INFLUENCE OF POINT OF PURCHASE DISPLAY ON CUSTOMERS’ POST PURCHASE BEHAVIOR

Received: 13.05.2021; Revised: 09.07.2021, Accepted: 30.07.2021, Published Online: 31.08.2021

Dr. Reena Malik

Assistant Professor, Chitkara Business School, Chitkara University, Punjab, India

Email: reena.malik@chitkara.edu.in

Dr. Anupal Mongia

Assistant Professor, Chandigarh University, Gharuan, Mohali, India

Email:anupal.e8101@cumail.in

Dr.Ambuj Sharma

Assistant Professor, Symbiosis Skill and Professional University, Pune

Email: ambujrc@hotmail.com

Dr. Sonal Trivedi

Assistant Professor, Chitkara Business School, Chitkara University, Punjab, India

Email: sonal.trivedi@chitkara.edu.in

Tushti P. Bakrania

Research Scholar & Assistant Professor, MetasAdvenist College Surat

Email: tush.bakrania@gmail.com

Abstract

In order to grasp the attention of customers’POP display near payment counter or at the entrance are being considerably used by the marketers to increase their sales and maximizing profits. The present study is put forward the impact of POP displays on the customers’ behavior after purchase. Responses of 500 respondents has been collected by using snowball technique with the help of a questionnaire from different states of Haryana, India and the data is being analyzed by applying ANOVA, t- test, Regression etc. The results of this study revealed that there exits significant differences regarding post purchase behavior on the basis of demographic factors.

Keywords: Point of purchase display, Consumer behavior, Post purchase, Purchase dissonance