 Impact of promotional tools on consumer purchase intention towards energy-efficient consumer durablesHitesh Jhanji International Journal of Green Economics, 2021, vol. 15, issue 1, 33-41 Abstract: Rapid growth in the economy and increase in the discretionary income of the people with easy finance schemes have made India as one of the most attractive markets for the consumer durable companies. The consumer durables market in India is estimated to have reached Rs. 1 trillion in 2017. The consumer durables companies in India have spent huge amount of money to maintain their sales. Companies are using various promotional tools, advertisement, internet marketing, personal selling, sales promotion and public relations to influence the consumers. The main aim of this study is to find out which promotional tools have reached the consumer most and to determine to what extent these promotional tools have influenced the consumers. A survey was administered among the young male and female consumers between the ages of 15 and 29. Multiple regression analysis was used to evaluate the data. The results showed that internet marketing followed by sales promotion and advertisements are promotional tools which affect the consumer purchase intention to purchase energy-efficient consumer durables. Keywords: youth; young consumers; purchase intention; energy efficient; consumer durables; promotional tools. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijgrec:v:15:y:2021:i:1:p:33-41 Access Statistics for this article More articles in International Journal of Green Economics from Inderscience Enterprises Ltd |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.