ABSTRACT

In the current scenario, Indian advertising industry is coming up with an additional element of promotional mix i.e. Product Placement. There is a continuous need to identify the consumer black box in the era of advance information and digital technology. This study is thus, taken up to understand the consumer perception and attitude towards product placement in India and how these factors have an impact on consumer buying behavior. Consumer perception and attitude was analysed through questionnaire survey. One-way ANOVA, multiple regression analysis, and Analytic Hierarchy Process (AHP) was calculated for analysis and testing of hypothesis. This study shall provide base for further research and help in deriving the turn that the product placement strategy might take in the coming years.

For full text of this article, Contact Mr. Jitender Sharma at jitender.sharma@jaipuria.ac.in

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