Abstract:
Purpose of the study: The purpose of the studyis to identify that out of Mall Activation,
In-Store activity Door to Door selling which promotional activitiesare more effective that
organizations uses in terms of below the line activity that generates Sales and also to find the consumer buying behavior.
Research method/sampling- Quantitative data is collected through
questionnaires. A random sample technique is used 450 questionnaires were
distributed out of which on 384 was used in the analysis. The data was analysed
using SPSS.CRONBACH's ALPHA is used.
Findings:The analysis andcomparative results clearly shows that Mall activation
and door to door selling plays a vital role in consumer buying behavior while In
store does not have any relationship with consumer buying behavior.
In current era BTL activities plays vital role in promotional activities and to increase the sales of the organization. BTL activities helps to remind the brand in the minds of the customers and provides engagement of the customer to the brand. It provides the platform for the marketers and organization to come directly in contact with their customers and to know the needs and customer feedback through these promotional campaigns.
