Influence of Sneaky Promotion on Consumer Buying Lifestyles

Mr. Rubakannan T S, Dr. Murugesan S

Sneaky Promotion, Brand Recognition, Awareness, Recall, Buying Patterns

The advertising sector has become extremely competitive and more complex, requiring advertisers, marketers, and producers to utilize diverse modern communication strategies. Modern advertising techniques include online marketing, masked advertising, subtle advertising, social service campaigns, celebrity endorsements, in-store promotions, and digital out-of-home marketing. This study intends to investigate the impact of Sneaky Promotion on Consumer Buying Behavior in the context of CHENNAI. The quantitative research approach was utilized, and information was collected through a survey technique using an adapted questionnaire. A sum of 150 valid questionnaires was collected from important cities in CHENNAI. Results suggest that the instrument is reliable for evaluating the constructs. Correlation analysis shows a favorable relationship between the independent and dependent variables. Regression analysis demonstrated that Sneaky Promotion, Brand awareness and Brand recall have a significant impact on consumer buying behavior, whereas Sneaky Promotion Brand recognition does not significantly influence consumer purchasing behavior.

[1] Hasslinger, A., Hodzic, S., & Obazo, C. (2013). Consumer Behaviour in Online Shopping. Retrieved 4 12, 2013, from Kristiansand University, Department of Business Studies.
[2] Haghshenas, L., Abedi, A., Ghorbani, E., Kamali, A., & Mohammadnaser, H. (2013). Review consumer behavior and factors affecting on purchasing decisions. Singaporean journal of business economics, and management studies , 17-24.
[3] Hackley, C., Tiwsakul, R. A., & Preuss, L. (2008). An ethical evaluation of product placement :A deceptive practice? Business Ethics: A European Review, Vol. 17, No. 2 109-120.
[4] Handlin, A. (2012). The Molty Fool. Retrieved 01 29, 2013, from wiki.fool.com: http://wiki.fool.com/Advantages_and_Disadvantages_of_Building_Brand_Equity
[5] Huan, C., & Audrey, D. (2012). College-aged young consumers’ interpretations of product placement in social games. Emerald Group Publishing Limited , 1-23.
[6] Kiran, V., Majumdar, M., & Kishore, K. (2012). Innovation in In-Store Promotions: Effects on Consumer Purchase Decision. European Journal of Business and Management , 36-44.
[7] Lee, M., & Faber, R. J. (2007). Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention. Journal of Advertising , 75-90.
[8] Redondo, I. (2012). The effectiveness of casual advergames on adolescents’ brand attitudes. European Journal of Marketing , 1671-1688.