A STUDY ON EVALUATING THE IMPACT OF MARKETING CAMPAIGNS ON CONSUMER PERCEPTION : A CASE STUDY ON THOMAS COOK INDIA LTD.

Abstract

This research examines how marketing initiatives are evaluated and how they affect consumer perception, using Thomas Cook India Ltd. as a case study. A major force in the travel and tourism sector, Thomas Cook India Ltd. is renowned for using cutting-edge marketing techniques to engage customers and improve brand perception. The purpose of the study is to evaluate the impact that Thomas Cook India Ltd.'s marketing initiatives have had on consumer perception as well as their efficacy. It looks into how various campaign kinds—including traditional advertising, digital marketing, and experiential marketing—affect how consumers feel about a brand and what kinds of attitudes and preferences they have for it. The following are the study's main goals: • determining which of Thomas Cook India Ltd.'s recent marketing strategies had the greatest impact. • evaluating the perception of the public both before and after these marketing campaigns are seen. • examining the influence of demographic variables on consumer perception, such as age, gender, income, and education. • analyzing the relationship between shifts in consumer perception and the components of a marketing campaign (content, frequency, and media). The study uses a mixed-methods approach in its methodology, fusing focus groups or qualitative interviews with quantitative surveys. In order to quantify changes in perception metrics (such as brand awareness, brand loyalty, and brand image) before and after exposure to particular marketing campaigns, a representative sample of consumers is gathered for the quantitative component. The results of this study should give Thomas Cook India Ltd. and other businesses in the travel and tourism industry important new information. Businesses can maximize their marketing efforts, spend resources wisely, and improve overall brand reputation and competitiveness by knowing which marketing methods appeal to consumers the most and have a favorable impact on their perception. In the end, this study adds to the body of information about consumer behavior and marketing efficacy in the context of the travel and tourist sector. It also provides useful suggestions for enhancing the results of marketing campaigns and cultivating favorable customer connections.