Impact of Advertising and Promotion on Sales of Leather Footwear Industry In Pakistan: A Case Study of Bata Pakistan Limited

• Published in: Journal of engineering and economic development Vol. 6; no. 1; pp. 1 - 13
• Main Authors: Mehmood, Ahsan, Ali, Tahir
• Format: Journal Article
• Language: English
• Published: Beverly Hills Global Strategic Management Inc 01.01.2020
• Subjects: Advertising; Brands; Business competition; Competition; Customer satisfaction; Customers; Footwear; Footwear industry; Impact analysis; Investment; Investments; Joint ventures; Leather; Leather & leather products; Manufacturers; Marketing; Objectives; Optimization; Organizations; Sales; Sales promotions; Small & medium sized enterprises-SME; Target markets; Pakistan
• ISSN: 2333-0325; 2333-0333

Pakistan's leather footwear industry is one of the most important industry according to its contribution in the economy of country. Pakistan leather footwear industry flourishes over the years despite of the competitive environment and is also a backbone of the economy of Pakistan. Marketing activities and related investment in advertising and promotion is critically important in the leather footwear sector in this competitive business environment. The study aim to analyze the impact of different mediums of promotions that leather footwear manufacturer are using to provide the exposure and information of their products to the customer. Leather footwear manufacturer also give a critical importance to the quality and latest trends to make a worthwhile message for customers to communicate in their promotion. Certain areas in the traditional advertising mediums require more focus investments as in this digital era most of the traditional advertising mediums may not making a maximum out of it, as this digital transformation leads larger audience to the social and digital platform on which organizations can better target there market in the aspect of advertising and promotion which leads to the smart investment, whilst making the optimum return on investments. This study is primarily focused around the impact of advertising and promotion on the sales of leather footwear in Karachi. This is achieved by testing the research with the help of available secondary data and also by gathering primary data from the relevant respondents i.e. customers and individuals from the industry. The results and findings reflects that there is enough evidence that advertising and promotion have a significant impact on the sales of leather footwear of both the selected leather footwear manufacturer organizations. Towards the end of this present research limitations confronted in conducting this research have been mentioned and also the future recommendations that can enhance the investments and optimize the customer satisfaction have been also analyzed, which can lead the leather manufacturer and enable the business to run more effectively and efficiently.