1) The document analyzes the impact of sales promotions on customer purchase decisions of Monginis cakes in Pune and Lonavala, India.
2) A survey was conducted with 100 respondents using a questionnaire to collect primary data, and secondary data from reports and articles.
3) The hypothesis is that there is a positive relationship between sales promotions and purchase decisions. Statistical analysis was conducted to test this.
Shopper's Stop - Case Study Cracked (Marks 8/10)Tushar G
Hello Students,
Pls make corrections as this was not my final PPT and also add Net Generation Para of the case study which is not in Ppt.
Kindly leave a comment if you download.
Best Luck!!
Rgds,
Tushar
This project is an extensive research on the buying behavior of consumers for different brands of chocolates. It covers facts and figures and depicts all graphs of the companies. It begins with the introduction of industries. It covers some of the major strategies adopted by the companies like their pricing policy, sales promotion, and advertising policy, distribution policy etc. The project has been made interesting with the inclusion of the topics, which covers the 4P’s of marketing.
The major players in the sweet confectionary industry in India are Amul, Campo, Cadbury, and Nestle. They have a cut-throat competition among themselves. Whatever strategy is followed by one company, it is copied by the other to make themselves popular among the market too.
Shopper's Stop - Case Study Cracked (Marks 8/10)Tushar G
Hello Students,
Pls make corrections as this was not my final PPT and also add Net Generation Para of the case study which is not in Ppt.
Kindly leave a comment if you download.
Best Luck!!
Rgds,
Tushar
This project is an extensive research on the buying behavior of consumers for different brands of chocolates. It covers facts and figures and depicts all graphs of the companies. It begins with the introduction of industries. It covers some of the major strategies adopted by the companies like their pricing policy, sales promotion, and advertising policy, distribution policy etc. The project has been made interesting with the inclusion of the topics, which covers the 4P’s of marketing.
The major players in the sweet confectionary industry in India are Amul, Campo, Cadbury, and Nestle. They have a cut-throat competition among themselves. Whatever strategy is followed by one company, it is copied by the other to make themselves popular among the market too.
IMPACT OF ADVERTISING ON CONSUMER’S BUYING BEHAVIOREnamul Islam
Advertising is a form of communication intended to convince the audiences or consumers to purchase or take some action upon products, information or services. In this study, we tried to find out the impact of advertising on consumers’ minds about the product and their buying behavior. We have surveyed 100 respondents who are studying in the universities of the southern part of Bangladesh to identify the relationship between consumer buying behavior and advertisement. We mainly collected our data from three universities which are Khulna University, University of Barisal and Patuakhali Science and Technology University. The major finding of our study after analyzing all data is that there is a positive impact of advertising on consumer’s buying behavior and advertising plays a vital role to know about a new product.
intllab.com - Mine for sale (magazine advertising)intllab.com
Attitude towards advertising can be used as one of the predictable factors of advertising effectiveness. Of course, considering belief factors is very important and also necessary. Influential responses to advertising (effective reaction to advertisement) have significant impacts on causing positive reaction to the brands. Moreover, the impact of influential responses on attitude towards advertising and then attitude towards brand may be different from one person to another
Assessing Customer Satisfaction and Brand Awareness of Branded BreadIOSR Journals
The bread market is growing at about 5% per annum, according to the Ministry of Food Processing
Industries. 85% bread production is in the hands of the unorganized sector. With a lot of competition building
up to tap this potential market, the onus lies with the customer, who will turn to the brand which offers him
complete satisfaction. This paper studies the factors which lead to customer satisfaction and brand awareness,
by a random sampling of 100 customers in Cochin. The paper analyses customer satisfaction of a particular
bread brand – Elite Bread and attempts to find out how well known it is to the customers, compared to its
competitors. Limitations of the study and recommendations to improve customer satisfaction are put forth.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
1. Impact of Sales Promotion on Customers’ purchase decision of Monginis cakes
Miss. 1
Pornima Patil
1
PGDM Student, iFEEL Institute, Lonavala.
E-mail Id: 1
poonampatil9113@gmail.com Mobile no.:1
9970709113
Abstract
This research aims to analyze Impact of sales promotion on customers purchase decision of
Monginis cakes in Pune and Lonavala. On the basis of objectives and hypothesis a constructed
questionnaire was constructed. Primary and secondary both type of data was used to conduct a
survey. Primary data was collected through questionnaire whereas secondary data was
collected through reports, research papers, company websites and articles. The Statistical
Package for the Social Sciences (SPSS) for Microsoft Windows 2010 was used to complete the
analysis of the collected data. Data is also analyzed through using Excel. Total sample were
taken to consideration were 100 respondents(n=100).
Keywords : Monginis, cake, sales promotion, customer, purchase decision
2. 1. Introduction
1.1 Industry overview
The food sector is the growing sector in India, in terms of the life style and purchasing power
of the customers. (Rahman, june, 2014)The growth rate of the bakery and confectionary
industry is good. One of this kind bakery which has been in the Indian market for quite long
times is MONGINIS, its brand name originated as a single Italian bakery at Mumbai.The core
purpose of Monginis is to help people express their happiness in a memorable day. Monginis
into a household name with 700+ outlets in all over the India. On an average 1,40,000
customers visit Monginis cake shop daily across the country. Monginis offer gourmet cakes,
pastries, cupcakes, cookies, and more that are universally enjoyed by family and friends and
make Monginis a part of all life’s celebrations and memories.
1.2 company overview
Monginis Food Pvt. Ltd. opened its doors in early 1956 in India. Mr Mongini, an Italian, started
a bakery and catering services in India. In 1960s, Monginis was brought over by the
Khorakiwala family and after that history was made. By 1971, an idea of having a nationwide
franchise network and reaching out to customers in their neighborhoods was born. For years,
Monginis cake brand has simply been making people happy and this is evident as today it
stands as the no.1 cake brand in India. Monginis sells itself as “The Cake Shop”, producing
ready-made as well as order made cakes. Individual cake slices also kept in Monginis stores
for dine-in customers. Monginis has mastered the art of making cakes over a period of time.
Monginis produce more than 30 different cakes primarily in round, square and heart shape both
in egg and eggless category. Monginis has cakes in regular, premium and super premium
segments in which Black forest, truffle Dutch premium shimmer are most popular cake family
among customers.
3. 2) Literature Review
Sales promotion can be defined as ‘Techniques and devices commonly used on a temporary
basis, to make goods and services more attractive to customers by providing them with some
additional benefit, whether in cash or services, whether immediately or at a later time, whether
freely or unconditionally’ (Essays, 2013). Sales promotion is rather difficult for the presence
of multiple relating techniques and tactics to achieve company’s marketing communication
objectives and an essential element in planning marketing (Mahsa, 2015). Customer behavior
is the dynamic interaction and communication between consumers and the marketers doing
exchanges. There are four main factors influencing customer’s purchasing decision, these
factors are cultural, social & religious, personal and psychological. Over the year’s sales
promotion has become an indispensable element of consumer marketing. In the past,
advertising used to be one of the most effective marketing tools to reach the target customers
to influence their purchasing decision. However, today marketers put more emphasis to sales
promotion and are gradually shifting away from traditional method of advertising towards sales
promotion. Marketers use different kinds of price-oriented promotions such as coupons,
rebates, price discounts to increase sales and market share, encourage trial and encourage brand
switching (AjanShrestha, 2005). It is generally agreed that sales promotions are difficult to
standardize because of legal, economic and cultural differences (Ellen r.Foxman, 1988).
According to (Blattberg, 1990) sales promotion is a key ingredient in marketing campaigns
which consist of collection of incentive tools to stimulate quicker or greater purchase of
particular products by the customers. Sales promotion plays an important role in the marketing
programs of the retailer and it can have a significant impact when customer makes their
purchasing decision (AjanShrestha, 2005). From these definitions it can be said that the sales
promotion adds value to the products or services and it provides an extra incentive to consumer
who make purchasing decision based on the promotion. Sales promotion has short impact
unlike advertising and personal selling and act as the short-term technique work for the
impulsive buying effect on customers but cannot last long. The overall objective of sales
promotion is associated with the building brand loyalty or creating product awareness. To
fulfill the objective of sales promotion, marketers use different types of sales promotional
activities like Consumer Sales Promotion and Trade Sales Promotion. Consumer Sales
Promotions are marketing techniques done with the focusing on end customers whereas trade
sales promotions are focused on dealers, distributors and agents (Nakarmi, 2018).
4. 3) Conceptual framework
From the discussion and extensive literature review, the Diagram below shows that
independent variable attribute of Monginis which consist of Price, Brand-name, Availability,
Quality, Taste of cake, Advertising and dependent variable like Purchase Decision.
Independent Variable Dependent variable
Sales Promotion Purchase Decision
4) Hypothesis formation
Hypothesis 1: There is a positive relationship between Sales Promotion and
Purchase Decision
5. 5) Research Methodology
5.1 Data description
The first part of the questionnaire consisted of certain demographic information like age of the
consumer, gender, occupation and education. The survey was conducted for the Customer’s
purchase decision of Monginis cakes. Respondents were primarily Monginis customers, who
were involved in purchasing the cakes for birthday, anniversary, party, festival and others
including the graduates and postgraduate, working vis-à-vis non-working, that is, the
housewives (homemakers).
5.2 Data collection procedures
Since the variables for the research were identified to evaluate the relationship between
independent variables, and the dependent variables. This research was descriptive in nature,
which was based on both secondary and primary data. Secondary data was collected via
research papers, journals, books, articles in periodicals, conference proceedings, and websites.
The method used for the data collection was by way of structured questionnaire, with a mix of
dichotomous, rank order, likert scale (1 being strongly disagree to 5 being strongly agree), and
semantic differential questions. Convenience sampling method was used by approaching
consumers who were coming out of the stores and willing to answer the questions.
Questionnaires were given to only those consumers who were aware about Monginis cakes.
Out of 100 respondents participated in the survey, 100 questionnaires were completed and
validated.
5.3 Sample Design: Sample size of 100 respondents (n = 100) was taken for this research, with
a target audience of Monginis customers, as they make the purchase decision for buying
Monginis cakes. Population above the size of 10000 are statistically infinite and hence the
percentage of sample required remains 1% when the population size is above 10000 and in
such cases, a sample size of 100 is to be considered to be sufficient (Sekaran & Bougie, The
research process - theoretical framework and hypothesis development, 2010).
6. 5.4 Data analysis
The questionnaires were thoroughly checked and edited. The data were entered in Statistical
Package for Social Sciences (SPSS) Version 14. Various statistical tools and techniques were
used to analyse the data. At the questionnaire design stage, it was decided to use various
multivariate analyses like correlation and factor analysis which require large sample size.
6. Results: Upon collecting the responses from 100 respondents, taking the base of the
hypothesis, followed by data analysis, the inference was arrived at, which helped depicting the
results of this study.
7. Discussion and conclusion:
As it is not so significant but there is a positive correlation between sales promotion and
purchase decision. To an extent sales promotion have an impact on purchase decision.
8. Limitation and scope for further study
The major limitation of the study was that this study was confined only to Pune and Lonavala
cities, which does not give a clear picture of usage patterns of the customers across PAN India,
due to variance tastes, preferences, etc.
9. Managerial implications
This study will be highly useful to the industry experts, and decision makers in food industry,
marketing consultants from FMCG sector, etc. in devising suitable long term vis-à-vis short-
7. term marketing strategies and tactics that will help in creating brand awareness and strong
brand image for their respective cake brand/s.