Interpreting Consumer Preferences: Evaluating the Role of Promotion Mix on Customer Preference of Consumer Durables in National Capital Region

In this technology-driven era, there has been an extensive augmentation in the reliance on electronic products like television, air-conditioner, online-streaming videos, advertising, movies, internet, e-books and magazines, etc. Several times, the consumers don’t buy products to suffice their needs, rather they buy these under the influence of advertisements and sometimes owing to peer comparison. For the promotion of a product, advertisements and building brand image have therefore held high importance among the marketers. Promotion is nothing but the seller initiated efforts to persuade and promote an idea of selling the goods and services. The current study aims to evaluate the role of different promotional strategies and factors affecting consumer preference of consumer durables in the national capital region. It is believed that sales promotion is vital to the promotion mix and is targeted upon the consumers attempted at higher market acquisition making it mandatory in the field of marketing. The study relies on secondary data, where the existing body of literature pertaining to promotional mix and its impact on consumer purchase decision has been critically evaluated, for arriving upon valuable conclusions. The study found that the literature sufficiently supports that all the components of promotion mix influence consumer preferences in some or the other way. Based on the findings, the research also provides valuable recommendations towards enhancement of the advertising and brand image techniques for the electronics industry, and proposes a conceptual framework that can be further validated through future research