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to measure the Impact of sales promotion on personal care products vs consumer electronics using aida model

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impact of sales promotion, communications, consumer electronics, personal care products, aida model research, cognition affection and behaviour with sales promoton, demographics and response to sales promotion.

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to measure the Impact of sales promotion on personal care products vs consumer electronics using aida model

  1. 1. 1 | P a g e Chapter: 01 Introduction Consumer electronics  Consumer electronics are electronic equipment intended for everyday use, most often in entertainment, communications and office productivity. In British English they are often called brown goods by producers and sellers.  Main consumer electronics products include radio receivers, television sets, MP3 players, video recorders, DVD players, digital cameras, camcorders, personal computers, video game consoles, telephones and mobile phones. Increasingly these products have become based on digital technologies, and have largely merged with the computer industry in what is increasingly referred to as the consumerization of information technology such as those invented by Apple Inc. and MIT Media Lab. Current scenario in India  It all started sometime around 1965 in India. India’s giant leap towards the Electronics Industry. It was an era of Radios, Black & White TV, Calculators and other Audio Products. Then came the era of Color Television. It was the year 1982 when Indian Government took initiative to import more number of Color TV sets to make it possible for the Indian citizens to enjoy the direct broadcast of Asian Games happening in New Delhi. Then slowly but gradually came Telephone and Computers.  In the last decade the electronics industry has seen a rapid and healthy growth. With a steady increase in demand the Industry Gurus are predicting a lucrative market of US$ 400 billion (INR 21,66,000 Crores) by 2020. And the most booming sector among electronic industry would be the Consumer Electronic Goods segment. Indian electronic industry has showed us an excellent growth from INR 54 billion (2007-2008) to INR 79.48 billion (2011-2012). Indian electronic industry mainly manufacture and exports components for foreign companies. The total demand of global electronics hardware production is US$ 1.7 trillion (INR 92,05,500 Crores) and Indian electronic industry caters to only 1.3% of this huge global demand. Indian Consumer Electronics and Durable industry is now worth INR 340 billion and caters to the global demand exporting components for Display Technologies, Entertainment Electronics, Optical Storage
  2. 2. 2 | P a g e Device, Passive Components, Electro-mechanical components, Telecom Equipments, Transmission & Signalling Equipments, Semiconductor Designing and Electronic Manufacturing Services.  With such an present scenario, India acting as a thriving market for mobile phones. Every month about 2 million Indians start using mobile phones. Telecom industry alone is penetrating the total Indian electronics industry at a brisk rate of 10%. Other than Telecom, Auto Electronics, Consumer Electronics, Industrial Electronics and Medical Electronics sectors are also showing high and steady growth. The industry analysts are now predicting a market of more than US$ 150 million for Indian electronics industry.  The present Indian electronics industry market and the growth is alluring the global players. Companies like Solectron, Flextronics, Jabil, Nokia, Elcoteq have come forward to invest in Indian market. Even Korean Electronics Giants like LG & Samsung have committed to establish manufacturing facilities in Indian territory. Total 50 Electronics Manufacturing Services & Original Design Manufacturers providers are operating in India, both global player like Solectron, Flextronics as well as Indian players like Deltron, TVS Electronics, Sahasra etc.  One most crucial and significant reason for the internationally acclaimed player to get interested to start manufacturing plants in India is “HUMAN RESOURCE”. India is saturated with highly educated and unemployed human resources. Both skilled and unskilled employees are waiting to get an opportunity to grab on. Labor cost for manufacturing electronics goods and services in India is about 30-40% cheaper than the same in US or Western Europe. So one conclusion I can draw without much hesitation is that, the day is not so far, when Indian Electronics Industry will be poised in the pinnacle of the global scenario and India will be the Epicenter of the global electronics industry
  3. 3. 3 | P a g e Personalcare products  Personal care or toiletries is the industry which manufactures consumer products used in personal hygiene and for beautification.  Personal care includes products as diverse as cleansing pads, colognes, cotton swabs, cotton pads, deodorant, eye liner, facial tissue, hair clippers, lip gloss, lipstick, lotion, makeup, nail files, pomade, perfumes, razors, shaving cream, skin cream, talcum powder, toilet paper, toothpaste, and wet wipes. Current Scenario in India  The Indian economy, Asia's third-largest, has been growing briskly at above 8 percent for last couple of years. Indian cities dominate a new catalog of the world's fastest-growing 100 cities in terms of urbanization, with three cities in the top 10. In the context of the global scenario, despite the worldwide economic slump, the personal care market in India is one of the fastest-growing with a growth rate of 13 percent per annum and valued at USD 8.6 billion in 2010; personal care product market at USD 5.7 billion and wellness service market valued USD 2.9 billion in 2010. The sector is expected to reach USD 20.23 billion by 2017.  The personal care industry is directly aligned with the population base. With the median age at 25 years, India is among the world’s youngest nations, as compared to 43 years in Japan and 36 years in the US. In addition, the country’s population base of 1.2 billion people is estimated to rise to 1.5 billion people by the end of 2030. Urbanization will also increase by 45 percent in the next 30 years. India’s 1.2 billion people can be roughly divided into 250 million households. In recent times, the Indian consumers are looking for newer shopping experiences and products. Consumer concentration has shifted from traditional offerings to new generational ones, for instance demand for soap cakes to liquid soaps, shaving creams to foams and gels.  It is quite evident that the cosmetics and toiletries industry in the developed markets is close to saturation and growth has slowed down. Meanwhile, countries such as India, with its growing economy, offer a lucrative market for large multinationals. As per a recent study by the Confederation of Indian Industries (CII), the Indian color cosmetics and skin care markets have been increasing for the last two years and have recorded a growth rate of 20 percent in
  4. 4. 4 | P a g e 2010. So this market already experiences the entry of several brands, including MAC Cosmetics, Channel, Givenchy, Versace, Red Earth, The Body Shop, Christian Breton, ArtDeco and MAX Factor during this period. Several of the foreign players are expanding; for instance, Baccarose is expanding its Parcos brand cosmetics stores, as are the MKP and Cosmos brands.  The objective of the report is to state that it is just the right time for global cosmetics and skin care companies along with the Indian companies to participate in the growth story. Some researchers anticipate 25 percent growth rate in the Indian personal care industry in the next few years.  According to the Emerging Market Forum, the per capita income of India is expected to increase by about 18 times by 2039, while disposable income for households is estimated to grow three times by 2025. Globalization, rise in incomes, greater awareness about self needs and a change in consumption patterns of households are the accelerating factors behind this rapid growth. However, even with double-digit growth rates, penetration of cosmetics and toiletries products is very low. Current per capita expenditure on cosmetics is about USD 1, compared to USD 36.65 in other Asian countries. This low market penetration for cosmetics and personal care products offers an opportunity to service 1.2 billion people of the country. There is a huge scope international and national Spa chain as Southern India has the most of the spas of the country.  The second big opportunity is that some major European cosmetic retailers are looking for distributors and third-party manufacturers to set up joint ventures in the country. In fact after China, India is being seen as a strong manufacturing hub and a good source for natural ingredients. The country’s personal care sector is characterized by high volumes and low prices of cosmetic products. The ultimate winners would be those that ensure better value offerings to meet the needs of the Indian consumer. This report will facilitate the international and national players of personal care product sector. Additionally, investor, retailer of beauty products, fitness chains, fitness equipment maker, beauty appliances manufacturer, beauty product ingredient producer and banks or financial institution which are ready to give financial assistance will also be benefited. India’s B and C class towns are yet to see such focused approach from vendors and these towns has mass-market product users. This is a segment that presents a big opportunity for brands both national and international.
  5. 5. 5 | P a g e Chapter: 02 Research Methodology 1.1. Title To measure relationship between sales promotion and AIDA model for personal care products and consumer electronics. 1.2. Aims of Research 1. To find out what is the impact of sales promotion on cognition, affection and behaviour (action) of communication receiver. 2. To know whether the impact of sales promotion differs for personal care products vs consumer electronics. 3. To know whether demographics have impact on relationship between sales promotion and attentions and actions. 1.3. ResearchDesign  In this project in order to meet the research objectives, descriptive research design is used for study. 1.4. POPULATION  The population for this project is people who have purchased something when some sales promotion schemes were used and those people who went for gathering information when they heard of sales promotional schemes. 1.5. SAMPLING 1. SAMPLING TECHNIQUE: convenience sampling under non-probabilistic sampling technique will be used. 2. SAMPLE SIZE: In this project 50 sample size is taken. 3. SAMPLE FRAME: As total population is not known. Sample frame cannot defined.
  6. 6. 6 | P a g e 1.6. Data Collection TYPE OF DATA Primary data: Collected through questionnaire and personal discussion Secondary data: websites of retailers and sellers who are using sales promotions. 1.7. INSTRUMENT USED  Questionnaire – In Questionnaire, both open ended and structured questions are used. In structured questions dichotomous questions, rating questions, and Grid type questions are involved. METHOD Survey Method…... In this method Data is collected by convincing and asking question to those people who have purchased something when some sales promotion schemes were used and those people who went for gathering information when they heard of sales promotional schemes. 1.8. Data Analysis /Tools & Techniques:  Non parametric tests, factor analysis, chi square, cross tabulation, Graphical charts, pie charts, Bar charts are used.  The data was processed through tabulated frequency distributions using the SPSS program. A chi square and non parametric statistical technique was then used to test and establish the strength of the relationship between the variables. 1.9. Limitation of Work:  The survey is limited to Surat area only.  Study of buying behaviour is only based on sample size.  Level of accuracy of results of research is restricted to the accuracy level with which the customers have given answers and the accuracy level of the answer cannot be predicted.  The findings are based solely on the information provided by the respondents and there is a possibility of biased results.
  7. 7. 7 | P a g e Chapter: 03 Data Analysis 3.1. Descriptionabout data analysis tools. a. Pie chart  A pie chart displays data, information, and statistics in an easy-to-read 'pie-slice' format with varying slice sizes telling you how much of one data element exists. The bigger the slice, the more of that particular data was gathered.  The main use of a pie chart is to show comparison. When items are presented on a pie chart, you can easily see which item is the most popular and which is the least popular. b. Bar chart and column charts  A bar chart or bar graph is a chart that presents grouped data with rectangular bars with lengths proportional to the values that they represent. The bars can be plotted vertically or horizontally. A vertical bar chart is sometimes called a column bar chart.  A bar graph is a chart that uses either horizontal or vertical bars to show comparisons among categories. One axis of the chart shows the specific categories being compared, and the other axis represents a discrete value. Some bar graphs present bars clustered in groups of more than one (grouped bar graphs), and others show the bars divided into subparts to show cumulative effect Bar charts and column charts are similar: only their orientations differ. A bar chart is orientated horizontally, whereas a column chart is arranged vertically. Sometimes "bar chart" refers to both forms.
  8. 8. 8 | P a g e DATA ANALYSIS Frequency Table For personal care products: Interpretation: From 100 respondents 65 said yes and 35 said no on asking sales promotion, they have visited website of that brand. When you heard about Sales Promotion, you went to retail store to gather information. Frequency Percent Valid Percent Cumulative Percent Valid Yes 38 38.0 38.0 38.0 No 62 62.0 62.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents 38 said yes and 62 said no on asking sales promotion, they went to retail store to gather information. When you heard about Sales Promotion, you started gathering information about competitor’s brand Frequency Percent Valid Percent Cumulative Percent Valid Yes 58 58.0 58.0 58.0 No 42 42.0 42.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents 58 said yes and 42 said no on asking sales promotion, they started gathering information about competitor’s brand. When you heard about Sales Promotion, you visited website of that brand Frequency Percent Valid Percent Cumulative Percent Valid Yes 65 65.0 65.0 65.0 No 35 35.0 35.0 100.0 Total 100 100.0 100.0
  9. 9. 9 | P a g e When you heard about Sales Promotion, you dialed the toll- free number to gather more information Frequency Percent Valid Percent Cumulative Percent Valid Yes 42 42.0 42.0 42.0 No 58 58.0 58.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents 42 said yes and 58 said no on asking sales promotion, they dialed the toll-free number to gather more information. When you heard about Sales Promotion, you ignored that promotional message Frequency Percent Valid Percent Cumulative Percent Valid Yes 45 45.0 45.0 45.0 No 55 55.0 55.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents 45 said yes and 55 said no on asking sales promotion, they ignored that promotional message You purchased the product on which promotional scheme is on. Frequency Percent Valid Percent Cumulative Percent Valid Yes 76 76.0 76.0 76.0 No 24 24.0 24.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 76 said yes and 24 said no on asking if they purchased the product on which promotional scheme is on.
  10. 10. 10 | P a g e You increased consumption the product/ brand you were previously using. Frequency Percent Valid Percent Cumulative Percent Valid Yes 44 44.0 44.0 44.0 No 56 56.0 56.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 44 said yes and 56 said no on asking if they increased consumption the product/ brand they were previously using. You shifted to other brand on which sales promotion scheme is on from the brand you are currently using. Frequency Percent Valid Percent Cumulative Percent Valid Yes 54 54.0 54.0 54.0 No 46 46.0 46.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 54 said yes and 46 said no on asking if they shifted to other brand on which sales promotion scheme is on from the brand you are currently using. You have tried that product/ brand on which promotional scheme is on. Frequency Percent Valid Percent Cumulative Percent Valid Yes 76 76.0 76.0 76.0 No 24 24.0 24.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 76 said yes and 24 said no on asking if they have tried that product/ brand on which promotional scheme is on.
  11. 11. 11 | P a g e You have permanently shifted to that brand on which promotional scheme is on. Frequency Percent Valid Percent Cumulative Percent Valid Yes 33 33.0 33.0 33.0 No 67 67.0 67.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 33 said yes and 67 said no on asking if they have permanently shifted to that brand on which promotional scheme is on. You will use a brand/ product till there is a promotional scheme? Frequency Percent Valid Percent Cumulative Percent Never 11 11.0 11.0 11.0 Rarely 27 27.0 27.0 38.0 Sometimes 39 39.0 39.0 77.0 Most of the time 16 16.0 16.0 93.0 Always 7 7.0 7.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 11 use never, 27 rarely, 39 sometimes, 16 most of the times, 7 always on asking if they use a brand/product till there is a promotional scheme. You find more sales promotional schemes online Frequency Percent Valid Percent Cumulative Percent Valid Yes 79 79.0 79.0 79.0 No 21 21.0 21.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 79 said yes and 21 said no on asking if they find more sales promotional schemes online. You find more sales promotional schemes offline Frequency Percent Valid Percent Cumulative Percent Valid Yes 35 35.0 35.0 35.0 No 65 65.0 65.0 100.0 Total 100 100.0 100.0
  12. 12. 12 | P a g e Interpretation: From 100 respondents, 35 said yes and 65 said no on asking if they find more sales promotional schemes offline. You see sales promotional schemes for new products only Frequency Percent Valid Percent Cumulative Percent Valid Yes 58 58.0 58.0 58.0 No 42 42.0 42.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 58 said yes and 42 said no on asking if they see sales promotional schemes for new products only. You will pre-pone your purchase decision if you come to know about that certain sales promotion scheme is there on a product/brand? Frequency Percent Valid Percent Cumulative Percent Never 6 6.0 6.0 6.0 Rarely 27 27.0 27.0 33.0 Sometimes 51 51.0 51.0 84.0 Most of the time 11 11.0 11.0 95.0 Always 5 5.0 5.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 6 use never, 27 rarely, 51 sometimes, 11 most of the times, 5 always on asking if they will pre-pone your purchase decision if they come to know about that certain sales promotion scheme is there on a product/brand. You will postpone your purchase decision if you come to know about that certain sales promotion scheme will be available on a product/brand? Frequency Percent Valid Percent Cumulative Percent Never 4 4.0 4.0 4.0 Rarely 15 15.0 15.0 19.0 Sometimes 43 43.0 43.0 62.0 Most of the time 24 24.0 24.0 86.0 Always 14 14.0 14.0 100.0 Total 100 100.0 100.0
  13. 13. 13 | P a g e Interpretation: From 100 respondents, 4 use never, 15 rarely, 43 sometimes, 24 most of the times, 14 always on asking if they will postpone your purchase decision if they come to know about that certain sales promotion scheme is there on a product/brand. if it is a product where you insist on the quality of the product most then will you respond to the sales promotion scheme? Frequency Percent Valid Percent Cumulative Percent Never 13 13.0 13.0 13.0 Rarely 35 35.0 35.0 48.0 Sometimes 26 26.0 26.0 74.0 Most of the time 22 22.0 22.0 96.0 Always 4 4.0 4.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 13 use never, 35 rarely, 26 sometimes, 22 most of the times, 4 always on asking if they will postpone your purchase decision if it is a product where they insist on the quality of the product most then will they respond to the sales promotion scheme. when you find that there is no difference between the brands/ products you go for brands/ products which has higher sales promotion? Frequency Percent Valid Percent Cumulative Percent Never 9 9.0 9.0 9.0 Rarely 27 27.0 27.0 36.0 Sometimes 35 35.0 35.0 71.0 Most of the time 23 23.0 23.0 94.0 Always 6 6.0 6.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 9 use never, 27 rarely, 35 sometimes, 23 most of the times, 6 always on asking if they will postpone your purchase decision if when they find that there is no difference between the brands/ products you go for brands/ products which has higher sales promotion.
  14. 14. 14 | P a g e Door to door sampling Frequency Percent Valid Percent Cumulative Percent You have gathered the information 64 64.0 68.1 68.1 You purchased the product 30 30.0 31.9 100.0 Total 94 94.0 100.0 Interpretation: From 100 respondents, 64 have gathered the information and 30 have purchased the product on asking about door to door sampling. Sampling through news paper Frequency Percent Valid Percent Cumulative Percent You have gathered the information 66 66.0 72.5 72.5 You purchased the product 25 25.0 27.5 100.0 Total 91 91.0 100.0 Interpretation: From 100 respondents, 66 have gathered the information and 25 have purchased the product on asking about sampling through news paper. Sampling through mail Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 71 71.0 74.0 74.0 You purchased the product 25 25.0 26.0 100.0 Total 96 96.0 100.0 Missing System 4 4.0 Total 100 100.0 Interpretation: From 100 respondents, 71 have gathered the information and 25 have purchased the product on asking about sampling through mail.
  15. 15. 15 | P a g e In-store sampling Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 53 53.0 58.2 58.2 You purchased the product 38 38.0 41.8 100.0 Total 91 91.0 100.0 Missing System 9 9.0 Total 100 100.0 Interpretation: From 100 respondents, 53 have gathered the information and 38 have purchased the product on asking about sampling through in store sampling. On-purchase sampling Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 56 56.0 60.2 60.2 You purchased the product 37 37.0 39.8 100.0 Total 93 93.0 100.0 Missing System 7 7.0 Total 100 100.0 Interpretation: From 100 respondents, 56 have gathered the information and 37 have purchased the product on asking about on-purchase sampling. Event Sampling Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 66 66.0 70.2 70.2 You purchased the product 28 28.0 29.8 100.0 Total 94 94.0 100.0 Missing System 6 6.0 Total 100 100.0
  16. 16. 16 | P a g e Interpretation: From 100 respondents, 66 have gathered the information and 28 have purchased the product on asking about event sampling. You have received coupon through direct mail Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 70 70.0 74.5 74.5 You purchased the product 24 24.0 25.5 100.0 Missing System 6 6.0 Total 100 100.0 Interpretation: From 100 respondents, 66 have gathered the information and 28 have purchased the product on asking if they have received coupon through direct mail. Coupon in newspaper/magazines/ in packages etc Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 56 56.0 60.2 60.2 You purchased the product 37 37.0 39.8 100.0 Total 93 93.0 100.0 Missing System 7 7.0 Total 100 100.0 Interpretation: From 100 respondents, 56 have gathered the information and 37 have purchased the product on asking if they have received coupon in newspaper/magazine/in packages etc. Bounce Back coupon ( if you purchase again then only coupon is redeemable) Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 61 61.0 67.0 67.0 You purchased the product 30 30.0 33.0 100.0 Missing System 9 9.0 Total 100 100.0
  17. 17. 17 | P a g e Interpretation: From 100 respondents, 61 have gathered the information and 30 have purchased the product on asking if Bounce Back coupon ( if they purchase again then only coupon is redeemable). Cross-ruff coupon Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 51 51.0 57.3 57.3 You purchased the product 38 38.0 42.7 100.0 Total 89 89.0 100.0 Missing System 11 11.0 Total 100 100.0 Interpretation: From 100 respondents, 51 have gathered the information and 38 have purchased the product on asking about cross-ruff coupon. Instant coupon Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 57 57.0 61.3 61.3 You purchased the product 36 36.0 38.7 100.0 Total 93 93.0 100.0 Missing System 7 7.0 Total 100 100.0 Interpretation: From 100 respondents, 57 have gathered the information and 36 have purchased the product on asking about instant coupon.
  18. 18. 18 | P a g e In store coupon Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 62 62.0 63.9 63.9 You purchased the product 35 35.0 36.1 100.0 Missing System 3 3.0 Total 100 100.0 Interpretation: From 100 respondents, 62 have gathered the information and 35 have purchased the product on asking about in store coupon. Have you ever participated in a contest where you have competed to win a price which was personal care product or consumer electronics? Frequency Percent Valid Percent Cumulative Percent Valid Yes 32 32.0 32.0 32.0 No 68 68.0 68.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 32 have said yes and 68 said no on asking if they ever participated in a contest where you have competed to win a price which was personal care product or consumer electronics? Have you again purchased that product which you won in the contest? Frequency Percent Valid Percent Cumulative Percent Valid Yes 25 25.0 59.5 59.5 No 17 17.0 40.5 100.0 Total 42 42.0 100.0 Missing System 58 58.0 Total 100 100.0 Interpretation: From 100 respondents, 25 have said yes and 17 said no on asking if they again purchased that product which you won in the contest? have you ever purchased a product/ brands on which refund is there? Frequency Percent Valid Percent Cumulative Percent Valid Yes 73 73.0 73.0 73.0 No 27 27.0 27.0 100.0 Total 100 100.0 100.0
  19. 19. 19 | P a g e Interpretation: From 100 respondents, 73 have said yes and 27 said no on asking if they ever purchased a product/ brands on which refund is there? Will you purchase that brand or product again if rebate or refund is not there? Frequency Percent Valid Percent Cumulative Percent Valid Never 44 44.0 62.0 62.0 Rarely 27 27.0 38.0 100.0 Total 71 71.0 100.0 Missing System 29 29.0 Total 100 100.0 Interpretation: From 100 respondents, 44 have said yes and 27 said no on asking if they ever purchased a product/ brands on which refund is not there? have you ever purchased a product/ brands on which Bonus pack ( For eg 25% extra/ additional 2 year warranty) is there? Frequency Percent Valid Percent Cumulative Percent Valid Yes 71 71.0 71.0 71.0 No 29 29.0 29.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 71 have said yes and 29 said no on asking if they ever ever purchased a product/ brands on which Bonus pack ( For eg 25% extra/ additional 2 year warranty) is there? Will you purchase that brand or product again if rebate or bonus pack is not there? Frequency Percent Valid Percent Cumulative Percent Valid Never 6 6.0 8.5 8.5 Rarely 21 21.0 29.6 38.0 Sometimes 34 34.0 47.9 85.9 Most of the time 10 10.0 14.1 100.0 Missing System 29 29.0 Total 100 100.0 Interpretation: From 100 respondents, 6 have said never, 21 rarely, 34 sometimes and 10 most of the times on asking if they ever purchased a product/ brands on which refund is not there?
  20. 20. 20 | P a g e have you ever purchased a product/ brands on which price off deal (For eg 25 rs off/ additional 20% off) is there? Frequency Percent Valid Percent Cumulative Percent Valid Yes 69 69.0 69.0 69.0 No 31 31.0 31.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 69 have said yes and 31 said no on asking if they ever purchased a product/ brands on which price off deal (For eg 25 rs off/ additional 20% off) is there? Will you purchase that brand or product again if rebate or price off deal is not there? Frequency Percent Valid Percent Cumulative Percent Valid Never 2 2.0 2.9 2.9 Rarely 15 15.0 21.7 24.6 Sometimes 36 36.0 52.2 76.8 Most of the time 16 16.0 23.2 100.0 Missing System 31 31.0 Total 100 100.0 Interpretation: From 100 respondents, 2 have said never, 15 rarely, 36 sometimes and 16 most of the times on asking if they purchase that brand or product again if rebate or price off deal is not there? Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on? Frequency Percent Valid Percent Cumulative Percent Valid Never 6 6.0 6.0 6.0 Rarely 22 22.0 22.0 28.0 Sometimes 44 44.0 44.0 72.0 Most of the time 28 28.0 28.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 6 have said never, 22 rarely, 44 sometimes and 28 most of the times on asking if they purchase that brand or product again if they recommend product/ brand to others, which you have purchased when sales promotion scheme was on.
  21. 21. 21 | P a g e For Consumer Electronics When you heard about Sales Promotion, you visited website of that brand Frequency Percent Valid Percent Cumulative Percent Valid Yes 80 80.0 80.0 80.0 No 20 20.0 20.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents 80 said yes and 20 said no on asking sales promotion, they have visited website of that brand. When you heard about Sales Promotion, you went to retail store to gather information. Frequency Percent Valid Percent Cumulative Percent Valid Yes 59 59.0 59.6 59.6 No 40 40.0 40.4 100.0 Total 99 99.0 100.0 Total 100 100.0 Interpretation: From 100 respondents 59 said yes and 40 said on asking sales promotion, they went to retail store to gather information. When you heard about Sales Promotion, you started gathering information about competitor’s brand Frequency Percent Valid Percent Cumulative Percent Valid Yes 61 61.0 61.6 61.6 No 38 38.0 38.4 100.0 Total 99 99.0 100.0 Total 100 100.0 Interpretation: From 100 respondents 61 said yes and 38 said on asking sales promotion, they started gathering information about competitor’s brand. When you heard about Sales Promotion, you dialed the toll-free number to gather more information Frequency Percent Valid Percent Cumulative Percent Valid Yes 52 52.0 52.5 52.5 No 47 47.0 47.5 100.0 Total 99 99.0 100.0 Total 100 100.0
  22. 22. 22 | P a g e Interpretation: From 100 respondents 52 said yes and 47 said on asking sales promotion, they dialed the toll-free number to gather more information. When you heard about Sales Promotion, you ignored that promotional message Frequency Percent Valid Percent Cumulative Percent Valid Yes 54 54.0 54.5 54.5 No 45 45.0 45.5 100.0 Total 99 99.0 100.0 Missing System 1 1.0 Total 100 100.0 Interpretation: From 100 respondents 54 said yes and 45 said no on asking sales promotion, they ignored that promotional message. You purchased the product on which promotional scheme is on. Frequency Percent Valid Percent Cumulative Percent Valid Yes 68 68.0 69.4 69.4 No 30 30.0 30.6 100.0 Total 98 98.0 100.0 Missing System 2 2.0 Total 100 100.0 Interpretation: From 100 respondents, 68 said yes and 30 said no on asking if they purchased the product on which promotional scheme is on. You increased consumption the product/ brand you were previously using. Frequency Percent Valid Percent Cumulative Percent Valid Yes 55 55.0 57.3 57.3 No 41 41.0 42.7 100.0 Total 96 96.0 100.0 Missing System 4 4.0 Total 100 100.0 Interpretation: From 100 respondents, 55 said yes and 41 said no on asking if they increased consumption the product/ brand they were previously using.
  23. 23. 23 | P a g e You shifted to other brand on which sales promotion scheme is on from the brand you are currently using. Frequency Percent Valid Percent Cumulative Percent Valid Yes 53 53.0 54.1 54.1 No 45 45.0 45.9 100.0 Total 98 98.0 100.0 Missing System 2 2.0 Total 100 100.0 Interpretation: From 100 respondents, 53 said yes and 45 said no on asking if they shifted to other brand on which sales promotion scheme is on from the brand you are currently using. You have tried that product/ brand on which promotional scheme is on. Frequency Percent Valid Percent Cumulative Percent Valid Yes 58 58.0 59.2 59.2 No 40 40.0 40.8 100.0 Total 98 98.0 100.0 Missing System 2 2.0 Total 100 100.0 Interpretation: From 100 respondents, 58 said yes and 40 said no on asking if they have tried that product/ brand on which promotional scheme is on. You have permanently shifted to that brand on which promotional scheme is on. Frequency Percent Valid Percent Cumulative Percent Valid Yes 39 39.0 41.1 41.1 No 56 56.0 58.9 100.0 Total 95 95.0 100.0 Missing System 5 5.0 Total 100 100.0 Interpretation: From 100 respondents, 39 said yes and 56 said no on asking if they have permanently shifted to that brand on which promotional scheme is on.
  24. 24. 24 | P a g e You will use a brand/ product till there is a promotional scheme? Frequency Percent Valid Percent Cumulative Percent Valid Never 3 3.0 3.0 3.0 Rarely 35 35.0 35.0 38.0 Sometimes 41 41.0 41.0 79.0 Most of the time 18 18.0 18.0 97.0 Always 3 3.0 3.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 3 use never, 35 rarely, 41 sometimes, 18 most of the times, 3 always on asking if they use a brand/product till there is a promotional scheme. You find more sales promotional schemes online Frequency Percent Valid Percent Cumulative Percent Valid Yes 76 76.0 76.8 76.8 No 23 23.0 23.2 100.0 Total 99 99.0 100.0 Interpretation: From 100 respondents, 76 said yes and 23 said no on asking if they find more sales promotional schemes online. You find more sales promotional schemes offline Frequency Percent Valid Percent Cumulative Percent Valid Yes 53 53.0 53.5 53.5 No 46 46.0 46.5 100.0 Total 99 99.0 100.0 Interpretation: From 100 respondents, 53 said yes and 46 said no on asking if they find more sales promotional schemes offline. You see sales promotional schemes for new products only Frequency Percent Valid Percent Cumulative Percent Valid Yes 52 52.0 52.5 52.5 No 47 47.0 47.5 100.0 Total 99 99.0 100.0 Interpretation: From 100 respondents, 52 said yes and 47 said no on asking if they see sales promotional schemes for new products only.
  25. 25. 25 | P a g e You will pre-pone your purchase decision if you come to know about that certain sales promotion scheme is there on a product/brand? Frequency Percent Valid Percent Cumulative Percent Valid Never 15 15.0 15.0 15.0 Rarely 17 17.0 17.0 32.0 Sometimes 51 51.0 51.0 83.0 Most of the time 17 17.0 17.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 15 use never, 17 rarely, 51 sometimes, 17 most of the times, on asking if they will pre-pone your purchase decision if they come to know about that certain sales promotion scheme is there on a product/brand. You will postpone your purchase decision if you come to know about that certain sales promotion scheme will be available on a product/brand? Frequency Percent Valid Percent Cumulative Percent Valid Never 15 15.0 15.0 15.0 Rarely 17 17.0 17.0 32.0 Sometimes 51 51.0 51.0 83.0 Most of the time 17 17.0 17.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 15 use never, 17 rarely, 51 sometimes, 17 most of the times, on asking if they will postpone your purchase decision if they come to know about that certain sales promotion scheme is there on a product/brand. if it is a product where you insist on the quality of the product most then will you respond to the sales promotion scheme? Frequency Percent Valid Percent Cumulative Percent Valid Never 9 9.0 9.0 9.0 Rarely 24 24.0 24.0 33.0 Sometimes 41 41.0 41.0 74.0 Most of the time 24 24.0 24.0 98.0 Always 2 2.0 2.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 9 use never, 24 rarely, 41 sometimes, 24 most of the times, 2 always on asking if they will postpone your purchase decision if it is a product where they insist on the quality of the product most then will they respond to the sales promotion scheme.
  26. 26. 26 | P a g e when you find that there is no difference between the brands/ products you go for brands/ products which has higher sales promotion? Frequency Percent Valid Percent Cumulative Percent Valid Never 6 6.0 6.0 6.0 Rarely 15 15.0 15.0 21.0 Sometimes 46 46.0 46.0 67.0 Most of the time 26 26.0 26.0 93.0 Always 7 7.0 7.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 6 use never, 15 rarely, 46 sometimes, 26 most of the times, 7 always on asking if they will postpone your purchase decision if when they find that there is no difference between the brands/ products you go for brands/ products which has higher sales promotion. Door to door sampling Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 66 66.0 71.7 71.7 You purchased the product 26 26.0 28.3 100.0 Missing System 8 8.0 Total 100 100.0 Interpretation: From 100 respondents, 66 have gathered the information and 26 have purchased the product on asking about door to door sampling. Sampling through news paper Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 58 58.0 65.9 65.9 You purchased the product 30 30.0 34.1 100.0 Missing System 12 12.0 Total 100 100.0 Interpretation: From 100 respondents, 58 have gathered the information and 30 have purchased the product on asking about sampling through news paper.
  27. 27. 27 | P a g e Sampling through mail Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 56 56.0 64.4 64.4 You purchased the product 31 31.0 35.6 100.0 Total 87 87.0 100.0 Missing System 13 13.0 Total 100 100.0 Interpretation: From 100 respondents, 56 have gathered the information and 31 have purchased the product on asking about sampling through mail. In-store sampling Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 44 44.0 49.4 49.4 You purchased the product 45 45.0 50.6 100.0 Total 89 89.0 100.0 Missing System 11 11.0 Total 100 100.0 Interpretation: From 100 respondents, 44 have gathered the information and 45 have purchased the product on asking about sampling through in store sampling. On-purchase sampling Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 58 58.0 65.2 65.2 You purchased the product 31 31.0 34.8 100.0 Total 89 89.0 100.0 Missing System 11 11.0 Total 100 100.0 Interpretation: From 100 respondents, 58 have gathered the information and 31 have purchased the product on asking about on-purchase sampling.
  28. 28. 28 | P a g e Event Sampling Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 65 65.0 75.6 75.6 You purchased the product 21 21.0 24.4 100.0 Total 86 86.0 100.0 Missing System 14 14.0 Total 100 100.0 Interpretation: From 100 respondents, 65 have gathered the information and 21 have purchased the product on asking about event sampling. You have received coupon through direct mail Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 77 77.0 90.6 90.6 You purchased the product 8 8.0 9.4 100.0 Total 85 85.0 100.0 Missing System 15 15.0 Total 100 100.0 Interpretation: From 100 respondents, 77 have gathered the information and 8 have purchased the product on asking if they have received coupon through direct mail. Coupon in newspaper/magazines/ in packages etc Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 62 62.0 75.6 75.6 You purchased the product 20 20.0 24.4 100.0 Total 82 82.0 100.0 Missing System 18 18.0 Total 100 100.0 Interpretation: From 100 respondents, 62 have gathered the information and 20 have purchased the product on asking if they have received coupon in newspaper/magazine/in packages etc.
  29. 29. 29 | P a g e Bounce Back coupon ( if you purchase again then only coupon is redeemable) Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 53 53.0 64.6 64.6 You purchased the product 29 29.0 35.4 100.0 Missing System 18 18.0 Total 100 100.0 Interpretation: From 100 respondents, 53 have gathered the information and 29 have purchased the product on asking if Bounce Back coupon ( if they purchase again then only coupon is redeemable). Cross-ruff coupon Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 48 48.0 58.5 58.5 You purchased the product 34 34.0 41.5 100.0 Missing System 18 18.0 Total 100 100.0 Interpretation: From 100 respondents, 48 have gathered the information and 34 have purchased the product on asking about cross-ruff coupon. Instant coupon Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 56 56.0 66.7 66.7 You purchased the product 28 28.0 33.3 100.0 Total 84 84.0 100.0 Missing System 16 16.0 Total 100 100.0 Interpretation: From 100 respondents, 56 have gathered the information and 28 have purchased the product on asking about instant coupon.
  30. 30. 30 | P a g e In store coupon Frequency Percent Valid Percent Cumulative Percent Valid You have gathered the information 55 55.0 67.1 67.1 You purchased the product 27 27.0 32.9 100.0 Total 82 82.0 100.0 Missing System 18 18.0 Total 100 100.0 Interpretation: From 100 respondents, 55 have gathered the information and 27 have purchased the product on asking about in store coupon. Have you ever participated in a contest where you have competed to win a price which was personal care product or consumer electronics? Frequency Percent Valid Percent Cumulative Percent Valid Yes 46 46.0 46.9 46.9 No 52 52.0 53.1 100.0 Total 98 98.0 100.0 Missing System 2 2.0 Total 100 100.0 Interpretation: From 100 respondents, 46 have said yes and 52 said no on asking if they ever participated in a contest where you have competed to win a price which was personal care product or consumer electronics? Have you again purchased that product which you won in the contest? Frequency Percent Valid Percent Cumulative Percent Valid Yes 29 29.0 52.7 52.7 No 26 26.0 47.3 100.0 Total 55 55.0 100.0 Missing System 45 45.0 Total 100 100.0 Interpretation: From 100 respondents, 29 have said yes and 26 said no on asking if they again purchased that product which you won in the contest?
  31. 31. 31 | P a g e have you ever purchased a product/ brands on which refund is there? Frequency Percent Valid Percent Cumulative Percent Valid Yes 74 74.0 74.0 74.0 No 26 26.0 26.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 74 have said yes and 26 said no on asking if they ever purchased a product/ brands on which refund is there? Will you purchase that brand or product again if rebate or refund is not there? Frequency Percent Valid Percent Cumulative Percent Valid Never 7 7.0 9.9 9.9 Rarely 14 14.0 19.7 29.6 Sometimes 42 42.0 59.2 88.7 Most of the time 8 8.0 11.3 100.0 Missing System 29 29.0 Total 100 100.0 Interpretation: From 100 respondents, 7 have said never, 14 rarely, 42 sometimes and 8 most of the times on asking if they ever purchased a product/ brands on which refund is not there? have you ever purchased a product/ brands on which Bonus pack ( For eg 25% extra/ additional 2 year warranty) is there? Frequency Percent Valid Percent Cumulative Percent Valid Yes 68 68.0 70.8 70.8 No 28 28.0 29.2 100.0 Missing System 4 4.0 Total 100 100.0 Interpretation: From 100 respondents, 68 have said yes and 28 said no on asking if they ever ever purchased a product/ brands on which Bonus pack ( For eg 25% extra/ additional 2 year warranty) is there? Will you purchase that brand or product again if rebate or bonus pack is not there? Frequency Percent Valid Percent Cumulative Percent Valid Never 2 2.0 2.9 2.9 Rarely 18 18.0 26.5 29.4 Sometimes 33 33.0 48.5 77.9 Most of the time 15 15.0 22.1 100.0
  32. 32. 32 | P a g e Total 68 68.0 100.0 Missing System 32 32.0 Total 100 100.0 Interpretation: From 100 respondents, 2 have said never, 18 rarely, 33 sometimes and 15 most of the times on asking if they ever purchased a product/ brands on which refund is not there? have you ever purchased a product/ brands on which price off deal (For eg 25 rs off/ additional 20% off) is there? Frequency Percent Valid Percent Cumulative Percent Valid Yes 60 60.0 60.0 60.0 No 40 40.0 40.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 60 have said yes and 40 said no on asking if they ever purchased a product/ brands on which price off deal (For eg 25 rs off/ additional 20% off) is there? Will you purchase that brand or product again if rebate or price off deal is not there? Frequency Percent Valid Percent Cumulative Percent Valid Never 2 2.0 3.2 3.2 Rarely 23 23.0 37.1 40.3 Sometimes 26 26.0 41.9 82.3 Most of the time 11 11.0 17.7 100.0 Missing System 38 38.0 Total 100 100.0 Interpretation: From 100 respondents, 2 have said never, 23 rarely, 26 sometimes and 11 most of the times on asking if they purchase that brand or product again if rebate or price off deal is not there? Demographics Gender Frequency Percent Valid Percent Cumulative Percent Valid Male 70 70.0 70.0 70.0 Female 30 30.0 30.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 70 are male and 30 are female.
  33. 33. 33 | P a g e Annual Family income Frequency Percent Valid Percent Cumulative Percent Valid less than 1,20,000 43 43.0 43.0 43.0 1,20,001-1,80,000 15 15.0 15.0 58.0 1,80,001-3,00,000 42 42.0 42.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 43 have annual family income less than 1,20,000 , 15 have between 1,20,001-1,80,000 , 42 have between 1,80,001-3,00,000. Age Frequency Percent Valid Percent Cumulative Percent Valid 18-30 89 89.0 89.0 89.0 31-49 7 7.0 7.0 96.0 50-59 4 4.0 4.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 89 have age between 18-30, 7 between 31-49, and 4 between 50-59. Occupation Frequency Percent Valid Percent Cumulative Percent Valid student 75 75.0 75.0 75.0 Business person 5 5.0 5.0 80.0 professional 16 16.0 16.0 96.0 housewife 4 4.0 4.0 100.0 Total 100 100.0 100.0 Interpretation: From 100 respondents, 75 are students, 5 business person, 16 professionals, 4 housewife.
  34. 34. 34 | P a g e Cross Tabulation Part Cross Tabulations for Personal Care product 1. Cross tabulation between You have tried that product/ brand on which promotional scheme is on. And Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on? Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on? Total Never Rarely Sometimes Most of the time You have tried that product/ brand on which promotional scheme is on. Yes 4 16 36 20 76 No 2 6 8 8 24 Total 6 22 44 28 100 Interpretation:  The cross tabulation says that all those customers who have purchased those product on which promotional scheme was on and almost of them will recommend it to others and they were 55% of the customers while 1/5 of the customers have denied to recommend others.  While those who didn’t changed their brand 10% of those will recommend others that they shouldn’t use those brands. 2. Cross tabulation between You have permanently shifted to that brand on which promotional scheme is on. and Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on? Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on? Total Never Rarely Sometimes Most of the time You have permanently shifted to that brand on which promotional scheme is on. Yes 0 4 21 8 33 No 6 18 23 20 67 Total 6 22 44 28 100 Interpretation:
  35. 35. 35 | P a g e  30% of the customers have shifted to promotional scheme giving brands and they will recommend it to others also.  While half of the customers have purchased the brand but they will not recommend those brand to the others. 3. Cross tabulation between You will use a brand/ product till there is a promotional scheme? * Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on? Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on? Total Never Rarely Sometimes Most of the time You will use a brand/ product till there is a promotional scheme? Never 2 3 4 2 11 Rarely 2 6 13 6 27 Sometimes 2 10 18 9 39 Most of the time 0 3 7 6 16 Always 0 0 2 5 7 Total 6 22 44 28 100 Interpretation:  5 out of 10 customers are purchasing brands till there is discount and the same people recommend others to follow the same.  While 15% of the population are neither purchasing the brand nor recommending 4. Cross tabulation between if it is a product where you insist on the quality of the product most then will you respond to the sales promotion scheme? * Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on?
  36. 36. 36 | P a g e Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on? Total Never Rarely Sometimes Most of the time if it is a product where you insist on the quality of the product most then will you respond to the sales promotion scheme? Never 2 4 0 7 13 Rarely 4 3 18 10 35 Sometimes 0 9 13 4 26 Most of the time 0 6 9 7 22 Always 0 0 4 0 4 Total 6 22 44 28 100 Interpretation:  35% of the customers are putting more emphasis on promotional schemes and less on the quality of the product and recommending the same to the others.  While 22% of the population will neither purchase the product without the quality nor recommend to others. Cross Tabulations for consumer Electronics 1. Crosstab between You shifted to other brand on which sales promotion scheme is on from the brand you are currently using. And Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on? Interpretation:  The cross tabulation says that all those customers who have purchased those product on which promotional scheme was on and almost of them will recommend it to others while 1/5 of the customers have denied to recommend others. Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on? Total Never Rarely Sometimes Most of the time You shifted to other brand on which sales promotion scheme is on from the brand you are currently using. Yes 2 9 22 20 53 No 4 13 22 6 45 Total 6 22 44 26 98
  37. 37. 37 | P a g e  While those who didn’t changed their brand 60% of those will recommend others that they shouldn’t use those brands. 2. Cross tabulation between when you find that there is no difference between the brands/ products you go for brands/ products which has higher sales promotion? and Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on? Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on? Total Never Rarely Sometimes Most of the time when you find that there is no difference between the brands/ products you go for brands/ products which has higher sales promotion? Never 2 0 4 0 6 Rarely 4 5 0 6 15 Sometimes 0 9 24 13 46 Most of the time 0 8 13 5 26 Always 0 0 3 4 7 Total 6 22 44 28 100 Interpretation:  7 out 10 customers have said that they buy those products on which promotional scheme was on and when there were no differences between the brands and they recommend it to the others while 20% of the customers who have purchased it are refusing to recommend it to others. 3. Cross tabulation between if it is a product where you insist on the quality of the product most then will you respond to the sales promotion scheme? and Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on?
  38. 38. 38 | P a g e Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on? Total Never Rarely Sometimes Most of the time if it is a product where you insist on the quality of the product most then will you respond to the sales promotion scheme? Never 2 2 0 5 9 Rarely 2 4 11 7 24 Sometimes 2 14 17 8 41 Most of the time 0 2 14 8 24 Always 0 0 2 0 2 Total 6 22 44 28 100 Interpretation:  40% of the customers have said that quality is more important than sales promotion and they don’t recommend it to others. While 30 % of the customers have said that they will recommend it to others most of the time. 4. Cross tabulation between You will use a brand/ product till there is a promotional scheme? And Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on? Will you recommend product/ brand to others, which you have purchased when sales promotion scheme was on? Total Never Rarely Sometimes Most of the time You will use a brand/ product till there is a promotional scheme? Never 0 0 0 3 3 Rarely 4 10 17 4 35 Sometimes 2 10 15 14 41 Most of the time 0 2 9 7 18 Always 0 0 3 0 3 Total 6 22 44 28 100 Interpretation:  Half of the customers have said that in majority of the cases they will use the brand till there is a promotional scheme on it and will shift to their original brand and they recommend the same to others.While 15% of the customers will continue using and recommending the same to the others.
  39. 39. 39 | P a g e NON PARAMATRIC TESTS FOR PERSONALCARE PRODUCTS 1. Between Gender and various aspects of sales promotion on Personal care product
  40. 40. 40 | P a g e Ho: There is No relationship between gender and response to sales promotion. H1: There might be relationship between gender and response to sales promotion. Interpretation:  Failed to reject null hypothesis on 8 parameters and on one aspect Ho got rejected.  Hence you will postpone your purchase decision if you will get sales promotion varies with gender.  While there is no relationship between gender and response to sales promotions. 2. Between Annual Family income and response to sales promotion on personal care product Ho: There is No relationship between Annual Family income and response to sales promotion H1: There might be relationship between Annual Family income and response to sales promotion
  41. 41. 41 | P a g e
  42. 42. 42 | P a g e Interpretation:  Failed to reject null hypothesis on 7 parameters and on one aspect Ho got rejected.  Hence emphasis on Quality of the product and availibity of refund and purchase varies with annual family income.  While there is no relationship between Annual Family income and response to sales promotions 3. Response to sales promotion and age Ho: There is No relationship between age of the customer and response to sales promotion on personal care product H1: There might be relationship between age of the customer and response to sales promotion on personal care product Interpretation:  Failed to reject null hypothesis on 5 parameters and on one aspect Ho got rejected.  Hence emphasis on Quality of the product , Perceived difference between brands and following sales promotion, using the brand till sales promotion is available and rebate and refund available and recommending it to others when you purchased it with sales promotion varies with the age of the customer.  While there is no relationship between Age and response to sales promotions on other parameters.
  43. 43. 43 | P a g e
  44. 44. 44 | P a g e 4. Response to sales promotion and occupation Ho: There is No relationship between occupation of the customer and response to sales promotion on personal care product. H1: There might be relationship between occupation of the customer and response to sales promotion on personal care product. Interpretation:  Failed to reject null hypothesis on 6 parameters and on one aspect Ho got rejected.  Hence emphasis on Quality of the product , Perceived difference between brands and following sales promotion, using the brand till sales promotion is available, Proponing purchase decision to get sales promotion and rebate and refund available and recommending it to others when you purchased it with sales promotion varies with the Occupation of the customer.  While there is no relationship between occupation and response to sales promotions on other parameters.
  45. 45. 45 | P a g e
  46. 46. 46 | P a g e NON PARAMATRIC TESTS FOR CONSUMERELECTRONICS 1. Between Gender and various aspects of sales promotion on consumer electronics Ho: There is No relationship between gender and response to sales promotion. H1: There might be relationship between gender and response to sales promotion. Interpretation:  Failed to reject null hypothesis on all 8 parameters.  While there is no relationship between gender and response to sales promotions.
  47. 47. 47 | P a g e
  48. 48. 48 | P a g e 2. Between Annual Family income and response to sales promotion on consumer electronics Ho: There is No relationship between Annual Family income and response to sales promotion H1: There might be relationship between Annual Family income and response to sales promotion Interpretation:  Failed to reject null hypothesis on 6 parameters and on one aspect Ho got rejected.  Hence emphasis on Quality of the product and availibity of refund and purchase varies with annual family income.  While there is no relationship between Annual Family income and response to sales promotions
  49. 49. 49 | P a g e
  50. 50. 50 | P a g e 3. Response to sales promotion and age Ho: There is No relationship between age of the customer and response to sales promotion on consumer electronic product H1: There might be relationship between age of the customer and response to sales promotion on consumer electronic product Interpretation:  Failed to reject null hypothesis on 7 parameters and on one aspect Ho got rejected.  Hence whenever there is refund or rebate available consumer will purchase it varies with the age of the customer.  While there is no relationship between Age and response to sales promotions on other parameters.
  51. 51. 51 | P a g e
  52. 52. 52 | P a g e 4. Response to sales promotion and occupation Ho: There is No relationship between occupation of the customer and response to sales promotion on consumer electronics. H1: There might be relationship between occupation of the customer and response to sales promotion on consumer electronics. Interpretation:  Failed to reject null hypothesis on 4 parameters and on 4 aspect Ho got rejected.  Hence emphasis on Quality of the product , Post poning purchase decision, Proponing purchase decision to get sales promotion and rebate and refund available varies with the Occupation of the customer.  While there is no relationship between occupation and response to sales promotions on other parameters.
  53. 53. 53 | P a g e
  54. 54. 54 | P a g e Chapter: 4 Fact and finding About personal care product:  When customers were exposed to sales promotion: o 4 out of 10 customers visited to store to gather information. o 60% of the customers gathered information about competitors’ brand. o 65% of the customer visited the website. o 4 out of 10 customers dialed the toll free number. o Majority of customers ignored the message.  75% of the customers purchased that product on which sales promotion scheme was on.  Only 4 out of 10 customers increased the consumption.  While half of the customers shifted to brans on which sales promotional schemes were on.  8 out of 10 customers tried the brand having sales promotional scheme.  1/3 of the customers have changed their brand after using brand having sales promotions.  6 out of 10 customers have said that they will use the brand till there is a sales promotion scheme.  80% of the customers find more products and discount online.  Half of the customers have said that they find sales promotion on new product.  35% of the customers have said that they will postpone their decision to avail benefit of SP.  Half of the population say that they emphasis quality more then sales promotion.  65% of the customers go with the brand having sales promotion if they find no difference between brands.  7 out of 10 customers have received samples though door to door sampling, newspaper sampling and through mail and event sampling while half of the customers came across to SP through in store sampling and on purchase. While 60% have received it through cross ruff coupon and back to back coupon and instant coupon.  Only 30% of the customers have participated in any contest having personal care product as price and only 25% of the customers have repurchased it.  7 out of 10 customers have preferred products having refunds and buyback offers and price back deal were there.
  55. 55. 55 | P a g e About consumer electronic product:  When customers were exposed to sales promotion: o 6 out of 10 customers visited to store to gather information. o 60% of the customers gathered information about competitors’ brand. o 80% of the customer visited the website. o 5 out of 10 customers dialed the toll free number. o Majority of customers ignored the message.  68% of the customers purchased that product on which sales promotion scheme was on.  Only 5.5 out of 10 customers increased the consumption.  While half of the customers shifted to brands on which sales promotional schemes were on.  6 out of 10 customers tried the brand having sales promotional scheme.  1/3 of the customers have changed their brand after using brand having sales promotions.  8 out of 10 customers have said that they will use the brand till there is a sales promotion scheme.  80% of the customers find more products and discount online.  Half of the customers have said that they find sales promotion on new product.  70% of the customers have said that they will postpone their decision to avail benefit of SP.  70% of the population say that they emphasis quality more then sales promotion.  80% of the customers go with the brand having sales promotion if they find no difference between brands.  7 out of 10 customers have received samples though door to door sampling, while 6 out 10 newspaper sampling and through mail and event sampling while half of the customers came across to SP through in store sampling and on purchase. While 70% have received it through cross ruff coupon and back to back coupon and instant coupon.  Only 50% of the customers have participated in any contest having consumer electronic product as price and only 30% of the customers have repurchased it.  7 out of 10 customers have preferred products having refunds and buyback offers and price back deal were there.  While 70% of the customers have said that they will recommend to others about products having sales promotion.
  56. 56. 56 | P a g e Conclusion:  The response to sales promotion on personal care product varies from consumer electronics in following way derived from above facts and findings: Parameter Personal care product Consumer electronics Cognitive Information gathering from various sources Lower specially if requires visiting a store and dialing a number Higher need for information Emphasis on quality If sales promotion is there then emphasis is given to it Quality is priority then sales promotion Emotional - affective Brand loyalty and liking Brand loyalty is less seen and frequent shifts are there to avail sales promotion Brand Loyalty is seen, consumers usually don’t change brand to get short- term benefit. Behavioural part Recommendation Less More Propone or postponing decision To get sales promotion advantage, less consumers were proponing or postponing their decision. Customers were ready to postpone or prepone decision as economical benefit is there.
  57. 57. 57 | P a g e Chapter: 5 Recommendations  Increase tie with websites and other forms of online marketing to spread awareness about sales promotion. And make consumer aware about benefits they will get from it.  Use sales promotion in conjunction with advertisements to get more attention and lead to your sales promotion programs.  Use creative ways to communicate sales promotions to customers to gain attention and to build favorable image about brand having positive feelings.  Try to get rid from the stereotype that only lower quality products have higher sales promotions.  Provide more sales promotion online and offline both and even on established brand to attract and retain more and more customers.  Don’t give sales promotion on continues basis but provide it on frequent basis so that consumer value them and many time delight them.  Use more and more cross ruff coupons and bounce back coupan type incentives as it will bring customers again to your store and might purchase other products which may be beneficial to you.  Provide more incentives to those customers who bring others through rafferals and spread more positive word of mouth about sales promotion.  Install a feedback or a follow up system to know which customers took the sample or tried the product and did not come for repurchasing to take corrective options.  Always follow brand and product form competitors with their sales promotional efforts so that their efforts don’t result into short term loss or long term customer loss to our firm.
  58. 58. 58 | P a g e Bibliography Books: Advertising and Promotion- Belch and Belch and Purani Internet: http://www.researchandmarkets.com/reports/2125588/indian_personal_care_2012 https://en.wikipedia.org/wiki/Consumer_electronics https://en.wikipedia.org/wiki/Personal_care

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