Heteroscedasticity in Diffusion of Promotional Strategies Adopted by Companies: The Consumer Review Analysis

摘要

The present study focuses on consumer behaviour towards cars. The rural consumer is in a buoyant mood and has an optimistic outlook. This is a positive sign and an indicator for the car industry, but nothing is available in a platter and tapping the rural market is real hard work but nevertheless, the future no doubt, lies in the rural markets, since the size of rural market in quantitative and qualitative terms, is growing at a great pace. In case of rural consumers, it is somewhat difficult to understand their views while making choices among different products. Perception towards promotional strategies among car buyers has been studied and data of both urban and rural buyers is taken to fulfil the present objective. Factor analysis and discriminant analysis have been applied on the data of 477 respondents from urban and rural Punjab (India). It is recommended that marketer have to provide monetary incentives to rural people in order to attract them but these promotional techniques play negligible role in urban areas.