Abstract

Advertising is a significant tool of sales promotion. Advertising has the power to influence the motivation level of the consumers and motivation is a major concept in marketing. The paper entitled, “Motivating Factor in Purchase – A Study of Shimla District Shopkeepers”, is an attempt to know the views of the shopkeepers of Shimla district towards the motivating factor, behind their purchase. A shopkeeper is someone who owns or manages a shop or small store. Shopkeepers are the intermediators between manufacturers and customers. Their observations are very important for the manufactures. To achieve the objectives of the study, the data is collected through primary probe and it is tabulated with the help of SPSS 20, software used for the analysis. The results are achieved through the application of simple percentage method.

Keywords: Advertising, Motivation and Durable and Non-durable goods