1.1 INTRODUCTION
(CPG).FMCG products are those products which normally purchased by the consumers at
Selling, Financing, Purchasing, etc. FMCG industry also actively engaged in Operations,
FMCG industry is the fourth largest sector with total market size of US$30.1 billion.
Indian FMCG Sector is estimated to grow 60 percent by 2020. FMCG industry provides a
wide range of consumable products. In India the competition among FMCG companies is
FMCG products include packaged food, dairy products, detergents, coffee, tea, soaps,
plastic goods, printing and stationery, household products, photography, soft drinks, dry
The low operational cost, strong distribution networks, new technologies and growth in
competitive FMCG companies etc. are a few things which holds potential in FMCG
industry.
Leading FMCG companies are Nestle, Reckitt Benckiser, Unilever, Procter & Gamble,
Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi, Mars, Nirma, Dabur, Himani, Sara
Lee, etc.
1
Many MNC presences, established distribution networks, profound competition between
the organized and unorganized segments of FMCG industry and low operational cost,
availability of raw materials, cheaper labour costs favours Indian FMCG sector and
The FMCG market was put to threefold from US$ 15.6 billion (in 2009) to US$ 37.4
billion (in 2020). Consumption of products like hair wash, jams, skin care, toothpaste,
etc., in India is low and yet an untapped market. The middle class and the rural
population of India offer opportunity to companies to tap consumer for branded products.
industry. Growth may come in FMCG industry from consumer upgrading in the
developed product categories. About 2300 million people were expected to shift to
per cent of foreign stake or 100 per cent for NRI and OCBs (Overseas Corporate Bodies)
investment is allowed in most of the food processing segment. And that will leads 10
percent of annual growth over a 5-year period. FMCG.Male Grooming, Female Hygiene,
Chocolates, Hair care, Household care, and Confectionery are estimated fastest growing
Indias village population is 15.2 percent of world population and rural FMCG market
has not been catered as much. Farm sector can boost rural household incomes, and then
there will be better ground of growth for FMCG companies. A good infrastructure facility
is needed for better supply chain. The low per capita consumption of FMCG products in
2
the country, have good possibilities for growth. If the mindset of consumers be changed
to take branded and new products, i.e. if they are capable to take the consumers to
branded products and offer new generation products, then that would be advantageous for
companies in future. The rural household income is growing and its boost purchasing
power but still demand in urban areas is the key growth for FMCG companies.
The urban population and income levels are also increasing and the presence of new
FMCG categories will help the urban areas to maintain its position in terms of
consumption. At present, urban India holds 66 percent of total FMCG consumption, and
In categories such as personal care, fabric care, and hot beverages, rural India holds more
than 40% consumption. In home care, personal care, household care and feminine
hygiene category, urban area growing at marvellous rate. In both rural and urban areas
the processed foods, bakery, and dairy products have long-term growth.
a) Individual items are of small value. But all FMCG products put together account
b) The consumer keeps limited inventory of these products and prefers to purchase
them frequently, as and when required. Many of these products are perishable.
c) The consumer spends little time on the purchase decision. Rarely does he/she
look for technical specifications (in contrast to industrial goods). Brand loyalties
3
e) These products cater to necessities, comforts as well as luxuries. They meet the
demands of the entire cross section of population. Price and income elasticity of
Dabur (Dabur India Ltd.) is India's largest Ayurvedic medicine manufacturer. Dabur was
126 years ago) to produce and dispense Ayurvedic medicines. His initial goal was to
successfully produce and market effective medicine for ordinary villagers. Dr Burman
designed Ayurvedic medication for diseases such as cholera and malaria. Soon the news
of his medicines travelled, and he came to be known as the trusted 'Daktar' or Doctor who
came up with effective cures. That is how Dabur got its name - derived from the
260 medicines for treating a range of ailments and body conditions-from common cold to
chronic paralysis. Dabur International, a fully owned subsidiary of Dabur India formerly
held shares in the UAE based Weikfield International, which it disposed of on 25th June
2012.
Dabur India Ltd is one of Indias leading FMCG Companies with Revenues of over Rs
and experience of over 127 years, Dabur is today Indias most trusted name and the
Dabur India is also a world leader in Ayurveda with a portfolio of over 250
Herbal/Ayurvedic products. Dabur's FMCG portfolio today includes five flagship brands
with distinct brand identities -- Dabur as the master brand for natural healthcare products,
4
Vatika for premium personal care, Hajmola for digestives, Real for fruit juices and
beverages and Fem for fairness bleaches and skin care products.
Dabur today operates in key consumer products categories like Hair Care, Oral Care,
Health Care, Skin Care, Home Care and Foods. The company has a wide distribution
network, covering over 5.8 million retail outlets with a high penetration in both urban and
rural markets.
Dabur's products also have a huge presence in the overseas markets and are today
available in over 60 countries across the globe. Its brands are highly popular in the
Middle East, SAARC countries, Africa, US, Europe and Russia. Dabur's overseas
The 125-year-old company, promoted by the Burman family, had started operations in
1884 as an Ayurvedic medicines company. From its humble beginnings in the bylines of
Calcutta, Dabur India Ltd has come a long way today to become one of the biggest
Indian-owned consumer goods companies with the largest herbal and natural product
portfolio in the world. Overall, Dabur has successfully transformed itself from being a
apart from the crowd is its ability to change ahead of others and to always set new
b) Market Capitalization of over US$ 2.2 Billion (Rs 10,000 Crore), with brands like
5
1.21 Sales promotion
In marketing, sales promotion is one of the four aspects of promotion. (The other three
parts of the promotional mix are advertising, personal selling, and publicity/public
relations.) Sales promotions are non-personal promotional efforts that are designed to
product. It's aim is to encourage immediate purchase of a product. If used too often
however, sales promotion can create a situation where consumers will not buy unless
there is a bonus offer. This will result in loss of profit for the company.
More than any other element of the promotional mix, sales promotion is about action. It
The distribution channel (a push strategy encouraging the channels to stock the
6
1.22 SALES PROMOTIONAL TOOLS OF DABUR FOODS
a) Price promotions
b) Coupons
e) Money refunds
f) Point-of-sale displays
g) Free samples
h) Contest /demos
i) Festival Sales
j) Retailer coupons
k) Multi-packs
n) Merchandising
o) Sales contest
p) Incentives
r) Premium gifts
s) Sales Meetings
t) Samples/product sampling
v) Exchange Offers/buyback
7
w) Refund / Rebate
1.23 MISSION
To maximize shareholders value, by offering superior quality nature based products, that
contributes in improving consumers life in Personal care, Health Care and foods.
1.24 VISION
A).OWNERSHIP
We all are leaders in our area of responsibility, with a deep commitment to deliver
results We are determined to be the best at doing what matters most.
C).PEOPLE DEVELOPMENT
People are our most important asset. We add value through result driven training,
D).CONSUMER FOCUS
8
We have superior understanding of consumer needs and develop products to
E).TEAM WORK
recognizing risks.
F).INNOVATION
G).INTEGRITY
honest with consumers, with business partners and with each other
H).CORE VALUES
b) Passion for Winning: We all are leaders in our area of responsibility, with a deep
matters most.
c) People Development: People are our most important asset. We add value through
9
d) Consumer Focus: We have superior understanding of consumer needs and
e) Team Work: We work together on the principle of mutual trust & transparency in
success
Dabur have spread itself wide and deep to be in close touch with their overseas
consumers.
b) A special herbal health care and persona; care range successfully selling in the
c) Inroads in to European and American markets that have good potential due to
Asian countries.
e) Export of food and textile grade natural gums extracted from traditional plant
sources
10
1) 1884 Birth of Dabur
Dr. S. K. Burman launches his mission to make health care products in Calcutta.
With growing popularity of Dabur products, Dr. Burman expands his operations
Dabur enters the specialized areas of nature based Ayurveda medicine, for which
The need to develop scientific processes and quality checks for mass production
5) 1920
Daburgram. The distribution of Dabur products spreads to Bihar and the North-
East.
6) 1936 Dabur India (Dr. S.K. Burman) Pvt. Ltd.Dabur becomes a full-fledged
11
Dabur's operations shift to Delhi. A new manufacturing plant is set up in
Commercial production starts in the new Sahibabad factory of Dabur, one of the
largest and best equipped production facilities for Ayurvedic medicines. Launch
Dabur becomes a Public Limited Company. Dabur India Ltd. comes into being
Dabur enters into a joint venture with Agrolimen of Spain. This new venture is
Dabur enters the specialised health care area of cancer treatment with its
12
Dabur India Ltd. raises its first public issue. Due to market confidence in the
For better operation and management, 3 separate divisions are created according
to their product mix - Health Care, Products Division, Family Product Division &
Dabur enters full-scale in the nascent processed foods market with creation of a
governance, the Burman family inducts professional to manage the company. For
the first time in the history of Dabur, a non family professional CEO sits at the
16) 2000 Dabur India Ltds turnover crosses the Rs 1,000 CroremarDabur establishes
its market leadership status with a turnover of Rs.1,000 crores. From a small
beginning and upholding the values of its founder, Dabur now enters the august
13
Dabur India approved the demerger of its pharmaceuticals business from the
FMCG business into a separate company as part of plans to provide greater focus
As part of its inorganic growth strategy, Dabur India acquires Balsara's Hygiene
and Home products businesses, a leading provider of Oral Care and Household
Care products in the Indian Market, in a INR 143 Crore all cash deal.
19) 2005 Dabur announces Bonus after 12 yearDabur India announces issue of 1:1
bonus share to its shareholders (i.e. one share for every one share held.)
Dabur India crosses the $2 billion mark in market Capitalisation. The company
also adopted US GAAP in the line with the commitment to follow Global Best
Moving forward on the inorganic growth path Dabur India decides to raise upto
$200 million from the international market through bonds, FCCBs, GDR, ADR,
22) 2007 Dabur India announces its foray into the organised retail business through a
14
INR 140 Crores by 2010 to establish its presence in the retail market in India with a
Foods Limited with itself to exact synergies and unlock operational efficiencies.
Dabur India acquires Fem Care Pharma, a leading player in the women skin care
market. Besides an entry into the high growth skin care market with an established
brand named Fem, this transaction also offers Dabur a strong platform to enter newer
24) 2009 Dabur Red Paste joins 'Billion Rupee Brand' club
Dabur Red Paste becomes Dabur's 9th billion rupee brand by crossing the billion
25) 2010
Dabur makes its first overseas acquisitionDabur makes its first overseas
Million.
15
26) 2011 Dabur enters professional skin care market
Dabur enters professional skin care market with the launch of Oxylife
Professional Facial Kit, created exclusively for professional use. The range is
further expanded with the launch of facials and a body bleach under the brand
Fem.
27) 2012 Dabur crosses Billion-Dollar Turnover MarkDabur India Ltd. surpasses the
billion-dollar turnover mark during the 2011-12 fiscal to end the year on a high note with
29)2015 Brand Real, Vatika and Amla cross the Rs. 1,000 Crore turnover mark
30)2016 Dabur Gulabari and Dabur Lal Dant Manjan clock a turnover of Rs. 100
Crore each
1. Health Supplements
a) Dabur Chyawanprash
b) Dabur Chyawanshakti
16
c) Glucose-D
2. Digestives
a) Hajmola Yumstick
c) Anardana
d) Hajmola
e) Hajmola Candy
f) Pudina hara
g) Dabur Hingoli
3. Natural Cures
a) Shilajit Gold
b) Nature Care
c) Ring Ring
d) Itch Care
e) Back-aid
f) Shankha Pushpi
g) Dabur Balm
h) Sarbynastrong
Baby Care
17
5. Dabur Personal Care Product Range
A. Hair Care-Oil
C. Skin Care
a) Gulabari
a. Oral Care
b) Babool Toothpaste
A.Real
18
b) Real Active
8. Homemade
9. Lemoneez
10. Honey
11. Capsico
a) Dashmularishtha
b) Ashokarishtha
c) Lauhasava
d) Mahanarayan Tail
e) Juritap
f) Madhuvani
g) Lavan Baskar.
3. Nestl India
4. AMUL
5. Dabur India
19
7. Cadbury India
8. Britannia Industries
The companies mentioned above are the leaders in their respective sectors. The personal
care category has the largest number of brands, i.e., 21, inclusive of Lux, Lifebuoy, Fair
and Lovely, Vicks, and Ponds. There are 11 HUL brands in the 21, aggregating Rs.
3,799 crore or 54% of the personal care category. Cigarettes account for 17% of the top
100 FMCG sales, and just below the personal care category. ITC alone accounts for 60%
volume market share and 70% by value of all filter cigarettes in India.
The foods category in FMCG is gaining popularity with a swing of launches by HUL,
ITC, Godrej, and others. This category has 18 major brands, aggregating Rs. 4,637
crore. Nestle and Amul slug it out in the powders segment. The food category has also
seen innovations like softies in ice creams, chapattis by HUL, ready to eat rice by HUL
and pizzas by both GCMMF and Godrej Pillsbury. This category seems to have faster
development than the stagnating personal care category. Amul, India's largest foods
company has a good presence in the food category with its ice-creams, curd, milk,
butter, cheese, and so on. Britannia also ranks in the top 100 FMCG brands, dominates
the biscuits category and has launched a series of products at various prices.
In the household care category (like mosquito repellents), Godrej and Reckitt are two
players. Goodknight from Godrej, is worth above Rs 217 crore, followed by Reckitt's
Mortein at Rs 149 crore. In the shampoo category, HUL's Clinic and Sunsilk make it to
20
the top 100, although P&G's Head and Shoulders and Pantene are also trying hard to be
Dabur is among the top five FMCG companies in India and is the herbal specialist. With
a turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur has brands
like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. Asian Paints is
enjoying a formidable presence in the Indian sub-continent, Southeast Asia, Far East,
Middle East, South Pacific, Caribbean, Africa and Europe. Asian Paints is India's largest
paint company, with a turnover of Rs.22.6 billion (around USD 513 million). Forbes
Global magazine, USA, ranked Asian Paints among the 200 Best Small Companies in
the World
Cadbury India is the market leader in the chocolate confectionery market with a 70%
market share and is ranked number two in the total food drinks market. Its popular
brands include Cadbury's Dairy Milk, 5 Star, Eclairs, and Gems. The Rs.15.6 billion
(USD 380 Million) Marico is a leading Indian group in consumer products and services
The Rs.85, 000 crore FMCG market in India is growing at a fast pace despite of the
living in most tier II and tire III cities are spearheading the FMCG growth across the
nation. The changing profile and mind set of the consumers has shifted the thought to
21
Over the years companies like HUL, ITC and Dabur have improved performance with
innovation and strong distribution channels. Their key categories have strengthened their
presence and outperformed peers in the FMCG sector. On the contrary, Colgate
Palmolive and Britannia Industries are strong in single product category i.e. tooth -
Pastes and Biscuits. In addition companies have been successful in reviving their
22
1.30 ORGANISTION STRUCTURE OF DABUR
Chairman
(Vivek C Burman)
Heads (Marketing)
23
1.31 SWOT ANALYSIS
Strengths :
activities.
Weaknesses :
b) Dabur products has stiff competition from big domestic players and international
brands.
Opportunities :
Threats :
24
1.3 Objectives of the study:
b) To study the association between the sales promotion and the consumer buying
behavior.
The scope of the study is limited to Delhi/NCR in terms of the region covered to conduct
the study. Since simple random sampling was not practically possible, convenience
sampling is used in this study. It will cover mainly sales promotion, methods for sales
promotion, parties involved for sales promotion,sales promotion strategy and its related
concepts. This topic has studied in FMCG sector in Indian industry. Dabur Company
have been selected for the research study and their comparative study has been carried
out.
1.5 Methodology:
used. Primary method of data collection will be used in this study. However due to
limited resources convenience sampling method will be used and a relatively smaller
sample size will be chosen for the study. Total sample size of 150 is planned for the
study. A standardized questionnaire will be used to understand and study the influence of
conditions and for that reliability and validity will be checked for accepted questionnaire.
25
Shopping malls, food points, eateries, recreational parks will be used to meet the parents
and children. Telephone and emails will not be used for filling up the questionnaires.
Null Hypothesis
H0: There is no significant association between the sales promotion and the consumer
buying behavior.
Alternative hypothesis
H1: There is significant association between the sales promotion and the consumer
buying behavior.
26
CHAPTER 2
The chapter deals with the literature review of various researches conducted in the same
related to the selected area of study. The review should describe, summarize, evaluate
and clarify the literature. It should give a theoretical base for the research and help
business buyers, sales force and traders or channel members. Consumer directed
promotion schemes are the most widely researched topic. Studies involving different
and perception, etc. were done on many occasions. The whole studies were classified into
Trade Promotions and Other Studies Related to Promotions. A sub division of the
marketing faculty members of the Indian Institute of Management, Ahmedabad. Priya Jha
Dang, Abraham Koshi and Dinesh Sharma presented an empirical view of various sales
promotions launched in the market for the period, 1996-2003. Preeta Hemang Vyas
examined the ratio of incentives and outlays when consumers buy fast moving consumer
goods under various sales promotion offers. In another study the same author attempted
to study consumer preference with regard to sales promotion in FMCG category. In 2004,
Preeta Vyas reviewed recent contributions in the area of sales promotion through Meta-
analysis. Along with Kureshi Sonal, the same author conducted some other studies on
27
sales promotion. K.M. Krishnakumar conducted the only study in Kerala on sales
promotion. The researcher studied consumers perception about sales promotion strategy
Paridhi Bhandari(2012) stated in her research that Sales promotion is one of the most
bewildering because of its typically tagged effects and also the difficulty of isolating its
effect from other elements in the marketing mix. It could be referred to as a catch all
for those short term marketing activities which act as an incentive to stimulate quick
buyers action such as coupons, sweep take, context, premium, free samples, trading
stamp Sales promotion is a sub-section of the total promotional and communication mix.
The term promotion in its broadest sense means to move forward. In the business field; it
and sales promotion. The blend of these promotional activities is referred to as the
promotion mix or tools. The components of the product communication include the brand
name, product design, package colour, product size and shape, trademark, label, task, and
so on. She concluded that Promotion activities induce customers to consume products on
the market thus increasing consumption rate and the sales volume. There is a strong
relationship between sales promotion and the customers buying behaviour. As per this
Dr James Manalel(2007) The researchers in this study propose to explore whether the
India is perceived favorably by the consumers and examine the differential effect, if any,
of two types of sales promotion namely cash discount and free gift on consumers
28
perception. The study finds ample evidence to conclude sales promotion schemes are not
perceived favorably by respondents and there is no differential effect between two types
of promotional schemes Viz. cash discount and free gifts. In summary the conclusion
drawn from the study are :- The customers are not perceiving sales promotion scheme
Dr Vibhuti(2014) said that In the present era of globalisation needs and wants of
consumers changes with time.The fast moving consumer goods (FMCG) sector
changes in consumer buying behaviour towards FMCG products.The motive of this paper
is to identify the factors affecting consumer buying behviour towards FMCG products
and finally effecting their decision making process.The data for this study has been
collected through questionnaire and findings have been theoretically presented.The paper
product. On the other hand, the same technologies enable consumer to find more
information about products and services, including prices, more easily, efficiently, and,
for the most part, from the comfort of their own homes. Finally to conclude we can say
almost every FMCG company has been riding the waves of growth in the last 20 years
and it won't be any different in the future. The winners however will innovate more
complex but significantly insightful models and use technology to create flexible supply
chain, innovative products and communication ideas and satisfy even more consumer
requirements.
29
Jabir Ali and Sanjeev Kapoor(2014) The purpose of this paper is to develop a
marketing strategy for a modern food/grocery market based on consumer preferences and
behaviour. The preferences of the consumers clearly indicate their priority for
the convenience in purchasing at the marketplace along with the availability of additional
services, attraction for children, basic amenities and affordability. Results suggest that
most of the food and grocery items are purchased in loose form from the nearby outlets.
Fruits and vegetables are mostly purchased daily or twice a week due to their perishable
Paragi kuntal shah and Bijalnishantmethta (2012) in their article effect of sales
personal care products opined that todays personal care customers are greatly influence
of advertisement. The sales promotions immediately hit the sales volume and face the
sales promotions advertisement, buy one get one free and store communications.
Gopal das (2011) in his study effect of retail sales promotion on buying behaviour of
customers: an empirical study said that price promotions are increasing consumers
buying behaviours. This paper highlighted sales promotion such as direct price discount,
buy one get one free, buy one get another product free, media advertisement, store
consumers sales promotion this paper indicate that food industry customers are like
30
price promotions. The price cut immediate hit the sales as well as create demand in food
products. The researcher said that manufactures and retailers are may have power
relationships. This paper maximum highlighted promotions are coupons, price discount
both visual and print medias. Advertisement and Medias as well as publicities are
creating new demand of products. It is suitable for both rural and urban areas.
products are usually frequently purchased and are low priced, thus, requiring mass
benefits. Typical products that fall into the classification of fast moving consumer goods
include soap, toothpaste, tea, milk, sugar, bread, jam and lunch wrap, among others.
Steele & Ingall (2004)defines FMCG as those retail goods which have a short shelf life,
either as a result of high consumer demand or because the product deteriorates rapidly.
Accordingto Baron, Davies, and Swindley (1991), FMCG refers to low-priced items
which are used rapidly with a single or limited number of consumptions (as opposed to
Coulthart (2007)defines FMCG as a name for a category of products which have a quick
turnover and a relatively low cost. Loettner (2006)defines FMCG as consumer products
that have a fast turnover and a relatively low price, and include food and beverages as
31
ceuticals. According to (Paul 2006) Fast Moving Consumer Goods (FMCG) (also known
effectiveness of sales promotion in the FMCG industry in Kenya whose key objectives
were; to establish how firms allocated marketing budgets, what objectives they sought to
achieve through sales promotions as well as whether and how these firms in Kenya
promotion as a marketing strategy and the challenges faced in the process. The most
important conclusion was that, while all companies claimed to be evaluating the
promotion, the evaluation seemed superficial or less than objective owing to the fact
thatmajority did not have well established tools or systems to carry out adequate detailed
analysis. Another finding from the study was that a big proportion (89%) of 44 all FMCG
companies engaged in sales promotions. A conclusion deduced from this finding was that
the firms acknowledged the importance of, and actually carried out sales promotions
regularly as part of their marketing strategy. Above the line and below the line promotion
strategies are important for FMCG marketing, although the greater emphasis is placed on
the former than the latter. Above the line promotion makes use of the traditional media
while below the line are non-traditional promotional activities such as short-term
incentives
32
Akula, Ravi (2008) has focused on Co-Branding as a modern Strategy in Marketing.
Marketers need to capture share of mind and share of heart through innovative tools and
personality and users have the actual power to generate wealth. Brands which are tough
in these magnitude command respectable place in terms of sales, status, image etc., in the
market. This keeps marketers on toes to successfully communicate their brand and its
regional brands, national brands, world brands, family brands or with subtle product like
service ensuring synergistic outcome and win-win situation for customers, brands and
companies.
Bagla, Ashish and Gupta, Vivek (2008) have said that Promotion of brands in rural
places requires the extraordinary measures. Due to the social and economic backward
state the personal selling efforts have a challenging role to play in this regard. The Indian
reputed Industries have the advantages, over multinational companies in this regard. The
sturdy Indian brands have strong brand equity, consumer demand-pull and capable and
dedicated dealer network which have been created over a long period. The rural market
has a hold strong country shops, which influences the sale of diverse products in rural
market. The companies are frustrating to trigger growth in rural areas. Companies are
finding the fact that rural people are better in position with disposable income. The low
interest rate of loan facility has increased the affordability of buying the high priced
products by the rural population. Marketer need to understand the price compassion of a
33
Begonoa Alvarez and Rodolfo Vazquez Casielles(2004) This study evidences the
inuence that sales promotion has on brand choice behaviour. Establishments wish to
inuence consumers buying behaviour, and thus they launch strong promotional
campaigns or introduce changes in their price policies, among other actions. However,
they are not always capable of achieving their goal, since, although they may reach their
objective in the short term, when the longer term is considered there are undesirable
consumer actions. The results show that it is necessary to consider the products
Promotion is a tool that can help manufacturers and/or retailers in the achievement of
their objectives (try the brand, help to decide what brand to buy, etc.). Immediate price
reduction is the technique that exerts greatest inuence on the brand choice process. It is
possible that the consumer perceives a promotion, for example, coupons or rebates, but
does not modify his or her behaviour. In this case, manufacturers and/or retailers will be
investing their resources in promotional actions that do not have any effect on the
consumer.
34
CHAPTER 3
Introduction
This chapter covers the statistical analysis on data collected using the research
instrument. Analysis of the data was carried out using both MS Excel and SPSS
(Statistical Package for Social Sciences) to understand the level of customer attitude
towards free sample in Delhi region. The customer attitude is analyzed on the basis of
Correlation is a technique used to find out the relationship between the two variables.
Correlation can be positive and negative as well. The positive correlation shows that there
is a positive relationship among the variables and negative correlation shows that there is
Regression is a statistical measure used in Finance, investing and other disciplines that
attempt to determine the strength of the relationship between one dependent variable and
a series of other changing variables (known as independent variables). The two types of
regression are linear and multiple linear regression. In this research I used a linear
regression. Linear regression uses one independent variable X to explain or predict the
35
3.1 Data Presentation
Male 78 65%
Female 42 35%
Gender
Male Female
78
42
Male Female
Interpretation: Out of 120 respondent 78 are male and 42 are female respondents,
therefore researcher has major responses from male respondents over the female
respondents
36
3.12 Age of Respondents
20-30 68 57%
31-40 27 22%
41-50 15 13%
Above 50 10 8%
Age
20-30 31-40 41-50 Above 50
68
27
15
10
Interpretation: Out of 120 respondents 68 respondents were between the age group of
20-30 years, 27 respondents were from the age group of 31-40 years, 15 respondents
were from the age group 41-50 years, and 10 respondents were of the age group of 50
37
3.13 Marital status
Married 44 37%
Unmarried 76 63%
Marital Status
Married Unmarried
76
44
Married Unmarried
are Unmarried.
38
3.14 Location
North-Delhi 22 18%
South-Delhi 27 23%
Location
North-Delhi South-Delhi East Delhi West Delhi
40
31
27
22
respondents are living at South Delhi , 40 respondents are living at East Delhi and 31
39
3.15 Profession
Business 10 8%
Service 43 36%
Student 64 53%
Other 3 3%
Profession
Business Service Student Other
64
43
10
3
10 respondents are business class 64 respondents were students and 3 respondents are
belong to other
40
3.16 Qualification
Senior Secondary 4 4%
Graduation 42 41%
Post-Graduation 54 52%
Others 3 3%
Qualification
Senior Secondary Graduation Post Graduation Others
54
42
4 3
Interpretation: Out of 120 respondent 4 are from Senior Secondary 42 are from
41
3.17 Income
0-2,50,000 78 50%
2,50,001-5,00,000 18 32%
5,00,001-7,50,000 6 13%
Income
0-2,50,000 2,50,001-5,00,000 5,00,001-7,50,000 7,50,001 and above
78
18
14
6
250000 is 66. Income level between 250001-500000 is 37. Income level between
42
3.2 Reliability Testing
has been conducted to calculate the value of cronbach alpha and confirm the reliability of
Sales promotion :
Reliability Statistics
Standardized Items
.770 .764 14
Reliability Statistics
Standardized Items
.745 .733 10
43
Interpretation: If the value of cronbach alpha is more than 0.7 then the questionnaire
used is standardized. Since the value of cronbach alpha, i.e.0.762, is greater than 0.7
The tests used for testing the various hypotheses are Karl Pearsons coefficient of
Correlation and Regression. The tests have been applied using SPSS.
3.31 Hypothesis-1:
To study the impact of sales promotion on consumer buying behaviour in FMCG with
used. The coefficient of Correlation and Regression is used to determine whether there
are any significant differences between the means of two or more independent (unrelated)
groups.
Descriptive Statistics
44
Interpretation: This table indicates that the mean for Consumer Behaviour is 2.9583 and
mean for Sales promotion is 3.2358. The standard deviation for Consumer Behaviouris
0.50672 and for Sales promotionare 0.56614. The total number of respondents is 120.
Correlations
ConsumerBehavi SalesPromotion
our
ConsumerBehaviour . .000
Sig. (1-tailed)
SalesPromotion .000 .
that there is positive correlation between the two variables, i.e., dependent and
independent.
45
Model Summary
.52
1 .279 .272 .43246 .279 39.039 1 101 .000
8a
Interpretation: The above table shows that R Square is 0.279 and adjusted R2 is 0.272. It
shows that the impact of Sales promotion is significant with 0.279 and consumer buying
ANOVAa
Squares Square
Regressio
7.301 1 7.301 39.039 .000b
n
1
Residual 18.889 101 .187
46
Interpretation: The above table shows that the value of F is statistically significant.
Coefficientsa
Coefficients d
Coefficients
1 SalesPromoti
.473 .076 .528 6.248 .000
on
Interpretation: The table shows the value of constant to be 1.429 and B for perception
The table shows the value of constant to be 1.429 and B for impact of sales promotion
as 0.473 under UN standardized coefficient therefore, the regression equation formed is:
This equation shows that 1 unit change in perception will result in 0.473 times change
in preference.
47
Chapter 4
Introduction
The present chapter aims to recollect the various phases of the study. A summary of the
research with the main findings has also been presented. Revisiting of objectives is
essential to understand whether the purpose and aim of research has been achieved.
Limitations of the study have been pointed out. Recommendations based on the study
have also been presented. Finally, the chapter throws light on directions for future
research.
To make the theoretical contribution of this research easier to follow, the findings will be
Educational Qualification.
b) Family Income group of 0-2,50,000 has very strongly rated Cash Discount as
c) No significant difference has been found in the attitude as per area of residence
e) People have positive image of Dabur and its product and they are loyal towards
the products.
48
f) According to the research there is difference between older and younger people
g) The study indicates the responses drawn from majority customer are falling in the
h) Researcher found positive consumer attitude towards buying behaviour for Dabur
i) The researcher found a significant relationship among all the variables, i.e Sales
In spite of the best efforts there are always some problems or limitations associated with
a) One of the major limitations of the study is that it is confined to only Delhi.
c) The sample size for conducting research is 120 which are very small as compared
to total customer in universe, which is large enough. So deduction drawn from the
having no time to read the questions carefully and might be some questions are
49
These limitations may have effect on findings of the work but not up to large extent and
thus do not affect the findings of the work very significantly. Some of the respondents
a) Further studies can be conducted to identify which Sales Promotion have more
b) The sample size can be increased that will enhance the quality of result obtained.
d) The Questionnaire can further include more criteria for analyzing the attitude of
consumer.
50
CHAPTER - 5
RECOMMENDATIONS
Introduction
This chapter includes the recommendations of the research project undertaken which
includes that the various suggestions given to the retail stores so that the suggestions
helps them to adopt certain tactics which when implemented on customers will be able to
maintain the customer satisfaction of the retail stores. The selected retail stores need to
identify and undergo some suggestions being recommended in order to retain their
The recommendations of the study thus conducted after all the tests and analysis are as
follows:-
a) Sales Promotional schemes preferences do vary with Family income, Gender and
b) International products with Price off and Local products with gift/%extra are most
these type of products Middle class consumers purchasing power is growing and
over the years this class would be big chunk of the Indian population, so, by the
years business will much depend on this class. This fact will attract International
players to India and Domestic players should cater this class very efficiently, so
c) Television is most preferred knowledge source and it reaches mass level, so, this
51
d) Immediate benefits consider better than delayed benefits, so, marketer should
h) Be the preferred company to meet the health and personal grooming needs of our
target consumers with safe, efficacious, natural solutions by synthesizing the deep
52
BIBLIOGRAPHY
Journals :
56-65.
j) Jabir Ali and Sanjeev Kapoor(2014)Buying Behaviour for Consumer For Food
53
k) Begonoa Alvarez and Rodolfo Vazquez Casielles(2004)Consumer Evaluation
Of Sales Promotion;The Effect On Brand Choice Vol. 39 No. 1/2, 2005 pp. 54-70.
54
Annexure A
Questionnaire
In FMCG With Special Reference To Dabur India Limited ", as a part of our
academic curriculum. I would request your cooperation in the form of honest responses.
I assure you that the data given by you will only be used for academic and research
General Information
Above 50 ( )
West Delhi ( )
Others ( )
Post-Graduation ( ) Others ( )
55
Income: 0- Rs 2,50,000 ( ) Rs 2,50,001-Rs5,00,000 ( )
Disagree Agree
technique.
choice as scheme.
considering customer
needs.
products.
56
products with sales
promotion scheme.
of Dabur.
promotion scheme.
you purchase.
final purchase.
promotion schemes of
Dabur.
57
have often sales
promotion.
good impression on
products.
discount on purchase.
products.
good quality.
my purchase product of
Dabur.
of Dabur.
58
21 Normally buy a Dabur
product when it is on
discount.
schemes of Dabur.
beneficial to me.
products.
59
Annexure B
Datasheet of Respondent
60
61
62
Thank you for your valuable time
63
Annexure C
64
12 Descriptive Research Descriptive research is used to describe
characteristics of a population or phenomenon
being studied.
13 Description A spoken or written account of a person, object.
14 Elasticity of Demand How sensitive the demand for a good is to changes
in other economic variables, such as the prices and
consumer income.
F
I
18 Idea A though or suggestion as to a possible course of
action.
19 Innovation Purchase of translating an idea
20 Interpretation The action of explaining the meaning of someone.
21 Intention an aim or plan
M
22 Methodology a system of methods used in a particular area of
study or activity
23 Merger A Merger is a deal to unite two existing companies
into one new company.
24 Marketing the action or business of promoting and selling
products or services, including market research and
advertising
65
P
25 Promotion Promotions refer to the entire set of activities,
which communicate the product, brand or service
to the user. The idea is to make people aware,
attract and induce to buy the product, in preference
over others.
26 Product An article or substance that is manufactured or
refined for sale.
27 Penetration Provide goods to the customer at low price.
28 Primary data consists of a collection of original primary data
collected by the researcher
29 Push Strategy A push promotional strategyinvolves taking the
product directly to the customer via
whatever means, ensuring the customer is aware of
your brand at the point of purchase.
30 Pull Strategy Pull strategy is a strategy that involves promotion
of marketing efforts to the final consumer.
31 Personal Selling Personal Selling is where the Business uses Sales
Force to sell the Product after meeting face to face
with the Customer.
Q
32 Quantitative Research Quantitative methods emphasize objective
measurements and the statistical, mathematical, or
numerical analysis of data collected through polls,
questionnaires, and surveys, or by manipulating
pre-existing statistical data using computational
techniques.
33 Questionnaire A set of printed or written questions with a choice
of answers, devised for the purposes of a survey or
statistical study.
66
34 Quantity the amount or number of a material or abstract
thing
R
35 Reliability Consistency and validity of test results determined
through statistical methods after repeated trials
36 Relevance important to the matter at hand
37 Research investigate systematically
38 Regions an area
S
39 Sales Promotion Sales promotions are the set of marketing activities
undertaken to boost sales of the product or service.
40 Sample a small part or quantity intended to show what the
whole is like
41 Standardized Cause (something) to conform to a standard.
42 Secondary Refers to data that was collected by someone other
than the user.
43 Significance The quality of being worthy of attention;
importance.
44 Simple Random A simple random sample is a subset of a statistical
population in which each member of the subset has
an equal probability of being chosen.
T
45 Tools Performance of an obligation.
46 Techniques Skill or ability in a particular field.
47 Validity the state or quality of being valid
67
68