ANALYSIS OF SOURCES AND LEVEL OF PENETRATION: APPLICATION OF FACTOR AND DISCRIMINANT ANALYSIS

The present research work is undertaken to analyse the sources of penetration and level of penetration. A Source of penetration is defined by actions a firm takes to communicate with end users, consumers and external parties. It covers the five subsets, such as advertising, sales promotion, direct m...

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Bibliographic Details
Published in:ICTACT Journal on Management Studies
Main Authors: M Selvakumar, R Mohammed Abubakkar Siddique, V Sathyalakshmi
Format: Article
Language:English
Published: ICT Academy of Tamil Nadu 2017-08-01
Subjects:
advertising
sales promotion
direct marketing
personal selling
public relations
Online Access:https://ictactjournals.in/paper/IJMS_Vol_3_Iss_3_Paper_5_567_575.pdf
Description
Summary:The present research work is undertaken to analyse the sources of penetration and level of penetration. A Source of penetration is defined by actions a firm takes to communicate with end users, consumers and external parties. It covers the five subsets, such as advertising, sales promotion, direct marketing, personal selling and public relations. In this study, the researcher has applied the factor analysis to analyze the customers’ opinion towards the sources of penetration. In order to analyze the sources of penetration and level of penetration, the researcher has used discriminant analysis. The result reveals that 18.6% of variables predict the level of penetration. Moreover, Advertising and Direct Marketing are the most important sources that discriminates the level of penetration.
ISSN:2395-1656
2395-1664

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