Effectiveness of BTL strategy

In mid and small businesses

BTLBackground of

Create a larger recall value and

recognition amongst people

Cost effective as they involve direct interface

with the end customers.

Customer satisfactio

n

More measura

ble

Management Decision ProblemShould BTL strategy be considered as effective

marketing communication tool for

mid and small business?

Marketing research problemTo evaluate the effectiveness of BTL strategy of mid and small business

studyObjective of the

Purchase intention.

marketing research problemSpecific

To identify the factors

that influence consumer’s perception.

To measure the relative impact of

each BTL strategy factor

on the consumer.

To identify the most

convenient to communicate &

influence customer

buying decision factors

Identify demographic

and psychographic customer

profile.

ModelGraphical

Banner

Billboard

Word of mouth

Transit

Wall Chalking

Event sponsoring

Flyers

Customer

response

BTL stratety for mid

and small

business

DEPENDENT VARIABLE

Consumer Behavior

INDEPENDENT VARIABLE

Banners Billboards Word of mouth Wall chalking

INDEPENDENT VARIABLE

Transit Discount offers Event Sponsoring Flyers

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