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SALES PROMOTION TELEVISION INDUSTRY

RESEARCH EXTRACT

Introduction:

Sales promotion consists of a variety of companies. Sponsored


promotional activities that supplement both advertising and personal set up.
These activities are impersonal and can be directed at industrial buyers,
intermediaries or consumers.

Sales promotion consists of a diverse collection of incentive tools, mostly


short term, designed to stimulate quicker or greater purchase of particular
products or services by consumers of the trade.

Sales promotion tools vary in their specific objectives. Incentive type


promotions are used to attract new buyers, to reward loyal customers and to
increase the repurchase rates of the occasional users. Sales promotion often
attracts the branch switchers, because users of other brands and categories do
not always notice or act on a promotion.

In using the sales promotion a company must establish its objectives,


select the tools develop the program, a pretest the program, implement and
control it and evaluate the results.

Objective:

• To understand and analyze various factors influencing sales promotion


program in home appliances (TELEVISION) industry.

DEPARTMENT OF MANAGEMENT STUDIES 1 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

• To know the factors which influence the purchase decision?

• To measure the sales promotion effectiveness in home appliances


( TELEVISION) Industry.
• It attracts the brand switchers and increases the sales volume.

Scope of study

The scope of the study gives an idea to develop the sales promotion
activities in home appliances (Television) industry. It involves the evaluation of
the present promotional activities. With the help of the study we can give
suggestion regarding sale promotion and services offered by the home
appliances (Television) industry. The study brings an awareness of the sales
promotional activities by advertising in an accepted media.

Research methodology

Research design is the arrangement of condition for collection and


analysis of data in a manner that aims to combine relevance to the research
purpose with economy in procedures. The research design used for this study is
Descriptive Research. It focuses on the accurate description of the variables in
the problem model. Any source of information can be used in a descriptive study,
although most studies of this nature rely on secondary data source of survey
research. The sampling design followed in the survey is simple random
probability sampling in which each population element has a known and equal
chance of selection.

DEPARTMENT OF MANAGEMENT STUDIES 2 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Sample unit:

Generally customers as a source of primary data collection have been


surveyed for the purpose of obtaining information.

Sample size

For this research work due to time constraint the sample size taken is 250.

Sampling procudure:

Consumers have been surveyed through the questionnaire in personnel.

Contribution of the study

The main purpose of the study is to know the effectiveness of the promotional
activities in the home appliances (TELEVISION) industry. From the study we
expect to know to what extent the promotional activity benefited to the industry
and what the things are that customer expects to do from the industry to improve
sales.
The effectiveness of promotional activities helps the company to increase the
sales and encourage the repeat purchase. We also try to know the awareness of
the sales promotional activities as advertising plays an important role in sales
promotion.

DEPARTMENT OF MANAGEMENT STUDIES 3 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

INTRODUCTION

BACKGROUND OF THE STUDY

Sales promotion consists of a variety of companies. Sponsored


promotional activities that supplement both advertising and personal set up.
These activities are impersonal and can be directed at industrial buyers,
intermediaries or consumers.

Sales promotion consists of a diverse collection of incentive tools,


mostly short term, designed to stimulate quicker or greater purchase of particular
products or services by consumers of the trade.

Sales promotion tools vary in their specific objectives. Incentive type


promotion is used to attract new tiers, to reward loyal customers and to increase
the repurchase rates of the occasional users. Sales promotion often attracts the
branch switchers, because users of other brands and categories do not always
notice or act on a promotion.

In using the sales promotion a company must establish its objectives,


select the tools develop the program, a pretest the program, implement and
control it and evaluate the results.

DEPARTMENT OF MANAGEMENT STUDIES 4 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Where advertisement offers a reason to buy, sales promotion offers an


incentive to buy. Sales promotion includes tools for consumer promotion
(samples,coupons,cash refund, price off,premiums,prizes,patronage rewards,
free trials,warranties,tie-in-offers cross promotion, point of purchase displays and
demonstration);trade promotion(price off, advertising and display allowances and
free goods);and business and sales force promotion(trade shows and
conventions, contests for sales reps and specialty advertising)

DEPARTMENT OF MANAGEMENT STUDIES 5 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

STATEMENT OF THE PROBLEM

Accessing the product promotion strategy of home appliances


(Television) companies, the study is applied descriptive in nature. It also tends to
find impact of different communication channels and advertisement on
consumers. At the same time it was intended to find out the fastest moving
Television brand in the market, it also intended to find out the customer
satisfaction level of different brands of Television users.

DEPARTMENT OF MANAGEMENT STUDIES 6 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

NEED AND IMPORTANCE OF THE STUDY

The scope of the study gives an idea to develop the sales promotion
activities in home appliances (Television) industry. It involves the evaluation of
the present promotional activities. With the help of the study we can give
suggestion regarding sale promotion and services offered by the home
appliances (Television) industry. The study brings an awareness of the sales
promotional activities by advertising in an accepted media.

DEPARTMENT OF MANAGEMENT STUDIES 7 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

OBJECTIVES OF THE RESEARCH

• To understand and analyze various factors influencing sales promotion


program in home appliances (Television) industry.

• To know the factors which influence the purchase decision.

• To measure the sales promotion effectiveness in home appliances


(Television) Industry.

• It attracts the brand switchers and increases the sales volume.

DEPARTMENT OF MANAGEMENT STUDIES 8 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

REVIEW OF LITERATURE

PURPOSE

The literature review section critically examined the recent or historically


significant research studies, company data or industry reports that acts as a
basis for the purpose to study. To begin with research discussion of the related
literature and relevant secondary data from a comprehensive perspective moving
to move specific studies that are associated with research problem. Basically the
literature should be applied to the study that the researcher proposes. The
literature may also explain the need for the proposed work to apprise the short
comings and informational gaps in secondary data sources. This analysis may go
beyond scrutinizing the availability or conclusions of past studies and their data,
to examining the accuracy of secondary sources, the credibility of secondary
sources, and the appropriateness of earlier studies. A choice often reveled by this
exercise is that of using a secondary data approach instead of collecting primary
data. So, last but not the least a comprehensive review lays a basis choice.

DEPARTMENT OF MANAGEMENT STUDIES 9 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

METHODOLOGY

The review of literature session analyzes the significant research studies.


The secondary data may be used as a sole for a research study. Since in many
research situations one cannot conduce primary research because of physical,
legal or cost influences. The researcher procured and compiled the data in its
normal operations within its premises. The researcher has collected the company
profile and the sample profile from the various internal reports by the company.
The external secondary data recourses has been obtained by researcher from
the Central library, Government sources, Commercial sources and Industrial
sources as well as from the internet.

In the present scenario, the Internet facilitate the researcher in such way
that where the researcher can collect everything. Perhaps, it includes the profile
of the company, library sources as well as historically significant research
studies.

DEPARTMENT OF MANAGEMENT STUDIES 10 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

CONCLUSION

The review of literature has facilitated the researcher to have a familiarity


with the research problem undertaken and also is indicates the deficiencies as
well as informational gap. In result of this the researcher can make the primary
data collection more specific and more relevant research study. It has helped the
researcher to explore the research problem in an improved way. It has change
the earlier idea of the research. The review of literature are an integral part of a
large a research study or of a report to justify having bypassed the cost and
benefits of doing primary research. Primarily the research is depending on
primary data through the literature review helped the researcher to understand
more inside to the research problem by analyzing relevant research studies. For
any research problem, when secondary data is too exhaustive, the researcher
could depend on secondary sources. With the short span of time the literature
review has helped the researcher to have a strong background of the study.

DEPARTMENT OF MANAGEMENT STUDIES 11 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

METHODOLOGY

Type of Research:

The research design constitutes the blueprint of the collection,


measurement and the analysis of data. The research design is the plan and
structure of investigation so conceived as to obtain answers to research
questions. The plan is the overall scheme or program of the research. The
researcher has adopted descriptive research studies. Descriptive research is
used to describe the conditions that are prevailing in the place where the
research study was conducted.

Sampling Technique:

Sampling is simply the process of learning about the population on the


basis of a sample. Thus in a sampling technique instead of every unit of the
universe only a part of the universe is studied and conclusions are drawn on the
basis for the entire universe.
A sample is a subset of the population units.
The researcher has adopted Random Sampling because population is known.

Sample size:

The researcher’s main concentration is to reduce the cost substantially.


Now if the researcher surveyed to a relatively smaller number of units would
mean relatively high cost per interview. Hence, the sample size consists of 250
for this research.

DEPARTMENT OF MANAGEMENT STUDIES 12 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Sample Description:

The study was conducted with in the limits of Bangalore City. It covers
various places like J P nagar, Indhira nagar , Koramangala and B T M layout.

Instrumental Techniques:

The researcher has done the communication method by having a


structured non-disguised questionnaire. A structured non-disguised questionnaire
is the one where the listing of questions is in a prearranged order where the
objective of the enquiry is reveled to the respondents. Most market studies use
this type of questionnaire. It may be mentioned that in large majority of cases it
has been felt that the respondents should be taken in to confidence and clearly
told why the survey is being undertaken so that the respondents would realize its
relevance and give desired information accurately. The structured non-disguised
questionnaire consists of dichotomous questions, multiple choice questions,
ranking scales, and close-ended questions.
The researcher has used structured non-disguised questionnaire.

Actual Collection of Data:

The researcher has collected the actual data through personal survey with
the help of a structured non-disguised questionnaire.

DEPARTMENT OF MANAGEMENT STUDIES 13 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

The researcher has to exercise great care in choosing the method on the
basis of a couple of criteria or considerations which he thinks are important in the
survey so the given short span of time, if the researcher would go ahead with
mail survey or email survey or personal observation never be cost effective, so in
order to overcome from all these difficulties the researcher has done the actual
field work by personal survey. In this process the researcher has submitted a
well-structured questionnaire to the respondents by meeting them personally.

Tools Used For Testing of Hypothesis:

In attempting to arrive at decisions about the population, on the basis of


sample information it is necessary to make assumptions or guesses about the
population parameter involved. Such an assumption is called statistical
hypothesis, which may or may not be true. The procedure, which enables the
researcher to design on the basis, is sample regards whether a hypothesis is true
or not is called test of hypothesis or test of significance.
The null hypothesis asserts that there is no significant difference between the
statistics and the population parameters and what ever is observed difference is
there, is merely due to fluctuations in sampling from the same population. Null
hypothesis is thereby denoted by the symbol H0. Any hypothesis, which
contradicts the H0, is called an alternate hypothesis and is denoted by the
symbol H1.
The researcher has used chi-square analysis.

DEPARTMENT OF MANAGEMENT STUDIES 14 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

CHI-SQUARE TEST

The χ2 is one of the simplest and most widely used non-parametric


test in statistical work. It makes no assumptions about the population being
sampled. The quantity χ2 describes the magnitude of discrepancy between
theory and observation i.e. with the help of χ2 test we can know whether a given
discrepancy between theory and observation can be attributed to chance or
whether it results from the inadequacy of the theory to fit the observed facts. If χ2
is zero, it means that the observed and expected frequencies completely
coincide. The greater the value of χ2, the greater will be the discrepancy
between observed and expected frequencies.
The formula for computing chi-square is –
χ2 = ∑ (O-E) 2/E
Where, O=Observed frequency
E=Expected or theoretical frequency

Other Software used for Data Analysis:

For the data analysis and the subsequent interpretation, the researcher
has adopted advanced version of MS Excel 2000. This application software has
facilitated the researcher to construct the frequency table, various types of
graphs and to find out the average responses form the sample. By this
automated data analysis it has minimized the researcher’s time constraints and
reduced human error and also accurate outlay of information.

DEPARTMENT OF MANAGEMENT STUDIES 15 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

HYPOTHESIS
Table Number 1.

Table shows the relation between the various sales promotion tools and the
opinion of the respondents.

Chi-Square Analysis.

Strongly Strongly
Parameters Agree Agree Neutral Disagree Disagree Total

Exchange offer 80 70 40 33 27 250

Discount offer 90 63 32 35 30 250

Prices 95 80 28 25 22 250

Warranties 70 85 43 32 20 250

Tie-in-offer 65 78 70 20 17 250

Total 400 376 213 145 116 1250


Source: Primary Data.

Ho: There is no significant association between the sales promotion tools and the
opinion of the respondents about sales promotion tools.

DEPARTMENT OF MANAGEMENT STUDIES 16 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

H1: There is a significant association between the sales promotion tools and the
opinion of the respondents about sales promotion tools.

Degree of freedom =16

Level of significance =5%

Calculated value= 47.791

Table value = 21

Inference

Since the table value is less than the calculated value. So Hypothesis is
rejected. Hence there is a significant association between the sales promotion
tools and the opinion of the respondents about sales promotion tools.

DEPARTMENT OF MANAGEMENT STUDIES 17 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Table 2:

Table showing which company’s televisions they are using

Particulars No of respondents Percentage


L.G 107 43
SAMSUNG 55 22
BPL 53 21
OTHERS 35 14
SOURCE: primary data

INTERPRETATION:

43% of them say LG, 22% of them say samsumg and 21% of them say its
BPL while 14% of them say its others.

DEPARTMENT OF MANAGEMENT STUDIES 18 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

GRAPH 1:

Graph showing which company’s televisions they are using

Type of television owing


14%

43%
21%

22%

L.G SAMSUNG BPL OTHERS

Source: Table no 2

DEPARTMENT OF MANAGEMENT STUDIES 19 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

TABLE 3:

Table showing which company does live demonstration.

Particulars No of respondents Percentage

L.G 75 30
SAMSUNG 53 21
BPL 72 29
OTHERS 50 20
SOURCE: primary data

INTERPRETATION:

30% say its LG, 29% say BPL and 21% of them say its SAMSUNG while
20% of them say other companies live demonstration is good.

DEPARTMENT OF MANAGEMENT STUDIES 20 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

GRAPH 2:

Graph showing which company does live demonstration

Effectiveness of live demonstration


OTHERS
L.G

BPL
SAMSUNG
L.G SAMSUNG BPL OTHERS

Source: Table no 3

TABLE 4:

DEPARTMENT OF MANAGEMENT STUDIES 21 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Table showing consumer education.

Particulars No of respondents Percentage

L.G 73 29
SAMSUNG 77 31
BPL 65 26
OTHERS 35 14
SOURCE: primary data

INTERPRETATION:

31% of the customers say SAMSUNG, 29% of them say LG, 26% of the
customers say its BPL while 14% of them say its others.

GRAPH 3:

DEPARTMENT OF MANAGEMENT STUDIES 22 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Graph showing consumer education.

CUSTOMER EDUCATION
14%
29%

26%

31%
L.G SAMSUNG BPL OTHERS

Source: Table no 4

TABLE 5:

DEPARTMENT OF MANAGEMENT STUDIES 23 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Table showing media suitable for television advertisement

Particulars No of respondents Percentage

Magazines 25 10
Television 180 72
FM Radio 7 3
Outdoor 38 15
SOURCE: primary data

INTERPRETATION:

72% of the customers say its television, 15% say outdoor, 10% say
magazines while 3% say its FM Radio.

GRAPH 4:

DEPARTMENT OF MANAGEMENT STUDIES 24 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Graph showing media suitable for television advertisement

Most suitable media


15% 10%
3%

72%
Magazines Television FM Radio Outdoor

Source: Table no 5

TABLE 6:

DEPARTMENT OF MANAGEMENT STUDIES 25 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Table showing gift offered by various companies.

Particulars No of respondents Percentage

Yes, always 75 30

Depend on the 115 46


brand name
No, will go for the 60 24
own brand
SOURCE: primary data

INTERPRETATION:

46% of the customers say it depends on the brand name and 30% of
them say yes, always, while 24% of them say no, will go for the own brand.

GRAPH 5:

Graph showing gift offered by various companies

DEPARTMENT OF MANAGEMENT STUDIES 26 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Gifts offered along with the brand


24%
30%

46%
Yes,always Depend on the brand name
No, will go for the own brand

Source: Table no 6

TABLE 7:

Table showing sales promotion tools.

DEPARTMENT OF MANAGEMENT STUDIES 27 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Particular Strongly Agree Neutral Disagree Strongly


agree disagree
Exchange 80 70 40 33 27
offer
Discount 90 63 32 35 30
offer
Prizes 95 80 28 25 22

Warranties 70 85 43 32 30

Tie-in 65 78 70 20 17
offers
SOURCE: primary data

INTERPRETATION:

23% of the customer say discount offer, 18% of them also say its warranties,
20% of them say exchange offer, 23% of them say prizes while 16% of them say
its Tie-in-offers.

GRAPH 6:

Graph showing sales promotion tools.

DEPARTMENT OF MANAGEMENT STUDIES 28 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Sales promotion tools


16% 20%

18%
23%

23%
Exchange offer Discount offer Prizes Warrenties Tie-in offers

Source: Table no 7

TABLE 8:

Table showing point of purchase display.

DEPARTMENT OF MANAGEMENT STUDIES 29 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Particulars No of respondents Percentage

L.G 73 29

SAMSUNG 77 31

BPL 65 26

OTHERS 35 14

SOURCE: primary data

INTERPRETATION:

31% of the customers say its SAMSUNG, 29% of them say LG, 26% of
them say BPL, while 14% say others.

GRAPH 7:

Graph showing point of purchase display.

DEPARTMENT OF MANAGEMENT STUDIES 30 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Point off-purchase display


14%
29%

26%

31%
L.G SAMSUNG BPL OTHERS

Source: Table no 8

TABLE 9:

Table showing demand of companies trade shows and fairs

DEPARTMENT OF MANAGEMENT STUDIES 31 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Particulars No of respondents Percentage

L.G 43 29

SAMSUNG 115 31

BPL 52 26

OTHERS 40 14

SOURCE: primary data

INTERPRETATION:

31% of the customers say its SAMSUNG, 29% of the customers say LG,
26% of them say BPL while 14% of them say its others.

GRAPH 8:

Graph showing demand of companies trade shows and fairs

DEPARTMENT OF MANAGEMENT STUDIES 32 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Companies Trade shows and Fairs


16% 17%

21%

46%

L.G SAMSUNG BPL OTHERS

Source: Table no 9

TABLE 10:

Table showing demand of companies cross promotion activities.

DEPARTMENT OF MANAGEMENT STUDIES 33 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Particulars No of respondents Percentage

L.G 40 16

SAMSUNG 102 41

BPL 83 33

OTHERS 25 10

SOURCE: primary data

INTERPRETATION:

41% of the customers say its SAMSUNG, 33% of them say its BPL, 16% of
them say LG while 10% of them say its others.

GRAPH 9:

Graph showing demand of companies cross promotion activities.

DEPARTMENT OF MANAGEMENT STUDIES 34 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Companies Cross Promotion


10% 16%

33%

41%

L.G SAMSUNG BPL OTHERS

Source: Table no 10

TABLE 11:

Table showing level of satisfaction.

DEPARTMENT OF MANAGEMENT STUDIES 35 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Particulars No of respondents Percentage

Yes 180 72

No 70 28

SOURCE: primary data

INTERPRETATION:

72% of them say yes while 28% of them say no.

GRAPH 10:

Graph showing level of satisfaction

DEPARTMENT OF MANAGEMENT STUDIES 36 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Level of satisfaction
28%

72%

Yes No

Source: Table no 11

TABLE 12:

DEPARTMENT OF MANAGEMENT STUDIES 37 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Table showing reason for satisfaction.

Particulars No of respondents Percentage

Prices are cheap & 53 21


quality is good
Durable 60 24

Friendly sales team 45 18

Brand image is 92 37
demanding
SOURCE: primary data

INTERPRETATION:

37% of the customers say brand image is demanding, 24% of them say
durable, 21% of them say prices are cheap and quality is good while 18% of
them say friendly sales team.

GRAPH 11:

Graph showing reason for satisfaction

DEPARTMENT OF MANAGEMENT STUDIES 38 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

Reasons for satisfaction Prices are


cheap,quality
is good
21%
Durable
37%

Friendly sales
team

Brand image
24%
is demanding
18%

Source: Table no 12

CONCLUSION OF ANALYSIS

DEPARTMENT OF MANAGEMENT STUDIES 39 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

• Majority of the customers say they own L G television followed by that is


Samsung with 22%.
• Majority of the customers live demonstrations of L G is more effective
compared to other television company.
• Majority of the customers say that Samsung is providing better customer
education more than any other company
• Majority of the customers say that advertisement through television is
more effective.
• If any gifts are offered with the brand majority of the customer say that it
depend on the brand name which is provided followed by that is yes ,
always
• Majority of the customers say that Samsung trade shows and fairs are on
demand but some says that its cross promotion activities are in demand.
• Majority of the customers are satisfied with the brand and the reason for
that is brand image is demanding and it’s durable.

SUMMARY AND CONCLUSION

DEPARTMENT OF MANAGEMENT STUDIES 40 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

CONCLUSIONS FROM THE STUDY

Sales promotion is a most important aspect in any company, the study


was conducted in the home appliances industry regarding sales promotion. The
researcher was helpful to gain some knowledge about the organization and also
about sales promotion conducted in the organization. The company is getting the
feedback from the respondents who are using the television.
Based on the study made the researcher has given few findings and suggestions
regarding the sales promotions of the industry.

IMPLICATION

DEPARTMENT OF MANAGEMENT STUDIES 41 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

All the three companies that are LG, SAMSUMG, and B P L companies
will be able to face the steep competition from the local manufacturers who are
also quite competent with the Television manufacturing technology. Since price is
the main factor for most buyers, companies will be able to stay in the market with
competitive price and may be with a lower profit margin, which can be
compensated through flat screen. This technology is not readily available with the
local manufacturers.
Companies will be able to convince the customers in a dignified manner
rather than buying their minds through gift schemes.

SUGGESTIONS:

DEPARTMENT OF MANAGEMENT STUDIES 42 CITY COLLEGE


SALES PROMOTION TELEVISION INDUSTRY

• Since majority of the customers is in favor of live demonstration of LG.


they should prioritize more in rest of the sales promotional tools to attract
more customers.

• In case of Samsung it provides better customer education and fabulous


trade shows but it has to focus more on live demonstration exchange
offers, discount offer, prices warranties and so on.

• In the sales promotional tools BPL is highly lacking behind compared to


LG and Samsung. Therefore, they should do something to uplift these
tools in order to attract the customers.

DEPARTMENT OF MANAGEMENT STUDIES 43 CITY COLLEGE

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