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Effect of sales promotions on consumer buying behavior
Prepared by:Rakesh Kumar Sharma (PGMF 09-17)Jaipuria Institute of Management
Content.
1Abstract 2Introduction 2.1Source of credibility 2.2Behavioural effect 2.3Consumer decision making process 2.4Decision factors for buying 3Scope of the study 4Management Problem 5Research Problem6Research Objective7Research methodology 8Questionnaire 9Finding & result 10Discussion 11Limitations of study 12Conclusion 13Suggestions & Recommendations 14Bibliographies 15Remarks
INTRODUCTION ABOUT THE TOPIC
Effect of sales promotions on customer buying behavior
Sales promotion consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and/or greater purchase of a particular product by consumers or the trade
Sales promotions emphasis the customer to get action
For increase the sales of a particular product Sales promotion is from of communication whose
purpose is to inform potential customers about the particular product
To push the product in the market
Easy day market
Product have short life period –– They mark down the price of that product
To increase the sale of a particular product To increase the market share
Communication done by “easyday market”
Different channel – News paper– Pamphlet– Announce the offer within the store
– Promotion given by the vendor
– Promotion given by the easy day market
– Promotions given by the Bharti Retail Ltd.
– Promotion given by the companies like ponds, Lux, etc.
In the retail store like easy day market four type of sales promotions has
been done.
Behavioral Effects
Improve the service provided by the Easy day market retail store
Creating awareness for the store Build up the morale of the store’s sales force. Facilitate sales by correcting false impressions,
misinformation and other obstacles. Communicating a special reason for buying NOW
(e.g., sale). Make a brand identity known and easily
recognizable.
Consumer Decision-making process
Objective
To analyze the effect of sales promotion on consumer buying behavior in easy day market
To major the effectiveness of sales promotion of easy day market
Methodology
Data Collection Techniques survey tool- questionnaire Questionnaire contains seventeen questions covering all the
important parameters involved. 200 questionnaires were filled by customers
Data Analysis To collate the data Ms Excel and SPSS software were used to
convert the primary data to give pictorial representation in form
of Bar and Pie Graphs
Which store first comes to your mind when you think of purchasing a product?
RESPONSE NO OF RESPONDENTS
PERCENTAGE
Easy day market 48 24%
Big bazaar 96 48%
Vishal mega mart 41 20.5%
Others retailer 15 7.5%
Total 200 100%
48
96
41
15
200
020406080
100120140160180200
Responces
1
Name of the store
Frist store come in mind when purchasing product
Easy day
Big Bazzar
Vishal Mega Mart
Other
Tatal
From where did you come to know about the “Easy day market”?
7656 48
20
200
0
50
100
150
200
Response
1
Source
Come to know about "Easy day market"
Friends/ Family
News paper
Banners
Other
Total
RESPONSE NO OF RESPONDENT
PERCENTAGE
Friends/ Family 76 38%
News paper 56 28%
Banners 48 24%
Other 20 10%
Total 200 100%
How often do you visit “Easy day market”?
9278
228
200
0
50
100
150
200
Response
1
Time interval
Customer visit in Easy day market
Once in a month
Twice in a month
On a weekly basis
Once in two months
Total
RESPONSE NO OF RESPONDENTS
PERCENTAGE
Once in a month
92 46%
Twice in a month
78 39%
On a weekly basis
22 11%
Once in two months
8 4%
Total 200 100%
Are you aware of promotional offers conducted by “Easy day market”?
145
55
200
0
50
100
150
200
No of responses
Yes No Total
Aware of promotiona offer
Series1
Response No of respondent
s
Percentage
Yes 145 72.5%
No 55 27.5%
Total 200 100%
Do you think Easy day market” is a worth getting store in terms of
price and range of products they offer?
12
46
105
37
200
0
50
100
150
200
No of responses
1
Response
worth getting store in terms of price and range of products they offer
Never
Sometime
Often
Always
Total
RESPONSE NO OF RESPONDENTS
PERCENTAGE
Never 12 6%
Sometime 46 23%
Often 105 57.5%
Always 37 18.5%
Total 200 100%
Please choose below the factor which attracted you most at the “Easy day market”.
102
18
4634
200
020406080
100120140160180200
No of responses
Offer Service Quality Availabilityof
products
Total
Attributes
factor which attracted customer most at the “Easy day market”.
Series1
Rates
No of respondents
percentage
Offer 102
51%
Service 18
9%
Quality 46
23%
Availability of products 34
17%
Total 200
100%
Do you think the promotional activity of “Easy day market” gives you clear message?
154
46
200
0
50
100
150
200
No. of responses
Yes No Total
Response
Promotional offer give clear message
Series1
Response No of responde
nts
Percentage
Yes 154 77%
No 46 23%
Total 200 100%
How will you rate “Easy day market” in terms of offers they come up with (buy one get one free, discounts given)?
24
86
5238
200
0
50
100
150
200
No of responses
1
Rate
Rate “Easy day market” in terms of offers they come up with (buy one get one free, discounts given)?
Excellent, comes up with lots ofoffers
Good, always have few goodoffers
Neutral
Needs to come up with moreoffers
Total
Rates
No of respondents
percentage
Excellent, comes up with lots of offers 24
12%
Good, always have few good offers 86
43%
Neutral 52
26%
Needs to come up with more offers 38
19%
Total 200
100%
The promotional offer that “Easy day market” gives is always new.
27
54
82
37
200
0
50
100
150
200
No. of responses
1
Response
promotional offer that “Easy day market” gives is always new.
Never
Sometime
Often
Always
Total
RESPONSE NO OF RESPONDENTS
PERCENTAGE
Never 27 13.5%
Sometime 54 27%
Often 82 41%
Always 37 18.5%
Total 200 100%
What make “Easy day market” distinguish from other retail store?
86
2242 50
200
0
50
100
150
200
No.of responses
1
Attributes
“Easy day market” distinguish from other retail store?
Product rages
Price
Product display
Promotional offer
Total
Rates No of respondents
percentage
Product rages 86
43%
Price 22
11%
Product display 42
21%
Promotional offer 50
25%
Total 200
100%
Do you normally search for that products/buy those products that have some offer like buy one get one free etc?
2952
90
29
200
0
50
100
150
200
No. of responses
1
search for that products/buy those products that have some offer like buy one get one free etc?
Never
Sometime
Often
Always
Total
RESPONSE NO OF RESPONDENTS
PERCENTAGE
Never 29 14.5%
Sometime 52 26%
Often 90 45%
Always 29 14.5%
Total 200 100%
Do you find the weekly special offers provided by “Easy day market” attractive enough –
29 2952
90
200
0
50
100
150
200
No of Responses
1
weekly special offers provided by “Easy day market” attractive enough –
Never
Sometime
Often
Always
Total
RESPONSE NO OF RESPONDENTS
PERCENTAGE
Never 29 14.5%
Sometime 29 26%
Often 52 45%
Always 90 14.5%
Total 200 100%
When you see a promotional offer running in the “Easy day market”, do you buy more as compared to your shopping bill on normal days?
418 22
156
200
0
50
100
150
200
No. of responses
1
promotional offer running in the “Easy day market”, do customers buy more as compared to your shopping bill on
normal days?
Never
Sometime
Often
Always
Total
RESPONSE NO OF RESPONDENTS
PERCENTAGE
Never 4 2%
Sometime 18 9%
Often 22 11%
Always 156 78%
Total 200 100%
Looking at the promotions of “Easy day market” does your purchase pattern changes
166
34
200
0
50
100
150
200
No. of Responses
Yes No Total
promotions of “Easy day market” changes the purchase pattern
Series1
Response No of respondent
s
Percentage
Yes 166 83%
No 34 17%
Total 200 100%
What are the different products that you buy more when you see a promotional offer in the retail store?
76
42 4824
10
200
0
50
100
150
200
No. of responses
1
section item
Different products that customre buy more when they see a promotional offer in the retail store?
Grocery items
Apparel items
Electronic items
Home decoration items
Meat items
Tota
RESPONSE NO OF RESPONDENTS
PERCENTAGE
Grocery items 76 38%
Apparel items 42 21%
Electronic items
48 24%
Home decoration items
24 12%
Meat items 10 5%
Tota 200 100%
In which section you want that “Easy day market” give more
offer
48 5264
2412
200
020406080
100120140160180200
No. of responses
1
sections
section customer want that “Easy day market” give more offer
Grocery
Apparel
Electronic
Home decoration
Meat
Tota
RESPONSE NOOF RESPOND
ENTS
PERCENTAGE
Grocery 48 24%
Apparel 52 26%
Electronic 64 32%
Home decoration
24 12%
Meat 12 6%
Tota 200 100%
How will you rate your overall shopping experience in the store?
1436
96
44
10
200
020406080
100120140160180200
No. of responses
Poor Average Good Verygood
Excellent Total
Customer rating the overall shopping experience in the store?
Series1
Rates No of respondents
percentage
Poor 14
7%
Average 36
18%
Good 96
48%
Very good 44
22%
Excellent 10
5%
Total 200
100%
