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An Empirical Study on Sales Promotion Techniques by Dr Global Journal of Management and Business Research: G Interdisciplinary Volume 18 Issue 2 Version 1.0 Year 2018 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Online ISSN: 2249-4588 & Print ISSN: 0975-5853 An Empirical Study on Sales Promotion Techniques By Dr. A. Ananda Kumar, Ms. S. Suganya & Mr. V. Imayavendan Christ College of Engineering & Technology Abstract- The project report Sales promotion is one of the best promotional mix elements that are commonly employed by firms that find themselves in very competitive markets. The rationale behind the research was to establish whether sales promotion retains customers and to identify the perception of the consumer on the benefits associated with sales promotion in the markets. At present the retail sector plays a vital role in the Indian Economy. The company introduces many sales promotion activities in the market, which attracts and stimulates to purchase the products. A descriptive research design was employed and a convenience sampling to select one hundred customers. The researcher in this paper tries to identify the consumers’ expectations towards sales promotions through developmental effects on consumer sales promotion in FMCG sector. Keywords: market, promotional mix, consumer, sale promotion. GJMBR-G Classification: JEL Code: G22 AnEmpiricalStudyonSalesPromotionTechniques Strictly as per the compliance and regulations of: © 2018. Dr. A. Ananda Kumar, Ms. S. Suganya & Mr. V. Imayavendan. This is a research/review paper, distributed under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License http://creativecommons.org/licenses/ by-nc/3.0/), permitting all non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. An Empirical Study on Sales Promotion Techniques Dr. A. Ananda Kumar α, Ms. S. Suganya σ & Mr. V. Imayavendan ρ Abstract- The project report Sales promotion is one of the best (trade promotion) sales are increased by sales promotional mix elements that are commonly employed by promotion by manufacturers. Retailer promotions are firms that find themselves in very competitive markets. The used by retailers to increase sales to consumers. rationale behind the research was to establish whether sales Examples of Retailer promotions are Temporary Price 2018 promotion retains customers and to identify the perception of Reductions (TPRs), features, and displays. the consumer on the benefits associated with sales promotion Media and non-media marketing ear in the markets. At present the retail sector plays a vital role in Y the Indian Economy. The company introduces many sales communication are employed for a pre-determined, promotion activities in the market, which attracts and limited time to increase consumer demand, stimulate 43 stimulates to purchase the products. A descriptive research market demand or improve product availability. design was employed and a convenience sampling to select Examples include contests, coupons, freebies, loss one hundred customers. The researcher in this paper tries to leaders, point of purchase displays, premiums, prizes, identify the consumers’ expectations towards sales product samples, and rebates. promotions through developmental effects on consumer sales Sales promotion is the short term value that promotion in FMCG sector. motivates the consumers’ member of the distribution Keywords: market, promotional mix, consumer, sale channel and purchase of goods and services promotion. immediately by. I. Introduction - Lowering the price - Adding value ales promotions are defined as marketing activities that add on the values to the sales The goal is to provide value added service and force, the distributors and to the customers. to make immediate purchase to customers. S ) The consumers (consumer promotion) and retailers G ( Promotional Process Promotional Appeals Public Relation Intent Message Media Exception Action Promotional Goals Factors used to Determinate Advertising Sales Promotion Figure 1 These efforts can attempt to stimulate product II. Need for the Study interest, trial, or purchase. Outside sales promotion activities include advertising, publicity, public relations Sales promotion is being to show the short term activities, and special sales events. This paper helps to monetary promotions which may increase the profit. concern the level of promotional strategies implemented Every organization is trying to increase the monetary in this competitive market and also to understand the promotions of their business. Hence sales promotion is an important tool to increase their sales volume of the customer perceptions and expectations towards the Global Journal of Management and Business Research Volume XVIII Issue II Version I current promotional mix of the organisation. business. Through sales promotion techniques the customers have more attracted the preference products Author α: Professor & Head, Department of Management Studies, and make positive buying decisions. The paper is Christ College of Engineering & Technology Pondicherry – 605010, attempting the sales promotion techniques used by India. e-mail: [email protected] Darling Digital World Pvt Ltd., Puducherry. The research Author σ ρ: Assistant Professor, Department of Management Studies, is to help to increase buying decision about the Christ College of Engineering & Technology, Pondicherry – 605010, India. e-mails: [email protected], [email protected] products and to compete with market products. ©2018 Global Journals An Empirical Study on Sales Promotion Techniques III. Objectives of the Study • To understand the level of satisfaction towards the sales promotion techniques. • To know the existing techniques of sales promotion • To give the viable suggestion for improving sales used by the company. promotion techniques. • To find various sales promotion tools influencing consumer buying decision. IV. Model of Sales Promotion Sales Promotion Techniques 1. Free samples 2. Bonus offer 2018 3. Exchange schemes Consumer ear Consumer Y 4. Price off offer Buying Benefits 44 Decision 5. Money back offer 6. Scratch and win offers 7. Ex hibition 8. Cou pons Figure 2 V. Review of Literature especially logic. Swat, Jofie and Erden, Tallinn (2002) focused particularly on the marketing mix, purchased Vecchio, Del, Devon et al. (2006) report the packaged consumer goods, the impact on store results of the study, which examined the effect of sales promotions as well as the availability of the product on promotion on brand preference through Meta-analysis. the shelf. Seaman, Dilip and Gourville, T. John (2001) 'O ) Results of 51 studies were integrated and analysed. As investigated how and why price bundling affects the G ( per the study sales promotions do not affect post consumption of a service based products. The study promotion, brand preferences in general. Ndubisi, Oly, showed that price bundling leads to sunk cost and Nelson and Me, Tung, Chiew (2005) in their study pending benefits of a transaction. evaluated the impact of sales promotional tools, namely coupon, price, discount, free sample, bonus pack, and VI. Research Methodology in-store display, on product trial and repurchase For a meaningful and systematic analysis of the behavior of consumers. Kumar, V. And Swaminathan, problem encountered a suitable formulation of a Srinivasan (2005) studied the impact on brand sale and methodology for the study is indispensable. This paper how that impact decays over the life of the coupon. The requires quantitative analysis and surveys with the use authors use an econometric model to demonstrate the of non - probability sampling. The population defined for coupon effect about a price reduction, coupon effect this study is unlimited customers to taking at Darling over time. Digital World Pvt. Ltd., Puducherry. Here the researcher Laroche, Michel et al. (2005) studied the effect makes it consists 100 customers as a sample size to of coupons on consumer's brand categorization and analyse the sales promotion techniques at Darling choice process. He developed an approach that Digital World Pvt. Ltd. The selected respondents are influences dynamic loyalty program and more traditional represented and balanced with demographic factors short-term promotions. They argue that the loyalty (gender, age, education, marital status, monthly programs under examination successfully alter behavior earnings and profession and number of dependents). and increase retention rates. Anderson, T. Eric and Convenience sampling is used for the survey, and a Global Journal of Management and Business Research Volume XVIII Issue II Version I Simester L Duncan (2004) investigated how the depth of research sample was taken to measure the sales a current price promotion affects future purchasing of promotion techniques in the study area. first time and established customers based on three The questionnaire for the research is divided large-scale field experiments on durable goods sold into two parts: the first part deals with the demographic through a direct mail catalog. data of the respondents and the second part includes Baohong et al. (2003) reviewed various studies the variables about various dimensions of customers in relating to the impact of promotion on brand switching the form of independent statements. These statements and found that these studies used choice models, are measured through the five-point Likert scales. ©2018 Global Journals An Empirical Study on Sales
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