Beyond the brand, social interaction as key determinant of impression management for customers‟ satisfaction and better business prospect : a study on street traders

Abstract

The present study examines how the street traders were operating their trade with their own style of impression management. The social interaction and hospitality had been the key tool of their impression management by which they had become their own brand. In present day marketing system with tremendous competition they were in their own prospect while they were in total uncertain position. Although they had no profession education they had learnt from their self strategies of their trade to reach the consumers. Their human action specially facial expression, methods of greeting had become the tools of customers and the consumers were dependent. So, only the brand establishment through media would not be the method of impression management. The social interaction and hospitality at personal level may be changing trade of successful marketing.