A Study of Promotional Strategies of Consumer Durable Goods in Rural Market of Haryana

Abstract

Creating awareness among the target audience may be easily done through a mass medium like a television or print media. But an action-oriented objective may be required an incentive to act as a part of the message. In some service businesses like insurance only a personal sales pitch may work, because nobody actively thinks about an insurance product. Therefore, the selection of promotional tool – selection of media, selection of message and deciding on a promotional cycle are important as the components of a service promotional plan. From the research, it reveals that television and newspaper is the most effective media. In this aspect, this paper focuses on the various promotional strategies that rural consumers are aware with regard to consumer durables. This paper also focuses on the sources of information which is most effective for each product category that influence the rural consumer’s preferences.