The paper is based on information which is a combination of store advertisement and consumers’ path inside the store along with product information. With this information, the authors find how advertisement affects the behavior of... more
The paper is based on information which is a combination of store advertisement and consumers’ path inside the store along with product information. With this information, the authors find how advertisement affects the behavior of consumers when making the decision. The findings suggest that advertisement has a small impact on customers inside the stores. Null effect is determined, and one standard deviation in advertising has an impact on store traffic by 1.2%. But the impact at a lower end of the model is observed. One standard deviation in advertisement has impacted the store sales by 8.4%. Based on further data mining, the research has found that there is no significant improvement in the number of customers, but the increase in sales is because of the higher quantity of purchases by the existing consumers. However, the effect of advertisement on products placed in the same or nearby shelf is not found, the impact on product varieties in the same segment is also not found. Based on these research findings, the authors find the right approach towards advertisement. The research is limited to consumers of retail industry in a Tier 3 Indian city of a developing geographic segment only.
The researcher focuses on millennial civic engagement education (CEE) from the aspect of information control through integrated marketing communication (IMC) and its exposure, which can lead to millennial environmental stewardship (ES).... more
The researcher focuses on millennial civic engagement education (CEE) from the aspect of information control through integrated marketing communication (IMC) and its exposure, which can lead to millennial environmental stewardship (ES). IMC is an effective tool for CEE, for gaining millennial attention, interest, desire and action (AIDA) irrespective of their understanding. This study also aims to explore millennial behaviors when CEE is promoted via IMC. Qualitative approach with semi-structured interview with the millennial was undertaken to get a trustworthy data on information and in-depth knowledge of the subject as well as the happening phenomenon. The findings revealed a lot of strategies that need to be implemented by the government, local authorities and NGOs on CEE via IMC as to promote ES in millennials mainly for the EET. The research involves a small number of millennials.
