‘Impact of Promotional Elements on Brand Repurchases: A Study on Walton Brand’

Abstract

A term that is being widely used to describe the set of tools that a business can use to communicate effectively the benefits of its products or services is known as promotional mix. Main objective of the promotional mix is to reach its target customer and motivating them to buy or rebuy a company’s product or service. Different types of promotion tools are available for marketers to use. It’s the co-ordination of all seller generated efforts to build up channels of information and persuasion to sell goods and services. The purpose of this research study was to find out the impact of different promotional tools on Walton brand’s repurchase decision. Total of 200 responses were collected via judgmental sampling approach throughout the Dhaka city. With the help of SPSS software multiple regression analysis was conducted to analyze the data. It’s been found that advertisement, sales promotion, and direct marketing are the ones that have a significant impact on consumers repurchase decision of Walton brand. A careful integration of all the promotional elements is required for Walton to generate maximum sales.