EFFECTIVENESS OF SALES PROMOTION FOR HEDONIC

& UTILITARIAN PRODUCTS

Utilitarian products:

Utilitarian means those things that you need for everyday use-that which you need to survive

Hedonic Consumption:

It is the multisensory, fantasy and emotional aspects of consumer’s interactions with

products. It involves use of a product to fulfil fantasies and satisfy emotions. Levels of

satisfaction cannot be determined in the same orderly manner in hedonic as in utilitarian

consumption.

Background of the Problem

Marketing is one of the most important component for any sort of business now a days

All the markets are consumer driven, customer awareness is increasing day by day, and

Thus required a greater product satisfaction, reasonable prices, supreme service level,

Greater availability and most important appropriate sales strategy with proper

Communication channel.

For successful organizations marketing communication reports the most visible face of

the organization Sales promotion is an important component of a small business's

overall marketing strategy, along with advertising, public relations, and personal selling.

The American Marketing Association (AMA) defines sales promotion as "media and

non media marketing pressure applied for a predetermined, limited period of time in

order to stimulate trial, increase consumer demand, or improve product quality." But

this definition does not capture all the elements of modern sales promotion. One should

add that effective sales promotion increases the basic value of a product for a limited

time and directly stimulates consumer purchasing, selling effectiveness, or the effort of

the sales force.

Sales promotion is particularly effective in spurring product trial and unplanned

purchases. Most marketers believe that a given product or service has an established

perceived price or value, and they use sales promotion to change this price-value

relationship by increasing the value or lowering the price. Compared to the other

components of the marketing mix (advertising, publicity, and personal selling), sales

promotion usually operates on a shorter time line, uses a more rational appeal, returns a

tangible or real value, fasters an immediate sale, and contributes highly to profitability.

In determining the relative importance to place on sales promotion

Statement of the Problem

Sales promotions Plays a critical role in the development of customer preferences for

concerned products. Brands promotions are elastic, and react positively to both types of

promotion. Now almost every industry high lightened the issues relevant to manage

sales promotional programs and also establish strategies to deal with the acquiescent

issues.

Products:

Products will be F.M.C.G and Domestic brands.

Research Design

The applied marketing research had been applied for research method and the purpose

of study is descriptive as well as inferential in nature as it is aimed to collect more

appropriate information related to topic, while historic factors as concerned to consumer

nature also taken into consideration.

This study had a mix of both qualitative and quantitative research data. The qualitative

data in the study relates to the preferences of the consumer about various products and

sales promotion. Quantitative data relates to calculations about what proportion of

consumer prefer a particular product category or how sales promotion affects their

numbers.

Source of Information ;

1. Questionnaire

2. Internet

3. Interviews