As per Wiid & Colin (2010:196) “the population consists of a comprehensive number of individuals, units or items than can become objects for observation. The concept of population is defined as the total group of people from whom the information is needed. The population can, for example consist of a specific group of individuals, households, families, business, manufacturers and professional people from whom data is required. Population must be clearly defined in terms of the sample unit, sample element, extent and time”.
The essay is going to examine that why customers are discerning and reducing their spending in unpredictable economy and the challenges faced by marketers to regain the customers to maintain their sustainability. How the marketers are effectively implementing the strategies of interactive multichannel to attract and retain customers? Contemporary developments in interactive marketing are trying to make loyal customers better than that of the traditional marketing.