The proposed study aims to identify and analyse the path to purchase for shoppers. This study will attempt to understand the impact of the major factors on the purchase behaviour of shoppers by examining purchase paths across different product categories signifying different shopping...

The current study seeks to understand the effectiveness of commercials that are basically nation-wide commercials dubbed in the regional languages, while not changing any part of the visual: thus they are ‘national’ with their visuals and regional with their sound track. Here...

Point of Purchase (PoP) is the place where a customer is about to buy the product. This is the crucial point where the exchange takes place. It offers us a last chance to remind or attract customers. In spite of a considerable expenditure on point of purchase material by companies, there is a...