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- W2494683108 abstract "‘Exchange offer’ is an important sales promotion tool for consumer durables in India. The Indian consumer’s reluctance to retire a product that is still functional, space constraints to store it while purchasing an upgraded product and an inherent need to gain maximum value out of a product, make exchange offers, a popular sales promotion tool amongst consumers. Exchange offers, communicated through advertisements, persuade consumers into action. The deep rooted cultural nuances in the society are reflected in these advertisements directed to the Indian consumer. This study uses content analysis as a research approach to evaluate the nature of exchange offer advertisements in Indian dailies. Findings from this study would be useful to both managers and researchers." @default.
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- W2494683108 date "2015-10-21" @default.
- W2494683108 modified "2023-09-25" @default.
- W2494683108 title "Exchange Offer as a Sales Promotion Tool for Consumer Durables: A Content Analysis of Indian Print Advertisement" @default.
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- W2494683108 doi "https://doi.org/10.1007/978-3-319-24148-7_77" @default.
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