Abstract:
Seasonal marketing strategies are aimed to increase the seasonal marketing sales. Retailers expects that seasonal
promotions encourage more customers and recurrence purchases. Retailers practice variety of seasonal offer
marketing strategies to improve their sales with the support of marketing mixes. Even though many seasonal
strategies available in the retail sector, nonsystematic promotions are done by the retailers in several places. Lack
of practical oriented researches to guide the retailers, created a gap for this research. Many researchers studied the
specific product or promotional strategies as empirical works. This research investigated seasonal marketing
strategies adopted by the retailers, and the consumer responses towards these seasonal marketing strategies. This
study compared the strategies in the literatures and the strategies adopted by the retailers adopted by the retailers
in Manner district. The samples of 25 retailers and 50 customers were chosen to partake in this qualitative study
based on purposive sampling method. Findings show, that all the strategies identified form the literatures were
not espoused by the retailers, diverse retailers adopt different strategies. For the diverse outlets, customers are
attracted by few seasonal based marketing strategies. This study suggested that context specific marketing
strategies for seasonal offers are preferred by the customers. Further this study recommends to the retailers, that
seasonal strategies can be improved and implemented, those which are stated in the literatures. Further this study
has managerial implementation that consumer feedback is important before introducing seasonal marketing
strategies. Retailers can implement seasonal based strategies based on context specific features as well as the
consumer feedback.
