An Empirical Analysis of Bottom’s Up Marketing in Bhopal City with Special Reference to Domino’s Pizza | Original Article

ABSTRACT:

Bottom up marketing is a phenomenon which has gained particular importance in the modern market. The reason for which the concept of bottom up marketing gained significance, is quite simple and relies on the fact that it ensures how any organization can focus on sustainable competitive advantage while ensuring consumers wants, both of individuals and that of the industry, as well as achieving the selling organizational objectives. The objectives of the study is to identify the impact of bottom up marketing strategies on customer satisfaction and the potential of this strategy in making consumer satisfied along with converting the immediate revenue into long term gains.. The study is based upon primary and secondary data. To analyze the customer experience, 100 sample respondents were selected in Bhopal town by adopting convenient sampling method. The statistical tools such as percentage analysis, average, Likert Scaling technique etc. were used to derive the appropriate results from the study. The outcome of the research paper will provide the suggestions to the organizations about the customer’s outlook in the city of Bhopal about Bottom up marketing and the future expectations with the concept.