The Role of Communication and Loyalty Marketing, Impacting Alcohol Consumption in India
In this research I have chosen to identify the impact of communication and loyalty marketing in the Indian liquor industry. As in the Indian market, no direct advertisements are allowed, companies use surrogate ads and promotional events to lure and retain their customers. During this research I also analyzed what influences alcohol consumption, at what age people are introduced to alcohol and where do the consumers get the information on alcoholic products. I have used the quantitative approach in this research by distributing questionnaires and gathering necessary information. I have also read various journal articles, online gateways and databases, online journals, Government and other regulatory body publications, books in the context of the alcohol industry and reference texts. From all the knowledge and data that I have gathered during this research I have noticed that there has been steady growth in the alcohol industry in India. All the restrictions, taxations, media restrictions and policies introduced by the government have still not been able to hinder the growth of this industry. At the end of this paper, I have been able to suggest a few recommendations on how the Indian government can reduce the exposure of youth to alcoholic products and also some means to control the impact of advertising by the liquor Industry
Year of publication: |
2012
|
---|---|
Authors: | Sukumaran, Abhilash |
Publisher: |
[S.l.] : SSRN |
Subject: | Indien | India | Alkoholkonsum | Alcohol consumption | Konsumentenverhalten | Consumer behaviour | Kommunikation | Communication | Beziehungsmarketing | Relationship marketing |
Saved in:
freely available
Extent: | 1 Online-Ressource (73 p) |
---|---|
Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments September 10, 2012 erstellt |
Other identifiers: | 10.2139/ssrn.2144131 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014165861
Saved in favorites
Similar items by subject
-
Insights into Vodka consumer attitude and purchasing behaviors
Prentice, Catherine, (2016)
-
Effect of seizing illicit alcohol : a panel data analysis of liquor consumption in India
Tanaka, Makoto, (2013)
-
The role of effective communication and trustworthiness in determining guests' loyalty
Kharouf, Husni, (2019)
- More ...