Volume : 7, Issue : 5, May - 2018

POINT OF PURCHASE PROMOTION AND CONVERSION OF WALK-INS INTO CUSTOMERSHIP - A STUDY OF MULTI BRAND OUTLETS IN TUMKUR CITY.

Sateeshkumar G

Abstract :

<p class="MsoNormal" style="margin-bottom:6.0pt;text-align:justify;line-height:&#10;150%"><span style="font-size:12.0pt;mso-bidi-font-size:14.0pt;line-height:150%;&#10;font-family:&quot;Times New Roman&quot;,&quot;serif&quot;">Point of Purchase(PoP) is powerful tool of promotion in ick and mortar retailing. Hardly a few stoic personalities remain non seductive by the influence of high catching display of fashionable articles in the retail outlets in the MBOs. Standing the upfront in as much as PoP is concerned, they give top prominence for window display, mannequins and free access to customer to all the products displayed. Further the hyper markets and super markets in the city of Tumkur are leaving no stone unturned to churn up point of purchase promotion. The study conducted by researcher has 227 sample size and explored the perceptions of customers on 24 aspects to generalize the findings. The analysis of data has proved the hypothesis that &ldquo;</span><span style="font-size:12.0pt;line-height:150%;font-family:&quot;Times New Roman&quot;,&quot;serif&quot;">Point of purchase promotion is effectively influencing customers&rsquo; of multi and outlets in Tumkur city&rdquo;.</span><span style="font-size:12.0pt;mso-bidi-font-size:&#10;14.0pt;line-height:150%;font-family:&quot;Times New Roman&quot;,&quot;serif&quot;"><o:p></o:p></span></p>