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A study on customers' perception on proximity marketing in USA

Author: 
Dr. Hassan Almahdi, PhD, Prof. Shajahan Shamsudeen, MBA PhD Mr. Nasser Khalufi, MBA
Subject Area: 
Social Sciences and Humanities
Abstract: 

This research was conducted during November 2017 –April 2018 in USA to enhance total shopping experience of the customers through Proximity marketing communication and it’s influence on brand/store interpretation on a semantic mapping during perception analysis. The Proximity message were given to respondents through RIFD devices, Wifi devices , Bluetooth enabled devices and Mobile phones. Analysis were done with sample size of 300 and with the help of 15 statements which represented 5 dependent variables on Proximity marketing mainly for predicting the marketing effectiveness of Proximity marketing communications. For analyzing the research data, both qualitative and quantitative research techniques were employed extensively. During data analysis, it was established that retailers which were adopted Proximity marketing with latest product/brand information, responsiveness and credible messages in their communication strategy could easily attract the large number of customers. Respondents of the study were more aware of various local retailers products frequently advertised through the Proximity marketing. The result of the multiple regression showed that overall model for Marketing Effectiveness of Proximity marketing communication yielded a significant statistic (F=76.972, p<0.000) and adjusted Rsquare=0.817. It was proved that Proximity marketing message content and its relevancy to weekly shopping, Latest information on new product arrival, price and brands in the Proximity marketing communications. and Responsiveness were the significant antecedents of marketing effectiveness of Proximity marketing communication. The estimating equation for predicting marketing effectiveness of Proximity marketing communication can be constructed as PME = 0.51 + 0.42 RES + 0.41 PCR + 0.33 LPB

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