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| Article Name : | | | EFFECT OF PROMOTIONAL MIX ON CONSUMER SOCIO-ECONOMIC VALUES FOR SELECT NONDURABLE GOODS | | Author Name : | | | M. Vishnu Prasanth , P. Jeevanandham | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | GRT-4682 | | Article URL : | |  | Author Profile View PDF In browser | | Abstract : | | | The effect of promotional factors (namely Advertising, Personal Selling, Sales Promotion and Public Relation) those factors are main factors for the actions of a firm on socio-economic values for consume the non-durable goods and those promotional factors helps to distinguish the products from the competitors. In this study, aim to how promotional factors are effect the consumer’s socio-economic values. Quantitative data was collected using the non-probability self administered questionnaire that consists of questions with 5-points Likert scales distributed to our samples of individuals. By using ANOVA and Ranking Method, it is found that, promotional factors are maintain the close affiliation and significantly difference between the consumers purchase based on their socio-economic values. The results showed that promotional mix factors (namely Advertising, Personal Selling, Sales Promotion and Public Relation) have positive and significant effect on consumers’ socio-economic values. | | Keywords : | | |
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