A Study of Impact of Promotional Mix Strategies on Buying Behavior of Women

Abstract

The economy of market depends upon buying behavior of customers. When we talk about personal care products, women as a customer takes a major share of it. Behavior is a big field, and how women make purchasing decisions should be the largest part of it. Now-adays newlinewomen are not only playing role of hardcore homemakers , they are also playing a different role of chief purchasing officer and controlling 85% of buying decisions. Moreover, women make 85% of all consumer purchases in the United States. For such reasons the Economic world is now contemplating in favor of the fairer sex. newlineThis study is undertaken to study the consumer buying behaviour (women) and how promotional mix enhances this behaviour. Also, it is imperative to understand the factors affecting the women buying behaviour, so that these factors can be taken care of for better newlinedecision making. This research makes an effort to study the influence of different factors like socio-economic factors, brand image, brand perception related, affecting the buying behaviour. newline newline