Main Article Content
Abstract
A consumer’s buying behaviour is influenced by educational, communal and individual factors. Cultural factors exert the broadest and deepest influence. Marketing Experts at APPCO are very much trained that they can go at any door and can sell the product. Whatever the sales generated by the DSA Department of Airtel in a week, APPCO provides in a day only. The incentive structure of APPCO is not favourable for Indian Market because it only provides the Incentives to the marketing people for the sales generated by them. So they need to revise the Salary and Incentive structure and form it according to the requirements of the Indian sales persons.