Promotional Strategies for the Rollout of Rural Retail Store: A Case of Triveni Khushali Bazaar
AbstractThis case study deals with the planning and execution of a promotional campaign for an organized discount retail format in a rural area, and also measures the impact of this promotional campaign. The study was conducted in Pilibhit, Uttar Pradesh. Fifty store visitors and 120 prospects were surveyed through a questionnaire to measure the impact of promotional campaign. The study found a multifold increase in the footfall of visitors as well as increase in the number of bills per day, but not much change was observed in average ticket size. An increase in week-over-week sales was also found. It was found that the most successful source of awareness in the area was pamphlet, followed by door-to-door campaigning, posters, and cable TV advertisement. Store location, external as well as internal ambience, product line variety and availability are important parameters for a customer to visit a store. Hence, the study recommends the addition of more categories, such as fruits and vegetables, clothing, kitchen appliances, footwear, confectionery, bakery and stationery items to the product list. Further, replication of promotional campaign in other potential areas which are slightly far off from the store could also attract more visitors.
Download InfoTo our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
Bibliographic InfoArticle provided by IUP Publications in its journal The IUP Journal of Agricultural Economics.
Volume (Year): VIII (2011)
Issue (Month): 4 (October)
Contact details of provider:
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (G R K Murty).
If references are entirely missing, you can add them using this form.