Data-Driven Decision Making in Promotional Activities-A Study of Select Malls in Bengaluru City

Abstract

In the contemporary retail landscape, data-driven decision-making has become pivotal in shaping promotional strategies, particularly within dynamic urban markets like Bengaluru City. This study investigates the effectiveness of data-driven promotional activities across select malls, considering the growing relevance of consumer data analytics in enhancing personalization, engagement, and strategic marketing outcomes. The primary purpose of the research is to analyze consumer perceptions and evaluate the effectiveness of mall-based promotions driven by data insights. A descriptive research design was adopted, and primary data were collected through structured questionnaires using a five-point Likert scale from a valid sample of 400 respondents across 10 major malls in Bengaluru. Convenient sampling was used, and the statistical tools employed include descriptive statistics, ANOVA, and correlation analysis. The findings reveal that consumers positively perceive the use of data in personalization and promotional frequency, with significant variations in effectiveness, trust, and personalization across malls. However, the influence of these promotions on actual purchase decisions remains moderate. The study confirms that while data enhances strategic promotional planning, the translation of these efforts into purchasing behavior requires deeper consumer engagement and trust. The research offers insights for retail marketers to refine their data-driven strategies and highlights the scope for future studies across different regions and consumer segments.