The study entitled ?A study on promotional strategies adopted by INDIRA FOODS, Bangalore? is a descriptive study. The data is collected by administering the structured questionnaire to 220respondents selected from various localities of Bangalore city. The study was conducted with the objective of identifying the factors that influence the buying behaviour of the customers the data was analysed using SPSS 21.0 version factor analysis was used to extract the important factors that influence the buying behaviour. The study revealed that, these components were predominant important in influencing the buying behaviour of the consumers. The study suggested to introduce more loyalty programme to retain the loyal customer. This is a need to emphasis on promotional activities to enhance the brand range of INDIRA FOODS. In total INDIRA FOODS has acquired a good position in terms of sales volume and market ability of the products.
Food products, Variety, taste, availability, buying behaviour
SANTHOSH M "A STUDY ON PROMOTIONAL STRATEGIES ADOPTED BY INDIRA FOODS, BANGALORE" Iconic Research And Engineering Journals Volume 1 Issue 12 2018 Page 7-11
SANTHOSH M "A STUDY ON PROMOTIONAL STRATEGIES ADOPTED BY INDIRA FOODS, BANGALORE" Iconic Research And Engineering Journals, 1(12)