Academic journal article IUP Journal of Marketing Management

Focus

Academic journal article IUP Journal of Marketing Management

Focus

Article excerpt

India is an emerging consumer market. And consumer sales promotions, also called deals, are the key promotional strategies employed by marketers for immediate product purchase. The first paper, "An Evaluation of Consumers' Deal-Specific Response to Sales Promotions Based on Their Product Involvement", by Surajit Ghosh Dastidar, examines whether deal-prone buyers in a given product category are also dealprone buyers for other product categories. The study is carried out across two product categories which assures cross-product validation, i.e., consumer's deal redemption intention, tested in the case of eight types of deals, using a sample of 410 respondents, and has been compared across a low involvement FMCG product, shampoo, and a high involvement durable product, apparel, to check whether consumers are consistent, or vary in their deal proneness across the two product categories. The findings of the study will help marketers to strategize the use of various deals effectively, specifically as per their product category.

The hospitality sector is an important component of the tourism industry Hospitality industry includes hotels and restaurants. To succeed, hotels and restaurants must have a proper marketing strategy focusing on various customer segments. The second paper, "Profiling Customers in the Hospitality Sector: An Approach Towards Market Segmentation in Hotels and Restaurants in Assam", by Sinmoy Goswami, Panchanan Barman and Suman Sarmah, reveals 29 parameters that have a significant impact on the guests' overall service experience in hotels and 18 parameters in case of restaurants. …

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