This article throws light upon the five main objectives of promotional communication. The objectives are: 1. Behaviour Modification 2. Objective to Inform 3. Objective to Persuade 4. Objective to Remind 5. Specific Objectives. Objective # 1. Behaviour Modification: Promotion seeks to: (a) Modify behaviour and thoughts {e.g., get you to drink coca cola rather than Pepsi), (b) Reinforces existing behaviour [...]
After reading this article you will learn about buyer’s motive and decision making process for purchasing a product. Meaning of Buying Motive: A motive is a drive or an urge for which an individual seeks satisfaction. Thus, any urge moving or prompting a person to purchase decision is called a buying motive. According to S A. Sherlekar. "A buying motive [...]
This article provides an essay on the Indian consumer. Introduction to Indian Consumer: As the country is very vast geographically, the consumers of India are scattered over vast territory. As the country is marketed by great diversity in climate, religion, language, literacy level, life style and economic status etc. Demographic Profile: India has more than 950 million consumers as on [...]