Asian Journal of Research in Marketing
Year : 2015, Volume : 4, Issue : 2
First page : ( 26) Last page : ( 34)
Online ISSN : 2277-6621.

Analysis of BTL Activities on Customer Satisfaction of Tea

Siddiqi Zaibunnisa, Nasim Shahzad, Saleem Farrukh, Ali Syed Ghazanfar

Department of Business Administration, Dadabhoy Institute of Higher Education, Karachi

Online published on 27 April, 2015.

Abstract

This research helps in identifying the key factors of BTL marketing activities that are more concerned in influencing customer satisfaction in Tea industry which lead to future sales in promotion activities in a right direction. This research will smooth the progress of the “Tea industry” as a whole by knowing about the suitable use of promotional activities that can help them to increase their marketing activities in an efficient manner. There are no such researches done pertaining on this subject. According to available literatures this research moves out a new era in marketing through BTL activities. This research helps to develop and implement the new and modern techniques in marketing through BTL activities. This study helps in identifying the key factors of BTL marketing activities that are more sophisticated in influencing customer satisfaction of Tea industry which could lead to future sales promotion activities in an appropriate manner.

Top

Keywords

Customer satisfaction, Service Sector, ATL, BTL, TTL, brand line.

Top