CHAPTER-1 INTRODUCTION

RESEARCH EXTRACT
Introduction: Sales pro otion consists o! a "ariet# o! co panies$ Sponsored pro otional acti"ities t%at supple ent &ot% ad"ertisin' and personal set up$ T%ese acti"ities are i personal and can &e directed at industrial &u#ers( inter ediaries or consu ers$ Sales pro otion consists o! a di"erse collection o! incenti"e tools( ostl# s%ort ter ( desi'ned to sti ulate )uic*er or 'reater purc%ase o! particular products or ser"ices &# consu ers o! t%e trade$ Sales pro otion tools "ar# in t%eir speci!ic o&+ecti"es$ Incenti"e t#pe pro otions are used to attract ne, &u#ers( to re,ard lo#al custo ers and to increase t%e repurc%ase rates o! t%e occasional users$ Sales pro otion o!ten attracts t%e &ranc% s,itc%ers( &ecause users o! ot%er &rands and cate'ories do not al,a#s notice or act on a pro otion$ In usin' t%e sales pro otion a co pan# i ple ent and control it and e"aluate t%e results$ O&+ecti"e: To understand and anal#-e "arious !actors in!luencin' sales pro otion pro'ra in %o e appliances .TE/E0ISION1 industr#$ ust esta&lis% its

o&+ecti"es( select t%e tools de"elop t%e pro'ra ( a pretest t%e pro'ra (

To *no, t%e !actors ,%ic% in!luence t%e purc%ase decision2

To

easure t%e sales pro otion e!!ecti"eness in %o e appliances

. TE/E0ISION1 Industr#$ It attracts t%e &rand s,itc%ers and increases t%e sales "olu e$

Scope o! stud# T%e scope o! t%e stud# 'i"es an idea to de"elop t%e sales pro otion acti"ities in %o e appliances .Tele"ision1 industr#$ It in"ol"es t%e e"aluation o! t%e present pro otional acti"ities$ 3it% t%e %elp o! t%e stud# ,e can 'i"e su''estion re'ardin' sale pro otion and ser"ices o!!ered &# t%e %o e appliances .Tele"ision1 industr#$ T%e stud# &rin's an a,areness o! t%e sales pro otional acti"ities &# ad"ertisin' in an accepted Researc% et%odolo'# Researc% desi'n is t%e arran'e ent o! condition !or collection and anal#sis o! data in a anner t%at ai s to co &ine rele"ance to t%e researc% purpose ,it% econo # in procedures$ T%e researc% desi'n used !or t%is stud# is Descripti"e Researc%$ It !ocuses on t%e accurate description o! t%e "aria&les in t%e pro&le odel$ An# source o! ost studies o! pro&a&ilit# in!or ation can &e used in a descripti"e stud#( alt%ou'% edia$

t%is nature rel# on secondar# data source o! sur"e# researc%$ T%e sa plin' desi'n !ollo,ed in t%e sur"e# is si ple rando c%ance o! selection$ sa plin' in ,%ic% eac% population ele ent %as a *no,n and e)ual

Sa ple unit: 4enerall# custo ers as a source o! pri ar# data collection %a"e &een sur"e#ed !or t%e purpose o! o&tainin' in!or ation$ Sa ple si-e 5or t%is researc% ,or* due to ti e constraint t%e sa ple si-e ta*en is 678$ Sa plin' procudure: Consu ers %a"e &een sur"e#ed t%rou'% t%e )uestionnaire in personnel$ Contri&ution o! t%e stud# T%e ain purpose o! t%e stud# is to *no, t%e e!!ecti"eness o! t%e

pro otional acti"ities in t%e %o e appliances .TE/E0ISION1 industr#$ 5ro t%e stud# ,e e9pect to *no, to ,%at e9tent t%e pro otional acti"it# &ene!ited to t%e industr# and ,%at t%e t%in's are t%at custo er e9pects to do !ro t%e industr# to i pro"e sales$ T%e e!!ecti"eness o! pro otional acti"ities %elps t%e co pan# to increase t%e sales and encoura'e t%e repeat purc%ase$ 3e also tr# to know the awareness of the sales promotional activities as advertising plays an important role in sales promotion.

INTRODUCTION

:AC;4ROUND O5 THE STUD<

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.

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,pri!es,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#

STATE=ENT O5 THE PRO:/E=

%ccessing 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. %t 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.

NEED AND I=PORTANCE O5 THE STUD<

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.

CHAPTER-2

REVIEW OF LITERATURE

Bolton Ruth N and Drew James H (1991 !

This article de el!"s a #!del !$ h!% c&st!#ers %ith "ri!r e'"erie(ces a(d e'"ectati!(s assess ser ice "er$!r#a(ce le els) ! erall ser ice *&alit+) a(d ser ice al&e, The #!del is a""lied t! reside(tial c&st!#ers- assess#e(ts !$ l!cal tele"h!(e ser ice, The #!del is esti#ated %ith a t%!.sta/e least s*&ares "r!ced&re thr!&/h s&r e+ data, Res&lts i(dicate that reside(tial c&st!#ers- assess#e(ts !$ *&alit+ a(d al&e are "ri#aril+ a $&(cti!( !$ disc!($ir#ati!( arisi(/ $r!# discre"a(cies 0et%ee( a(tici"ated a(d "ercei ed "er$!r#a(ce le els, 1!%e er) "ercei ed "er$!r#a(ce le els als! %ere $!&(d t! ha e a( i#"!rta(t direct e$$ect !( *&alit+ a(d assess#e(ts, al&e

Cronn"n #$ Jose%h& 'te(en (1992 !

The a&th!r had i( esti/ated the c!(ce"t&ali2ati!( a(d #eas&re#e(t !$ ser ice *&alit+ a(d the relati!(shi"s 0et%ee( ser ice *&alit+) c!(s&#er satis$acti!() a(d "&rchase i(te(ti!(s, Their research s&//ested that the c&rre(t !"erati!(ali2ati!( !$ ser ice *&alit+ c!($!&(ded satis$acti!( a(d attit&de, 1e(ce) the a&th!r tested 314 a( alter(ate #eth!d !$ !"erati!(al 2i(/
15

"ercei ed ser ice *&alit+ a(d 324 the si/(i$ica(ce !$ the relati!(shi" 0et%ee( ser ice *&alit+) c!(s&#er satis$acti!() a(d "&rchase i(te(ti!(s, The res&lts s&//ested that 314 a "er$!r#a(ce 0ased #eas&re !$ ser ice *&alit+ #i/ht 0e a( i#"r! ed #ea(s !$ #eas&ri(/ the ser ice *&alit+ c!(str&ct, 324 ser ice *&alit+ %as a( a(tecede(t !$ c!(s&#er satis$acti!() 334 c!(s&#er satis$acti!( had a si/(i$ica(t e$$ect !( "&rchase i(te(ti!(s) a(d 344 ser ice *&alit+ had less e$$ect !( "&rshase i(te(ti!(s tha( did c!(s&#er satis$acti!(,

'weene) JC& 'outar *N(199+ !

The a&th!r "r!"!ses a(d tests 6er ice *&alit+ a(d c&st!#er satis$acti!( are i#"!rta(t c!(ce"ts t! acade#ic researchers st&d+i(/ c!(s&#er e al&ati!(s a(d t! "ractiti!(ers as a #ea(s !$ creati(/ c!#"etiti e ad a(ta/es a(d c&st!#er l!+alt+, This article "rese(ts t%! st&dies that rel+ !( di er/e(t #eth!d!l!/ies t! e'a#i(e %hether !r (!t *&alit+ a(d satis$acti!( ha e disti(ct a(tecede(t ca&ses) c!(se*&e(tial e$$ects) !r 0!th 3i,e,) %hether !r (!t the+ sh!&ld 0e c!(sidered a si(/le c!(str&ct) !r disti(ct) se"ara0le c!(str&cts4, We $!c&s !( c!(s&#ers7 &(dersta(di(/ a(d &se !$ the %!rds quality a(d satisfaction; i( 0!th st&dies) res"!(de(ts re"!rt %hether !r (!t the+ thi(8 *&alit+ a(d satis$acti!( di$$er) a(d i$ s!) !( %hat di#e(si!(s !r &(der %hat circ&#sta(ces, I( the $irst st&d+) %e &se the *&alitati e 9critical i(cide(t: tech(i*&e t! elicit ser ice attri0&tes that are salie(t t! res"!(de(ts %he( "r!#"ted t! c!(sider *&alit+ a(d satis$acti!( as disti(ct, We c!de the res"!(ses t! these !"e(.e(ded s&r e+ *&esti!(s t! e'a#i(e %hether *&alit+ ca( 0e teased a"art $r!# satis$acti!() $r!# the res"!(de(ts7 3c!(s&#ers74 "ers"ecti e, I( the sec!(d st&d+) t! tria(/&late !( the *&alitati e data) %e e'"eri#e(tall+ #a(i"&lated a (&#0er !$ ser ice attri0&tes dra%( $r!# 0!th
11

the $irst st&d+ a(d $r!# the literat&re t! see %hether !r (!t the+ ha e di$$ere(tial i#"acts !( ;&d/#e(ts !$ *&alit+ a(d satis$acti!(, We did (!t "res&""!se that *&alit+ a(d satis$acti!( di$$er<rather) %e as8ed res"!(de(ts t! #a8e a ;&d/#e(t either !$ *&alit+ !r !$ satis$acti!() de$i(i(/ the ter# as the+ sa% $it, We i($erred $r!# their ;&d/#e(ts

Dw)er ,R& '-hur PH (1999 !

The a&th!r "r!"!ses a(d tests a( i(te/rati e #!del !$ ser ice *&alit+) c&st!#er al&e) a(d c&st!#er satis$acti!(, Usi(/ a sa#"le $r!# the l&'&r+ se/#e(t !$ the h!tel i(d&str+) this st&d+ "r! ides "reli#i(ar+ res&lts s&""!rti(/ a h!listic a""r!ach t! h!s"italit+ c&st!#ers7 "!st"&rchase decisi!(.#a8i(/ "r!cess, The #!del a""ears t! "!ssess "ractical alidit+ as %ell as e'"la(at!r+ a0ilit+, I#"licati!(s are disc&ssed a(d s&//esti!(s are de el!"ed $!r 0!th #ar8eters a(d researchers

9*o.."n /e"th (1999 !

The a&th!r "r!"!ses a(d tests =&st!#er s&""!rt) s&ch as e*&i"#e(t #ai(te(a(ce a(d re"airs) is a( esse(tial ele#e(t i( the s&ccess$&l #ar8eti(/ !$ a %ide ra(/e !$ "r!d&cts) $r!# c!#"&ter s+ste#s t! d!#estic a""lia(ces, =!(se*&e(tl+) c!#"a(ies (eed t! esta0lish a(d #ai(tai( a""r!"riate cha((els $!r hi/h.*&alit+ c&st!#er Armstron0 J'& s&""!rt> either as a "art !$ their !%( !"erati!(s !r thr!&/h third "arties, This "a"er descri0es a( e'"l!rat!r+ i( esti/ati!( !$ the distri0&ti!( cha((els a(d c&st!#er s&""!rt strate/ies !$ $i e #a(&$act&ri(/
12

0&si(esses) &si(/ case st&d+ #eth!d!l!/+, The res&lts sh!% the 8e+ r!le that c&st!#er s&""!rt "la+s i( ari!&s i(d&stries a(d ill&strate the t+"es !$ decisi!(s c!#"a(ies #a8e !( h!% t! "r! ide hi/h.*&alit+ s&""!rt $!r their c&st!#ers, These $i(di(/s ha e i#"licati!(s $!r #a(a/ers i( all i(d&stries %here c&st!#er s&""!rt is i#"!rta(t) as the+ "r! ide i(si/hts !( h!% di$$ere(t cha((els a(d strate/ies a$$ect the *&alit+ a(d e$$icie(c+ !$ c&st!#er s&""!rt,

/AR1 ARN23D J (2441 !

The a&th!r "r!"!ses a(d tests alth!&/h c!(s&#er d&ra0les are treated as (!(d&ra0les i( #!st ec!(!#ic acc!&(ts) ec!(!#ists ha e l!(/ rec!/(i2ed that the+ c!&ld 0e treated as ca"ital, I$ a( esti#ate !$ the al&e !$ the ser ices !$ c!(s&#er d&ra0les %as a aila0le) it c!&ld 0e i(cl&ded i( "ers!(al c!(s&#"ti!( e'"e(dit&res a(d "&rchases !$ the d&ra0les treated as a $!r# !$ i( est#e(t, 6&ch treat#e(t %!&ld /i e a 0etter "ict&re !$ cha(/es i( a (ati!(-s ec!(!#ic %el$are ! er ti#e a(d #a8e i(ter(ati!(al c!#"aris!(s #!re #ea(i(/$&l, This article re ie%s the ec!(!#ic literat&re !( h!% the ser ices !$ c!(s&#er d&ra0les ca( 0e al&ed, It e'a#i(es si' alter(ati e #eas&res? the 314 &ser c!st> 324 ca"ital rec! er+> 334 !""!rt&(it+ c!st> 344 #ar8et re(tal al&e> 354 c!st !$ a s&0stit&te> a(d 364 cash.e*&i ale(t al&e #eas&res, The $irst three are 0ased !( the s&##ati!( !$ the c!sts !$ the i("&ts &sed t! "r!d&ce the ser ices) alth!&/h !(l+ the $irst t%! are c!(siste(t %ith the "ri(ci"le that the "&rchase "rice !$ a d&ra0le e*&als the disc!&(ted "rese(t al&e !$ its e'"ected $&t&re 0e(e$its, The $!&rth a(d $i$th #eas&res are 0ased !( the
13

"rices !$ #ar8eted ser ices %hile the si'th is deri ed $r!# the c!(s&#er-s de#a(d $&(cti!( $!r the /!!d-s ser ices, The article als! disc&sses si' #a;!r iss&es i( i#"le#e(ti(/ these #eas&res? 314 i#"&ti(/ a rate !$ ret&r( t! ca"ital> 324 #eas&ri(/ decli(es i( #ar8et al&e 3de"reciati!( a(d ca"ital /ai(s4> 334 acc!&(ti(/ $!r !"erati(/ e'"e(dit&res> 344 ad;&sti(/ $!r ca"acit+ &tili2ati!(> 354 de$lati(/ ser ice al&es> a(d 364 de$i(i(/ c!(s&#er d&ra0les,

5orw"t6 7* (2442 !
The a&th!r "r!"!ses a(d tests Tech(!l!/ical ad a(ces e'te(d the a$ter.sales ser ices "!rt$!li! $r!# traditi!(al ser ice e(c!&(ters t! !ice. a(d 0it.0ased ser ices, Tech(!l!/+ e(a0les ser ice !r/a(i2ati!(s t! tra(sce(d /e!/ra"hical as %ell as c&lt&ral 0!&(daries, It #i/ht e e( res&lt i( /e!/ra"hical c!( er/e(ce) !$te( treated s+(!(+#!&sl+ %ith c&lt&ral c!( er/e(ce, I( this "a"er) %e address this iss&e, This "a"er e'a#i(es the i(teracti!( 0et%ee( "ercei ed ser ice "er$!r#a(ce a(d (ati!(al c&lt&ral characteristics i( the $!r#ati!( !$ c&st!#er satis$acti!( $!r three t+"es !$ a$ter.sales ser ice c!(tact #!des, The res&lts s&//est that) i( c!(trast t! the traditi!(al $ace.t!.$ace ser ice e(c!&(ter) the "ercei ed *&alit+@satis$acti!( relati!(shi" is "artic&larl+ #!derated 0+ (ati!(al c&lt&re i( the case !$ a( a$ter.sales ser ice c!(tact #!de #ediated 0+ tech(!l!/+

Huan0 8& '-hran9 H(244: !

This st&d+ i( esti/ates the e$$ects !$ c&st!#er ser ice *&alit+ 3i( i(stallati!() re"air) a(d 0illi(/4) 0ra(d.ad ertisi(/ e'"e(dit&res) a(d real "rice c!#"etiti e(ess 3RA=) "rice c!#"etiti e(ess ad;&sted $!r c!(s&#er c!($ide(ce i( the ec!(!#+4 !( c&st!#er
14

al&e a#!(/ reside(tial l!cal

tele"h!(e c&st!#ers, A//re/ate #!(thl+ data 3! er a 29.#!(th "eri!d4 $!r a c!#"a(+ !$$eri(/ l!cal tele"h!(e ser ice are a(al+2ed &si(/ hierarchical Arais@Wi(ste( AR1 re/ressi!( tech(i*&es i(c!r"!rati(/ a""r!"riate la//ed al&es !$ the "redict!rs, Each !$ the "redict!rs) i(ter"reted !( the #ar/i() si/(i$ica(tl+ i#"act "erce"ti!(s !$ c&st!#er al&e relati e t! the c!#"a(+-s tele"h!(e ser ice, Ari(ci"les !$ i(cide(ce a(d ce(tralit+ as related t! the a(al+sis !$ i(cide(ce.0ased s, /e(eral "!"&lati!( #eas&res are i(tr!d&ced, The!retical a(d "ractical i#"licati!(s $!r the st&d+ a(d #a(a/e#e(t !$ c&st!#er al&e are disc&ssed,

2l"(a Ro0el"o& /allen;er0 Ro;ert (244:

The a&th!r "r!"!ses a(d tests ?Ba(a/e#e(t literat&re is al#!st &(a(i#!&s i( s&//esti(/ t! #a(&$act&rers that the+ sh!&ld i(te/rate ser ices i(t! their c!re "r!d&ct !$$eri(/, The literat&re) h!%e er) is s&r"risi(/l+ s"arse i( descri0i(/ t! %hat e'te(t ser ices sh!&ld 0e i(te/rated) h!% this i(te/rati!( sh!&ld 0e carried !&t) !r i( detaili(/ the challe(/es i(here(t i( the tra(siti!( t! ser ices, Re"!rts !( a st&d+ !$ 11 ca"ital e*&i"#e(t #a(&$act&rers de el!"i(/ ser ice !$$eri(/s $!r their "r!d&cts, F!c&ses !( ide(ti$+i(/ the di#e(si!(s c!(sidered %he( creati(/ a ser ice !r/a(i2ati!( i( the c!(te't !$ a #a(&$act&ri(/ $ir#) a(d s&ccess$&l strate/ies t! (a i/ate the tra(siti!(, A(al+sis !$ *&alitati e data s&//ests that the tra(siti!( i( !l es a deli0erate de el!"#e(tal "r!cess t! 0&ild ca"a0ilities as $ir#s shi$t the (at&re !$ the relati!(shi" %ith the "r!d&ct e(d.&sers a(d the $!c&s !$ the ser ice !$$eri(/, The re"!rt c!(cl&des ide(ti$+i(/ i#"licati!(s !$ !&r $i(di(/s $!r $&rther research a(d "ractiti!(ers

15

CHAPTER-> &'S'%&() *'T)+,+-+./

16

RESEARCH =ETHODO/O4<

5ean"n0 o. resear-h? Research is c!##!( "arla(ce re$ers t! a search $!r 8(!%led/e, Acc!rdi(/ t! Red#a( a(d B!r+ 96+ste#ati2ed e$$!rt t! /ai( (e% 8(!%led/e:, A(d s!#e "e!"le c!(sider research as #! e#e(t) a #! e#e(t $r!# 8(!%( t! the &(8(!%(, Th&s research is a( !ri/i(al c!(tri0&ti!( t! the e'isti(/ st!c8 !$ 8(!%led/e #a8i(/ $!r its ad a(ce#e(t, It is the "&rs&it !$ tr&th %ith the hel" !$ st&d+) !0ser ati!() c!#"aris!( a(d e'"eri#e(t, I( sh!rt) the search $!r 8(!%led/e thr!&/h !0;ecti e a(d s+ste#atic #eth!d !$ $i(di(/ s!l&ti!( t! a "r!0le# is research,

T)%e o. resear-h? O&r research is a $act . $i(di(/ research, 6! $!r the $act.$i(di(/ %e &se descri"ti e research, Des-r"%t"(e resear-h< Cescri"ti e research i(cl&des s&r e+ a(d $act. $i(di(/ e(*&iries !$ di$$ere(t 8i(ds, The #a;!r "&r"!se !$ descri"ti e research is descri"ti!( !$ the state !$ a$$airs) as it e'ists at "rese(t, Anal)t"-al resear-h< The researcher &se $acts !r i($!r#ati!( alread+ a aila0le a(d a(al+2e these t! #a8e a critical e al&ati!( !$ the #aterial, We als! &se the a(al+tical research t! als! the #ar8eti(/ strate/+,

17

RESEARCH DESI4N
&esearch 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 ,escriptive &esearch. It focuses on the accurate description of the variables in the problem model. %ny 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.

T#pe o! Researc%:
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. ,escriptive research is used to describe the conditions that are prevailing in the place where the research study was conducted.

18

SA=P/IN4 TECHNI?UE:
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. % sample is a subset of the population units. The researcher has adopted &andom Sampling because population is known. The researcher0s main concentration is to reduce the cost substantially. 1ow if the researcher surveyed to a relatively smaller number of units would mean relatively high cost per interview. )ence, the sample si!e consists of 234 for this research.

Sa ple Description:
The study was conducted with in the limits of 5angalore (ity. It covers various places like 6 7 nagar, Indhira nagar , 8oramangala and 5 T * layout.

Instru ental Tec%ni)ues:

The researcher has done the communication method by having a structured non"disguised questionnaire. % 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. *ost 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 reali!e 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.

19

Sample unit9
.enerally customers as a source of primary data collection have been surveyed for the purpose of obtaining information.

Sample si!e
:or this research work due to time constraint the sample si!e taken is 34. (onsumers have been surveyed through the questionnaire in personnel.

25

O:@ECTI0E
The main purpose of the study is to know the effectiveness of the promotional activities in the home appliances T'-';ISI+1# industry. :rom the study we e<pect to know to what e<tent the promotional activity benefited to the industry and what the things are that customer e<pects 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.

To understand and analy!e 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.

21

SCOPE O5 THE STUD<

The scope of the study gives an idea to develop the sales promotion activities in retail 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 retail industry. The study brings an awareness of the sales promotional activities by advertising in an accepted media.

22

Collection o! Data

The researcher has collected the actual data through personal survey with the help of a structured non"disguised questionnaire. The researcher has to e<ercise 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.

D!th "ri#ar+ data a(d sec!(dar+ data ha e 0ee( &sed $!r the "&r"!se !$ data c!llecti!(, Ari#ar+ data has 0ee( c!llected 0+ c!(d&cti(/ s&r e+ %ith the hel" !$ a *&esti!((aire, E&esti!((aires %ere $!r#ed as t! search the s"eci$ic aria0le !( %hich !0;ecti es de"e(ds, 6ec!(dar+ data !( the !ther ha(d are th!se data %hich ha e alread+ 0ee( c!llected 0+ s!#e!(e else %hich ha e alread+ 0ee( "assed thr!&/h the statistical "r!cess, The sec!(dar+ data %as c!llected $r!# the $!ll!%i(/ s!&rces? I(tr!d&cti!( t! the !r/a(isati!( its hist!r+ a(d all !ther related $acts a(d $i/&res a0!&t its "r!d&cts etc) is d!%(l!aded $r!# the %e0site !$ the !r/a(isati!(, www.lgindia.com & www.samsung.com

23

T=PE' 2, DATA Pr"mar) data? I(ter ie% %ith the c&st!#er !$ the c!r"!rati!( is c!(d&cted t! 8(!% a0!&t a$ter sale ser ices !$ c!#"a(ies, 'e-ondar) data< 6ec!(dar+ data is 0e !0tai(ed $r!# the ;!&r(als) $i(a(cial state#e(t sales rec!rds, A(d !ther sec!(dar+ s!&rces are? D!!8s I(ter(et Tools Used 5or Testin' o! H#pot%esis:
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. 1ull hypothesis is thereby denoted by the symbol ) 4. %ny hypothesis, which contradicts the )4, is called an alternate hypothesis and is denoted by the symbol )=. The researcher has used chi"square analysis.

24

CHI-S?UARE TEST
The 2 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 2 describes the magnitude of discrepancy between theory and observation i.e. with the help of 2 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 2 is !ero, it means that the observed and e<pected frequencies completely coincide. The greater the value of 2, the greater will be the discrepancy between observed and e<pected frequencies. The formula for computing chi"square is > 2 ? +"'# 2@' Where, +?+bserved frequency '?'<pected or theoretical frequency

25

3>5>TAT>2N' 2, THE 'T?D=

Area %as li#ited $!r c!(d&cti(/ the research 3=ha(di/arh F B!hali4 6!#e !$ the res"!(de(ts %ere *&ite hesitati(/ t! discl!se the desired i($!r#ati!(, 6!#e res"!(de(ts %ere (!t a0le t! /i e the ri/ht a(s%er, Res"!(de(ts $elt that $illi(/ !$ *&esti!((aire %as %asta/e !$ ti#e,

26

CHAPTER-A
ANA/<SIS AND INTERPRETATION

27

Table 1umber =. Table shows the relation between the various sales promotion tools and the opinion of the respondents (hi"Square %nalysis. 7arameters '<change offer ,iscount offer 7rices Warranties Tie"in"offer Total Strongly %gree A4 E4 E3 B4 F3 C44 %gree B4 FD A4 A3 BA DBF 1eutral C4 D2 2A CD B4 2=D ,isagree DD D3 23 D2 24 =C3 Strongly ,isagree 2B D4 22 24 =B ==F Total 234 234 234 234 234 =234

Source9 7rimary ,ata.

)o9 There is no significant association between the sales promotion tools and the opinion of the respondents about sales promotion tools. )=9 There is a significant association between the sales promotion tools and the opinion of the respondents about sales promotion tools. ,egree of freedom ?=F -evel of significance ?3G (alculated value? CB.BE= Table value ? 2= In!erence Since the table value is less than the calculated value. So )ypothesis is rejected. )ence there is a significant association between the sales promotion tools and the opinion of the respondents about sales promotion tools.

28

Table 29 Table showing which company0s televisions they are using

7articulars -.. S%*SH1. 57+T)'&S

1o of respondents =4B 33 3D D3
S+H&('9 primary data

7ercentage CD 22 2= =C

I1T'&7&'T%TI+19 CDG of them say -., 22G of them say samsumg and 2=G of them say its 57- while =CG of them say its others.

29

.&%7) =9
.raph showing which company0s televisions they are using

T#pe o! tele"ision o,in'

14% 43% 21%

22%

-..

S%*SH1.

57-

+T)'&S

35

T%5-' D9
Table showing which company does live demonstration. 7articulars -.. S%*SH1. 57+T)'&S
S+H&('9 primary data

1o of respondents B3 3D B2 34

7ercentage D4 2= 2E 24

I1T'&7&'T%TI+19 D4G say its -., 2EG say 57- and 2=G of them say its S%*SH1. while 24G of them say other companies live demonstration is good.

31

.&%7) 29
.raph showing which company does live demonstration

E!!ecti"eness o! li"e de onstration

+T)'&S -..

57S%*SH1.

-..
Source9 Table no D

S%*SH1.

57-

+T)'&S

32

T%5-' C9
Table showing consumer education.

7articulars -.. S%*SH1. 57+T)'&S

1o of respondents BD BB F3 D3

7ercentage 2E D= 2F =C

S+H&('9 primary data

I1T'&7&'T%TI+19 D=G of the customers say S%*SH1., 2EG of them say -., 2FG of the customers say its 57- while =CG of them say its others.

33

.&%7) D9
.raph showing consumer education.

CUSTO=ER EDUCATION
=CG 2EG

2FG D=G

-..
Source9 Table no

S%*SH1.

57-

+T)'&S

T%5-' 39
34

Table showing media suitable for television advertisement 7articulars *aga!ines Television :* &adio +utdoor S+H&('9 primary data I1T'&7&'T%TI+19 1o of respondents 23 =A4 B DA 7ercentage =4 B2 D =3

B2G of the customers say its television, =3G say outdoor, =4G say maga!ines while DG say its :* &adio.

.&%7) C9
35

.raph showing media suitable for television advertisement

=ost suita&le edia

=3G DG =4G

B2G

*aga!ines

Television

:* &adio

+utdoor

Source9 Table no 3

36

T%5-' F9
Table showing gift offered by various companies. 7articulars /es, always ,epend on the brand name 1o, will go for the own brand
S+H&('9 primary data

1o of respondents B3 ==3 F4

7ercentage D4 CF 2C

I1T'&7&'T%TI+19

CFG of the customers say it depends on the brand name and D4G of them say yes, always, while 2CG of them say no, will go for the own brand.

37

.&%7) 39
.raph showing gift offered by various companies

4i!ts o!!ered alon' ,it% t%e &rand

2CG D4G

CFG

/es,always 1o, will go for the own brand

Source9 Table no F

,epend on the brand name

38

T%5-' B9
Table showing sales promotion tools.

7articular '<change offer ,iscount offer 7ri!es Warranties Tie"in offers

Strongly agree A4 E4 E3 B4 F3

%gree B4 FD A4 A3 BA

1eutral C4 D2 2A CD B4

,isagree DD D3 23 D2 24

Strongly disagree 2B D4 22 D4 =B

S+H&('9 primary data

I1T'&7&'T%TI+19 2DG of the customer say discount offer, =AG of them also say its warranties, 24G of them say e<change offer, 2DG of them say pri!es while =FG of them say its Tie"in"offers.

39

.&%7) F9
.raph showing sales promotion tools.

Sales promotion tools

=FG 24G

=AG 2DG 2DG '<change offer

Source9 Table no B

,iscount offer

7ri!es

Warrenties

Tie"in offers

45

T%5-' A9
Table showing point of purchase display.

7articulars -.. S%*SH1. 57+T)'&S

S+H&('9 primary data

1o of respondents BD BB F3 D3

7ercentage 2E D= 2F =C

I1T'&7&'T%TI+19

D=G of the customers say its S%*SH1., 2EG of them say -., 2FG of them say 57-, while =CG say others.

41

.&%7) B9
.raph showing point of purchase display.

=CG

Point o!!-purc%ase displa#

2EG

2FG D=G 57-

-..

S%*SH1.

+T)'&S

Source9 Table no A

42

T%5-' E9

Table showing demand of companies trade shows and fairs

7articulars -.. S%*SH1. 57+T)'&S

S+H&('9 primary data

1o of respondents CD ==3 32 C4

7ercentage 2E D= 2F =C

I1T'&7&'T%TI+19 D=G of the customers say its S%*SH1., 2EG of the customers say -., 2FG of them say 57- while =CG of them say its others.

43

.&%7) A9
.raph showing demand of companies trade shows and fairs

Co panies Trade s%o,s and 5airs

=FG =BG

2=G CFG

-..

S%*SH1.

57-

+T)'&S

Source9 Table no E

44

T%5-' =49
Table showing demand of companies cross promotion activities.

7articulars -.. S%*SH1. 57+T)'&S

S+H&('9 primary data

1o of respondents C4 =42 AD 23

7ercentage =F C= DD =4

I1T'&7&'T%TI+19 C=G of the customers say its S%*SH1., DDG of them say its 57-, =FG of them say -. while =4G of them say its others.

45

.&%7) E9
.raph showing demand of companies cross promotion activities.

Co panies Cross Pro otion

=4G =FG

DDG C=G

-..

S%*SH1.

57-

+T)'&S

Source9 Table no =4

46

T%5-' ==9

Table showing level of satisfaction.

7articulars /es 1o
S+H&('9 primary data

1o of respondents =A4 B4

7ercentage B2 2A

I1T'&7&'T%TI+19 B2G of them say yes while 2AG of them say no.

47

.&%7) =49
.raph showing level of satisfaction

/e"el o! satis!action
2AG

B2G

/es

1o

Source9 Table no ==

48

T%5-' =29

Table showing reason for satisfaction.

7articulars 7rices are cheap I quality is good ,urable :riendly sales team 5rand image is demanding
S+H&('9 primary data

1o of respondents 3D F4 C3 E2

7ercentage 2= 2C =A DB

I1T'&7&'T%TI+19

DBG of the customers say brand image is demanding, 2CG of them say durable, 2=G of them say prices are cheap and quality is good while =AG of them say friendly sales team.

49

.&%7) ==9
.raph showing reason for satisfaction

Reasons !or satis!action

2=G DBG

7rices are cheap,quality is good ,urable :riendly sales team

2CG =AG

5rand image is demanding

Source9 Table no =2

55

CHAPTER-7
CONC/USIONS AND RECO==ENDATION

51

CONC/USION
*ajority of the customers say they own - . television followed by that is Samsung with 22G. *ajority of the customers live demonstrations of - . is more effective compared to other television company. *ajority of the customers say that Samsung is providing better customer education more than any other company *ajority 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 *ajority of the customers say that Samsung trade shows and fairs are on demand but some says that its cross promotion activities are in demand. *ajority of the customers are satisfied with the brand and the reason for that is brand image is demanding and it0s durable.

52

SU44ESTIONS
Since majority of the customers is in favor of live demonstration of -.. they should prioriti!e 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 e<change offers, discount offer, prices warranties and so on.

In the sales promotional tools 57- is highly lacking behind compared to -. and Samsung. Therefore, they should do something to uplift these tools in order to attract the customers.

53

B>B3>2*RAPH=

54

J2?RNA3' Ale'e(der a(d C&rai) 9I#"act O$ E$$ecti e Ad ertise#e(ts !( =!(s&#er Attit&de:) I(dia( G!&r(al !$ Bar8eti(/, B!d+ R&t&) 9Ad ertisi(/ a(d =!(s&#ers:) Bar8eti(/ Ba(a/e#e(t G!&r(al !$ I=FAI, NE8'PAPER' T1E TRIDUHE T1E TIBE6 OF IHCIA T1E 1IHCU 1IHCU6TAH TIBE6

B22/' Deri I=) Bar8eti(/ Research) Tata Bc Ira% 1ill A&0lishi(/ =!, Ltd,) He% Celhi) Editi!() 2553, I&"ta 6L) Bar8eti(/ Research) E'cel Ari(ters) He% Celhi) Editi!() 2553, J!tler Ahili") Bar8eti(/ Ba(a/e#e(t, Are(tice 1all) He% Celhi) Editi!() 2553, A//ar%al 6,=,) Bar8eti(/ Ba(a/e#e(t) Cha("at Rai A&0lishi(/ =!,) He% Celhi) Editi!() 2552,

55

 Treha( B&8esh) Ad ertisi(/ a(d 6ales Ba(a/e#e(t) V,J, A&0licati!(s) He% Celhi) Editi!() 2556,

ANNE@?RE

56

A?E'T>2NNA>RE
1, C!es !&r #a(a/e#e(t rec!/(i2e the (eeds a(d %a(ts !$ ch!se( #ar8etsK 3a4 (! 304 s!#e%hat 3c4+es 2, C!es !&r c!#"a(+ de el!" di$$ere(t !$$eri(/ a(d #ar8eti(/ "la(s $!r di$$ere(t se/#e(ts !$ the #ar8etsK 3a4 (! 304s!#e %hat 3c4+es 3, C!es !&r #ar8eti(/ #a(a/e#e(t %!r8 %ell %ith #a(a/e#e(t i( research) #a(&$act&ri(/) "&rchasi(/) "h+sical distri0&ti!() a(d $i(a(ceK 3a4 (! 304s!#e %hat 3c4+es 4, 1!% %ell !r/a(i2ed is the (e% "r!d&ct "r!cessK 3a4 (! 304s!#e %hat 3c4+es

57

5, 1!% %ell d!es the #a(a/e#e(t 8(!% the sales "!te(tial a(d "r!$ita0ilit+ !$ di$$ere(t #ar8ets se/#e(ts) territ!ries) "r!d&cts cha((el a(d !ther si2esK 3a4 (! 304s!#e %hat 3c4+es 6, What is the *&alit+ !$ c&rre(t #ar8eti(/ strate/+K 3a4 (!t clear304clear 0&t traditi!(al 3c4(!( i((! ati e 7, What is the e'te(t !$ c!(ti(/e(c+ thi(8i(/ a(d "la((i(/K 3a4 (! 304s!#e %hat 3c4de el!"#e(ts

8, Is #a(a/e#e(t d!i(/ i(e$$ecti e ;!0 %ith the #ar8eti(/ res!&rcesK 3a4 (! 304s!#e %hat 3c4+es 9, C!es #a(a/e#e(t sh!% a /!!d ca"acit+ t! react *&ic8l+ a(d e$$ecti el+ t! !( the s"!t de el!"#e(tsK 3a4 (! 304s!#e %hat 3c4+es

58

C?'T25ER ,EEDBAC/ ,2R5

1, Whether $!&(d &ser $rie(dl+ itK 3a4 Les 304 (! 2, Whether satis$ied %ith e.#ar8eti(/ %a+ !$ !&r c!#"a(+K 3a4 Les 304 (! I$ HO 1.%h+ +!& $eel it li8e s!K 2.%hat are "!ssi0le rec!##e(dati!(s +!& %ill #a8e $!r itK 3.%hether $!&(d &se $&ll acc!rdi(/ t! +!&r c!#"a(+ (eeds a(d !"erati!(sK I$ +es 1.%hat $eat&re d! +!& li8e #!st !$ !&r c!#"a(+K 2.h!% +!& %ill /! t! rate it !( the re*&ire#e(t #eet le el $!r +!&r c!#"a(+ !( scale !$ 5K 3a4 314 304 324 3c4334 3d4344 3e4 354 3, sh!&ld %e "r! ide +!& re/&larl+ &"date a0!&t !&r c!#"a(+ "r!d&cts a(d latest i($!r#ati!(K 3a4 Les 304 (! 4, %hich %a+ !$ !&r ad ertise#e(t +!& $!&(d &se $&ll a$ter i(ter(et K .TV .#a/a2i(e
59

.(e%s"a"er .radi!

65