MARKETING RESEARCH

NAME :- JOSHI . JAGRUTI . MAHANDAR

CLASS :- BMS – 2

ROLL NO : - MS – 225

RESEARCHER’S:- Dr.chandan A. chavadi

Shilpa S . Kokatnur

DRIVING FACTORS AND EFFECTIVENESS OF SALES PROMOTION IN SHOPPING MALLS

CONSUMER PERSPECTIVE

INTORUCTION

Sales promotion is very essential for successful marketing

of a product or service.

Increasing disposable income , rising consumer

expectations.

with emergence of big player such as Reliance,Futuer

group and other .

Retail sector is facing stiff competition in term of product

and service mix.

1985,there were more than 90 way of sales promotions.

Sales promotion activities by the Indian industries have

increased by 500 to 600 percent in the last 3 to 5 years.

WHY SALES PROMOTION ?

Sales promotion is presently considered as a vital part of the overall marketing strategy.

It facilitates and creates a unique rewards loyal users and encourages competitive

situation .

Sales promotion induces product trials among non users.

Industries overcomes seasonal slumps.

Sales promotion can persuade customers to buy more .

Sales promotion has the capacity to alter market share.

LITERATURE REVIEW

Important to find out information.

For know the consumer behaviors.

A number of factors drive the customers store

Few factors are found to be very significant.

Liu,yuping (2007) Pointed that loyalty program did not prompt heavy buyers

to change their purchase behaviour and loyalty program broadened their

relationship.

Monica cortinas (2008) found that loyalty card holders are less sensitive to

regular prices, but they are more sensitive for price promotion in certain

product categories.

RESEARCH OBJECTIVES

To study the influence of demographic variables on sales promotion.

To identify the popular consumer promotional tools.

To examine the factors driving customers towards shopping malls.

To analyze consumer buying response for four promotion tools viz,price

discount,sample,free gifts and buy one get one free.

DATA COLLECTION

PRIMARY DATA:-

200 Questionnaires were monitored, out of which 150 usable questionnaires were

considered for the study .

the study considered major shopping malls viz, Garuda,Central,Forum in the city of

Bangalore.

SECODRY DATA :-

Large body of literature which has studied the various sales promotion tools.

Data collection sample in pro rata basis.

SAMPLE

The sample consisted of 58% female and 42% male respondents.

The age slab was segmented as less then 25 years,26-34 years,35-54 years and 55 years and above .

Sample is done by Factors analysis and multiple discriminant analysis(MDA).

FACTOR ANALYSIS

• Important factors which affect consumer choice of shopping malls.

• Deducting the important attributes, a set of attributes were listed.

• factor analysis was used to understand the interdependence amongst the attributes.

• convenience

• Parking facility

• Reasonable price

• Credit facility

• Location

• Near to home

• variety

• Quality product

Variable no 1

Variable no 2

Variable no 3

Variable no 4

MULTIPLE DISCRIMINANT ANALYSIS(MDA).

Price discount Sample

Buy one get one free Free gifts

DEMOGRAPHIC VARIABLES

The study examines the influence of demographic variables on promotion.

This studied in order to ascertain whether demographic variables are having

any influence on the response of the consumer to the promotional offer.

CONCLUSION

It can understood from factor analysis that consumer give more important to product mix

Retailers provided ambience services .

services like credit facility, early opening were not able to creste impact, as these

services have become common across the retailers.

Time of promotion plays an important role in the success of promotional campaign.

product should launched at the right time at the right place with the right age group of

people .

New development in promotions like internet,email,messaging provide platform for

introducing the new product in market.

promotion have a long way to go and need to be used more as they cost the company

money.

REFERENCES INDIAN JOURNAL OF MARKETING

RESEARCH

VOLUME NO- 40

BOOK NUMBER- 4

APRIL 2010

THANK YOU