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| Article Name : | | | Impact Of Promotional Mix Strategies On Consumers Online Purchasing Behavior | | Author Name : | | | M. Maruthamuthu And A. Rajamohan | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | GRT-3007 | | Article URL : | |  | Author Profile View PDF In browser | | Abstract : | | | The impact of Promotional Mix (namely Personal Selling, Advertising, Sales Promotion, and Public Relation) those factors are main factors for the accomplishments of a firm on consumers online purchase behavior for consume the online products and its helps to distinguish the products from the competitors. In this study, aim to how consumers are impact by promotional mix strategies. Quantitative data was collected using the non-probability self administered questionnaire that consist of questions with 5-points Likert scales distributed to our samples of individuals. By using Regression and Correlation analysis, it is found that, promotional mix factors are significant to consumers purchase online products. Regression results showed that promotional factors are (personal selling, advertising, sales promotion, and public relation) have positive and significant impact on consumers' online purchasing behavior. | | Keywords : | | |
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