Evaluating the promotional strategy of Pro Kabaddi League through Response Hierarchy Model

Abstract

In this study, we are trying to study the different promotional strategies towards popularizing thetradition Indian game- Kabaddi. Study speciallycovers how the pro Kabaddi league got the global platform with the support ofcelebrities, media and other promotional tools. Using response hierarchy model we have tried to analyzethe responses of kabaddi viewers in all the three stages i.e. cognitive stage, affective stage and behavior stage and the impact of different promotional strategies during this stage. Keywords :Kabaddi league, promotional strategies, hierarchy model