A STUDY ON EFFECTIVE BRAND PROMOTIONAL STRATEGIES INFLUENCING CUSTOMERS

The paper aims to investigate the effectiveness of brand promotional strategies by Max retail, which influences the customers to purchase. Data set included use of and influence of outdoor and in-store promotional tools. These were investigated to determine impact and effect of the promotions. There is a good response about the hoardings kept in the store and POP for the internal communications and promotions and through this research study, many of the customers have shown their neutral opinion about the contests/sweepstakes/games. One third of the respondents are responded that the paper advertisement helps them to know the offers of Max. The majority of the respondents also stated that that the discount coupon is good stimulator for them to shop at the store. With regard to availability, the store is having different brands cloths available everywhere without any issue of product out of stock. The research and data collection done which are limited to Chennai consumers only. Future investigation can focus on other geographies in the areas where the stores are located.