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Published in:
2020 | OriginalPaper | Chapter
A Study of the Effectiveness of Online Marketing Strategies of Packaged Health Food Brands
Authors : Amar Nath Gupta, Pradnya Chitrao
Published in: ICT Analysis and Applications
Publisher: Springer Singapore
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Abstract
Purpose: The research study aims at exploring the effectiveness of online marketing strategies of packaged health food brands w.r.t. income of the customers. The study aims to investigate the relationship between buyer satisfaction and buyer recommendation w.r.t. the income of the customers. For the research, both primary data and secondary data were used. The researchers have conducted the pilot study on 105 respondents to investigate the effectiveness of online marketing strategies on packaged health food brands with respect to the income of the customers. The researchers have used a non-probabilistic convenience sampling method for the study. SPSS 21 version was used for the data analysis. Following hypotheses were proposed for the study:
H
1
There is some association between the awareness of packaged health food brands and the income of the customers.
H
2
There is some association between frequency of being online and income of the customers.
H
3
There is some association between frequency of online buying and income of the customers.
Findings: Results indicates that the higher the income level of the customers, the higher would be the awareness of health food brands among the customers.
Research Implications and Limitations: Practical implications—The marketers can apply the findings of this study in creating more effective online marketing strategies for the packaged health food brands with respect to the Income of the customers.