A STUDY ON THE ROLE OF BTL MARKETING STRATEGYON CONSUMER PURCHASE DECISION WITH REFERENCE TO JAISAKTHI FOOD INDIA (P) LTD.

A STUDY ON THE ROLE OF BTL MARKETING STRATEGYON CONSUMER PURCHASE DECISION WITH REFERENCE TO JAISAKTHI FOOD INDIA (P) LTD.
Praveen T
Student, Department of Management, M. Kumarasamy College Engineering, Thalavapalayam, Karur, Tamil Nadu.

ABSTRACT

This study examines the customer's purchase decision towards the customer. This study emphasizes the different stages of customer demand recognition, information search, alternative evaluation, and purchase decision. The primary data collection method was used for this study of 250 people. The correlation analysis method is taken to find the correlation between the variables. Correlation analysis method is taken to find out the Inter connection between the variable. Regression analysis method is taken to find out Impact between the variables. ChiSquare and Anova analysis is used to find the relationship between the variable. Frequency Analysis is used to find out the respondents by customers. The main objective of the study is to understand the factor of customer satisfaction of the product. Through this study we were able to gain a better understanding of how customers choose the product This study helps the company in different ways when it comes to improving the customer purchase decision.

KEYWORDS: purchase decision, need recognition, information search, alternatives