1994). A preliminary investigation into pre- and post-purchase risk perception and reduction. European Journal of Marketing, 28, pp 56-71. Mittal Arun (2008), Advertising and sales Promotion; 1 st Ed; Wisdom Publications, New Delhi, pp -228.Pachauri Moneesha (2001), The Marketing Review, Volume 2, Number 3, Westburn Publishers Ltd, pp. 319-355(37)

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