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Keywords: Indian Railways, Consumer Response, Perception, Marketing Mix Strategies, Indian Railways Tourism Products
Researcher: GUPTA ARKAJA
Registration Date: 25-11-2016
Abstract: The story of the Indian Railways (IR) is not just a narration of any ordinary statistics and miles of progressing stock. Indian Railways is one such effective network that keeps together the social, economical, political and cultural framework of the country intact. In today s generation, Indian Railways (IR) is one of the most technically upgraded and specialized industries of the world. Indian Railways has shown fastest growth in terms of technology advancement and introducing new initiatives in the market. newlineIndian Railways not only runs passenger or cargo trains, besides that also provide leisure rail trips. Rich in furnished interiors with royal backgrounds, excellent dining option, high tech amenities in the trains, luxurious five-star stay during journey, best of cuisines are served and a comfortable journey. Along with luxurious trains, Indian Railways has also introduced semi-luxurious trains and circuits round the country are available at door step. Unfortunately slowly and gradually these trains are facing major problem of lower occupancy resulting in cancellation of trips leading to non-profitability. newlineThe objective of the study is to diagnose the factors which are responsible for formulating marketing mix strategies, to study the preferences and awareness towards tourism products. newlineThe research is aimed at identifying the gap between consumer responses upon marketing strategies of Indian Railways including the understanding of the behavioral trend of consumers towards Indian Railways tourism products. newline newline
Language: English
Appears in Department:Department of Commerce

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