文章基本信息

标题：IMPACT OF PROMOTION MIX STRATEGIES ON CONSUMER PURCHASE INTENTION TOWARDS LIFE INSURANCE
本地全文：下载
作者：Neha Shrivastava ; Raminder Pal Singh
期刊名称：SCHOLARLY RESEARCH JOURNAL FOR INTERDISCIPLINARY STUDIES
印刷版ISSN：2319-4766
电子版ISSN：2278-8808
出版年度：2017
卷号：4
期号：35
页码：6410-6420
语种：English
出版社：SCHOLARLY RESEARCH JOURNAL'S
摘要：Life insurance companies adopting innovative promotional strategy to gain attention of the customer for their product. The objective of this paper is to have comparative analysis of effectiveness of various the promotion mix strategies in life insurance companies and to know its influencing on consumer purchase intentions. With this paper researchers aim to probe into the reasons of implementing right promotional strategies with innovative ideas as life insurance awareness and need is unsought. This study is based on sample of 413 respondents who are directly involved in purchasing decision Finding of the paper reveals that in Life insurance sector it is crucial to arouse the need and attention effective promotion. Promotion helps in creating favourable selling environment for unsought product like life insurance.