Occasion Based Promotional Strategies of Consumer Durable Segment in Kerala

Occasion Based Marketing is an approach to connect when and why consumers use the product with how they shop for the product. Companies need to realize that their customers are not only different from each other, but are also different from themselves at different times. People have different needs when they are at work and when they are at home or socializing. They act differently during holiday seasons and at regular days. Kerala is highly developed market for consumer products. National as well as International brands have been trying to have a fair share of this market. The study is focused mainly on the promotional strategies of consumer durable companies and retailers during festival season. The high frequency of promotional campaigns by entire consumer durable companies and retailers during festival seasons clearly shows the importance of Occasion Based Marketing in Kerala market. The results of this study would mean that the consumer durable companies and retailers are adapting various promotional strategies to attract deal prone, promotion liking customers.