247Ebook Project: A Study on Impact of Promotion Mix Elements - Advertising, Personal Selling & Public Relation of DTH Manufacturers on Customer Behaviour

A Study on Impact of Promotion Mix Elements - Advertising, Personal Selling & Public Relation of DTH Manufacturers on Customer Behaviour



ABSTRACT

Today, India is the third largest Television market after China and USA. The television subscriber base has grown at over 34 per cent per year for the last 20 years and the service providers have also increased to commensurate this growth. Marketers have to study the consumer response to marketing stimuli regularly and look into the buyer‘s black box to adapt their marketing strategies to elicit the required response. Promotion Mix is the weapon that helps DTH Companies to elicit the required response and with stand in the market. Promotion Mix is very much essential for any organisation in the current competitive scenario. The present study enlightens the impact of promotion Mix of DTH manufactures on the customer behaviour with respect to Vellore District Tamilnadu conducted with a sample of 215 respondents and results that the elements of promotion mix personal Selling, Advertising and Public Relation impact Customer Behaviour in purchasing DTH products


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