IRCM CONFERENCE 2022
IIM-BODH GAYA
Impact of Conscious Promotional Strategies on Mindful Marketing and Consumption
Practices: A Study of Leading Retail Start-ups in India.
Presented By:
Rachit shrivastava
Research scholar
Banaras Hindu University
Introduction
• Mindfulness reflects refers to the cognitive qualities of individuals’ state of
alertness and lively awareness that is characterized by: –Active information
processing –Continual creation of new categories and distinctions –Explore and
attention to multiple perspectives. Langer (1989).
• This research defines and presents "mindful marketing," which is seen to be an
important antecedent for successful marketing. It discusses how mindful
marketing contributes to business performance and social responsibility,
environmental concern, and individual and societal well-being, and highlights the
relevance of "mindful marketing strategy" for positive marketing.
Mindfulness and Marketing
• The application of mindfulness to inform the choices consumers make
in the world is known as mindful consumerism.
• One technique promoted to transform society, the economy, and
individual well-being is the application of mindfulness through
mindful consumption.
Promotional strategies
• The promotion strategy (or promotion-mix) is a word used to describe the set of tools
that are used to promote a product or service. A company can utilize to effectively
explain the benefits of its products or services to its customers. Advertising, personal
selling, and sales promotions are the three key components of the promotional mix.
Sales Promotion and public relations are two terms that are often used
interchangeably.
• Today the consumer are more aware than ever before, they prefer the
promotional/ or communication strategies to be more conscious enough,
so to make an ethical impact on the adoption of mindful marketing and
consumption practices.
Review of literature
• Mindful Marketing.
• Conscious Consumer Behaviour.
• Promotion strategies.
• Research Gap:
Available studies in the context of mindful marketing paid an approach
to the communication and promotional strategies, but suggested to test
the implication of conscious promotional strategies on mindful
marketing practices in different cultural context .
• Research Objective: The present study wants to assess the effect of
varied promotional strategies and its effect on the adoptation of mindful
marketing and consumption practices taking retail start-ups in the
Indian context.
1. Mindful marketing
Author Description
Milne et al., 2020 As consumers shift away from thoughtless purchasing, a
mindful consumption literature based on Buddhist and
psychological ideas of mindfulness has evolved. While the
concept of conscious consumption has a lot of promise
Sheth et al., 2011 While both marketers and academics are eager to improve the
advantages of marketing, it is only lately that the significance of
systematically aligning such benefits for both sellers (firms) and
purchasers (consumers) has been evolved into one new concept:
mindful marketing (MM)
2. Conscious promotional strategies
Author Description
Gupta and Verma, Consumer mindfulness is defined as paying attention to and being
2018a aware of one's thoughts and feelings in response to consuming
stimuli as well as the impacts of consumption on oneself, others,
and the environment.
(Bahl et al., 2016) The application of mindfulness to inform the choices consumers
make in the world is known as mindful consumerism. One
technique promoted to transform society, the economy, and
individual well-being is the application of mindfulness through
mindful consumption.
(Kaplan, 2015) "Consuming in line with your requirements," "consumption on a
level that does not harm the outside world and nature," and
"consumption on a level that does not harm the external world and
nature" are the three categories in which Gen Y folks describe
mindful consumption.
3. Promotional strategies
Author Description
(Shimp, 2000) Promotion is an excellent tool for achieving a variety of
marketing goals, such as igniting sales force excitement and
boosting sales for a specific product, brand maturity, allowing
for the launch of new items, and increasing on- and off-shelf
sales room for merchandise, enticing repeat purchases, and
reinforcing advertising.
(Blattberg et al., 1995) Promotions change consumer behavior in ways other than the
traditional price/quantity trade-off, such as when and how much
a customer purchases a product.
(Kaplan, 2015). Promotional strategies needs to be communicated ethically and
consciously taking the environmental, mental, and social
dimensions as the prime basis.
Conceptual model
•Hypotheses and Study Model:
•The current study is based on one main hypothesis and four sub-hypotheses:
•Ha: Conscious Promotional strategies has a positive direct effect on mindful marketing. This
hypothesis is subjected into the following hypotheses:
•Ha.1: Advertising has a positive direct effect on Mindful marketing.
•Ha.2: Personal selling has a positive direct effect on Mindful marketing.
•Ha.3: Sales Promotion has a positive direct effect on Mindful marketing.
•Ha.4: Public relation has a positive direct effect on Mindful marketing.
Research methodology:
• This study is causal in nature because it seeks to directly determine the
influence of the independent factors on the dependent variable in order
to test the hypothesis. The quantitative technique was determined to be
better in line with the study's goals. Furthermore, there is no control
over the behaviours in this study.
Sampling design:
• Population:
The current study is been taken as the leading retail start-ups from the Delhi &
NCR region.
• Sample Frame:
The sampling frame for the study are the retail start-ups involved in the
specialization of mindful marketing and sustainable practices.
• Sampling Unit:
Retailers start-ups and Individual customers visiting specialized stores,
departmental and supermarket stores.
• Sampling technique:
Restricted probability sampling was utilized with a proportionate stratified
random sampling procedure. A systematic sampling procedure was used with
a list of members of the targeted demographic to ensure the survey sample
represented the targeted community.
• Sample size:
The total number of businesses in the three categories is 260 after using a
systematic sampling procedure.
• Data collection:
Primary Data was collected using a structured questionnaire.
•Data Collection Method:
Depending on the nature of the research and the facilities available, the
major three data gathering methods utilized in survey research are:
interviewing, delivering questionnaires, and observing people and
phenomena.
•Sample Description:
Upon receiving the questionnaire and while screening and
filtering the complete process, the end questionnaire is been taken
as 240.
Cronbach’s Alfa Reliability Coefficient
Regression analysis using step wise
Managerial implications:
The goal of this study was to determine how retail start-ups defines
mindfulness and how a marketing communication approach might
influence their consumption and purchase patterns of the consumer.
Conclusion:
Advertising was determined to be the only factor having a moderate effect
on mindful marketing adaptation, with an R2 more than 0.400, as seen in
table (4). The remaining components (personal selling, sales promotion,
and public relations) play a significant less role in mindful marketing. This
indicates that retail start-ups of are embracing the concept of mindful
marketing and consumption practices because of the predicted benefits for
the ethical business and marketing.
THANK YOU
