SRINIVASA RAO GOTTUPARTHI

Abstract The objective of this study was to investigate the effect promotional mix strategies on customer buying behaviour in case of One purified water in werabe town. The study reviewed relevant literature with the aim of establishing a gap which the research fulfilled. The researcher used descriptive research and explanatory design with quantitative research approach in order to meet the objective of the study. The target population for this study was customers of one packed water. To select sample respondents, non-probability sampling method was employed and 384 respondents were selected using convenient sampling Technique. Methods of collecting data were questionnaires and secondary data sources. 291 questionnaires were used for this study and the data were analyzed using descriptive and inferential statistics. Pearson Correlation analysis shows that there was statistically significant positive relationship between the five independent variables at the .000 level (2-tailed) had positive and statistical significant correlation relationship with customer buying behaviour. The finding from linear regression analysis shows that the model of good fit and adjusted R (75%) shows that customer buying behaviour is explained by 75% with all the independent variables. Independent variables are significant impact on customer buying behaviour dependent variable.