Role of Informational Sources on Awareness Level of Consumers: A Case Study of Punjab State

Abstract

The retail industry has one of the fastest growing worldwide markets. Sales promotion techniques are used by marketers to stay competitive. This study attempts to identify the many information sources that are important in educating consumers about the availability of sales promotion strategies for ready-made clothing. In order to collect information from 750 respondents in the state of Punjab, stratified random sampling was used. Three districts were picked for the research: Ludhiana, Patiala, and Bathinda. This study's main focus was on the shoppers in these three areas who frequented shopping centers and brick-and-mortar establishments. According to the 2011 Census, these three districts had the largest population. Exploratory and descriptive research methods were used to perform the study. Using a five-point Likert scale and factor analysis, the data was evaluated.