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VOL. 9, ISSUE 5 (2023)
The impact of geographical location on consumer perception of brand determinants in sales promotion
Authors
R Varadharaju, Sujitha S, L Sarvizhi, Ismath Fathima S
Abstract
The geographical location of consumers plays a significant role in
shaping their perception of brand determinants in sales promotion. This article
explored the importance and scope of sales promotion and brand management,
particularly within the two-wheeler sector in India. Through this research, it
became evident that there is a gap in understanding how different geographic
locations impact consumer perceptions of brand awareness, positioning, association,
image, trust, reputation, and ultimately purchase decisions. By conducting
further studies focused on specific regions or cities within India or even
expanding to other countries with diverse cultural backgrounds and consumer preferences,
marketers can gain valuable insights into tailoring their promotional
strategies to effectively reach their target audience. Moreover, this study
highlighted the need for businesses to adopt a holistic approach towards
building their brands by integrating various elements such as advertising
campaigns and public relations efforts alongside sales promotions. By doing so,
companies can create a strong brand identity that resonates with consumers
across different locations. It is observed from the study by recognizing the
influence of geographical location on consumer perception of brand determinants
in sales promotion and implementing effective strategies tailored to each
region's unique characteristics and preferences, businesses can enhance their brand
equity and drive greater customer loyalty. It is crucial for marketers to
continuously monitor market trends and adapt their promotional activities
accordingly to stay ahead in today's competitive landscape.
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Pages:11-16
How to cite this article:
R Varadharaju, Sujitha S, L Sarvizhi, Ismath Fathima S "The impact of geographical location on consumer perception of brand determinants in sales promotion". International Journal of Commerce and Management Research, Vol 9, Issue 5, 2023, Pages 11-16
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