Asian Science Citation Index is committed to provide an authoritative, trusted and significant information by the coverage of the most important and influential journals to meet the needs of the global scientific community.  
ASCI Database
308-Lasani Town,
Sargodha Road,
Faisalabad, Pakistan
Fax: +92-41-8815544
Contact Via Web
Suggest a Journal
The Social Sciences
Year: 2016  |  Volume: 11  |  Issue: 2  |  Page No.: 87 - 92

Effectiveness of Promotional Tools to Influence the Purchase Decisions of Unsought Products: A Study on Life Insurance

Abdullah Osman, Yusuf Haji Othman, S.M. Sohel Rana, Lim Yi Jin and Mohammad Solaiman    

Abstract: Selling unsought products is one of the toughest jobs for a company. It usually takes an aggressive marketing campaign including sales efforts by well-trained sales forces and aggressive sales professionals as well as other forms of promotional tools. The present study tries to find out to what extent the purchase decision of life insurance product in Bangladesh is influenced by advertising, sales promotion and personal selling. To achieve the research aim, data were collected from 100 respondents who are currently giving the premiums of their life insurance. The results showed that advertising ispositively correlated with the purchase decisions of unsought product and sales promotion is found to be negatively correlated with purchase decision of unsought product while personal selling is statistically significant and positively correlated with the purchase decision of life insurance product. So, managers involved in selling unsought products can emphasize on advertising and personal selling as the techniques to promote and sell their products.

Fulltext    |   Related Articles   |   Back
  Related Articles

Copyright   |   Desclaimer   |    Privacy Policy   |   Browsers   |   Accessibility