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Influence of Gambling in Sales Promotion Strategies

Divya George, Assistant Professor and Research Scholar, Research Department of Commerce, St. Thomas’ College (Autonomous) Thrissur, Kerala 680001, India. , Divya George , Thomas Paul Kattookaran ,

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Journal of Social Welfare and Management 10(3 (Special Issue)):p 505-511, Sep-Dec 2018. | DOI: http://dx.doi.org/10.21088/JSWM.0975.0231.10318.31

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Abstract

In this study researcher is trying to identify the influence of gambling in sales promotion strategies adopted by business houses in Kerala. People may not be aware about the influence of gambling in such products. Any event with the presence of consideration, chance and prize comes under the purview of gambling. In that sense some of the sales promotion strategies is having these three elements in it. Prize Contest, Sweepstakes, and Coupon based selling can be considered as gambling based sales promotion tools. Participation in these sales promotion tools can be considered as Involuntary Gambling. And participation in these activities may cause some changes in consumption pattern and saving habits of people. Here we are analyzing the influence of these tools on consumer buying behaviour.

 

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DOI: http://dx.doi.org/10.21088/JSWM.0975.0231.10318.31

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Gambling Based Sales Promotion; Stock Piling; Involuntary Gambling; Purchase Acceleration. Brand Switching.

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