The Link Between Sales Promotion’s Benefits and Consumers Perception: A Comparative Study Between Rural and Urban Consumers

The purpose behind the development of this research article is to assess the difference in consumers’ perception for sales promotion’s hedonic and utilitarian benefits in rural and urban areas. To achieve the objective of this research a comparative study is conducted based on the data collected from the rural and urban areas of central India. Research utilized the variance-based structure equation modelling and multi-group analysis techniques...