A

PROJECT REPORT
ON

EFFECT OF SALES PROMOTION ON CONSUMER

BUYING BEHAVIOUR TO CHOOSE RETAIL OUTLET
FOR FMCG PRODUCTS
A detailed study done in
MARKETING

Submitted in partial fulfilment of the requirement for the award of degree of

Post Graduate Diploma in Business Management (PGDBM)
Submitted by
Vaibhav. Shyam. Dalvi
Roll No: 20
Batch: 2014-2016
Under the guidance of
Prof. Asmat Ara Khan
Bharati Vidyapeeths
Institute of Management Studies & Research
Navi Mumbai

(i)
ACKNOWLEDGEMENT
I express my sincere gratitude to my project guide Prof. Asmat Ara khan for
giving me the opportunity to work on this project. I am thankful to her for her
guidance and encouragement without which the satisfactory completion of my
project would not have been possible. She has been a constant source of
inspiration to me, showing all the patience and abundant encouragement
throughout the project duration.
I am thankful to our Director Sir, Dr. DY Patil, for providing me a platform
and supporting me towards the successful completion of this project. I also want
to thank my class mates who have helped me in getting acquainted with various
aspects during the project.

Also, I am thankful to the all the respondents who give their valuable time and
insights about this project and help me to complete this project.

Signature of Student
(Vaibhav Dalvi)

(ii)
CERTIFICATE
This is to certify that, the Final Project titled Effect of Sales Promotion on
Consumer Buying Behaviour to Choose Retail Outlet for FMCG Product is
successfully done by Mr. Vaibhav Dalvi, a student of Bharati Vidyapeeths
Institute of Management Studies and Research, submitted in partial fulfilment
of Sem IV Post Graduate Diploma in Business Management during the
academic year 2015-2016

Date: ___________

_____________________

_________________

Dr.D.Y.Patil

Prof Asmat Ara Khan

Director

Project Guide

BVIMSR

BVIMSR

(iii)
Declaration
I, vaibhav Dalvi, PGDBM-20, Marketing batch, 2014-2016, hereby declare
that the following report has been my original work & the content in the report
has not been taken from any kind of secondary sources. The analysis part has
been done only through the primary data collected for the preparation of
customer database.

_______________________________
[Vaibhav Dalvi]

(iv)
EXECUTIVE SUMMARY
The Indian FMCG sector is the fourth largest sector in the economy with a total market size
in excess of US$ 47.1 billion. It has a strong MNC presence and is characterized by a wellestablished distribution network, intense competition between the organized and unorganized
segments and low operational cost. Availability of key raw materials, cheaper labour costs
and presence across the entire value chain gives India a competitive advantage.
Also, increase in the urban population, along with increase in income levels and the
availability of new categories, would help the urban areas maintain their position in terms of
consumption. At present, urban India accounts for 66% of total FMCG consumption, with
rural India accounting for the remaining 34%. However, rural India accounts for more than
40%consumption in major FMCG categories such as personal care, fabric care, and hot
beverages.
Family income is one of the variables which should be considered while designing sales
promotion schemes more specifically cash discount. There is significant difference between
consumer preference of cash discount and free gift as sales promotion schemes. It is also
very clear that consumers prefer cash discount as a sales promotion schemes compare to free
gifts a sales promotion scheme. It is found that Consumer deal proneness differs according to
marital status. Furthermore, it is also proved that married are more deal prone compare to
unmarried.
Brand Equity perception differs according to employment categories. It is concluded that
male prefers the newspaper and point of purchase material as a source to know sales
promotion schemes over female. Overall, Sales promotion scheme on international brand,
awareness spread out by word of mouth, Scheme is value added type with immediate benefit
is preferred by the customers. So while designing sales promotion schemes and its benefits
from the perspectives of the customers above mentioned attributes of the sales promotion
schemes should be considered to achieve the objectives of the sales promotion schemes

TABLE OF CONTENT

SR NO

PARTICULARS
Acknowledgement

PAGE NO

Certificates
Declaration
CHAPTER 1

CHAPTER 2

CHAPTER 3

CHAPTER 4

CHAPTER 5
CHAPTER 6

CHAPTER 7

Executive Summary
Introduction of the Project
1.1 Introduction of the project
1.2 Concept & Significance of the Study
1.3 Objective of the Study
1.4 Purpose of the study
1.5 Literature Review
Introduction of the Industry
2.1 Introduction Of FMCG Sector
2.2 Top Indian FMCG Companies
2.3 Future Trend In The FMCG Industry
2.4 Drivers Of FMCG Sales
2.5 Using Sales Drivers To Explain Growth On Decline
Sales
2.6 Introduction To Retailing And Retail Malls
2.7 Retail Malls In India
Introduction of the Topic
3.1 Sales Promotion
3.2 Types of sales promotion used by mall retailers
3.3 Types of sales promotion
Research Methodologies
4.1 Research Methodology
4.2 Research Design
4.3 Data type & Data collection tools & techniques
4.3 Sample size
Data analysis and Interpretation
Results & finding , Limitation , Conclusion, Learning
6.1 Results & Finding
6.2 Limitation of the study
6.3 Conclusion
6.4 Suggestions
6.5 Learning from the project
Annexure
7.1 Bibliography
7.2 Questionnaire

1
2
2
3
4
5
6
6
7
7-8
8-9
10 - 11
12
13
14 - 16
17
17
17
17
18 - 31
32
33
34
35
35