ACADEMICIA: An International Multidisciplinary Research Journal
Year : 2022, Volume : 12, Issue : 4
First page : ( 1) Last page : ( 11)
Online ISSN : 2249-7137.
Article DOI : 10.5958/2249-7137.2022.00245.2

Prominence of information bases& media assessments in the post conflict marketing enviornment

Shivany S.¹

¹Senior Lecturer, Department of Marketing, Faculty of Management Studies and Commerce, University of JAFFNA, Email id: shanshivany@yahoo.com

Online Published on 23 May, 2022.

Abstract

Post conflict marketing environment is exclusive, and furnish opportunities for marketers to sell their product and services to the potential customers who are returned to their habitual life. The customers in the post conflict environment search for information sources, to rebuild, and redevelop their buying patterns. The importance place on information source and their predispositions towards media in general guide the selection of product. Present study was undertaken to identify the importance given by the consumers, to different media in the post conflict marketing environment. Convenience sampling technique was used to collect the data from 1750 customers in the northern and eastern provinces of Sri Lanka. Findings showed that Word of mouth and local newspapers ranked as the most important information sources, and the local loudspeaker announcement ranked as an irritating information source. Consumers from both provinces identified TV commercials as important sources of information. Therefore it is need for creating better advertisement strategy to attract consumers in the post conflict marketing environment. Evidently word of mouth is an important determinant of purchase decision among northern and eastern province customers. Marketers therefore need to stimulate interpersonal communication among family andfriends. They also have to concentrated more on local newspaper advertisement and its design.

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Keywords

Information Sources, Media Evaluation, Post-Conflict Marketing Environment.

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