IMPACT OF CONSCIOUS PROMOTIONAL STRATEGIES ON MINDFUL MARKETING AND CONSUMPTION PRACTICES: A STUDY OF LEADING RETAIL START-UPS IN INDIA

Author (s) : M.Gokula priya & M.Keerthana

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Abstract :
The article is an effort to combine two strategic orientations with the notion of mindfulness for the first time. It looks at the close connection between market and value orientations and how they work together to create thoughtful marketing. It also looks at the function of two new marketing concepts: conscious promotional strategies and value co-creation in terms of mindful marketing. The ultimate goal of Mindful Marketing is to create a demonstrable moral change in a world influenced by marketing. The present study checks the impact of conscious promotional strategies and its adaptation on mindful marketing and consumption practices. The study proposes a quantitative study that used questionnaires for the purpose of data collection and used regression analysis for the same. The final result of the study showed the positive effect of conscious promotional strategies on adaptation of mindful marketing and consumption practices taking retail start-ups in Indian context as the basis. A strategy-based, branded approach, on the other hand, could be the way to go to a code of marketing ethics that takes into account a variety of viewpoints that is current, interactive, and most importantly, timely that individuals are more likely to remember and apply move the commercial morality needle.

Keywords : Mindful Marketing and Consumption Practices, Promotional strategies, Retail.

Conference Date : 30/08/2019

Pages : 295

Paper ID : 19286