“TO STUDY THE IMPACT OF PROMOTIONAL ACTIVITIES ON THE SALE OF MOBILE HANDSET IN DOABA REGION”

8/2/2019 TO STUDY THE IMPACT OF PROMOTIONAL ACTIVITIES ON THE SALE OF MOBILE HANDSET IN DOABA REGION

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Capstone Project

On

TO STUDY THE IMPACT OF PROMOTIONAL ACTIVITIES ON THESALE OF MOBILE HANDSET IN DOABA REGION

Submitted to Lovely Professional University

In partial fulfillment of the

Requirements for the award of Degree of

Master of Business Administration

Submitted by:

Abhishek Kumar (7020070025)

Ketki Jain (7020070005)

Ashish Pandey (3020070068)

Navpreet singh (3020070124)

DEPARTMENT OF MANAGEMENT

LOVELY PROFESSIONAL UNIVERSITY

JALANDHAR NEW DELHI GT ROAD

PHAGWARA

PUNJAB


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TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project titled

________________________________________________________________ carried out by

Mr/Ms_________________(student name), S/o or D/o____________(Fathers Name).

Mr/Ms_________________(student name), S/o or D/o____________(Fathers Name)



has been accomplished under my guidance & supervision as a duly registered MBA student ofthe Lovely Professional University, Phagwara.

Their project represents his original.

___________________________________

(Name & Signature of the Faculty Advisor)

Date:


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DECLARATION

sWe,"______________________________________________________________

_____________________________________________________ (student's name),

Hereby declare that the work presented herein is genuine work done originally by us and has not

been published or submitted elsewhere for the requirement of a masters program. Any literature,

data or works done by others and cited within this synopsis has been given due

acknowledgement and listed in the reference section.

_______________________

_______________________

_______________________

_______________________

(Students name & Signature)

Date:__________________


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ACKNOWLEDGEMENT

All things are possible with God.

Modern education system is incomplete without the professional education. So, I am studying in

MBA (Master of Business Administration).we have done our capstone project on topic To study

the impact of promotional activities on the sale of Mobile handset in DOABA region

Firstly, I wish to express my profound gratitude to the Almighty god with whose is

great blessing I have been able to complete this chapter of my life. I feel great pleasure in

acknowledge contribution of those who helped me in the preparing and completing my project

report.

During this project duration, firstly, I would like to thanks to my educational institute

lovely professional university, Phagwara specially, Mr. Vivek Chaturvedi (project guide) and

my MBA Teachers.

How can I forget my parents who gave me permission and encouragement for this task. I

also thank to my family

Great gain makes work easy


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EXECUTIVE SUMMARY

The main advantages associated with promotional sales are-an easy way to learn customer

response and it work fast. It also an inexpensive marketing technique, Sales promotion does not

always bring positive impact to business, sometime this type of promotion cause negative brand

impact to customers mind in the long-term. So, a promotional campaign needs to be designed

taking into account the consequences of losing brand value. A PIMS study of 1991 suggests that

overuse of sales promotion brings low ROI, almost 15% less, in comparison to balanced and

calculated promotional offers. It is advisable not to use sales promotion as a tool of brand

imaging, advertising is always the best way as far as branding is concerned. So, marketers need

to be careful and must understand the difference between the sales promotion and advertising.

Objective of sales promotion:

Before designing a promotional campaign, you must identify the target groups. This is done by

breaking up of your product markets and identification of small groups of consumers whose

wants and needs are not the same as the mass market as a whole-this is one of the key to success

in sales promotion. For finding the target group you need to take a qualitative research on the

market to determine your groups of customers, if the target group exists then find out their needs

& wants, and what drives them to buy your product. After learning about the target groups, you

must set the objectives of sales promotion which is all about why you want to achieve in sales

promotion campaign and how your customers will be benefits. Other aspects of sales objectives

are: budget of the promotion and duration of the promotional offer.


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Examples of Sales objectives

Many marketers use the promotional sales as a tool to learn the response of the first time

users, by offering reduced price, sales coupons, or money-back guarantees.

To increase the repeat purchase from the existing users.

It can work as an introductory platform for a new product. But a hosing plan and get a

domain name free.

Sales promotion is a vehicle to defend your business against your competitors. By giving

your users free coupons upon buying every products so as they can get considerable

discount on the next purchase with a specified time will certainly bind your customers with

your products and it will unlikely that they will switch on a new brand, even if it being

highly competitive.

Try to target and find a new segment in the market by focusing geographic and psychology

of users such as users with high and low purchasing needs. Normally, arranging a

competition or contents are very helpful for targeting a specific interest group.


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INDEX

TOPIC PAGE NO

Chapter 1 Introduction....1

1.1 Indian telecom industry....2

1.2 Sales promotion.4

1.3 Evolution of telecom industry...6

1.4 Factors facilitating growth.....7

1.5 Mobile phone brands in India10

1.6 Current scenario.....11

Chapter 2 Review of Literature..12 25

Chapter 3 Research Methodology...26 29

Chapter 4 Data Interpretation..30 47

Chapter 5 Findings and Recommendations.48

5.1 Findings..49

5.2 Limitations..50

5.3 Recommendations...51

5.4 Conclusion...52

Chapter 6 References.....53

Chapter 7 Annexure.56


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CHAPTER 1

INTRODUCTION


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Indian telecom industry:

The telecom industry has been divided into two major segments, that is, fixed and wireless

cellular services for this report.

In todays information age, the telecommunication industry has a vital role to play. Considered

as the backbone of industrial and economic development, the industry has been aiding delivery

of voice and data services at rapidly increasing speeds, and thus, has been revolutionising

human communication.

Although the Indian telecom industry is one of the fastest-growing industries in the world, the

current teledensity or telecom penetration is extremely low when compared with global

standards. Indias teledensity of 36.98% in FY09 is amongst the lowest in the world. Further,

the urban teledensity is over 80%, while rural teledensity is less than 20%, and this gap is

increasing. As majority of the population resides in rural areas, it is important that the

government takes steps to improve rural teledensity. No doubt the government has taken certain

policy initiatives, which include the creation of the Universal Service Obligation Fund, for

improving rural telephony. These measures are expected to improve the rural tele-density and

bridge the rural-urban gap in tele-density.

Introduction - Evolution

Indian telecom sector is more than 165 years old. Telecommunications was first introduced in

India in 1851 when the first operational land lines were laid by the government near Kolkata

(then Calcutta), although telephone services were formally introduced in India much later in

1881. Further, in 1883, telephone services were merged with the postal system. In 1947, after

India attained independence, all foreign telecommunication companies were nationalised to

form the Posts, Telephone and Telegraph (PTT), a body that was governed by the Ministry of

Communication. The Indian telecom sector was entirely under government ownership until

1984, when the private sector was allowed in telecommunication equipment manufacturing

only. The government concretized its earlier efforts towards developing R&D in the sector by


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setting up an autonomous body Centre for Development of Telematics (C-DOT) in 1984 to

develop state-of-the-art telecommunication technology to meet the growing needs of the Indian

telecommunication network. The actual evolution of the industry started after the Government

separated the Department of Post and Telegraph in 1985 by setting up the Department of Posts

and the Department of Telecommunications (DoT).

The entire evolution of the telecom industry can be classified into three distinct phases.

Phase I- Pre-Libralisation Era (1980-89)

Phase II- Post Libralisation Era (1990-99)

Phase III- Post 2000

Until the late 90s the Government of India held a monopoly on all types of communications as

a result of the Telegraph Act of 1885. As mentioned earlier in the chapter, until the industry was

liberalised in the early nineties, it was a heavily government-controlled and small-sized market,

Government policies have played a key role in shaping the structure and size of the Telecom

industry in India. As a result, the Indian telecom market is one of the most liberalised market in

the world with private participation in almost all of its segments. The New Telecom Policy

(NTP-99) provided the much needed impetus to the growth of this industry and set the trend for

libralisation in the industry.


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Sales promotion

Sales promotions are marketing strategies companies use chiefly to increase sales temporarily to

gain sales volume and market share. They are occasionally used to clear out year-end inventory

before new models arrive in showrooms as is often done in the automobile industry. Sales

promotions are also used as a competitive strategy to undercut competition by offering a lower

price or other incentive. Although sales promotions usually produce sales volume over and above

what is typically the case, they do not build brand identity and loyalty.

Types of Sales Promotion

Many types of sales promotions can induce a consumer to buy your goods or services. A product

sample delivered to the consumer's door is a good way to introduce a new product, but also one

of the most expensive. Coupons offering a discount off the usual price, cash refunds or rebates

redeemable after purchase, and prizes or sweepstakes are also ways of attracting consumer

attention.

Measuring Effect of Sales Promotion

Measuring the effect of a sales promotion is relatively easy but requires careful analysis of sales

data before and after the promotion. You will also need to keep track of what other marketing

and communication efforts and dollars your firm is undertaking at the same time as the sales

promotion. Because sales promotions deal in tangible things, such as redeemed coupons or cash

refunds and rebates, you can count those and see how many sales were a result of those

promotions. Next, compare those sales figures to those your company had before the promotion

to see if the promotion resulted in increased sales. To understand the true effect of the promotion,

keep other media expenditures and types the same during the promotion as before. That way you

are only measuring the effect of the sales promotion itself.


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Effectiveness Vs. Goals

Deciding whether your promotional campaign was effective depends on what goals were

established. This varies by the established strategy at the start of the campaign. For example, if

the goal of the campaign was to garner an increase in market share of 2 percentage points and the

campaign yielded 3, then the campaign was successful. But, this also has to be examined in light

of cost. If the cost of the additional market share was well beyond the budget set aside for the

promotional push, then the campaign's effectiveness is mixed.

Short- Vs. Long-Term Impact

Although an effective sales promotion will increase sales in the short-term, generally there no

longer-term impact. For established brands, many customers will wait for the promotion to buy

and to take advantage of the lower price. And, for many brands, most buyers were already

familiar with the brand before the promotion. The promotion may have done little to attract new

buyers or to encourage brand switching.

Sales Promotions in Highly Competitive MarketsSales promotions have their place in marketing even though they tend to instill a higher degree of

price sensitivity among consumers. For new product introductions in competitive markets where

there is a need to familiarize a group of consumers with a new product, sales promotions are a

highly effective tool. And, in established competitive markets where gains in market share count

for the bragging rights the increased share might offer, sales promotions are also an effective

method to increase sales volume.


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Factors Facilitating Growth of the Sector

The phenomenal growth in the Indian telecom industry was brought about by the wireless

revolution that began in the nineties. Besides this, the following factors also aided the growth of

the industry.

Liberalisation

The relaxation of telecom regulations has played a major role in the development of the Indian

telecom industry. The liberalisation policies of 1991 and the consequent influx of private

players have led the industry on a high growth trajectory and have increased the level of

competition. Post-liberalisation, the telecom industry has received more investments and has

implemented higher technology.

Increasing Affordability of Handsets

The phenomenal growth in the Indian telecom industry was predominantly aided by the

meteoric rise in wireless subscribers, which encouraged mobile handset manufacturers to enter

the market and to cater to the growing demand. Further, the manufacturers introduced lower-

priced handsets with add-on facilities to cater to the increasing number of subscribers from

different strata of the society. Now even entry-level handsets come with features like coloured

display and FM radio. Thus, the falling handset prices and the add-on features have triggered

growth of the Indian telecom industry.

Prepaid Cards Bring in More Subscribers

In the late nineties, India was introduced to prepaid cards, which was yet another milestone for

the wireless sector. Prepaid cards lured more subscribers into the industry besides lowering the

credit risk of service providers due to its upfront payment concept. Prepaid cards were quite a

phenomenon among first-time users who wanted to control their bills and students who had

limited resources but greater need to be connected. Pre-paid cards greatly helped the cellular

market to grow rapidly and cater to the untapped market. Further, the introduction of innovative


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schemes like recharge coupons of smaller denominations and life time incoming free cards has

led to an exponential growth in the subscriber base.

Introduction of Calling Party Pays (CPP)

The CPP regime was introduced in India in 2003 and under this regime, the calling party who

initiated the call was to bear the entire cost of the call. This regime came to be applicable for

mobile to mobile calls as well as fixed line to mobile calls. So far India had followed the

Receiving Party Pays (RPP) system where the subscriber used to pay for incoming calls from

both mobile as well as fixedline networks. Shifting to the CPP system has greatly fuelled the

subscriber growth in the sector.

Changing Demographic Profile

The changing demographic profile of India has also played an important role in subscriber

growth. The changed profile is characterised by a large young population, a burgeoning middle

class with growing disposable income, urbanisation, increasing literacy levels and higher

adaptability to technology. These new features have multiplied the need to be connected always

and to own a wireless phone and therefore, in present times mobiles are perceived as a utility

rather than a luxury.

Increased Competition & Declining Tariffs

Liberalisation of the telecom industry has fuelled intense competition, especially in the cellular

segment. The ever-increasing competition has led to high growth of subscribers and has put

pressure on tariffs, which have seen a sharp drop over the years. When the cellular phones were

introduced, call rates were at a peak of Rs 16 per minute and there were charges for incoming

calls too. Today, however, incoming calls are no longer charged and outgoing calls are chargedat less than a rupee per minute. Thus, the tariff war has come a long way indeed. Increased

competition and the subsequent tariff war has acted as a major catalyst for attracting more

subscribers. Apart from these major growth drivers, an improved network coverage, entry of

CDMA players, growth of value-added services (VAS), advancement in technology, and

growing data services have also driven the growth of the industry.


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The telecom industry in India has experienced exponential growth over the past few years and

has been an important contributor to economic growth; however, the cut-throat competition and

intense tariff wars have had a negative impact on the revenue of players. Despite the challenges,

the Indian telecom industry will thrive because of the immense potential in terms of new users.

India is one of the most-attractive telecom markets because it is still one of the lowest

penetrated markets. The government is keen on developing rural telecom infrastructure and is

also set to roll out next generation or 3G services in the country. Operators are on an expansion

mode and are investing heavily on telecom infrastructure. Foreign telecom companies are

acquiring considerable stakes in Indian companies. Burgeoning middle class and increasing

spending power, the governments thrust on increasing rural telecom coverage, favourable

investment climate and positive reforms will ensure that Indias high potential is indeed realised


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MOBILE PHONE BRANDS IN INDIA


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Nokias success is mainly attributed to distribution deals they inked of the estimated 79,000

retail outlets in India selling mobile phones, Nokia had a presence in 72,000 of them. At the

same time, Nokias market share has gone down in the past few months, as the other handset

vendors are building up a strong retail presence across the country.

References

http://www.ciol.com/Technology/Mobility/News-Reports/Indian-mobile-handset-mkt-grows-15-

pc-in-FY-2011/151639/0/

http://www.google.co.in/imghp?hl=en&tab=wi


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CHAPTER 2

REVIEW OF LITERATURE


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Review of literature

Alvarez B. A., & Casielles R.V. (2005) described in their study that that it is necessary to

consider the product's promotional state at the moment of purchase as an explanatory element of

the process. Promotion is a tool that can help manufacturers and/or retailers in the achievement

of their objectives (try the brand, help to decide what brand to buy, etc.). Immediate price

reduction is the technique that exerts greatest influence on the brand choice process. It is possible

that the consumer perceives a promotion, for example, coupons or rebates, but does not modify

his or her behaviour. In this case, manufacturers and/or retailers will be investing their resources

in promotional actions that do not have any effect on the consumer.

American Marketing Association (1995) A GOOD general dictionary tells you that advertising

simply means making as thing widely known by circular, etc., but a scrupulously careful

scientific handbook tells you that advertising means "the process of notifying or persuading

people without personal solicitation" (italics ours). The difference between the two statements

makes all the differencenotifying, yes, by all means; persuading, a much more hesitant yes.

The kind of thing that bothers most people about advertising is the patent-medicine

advertisement that blurs the distinction between palliatives and cures, the advertisement for pills

that vulgarly disfigures a lovely landscape, the window-dressing that induces people to buy what

they do not need and cannot afford. Evidently advertising touches psychology, ethics and

sthetics as well as economics. Of all this the author of this fine book is perfectly well aware. He

promises to deal later on with "the various ethical and social problems raised by the practice of

commercial advertising". In this volume he adheres to his purpose as indicated in the title. The

book is packed with information and suggestions coming from one who is obviously master of

his subject, who has lived it as well as studied it, and who helps the reader to form a judgment as

to the immediate future of advertising.

Borges A., Cliquet G. , & Fady A. (2005) have stated in their study that if a sales promotion

attracts consumers to the store, the hi-lo performance will be uncertain if these consumers buy

only promoted categories. Retailers need to pay attention to avoid promoting categories that are

frequently bought together in the same promotional action, or be faced with a strong redundancy

effect. This paper proposes a method to decrease redundancy effect without reducing overall


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promotion utility (and store traffic). The results suggest that grocery stores can avoid redundancy

effects by introducing categories with weak conjoint probabilities, resulting in a higher share of

full priced products on the consumer baskets without reducing the global utility of the

promotion.

Chia-Hui Chan, Kuan-Hua Hu (2010) Mobile devices (e.g. smart phone, PDAs, vehicle phone,

and e-books) are becoming more popular. However, mobile broadband subscriptions are only

20 percent of the mobile subscriptions. Part of the reasons is due to the high payments

requirement for broadband subscriptions. On the other hand, US mobile ad spend will exceed

US$1 billion in 2011 according to emarketer.com. Therefore, the idea of this paper is to increase

broadband subscribers by providing free or discounted fees through the deployment of mobile

advertising framework by the telecommunication system. Telecom operators can run the adsagent platform to attract investments from advertisers. Subscribers read promotional

advertisements that are sent to subscribers mobile phones to get discounted payment. While the

advertisers pay a reasonable price for advertising, the possible commercial activities will bring

revenues to advertisers. As a result, this framework is a triple-win for telecom carriers,

advertisers and subscribers. We describe a framework for delivering appropriate ads of the ideal

time at the ideal place to the ideal subscriber is the three key issues on how to show the ads,

when to show the ads, and what potential ads to be clicked by the subscribers. We take user

velocity and user location into considerate.

Chu-Mei Liu (2002) Branding is important to manufacturers, retailers and consumers. Brands

with higher brand equity have higher sales. The growth of mobile phone subscriptions is

considerably faster in the Philippines. Advertising and promotion are undertaken through

cooperation between the service providers and mobile phone manufacturers. The study tries to

find out the effects of the different activities on consumer choice of mobile phone brands. A total

of 800 respondents participated in the survey. Results of the stepwise regression analysis indicate

the initial effect of advertisements of service providers is felt during the third iteration but moved

during the next iteration phase. The consumers relate information about the service provider with

a combination of brand concept and unit usage flexibility. The relationship of variable to choice

is significant with only price upward difference with current model showing an inverse

relationship and the brand concept commanding the highest positive contribution.


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Enid (2010) The promotional mix has been used for many years to help explain the promotional

activities undertaken by organizations. Promotion is considered to be one of the 4Ps on the

marketing mix. The Marketing Communications Mix is the specific mix of advertising, personal

selling, sales promotion, public relations, and direct marketing a company uses to pursue its

advertising and marketing objectives. In order to decide how too properly to utilize the mix is

important to consider the relative strengths and weakness of each component of the mix. The

objectives of the promotional mix must be realistic and reasonable. Each promotional element

has a different communication capacity, is effective at different stages in the buying process and

there is a different level of control over each one. The decision for choice of promotion mix will

depend upon several factors such as, the target audience, objectives, complexity of the product,

and monetary restraint. The advertising we have known in the past couple of decades has been

about interruptions, and the advertising in the future need to be more about engagement (Hughes

& Fill, 2007). It is not enough for a business to have good products sold at attractive prices in

order to generate sales and profits, the benefits of products have to be communicated to

customers.

Ghingold M. (1988) described in his study that Business marketers' sales and promotional costs

continue to escalate. These marketers face complex problems in identifying and reaching key

influencers in targeted prospect organizations. This article links current developments in

industrial buying behavior theory and research to the problem of allocating sales and

promotional resources. It defines a customer-driven approach, specifying that marketer actions

be linked to the prospect organization's buying activities. Specifically, the phase or stage of the

buying process, the makeup of the decision-making unit over time, and the roles played by

buying participants, particularly stakeholders, should all dictate the content, timing, and targeting

of sales and promotional efforts. An outline framework for allocating these resources is proposed

and an overview of how buying and selling activities interact is presented.

Ghosh A. K. (1998) has elaborated in his study that allocation of promotional dollars has moved

increasingly from advertising to sales promotions, such as couponing. However, a short-term

focus on brand performance could jeopardize long-term brand prospects unless promotional

dollars are carefully targeted and based on the needs of the target market. Using scanner panel


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data, which are widely available, suggests how managers could evaluate current promotional

strategies, identify potential opportunities and threats, and refocus promotional efforts to increase

the efficiency and effectiveness of promotional plans.

Gilbert D.C., & Jackaria N. (2002) have illustrated in their study that UK supermarkets need to

be able to assess the current efficacy of the budget they allocate to promotional activities aimed

at boosting sales. Therefore, the main objective of this article is to investigate consumer response

to the four different promotional deals most commonly used in UK supermarkets: coupons, price

discounts, samples and buy-one-get-one-free. Multi discriminant analysis was used on a study

of 160 respondents to analyse whether there was an association between the four consumer

promotional approaches and respondents reported buying behaviour. The findings indicate that

only price discount promotions proved to be statistically significant on consumers reported

buying behaviour. Purchase acceleration and product trial are found to be the two most

influential variables related to a discount. For buy-one-get-one-free, while the result is not

significant, the two variables, brand switching and purchase acceleration are statistically

significant.

Hartley S. W.,& Cross J.(1988) have enumarated in their study that Expenditures for sales

promotion activities have increased dramatically during the past decade. Along with this added

emphasis, however, have come some undesirable effects. This article considers some of the key

issues that influence sales promotion decisions. It describes current sales promotion activities,

identifies some of the negative consequences of these activities, introduces a cost-benefit

philosophy for sales promotion decisions, and proposes a specific method for making those

decisions.

Jianan Wu ,Victor J. Cook Jr. , Edward C. Strong (2005) Internet firms frequently employ a

two-stage approach to promotional activities. In Stage 1, they attract customers to their websites

through advertising. In Stage 2, firms generate sales transactions or sales leads through their

website.


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Comprehensive assessment of the promotional performance of pure online firms requires the

study of Stage 1 and of Stage 2jointly. In this paper we develop a joint two-stage conceptual and

econometric model for assessing website promotion on three important dimensions:

(1) How advertising response can be measured by linking media schedules to website log files;

(2) How advertising and website characteristics jointly affect the desired system outcome of the

promotion;

(3) Whether the joint investigation of advertising response and desired system outcomes is

essential to assess the results of website promotion.

Three general findings follow from application of our model to a pure online firms campaign to

generate sales leads through print advertising. First, advertising and website characteristics affect

sales leads in different ways. A characteristic may influence sales leads directly, or indirectly, or

both. Second, assessing advertising effectiveness in an online environment may not require

costly survey research data. Instead, secondary data available from website log files may be used

for such assessment. Third, the interaction between the first and second stages of our two-stage

model can lead to misspecifications that produce misleading inferences. This occurs because the

unobserved characteristics in generating website visits and sales leads may be correlated.

Kimball R. (1989) described in his study that Investigates the role and management of sales

promotion in US companies. Reports on a study intended to identify factors that influence sales

promotion management. Concludes that the product category and the firm's position within the

category are related to sales promotion behaviour, with similarity in sales promotion behaviour

among firms in similar product marketing environments.

fulltext.ausport.gov.au/fulltext/1997/cjsm/v1n1/wthomas1.htm

Leppniemi M., Karjaluoto H.(2008) have described in their study that the results suggest that

women are more active than men in their responses to SMS call-to-action campaigns. Inaddition, the results indicate that mobile advertising is not only for teenagers. For instance,

consumers in the 36-45 age group were most likely to respond to SMS calls-to-action in a

television program and participate in SMS sweepstakes and other competitions. However, the

youngest consumers most actively ordered mobile services using SMS. In addition, it was found

that employment status had a substantial impact on consumers' SMS campaign activity.


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Liu S.S. (1995) stated in her study that The pharmaceutical industry applies the marketing

dichotomy of industrial/consumer goods in formulating its marketing strategies. Hong Kong has

both prescription and dispensing markets, whereas China is mostly a prescription market with

regard to Western medicine. Although the patient is generally the ultimate user in both cases,

medical practitioners in each of these countries have a rather unique and often multiple role in

the purchasing process of pharmaceutical products. Examines the relative importance of various

factors which influence the prescribing decisions of medical practitioners in Hong Kong and

China. Findings indicate a similar perception about the extent of influence for

interpersonal/organizational factors but different perceptions regarding marketing/promotional

tools among medical practitioners in different types of practice/market segment.

Liu C.M. (2002) has elaborated in his study that Branding is important to manufacturers,

retailers and consumers. Brands with higher brand equity have higher sales. The growth of

mobile phone subscriptions is considerably faster in the Philippines. Advertising and promotion

are undertaken through cooperation between the service providers and mobile phone

manufacturers. The study tries to find out the effects of the different activities on consumer

choice of mobile phone brands. A total of 800 respondents participated in the survey. Results of

the stepwise regression analysis indicate the initial effect of advertisements of service providers

is felt during the third iteration but moved during the next iteration phase. The consumers relate

information about the service provider with a combination of brand concept and unit usage

flexibility. The relationship of variable to choice is significant with only price upward difference

with current model showing an inverse relationship and the brand concept commanding the

highest positive contribution.

Md. Hussain(1999) The effectiveness of a sales promotion can be examined by decomposing

the sales "bump" during the promotion period into sales increase due to brand switching,

purchase time acceleration, and stockpiling. The author proposes a method for such a

decomposition whereby brand sales are considered the result of consumer decisions about when,

what, and how much to buy. The impact of marketing variables on these three consumer

decisions is captured by an Erlang-2 interpurchase time model, a multinomial logit model of

brand choice, and a cumulative logit model of purchase quantity. The models are estimated with


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IRI scanner panel data for regular ground coffee. The results indicate that more than 84% of the

sales increase due to promotion comes from brand switching (a very small part of which may be

switching between different sizes of the same brand). Purchase acceleration in time accounts for

less than 14% of the sales increase, whereas stockpiling due to promotion is a negligible

phenomenon accounting for less than 2% of the sales increase.

Martnez-Ruiz et al (2006) have stated in their study that an estimation of the shape of the deal

effect curve, indicating which temporary price discounts are more effective to increase sales and

showing the existence of different threshold and saturation levels. Confirms that promotional

price discounts accelerate sales especially during week ends. Evidences that promoting high-

priced (high-quality) brands has a stronger impact on sales of low-priced (low-quality) brands

than the reverse and that cross-price effects are stronger on the sales of brands with similarprices. Suggests the convenience of the use of the proposed semiparametric methodology to the

study of the promotional effects considered.

McGoldrick P. J., Betts E. J.,& Keeling K.A. (2000) have described in their study that In spite

of importance of promotion within pricing strategies, seasonal sales have received little

attention within the literature. The recent interest in high-low pricing has, however, increased

the attention given to temporal shifts in store-wide, rather than item level, prices. Following a

brief review, this paper draws upon two case studies of leading retailers of apparel in the UK.

Evidence is also presented from audits of pricing and markdown activities over a three-year

period, illustrating some contrasts between stated strategies and actual pricing activities. A cost-

benefit analysis of high-low pricing requires knowledge of consumer preferences and attitudes.

Results are drawn from a study of over 2,600 sale shoppers, indicating stated preferences for

markdown frequency, depth and coverage. In general sale shoppers appear to prefer a variety

of markdown levels, increasing their scope to succeed as bargain hunters.

Nrhinen M., Nissinen A.,& Puska P. (2000) illustrated in their study that To test the

feasibility of the use of supermarket sales data in evaluating a local point of purchase

intervention and to assess the impact of the intervention six and 12 months later. Staged point of

purchase intervention pilot study followed by a longitudinal observational study. The study was

carried out in one supermarket in Mikkeli, Finland. Foods were classified as healthier or


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reference products based on their labelled content of salt and saturated fat. The sales of packaged

foods containing reduced amounts of salt and/or saturated fat were promoted with a stepwise

increasing intervention culminating in a heart week. In addition all unplanned promotional

activities during the intervention were surveyed. Information on the sales of both the promoted

products and reference products was collected daily from the supermarkets computer system.

Direct and proportional sales of both single products and whole food groups were analysed

during the intervention and at follow-up. In addition the supermarket environment and the

supermarkets advertising in the local newspaper were checked. Short-term variations in the

sales could be seen related to the promotion activities. During the heart week the sales of actively

promoted healthier products increased by 37-49 per cent. Variations in the sales of reference

products could also be seen; the proportional sales of some healthier products declined

significantly when the reference products were actively promoted. The supermarket environment

was still affected by the intervention at both follow-ups. The mean percentage salt content of the

weekly sales had declined in all food groups and the mean percentage fat content had either

declined or remained unchanged. Computerised sales data provide a useful and rapid means of

evaluating supermarket based interventions. The intervention had an impact on the supermarket

environment which was visible at follow-up.

Norwood McMillian, Stephen R. Lucas, Benton E. Miles (2010) This paper presents the

effectiveness of a promotional effort to increase target-market awareness. The marketing

activities included survey design and implementation, conducting focus groups,

developing ads, and evaluating the promotional activity. In an effort to acquire knowledge

and experience, the students in a class (Promotional Management) were given the

opportunity to offer a research service to a clients products and services. The knowledge

obtained by the students will enhance them as they enter the workforce and the experience

will aid the students in competing for positions in marketing. The service provided to the

client is invaluable because of the pertinent information that was gained about non

business majors and the exposure that was gained from the promotional campaign

activities.

Parsons A. G., & Ballantine P. W. (2004) have revealed in their study that shopping malls is

the sameness of them. Despite this, shopping mall groups are increasingly using group


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branding as the basis for promotional activities, emphasising the security for the customer of

knowing that they will receive the same level of mix, no matter which branch is shopped at.

This research examines the effectiveness of group versus local promotional activities, with the

premise that level of local market dominance will impact on the effectiveness of both

promotional types. The two key performance indicators of sales and foot traffic were used to

measure effectiveness. Findings suggest that promotional type and level of market dominance

have significant effects on sales and traffic. Managerial implications are offered, along with

suggestions for future research extending this study to other retail groups.

Paulo Albuquerque , Polykarpos Pavlidis, Udi Chatow, Kay-Yut Chen, Zainab Jam(2010)

We develop a modeling approach to explain demand for an online platform of user-generated

content, and measure the impact of marketingactivities on decisions to visit the platform and on

decisions to create and buy content. The model explains individual-level choices as a function of

consumer characteristics and marketing activities, allowing for interdependence of decisions

within and across users. We apply our model to the Hewlett-Packard's (HP) print-on-demand

service of user-created magazines, named MagCloud. We use two distinct data sets to show the

applicability of our approach: an aggregate-level data set from Google Analytics and an

individual-level data set from HP. Our results compare four types of marketing activities: price

promotions, firm online activities, content creator referrals, and public relations efforts. We show

that price promotions have strong effects on purchases, while content creator referrals and public

relations have significant effects on all user decisions. We provide recommendations to the level

of the firm's investments and quantify the benefits of free promotional activities from content

creators. According to our findings, marketing actions from content creators generate about half

of the business of MagCloud. This free marketing campaigns are likely to have a substantial

presence in most online services of user-generated content.

Peattie K. & Peattie S. (1995) elaborated in their study that Below-the-line sales promotion

as part of the communication mix is virtually ignored within the services marketing literature, in

comparison with personal selling and above-the-line advertising. However, below-the-line

techniques have been growing in their extent, credibility and sophistication during the last two

decades. They have now reached the point where they deserve consideration in relation to other


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areas of marketing practice beyond their fast-moving consumer goods (FMCG) origins. The

different tools which make up the promotional toolkit have also reached a point where they

deserve individual consideration instead of being bundled together. Seeks to demonstrate how

one such tool, the promotional competition, represents a significant opportunity for services

marketers. Reviews the literature relating to sales promotion to build a case for the suitability of

competitions for services marketing, and presents the findings of a survey of 188 services-

sponsored competitions to explore the nature and extent of competitions' use in practice.

Peattie S. (1998) illustrated in her study that Although the food retail market has continued to

grow steadily during the 1990s, the number of retail outlets forced out of business has also

increased. In order to remain competitive, the food retailer needs to make full use of all the

tools within the marketing management toolkit. Sales promotion, although a popular marketing

tool, has never enjoyed the academic scrutiny afforded to the more glamorous field of

advertising. Research that has been done has tended to concentrate on price-based promotions.

These have been the most popular among food retailers, as in many other markets, but there is

growing awareness that non-price-based promotions can add value for the consumer while

meeting a range of marketing communications objectives. This article looks at the use of

consumer competitions, one of the most popular non-price promotional tools, with a survey of

1,232 competitions which were jointly or wholly sponsored by food retailers.

Rowley J. (1998) has illustrated in her study that Promotion is used to communicate with

customers with respect to product offerings. This article explores the role of promotion in the

information marketplace. Promotion has a key role in determining profitability and market

success and is one of the key Four Ps of the marketing mix. The tools that can be employed in

the promotional mix include: advertising; direct marketing;sales promotion; public relations and

publicity; personal selling and sponsorship. The article reviews the stages in the design of

communications strategies and thereby explores concepts such as target audiences, marketing

messages, communication channels, promotional budgets and monitoring promotional

performances.


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Shrotriya & Kaore(2002) Promotional activities of IFFCO started ahead of the commercial

production and fertiliser sales activities. Promotional programmes were reoriented from time to

time to accommodate emerging needs. Spectrum of field activities were also enlarged

substantially to cover varying local situations. Mass contact with farmers through meetings,

demonstrations, training's, village adoption and special projects remained the core activities in

the promotional programmes. Balanced fertiliser application and increased fertiliser use

efficiency has been the main plank of fertiliser promotion strategy of IFFCO. In the recent past,

cropping system/farming system approach, integrated nutrient management, water use efficiency

and use of IT have been identified as the thrust areas of promotional activities. Multi agency

collaborative efforts are also emphasised to undertake promotional programmes

needing diversified expertise.

Tasic, Ivan (2003) The usual theoretical assumption that the retailer's promotional activities

serve the purpose of attracting customers into stores lacks empirical verification. The

relationship between promotional activity and customer count is examined empirically in just a

few studies, and no significantly positive association is found. This dissertation is a

comprehensive empirical study of a unique time series cross section dataset, which contains

scanner data representing 28 product categories in a large supermarket chain over two and a half

year long period. The main result of this dissertation is that retailer's promotional activities are

positively related to customer count. Two constructed measures of the promotional activity have

a positive significant effect on store traffic that is comparable with the customer count effect of

an average holiday. Some 55 percent of the positive long-run promotional activity effect is felt

immediately, and the remaining 45 percent is spread over a five week long period. The

promotions have prolonged effects that last until the next promotional peak the next holiday. It is

also found that promotional discounts have positive and significant effect on store profit.

University of New South Wales (UNSW) - School of Marketing (2003) There is considerable

interest and debate over the effectiveness of sales promotion. Previous studies have shown that

sales promotions are more effective when they provide benefits that are congruent with those of

the promoted product. This study explores and extends the congruency framework by analysing

the impact of cultures at an ethnic group level. The purpose is to investigate the popular


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assumption that cultural differences exist at this level and to see whether these differences have

an impact on sales promotion effectiveness. A quasi-experimental design is used to test a series

of hypotheses based on a sample of Anglo-Australians and Chinese-Australians. It is found that

despite the existence of cultural differences at an ethnic level, culture does not appear to have a

significant impact on consumer responses to sales promotion. It is also found that the congruency

effects between product and promotion type are weak and may be non-existent in some cases.

Finally, the study also provides evidence that further validates a scale used for the measurement

of culture.

Varadarajan P. R. (1986) stated in his study that The use of various forms of cooperative sales

promotions such as intracompany and intercompany multibrand promotions is on the

ascendance, particularly among manufacturers and marketers of frequently purchased packaged

consumer products. This article provides an overview of various forms of cooperative sales

promotions, objectives that firms strive to realize through cooperative sales promotions, and

other issues. In addition, from the standpoint of improving marketing productivity, the need for

greater focus on the consumer franchise building potential of various sales promotion tools is

highlighted.

Vilcassim N. J.,& Wittink D. R. (1987) described in their study that Promotional expenditures

for manufacturer coupon distributions have increased rapidly during the last decade. Marketing

professionals have criticized this trend. We discuss how coupon distributions allow

manufacturers to price discriminate between market segments. Such discrimination should allow

a firm to increase the shelf price of the brand. We find that instant coffee prices reflect this idea,

and show that coupon distributions can be profitable for mature brands.

WilliamAbbott (2009)All business and corporate houses hand out different types of promotional

gifts to their clients and customers as an act of gratitude, market building and appreciation.

However, many business organizations are afraid of the costs associated with this type of

investment. Advertising through promotional products offer wide range of advantages.

Running a flourishing business requires a lot of decision-making and activities. It is as if you

have to play with several marketing strategies at appropriate times to stay ahead in this


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competitive world. Planning the right strategy and deciding the best time to use it are some of the

important decisions. Of all the advertising and marketing strategies, you can never doubt on the

efficacy of promotional items. Such gifts provide many benefits and successfully take your

business to towering and new heights. If you are someone dealing with sales and marketing

business, you are very well aware about the importance of brand recognition and brand visibility.

Following are some major benefits of distributing these products:

Weatherston (2008) Mobile advertising seems to be an industry thats beginning to explode,

chasing the billions already being spent on Internet advertising. Some of those in the burgeoning

mobile advertising industry, which has been making money mostly through text-driven ads,

expect advances in networks and advertising capabilities to reach the hugely exploding mobiles

user base in all countries especially India and China where minimum 8 million subscribers are

adding every month. Like internet ads, mobile ads work best when they are relevant and useful

to the user and created for that particular device. As the most personal electronics device most

consumers own, and rarely leave home without, the mobile phone offers the potential for both

the greatest choice and greatest convenience in media consumption. The forms that Mobile

Advertising takes are in many cases similar to online advertising. There are display units such as

text links, banners, and video ads. There are search models that enable text ads to be shown in

response to keywords entered on user queries. There is a messaging medium that is much more

instantaneous and personal than email, although not yet as rich. Additionally, there are models

that are unique to the device such as use of the idle screen and click-to-call

Xiaoning Zhu; Qun Zhang; Jiaqin Yang (2011) As mobile communication becomes the

future of people's daily communication, for job or in life, the competition for mobile device

market has been intensified during recent years. This paper is an attempt to investigate the

current issues and development of online promotion and marketing in the mobile device industry,

specifically the mobile phones in a specific market - China. The primary data for this research

are collected through a comprehensive website evaluation by a pre-designed observation sheet.

Fuzzy tops is is employed to evaluate the current online promotion implemented by all major

mobile phone manufacturers in China. The managerial implications and suggestions for future

research are also discussed.


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CHAPTER 3

RESEARCH METHODOLGY


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NEED OF THE STUDY

There is the clutter in the market of mobile handsets so there is a challenge for marketing team at

each and every step to create awareness as well as remind the customer about the product.

For the success of any new product in market, company needs good promotional strategies. Good

promotional strategies help us to attract attention of potential customers; therefore, large

numbers of telecom companies do a number of such promotional activities. Promotional

strategies always remain an integral part of any new launch and a good promotional strategy can

guarantee success of product. Promotional activities create awareness among prospects towards

the product. In the present competitive world, any company cannot make any product successful

without holding good promotional activities for it.

So this project has been undertaken to analyze the various aspects of promotional activities

which impact the sales of mobile handsets.


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Objectives of study:

To study the impact of promotional activities on the sales of mobile handsets.

What are the components of a promotion which lead to increased sales of mobile handset


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RESEARCH METHODOLOGY:

1. RESEARCH DESIGN- Causal research is done.

2. RESEARCH TOOLS: A well organized and structured questionnaire was prepared formaking the research beneficial for the capstone.

3. SAMPLING :

Sampling unit-The sampling unit is the individual unit containing the elements of the

population to be sampled. Sampling unit for the study include the people of Doaba region

as the promotional activities are done for end consumers ultimately.

Sample size: -The sample size include 200 respondents.

Sampling method: -Convenience sampling.

Sources and types of data-

Primary data:

Primary data was collected after doing the survey with the respondents. The survey was

based on questionnaire which contained both open ended and close ended questions.

Secondary data:

Secondary data will be collected from articles available on internet, journals, magazines,

television shows (Name of television show and channel) and projects.

METHODS OF DATA ANALYZING:

Average Mean

Pie chart through SPSS


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CHAPTER 4

DATA INTERPRETATION AND ANALYSIS


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This is to know that toward which thing customer is attracted more. Is advertisement on television or

magazines more effective or promotional schemes which are given to customer are more effective.

Q 6) Was your decision of purchased based on? (You can tick more than one option)

A) Promotion OfferB) Price

C) Personal choice/liking

This is a very important question by which we can get idea that what is most desirable by customer either

people go for prices, or promotions which attract them or they go by their own choices.

Q 7) How many stores have you visited before purchasing the mobile?

A) 1

B) 2

C) 3D) More

This question is to know that weather customer thinks more for purchasing the mobile handset. Is it a low

involvement product or high involvement product. We can get idea that if customer thinks before buying

then he/she must be searching for the constraints like price or promotion (offer & discounts).

Q 8) Did retailer gave you proper information regarding the mobile handset and promotional activities?

A) Yes

B) No

This is a very general question by which we can see that customer is satisfied and second thing that

whether retailer is communicating properly the offers made by company or not.

Q 9) Did you wait for the offers before purchasing the handset?

A) Yes

B) No

C) Cant say

This question is put to check the perception and priority of customers that weather they wait for

promotions.


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Q 10) How did you came to know about the offer?

(Multiple options to be ticked)

A) News PaperB) Journals

C) MagazineD) TelevisionE) RadioF) RetailerG) InternetH) Reference GroupI) Other

By this question we can conclude that what are the ways which the company needs to focus to reach the

customers.

Q 11) Choose the best three type of Promotion you want to benefit from:

A) Free accessoriesB) WarrantyC) Assure GiftsD) DiscountsE) Free SimsF) Lucky drawsG) Other

This is the most important question of our research by which we can know that what are the promotional

schemes that customer wants more.

Q 12) Is there any particular occasions on which you prefer to buy handsets?

A) Yes

B) No

This is to check that weather people wait for the occasions for buying the handset

Q 13) which of the following occasion will you prefer to buy handset?

A) On Birthday

B) On Festivals

C) Entering College

D) On Joining of Job

E) Anniversary

F) Other

To see that on what occasion we can give maximum promotion.

Q 14) Any Suggestion

.

This is an open ended question so that customer can give his/her own view.


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DATA ANALYSIS & INTERPRETATION

Q1) When did you purchase your mobile?

A) In last 1 month

B) In last 3 months

C) In last 6 months

Q2) Which brand of mobile do you have?


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Q3) Which feature of mobile do you prefer the most in your handset?

A) Appearance

B) Video Quality

C) Sound Quality

D) Camera

E) Applications

F) Dual Sim

G) Others ..

Featuresound

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 151 75.5 75.5 75.5

no 49 24.5 24.5 100.0

Total 200 100.0 100.0

Featurecamera


Cumulative

Percent

Valid yes 124 62.0 62.0 62.0

no 76 38.0 38.0 100.0

Total 200 100.0 100.0

Featureappearance


Cumulative

Percent

Valid yes 96 48.0 48.0 48.0

no 104 52.0 52.0 100.0

Total 200 100.0 100.0


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Featurevedio


Cumulative

Percent

Valid yes 101 50.5 50.5 50.5

no 99 49.5 49.5 100.0

Total 200 100.0 100.0

Featuredualsim


Cumulative

Percent

Valid yes 27 13.5 13.5 13.5

no 173 86.5 86.5 100.0

Total 200 100.0 100.0

Featureother


Cumulative

Percent

Valid yes 8 4.0 4.0 4.0

no 192 96.0 96.0 100.0

Total 200 100.0 100.0

Featureapplication


Cumulative

Percent

Valid yes 72 36.0 36.0 36.0

no 128 64.0 64.0 100.0

Total 200 100.0 100.0


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Q4) Was any promotion offers going at that time?

A) If Yes

Specify

B) No

Q 5) Which one of them attracted you more?

A) Advertisement

B) Promotion


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A) Promotion Offer

B) Price

C) Personal choice/liking


A) 1

B)2C) 3

D) More


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A) Yes

B) No


A) YesB) No

C) Cant say


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Q 10) How did you came to know about the offer?


A) News Paper

B) JournalsC) MagazineD) TelevisionE) RadioF) RetailerG) InternetH) Reference GroupI) Other

Offerjournal


Cumulative

Percent

Valid yes 14 7.0 7.0 7.0

no 186 93.0 93.0 100.0

Total 200 100.0 100.0

Offernewspaper


Cumulative

Percent

Valid yes 71 35.5 35.5 35.5

no 129 64.5 64.5 100.0

Total 200 100.0 100.0


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Offermagazine


Cumulative

Percent

Valid yes 30 15.0 15.0 15.0

no 170 85.0 85.0 100.0

Total 200 100.0 100.0

Offertelevision


Cumulative

Percent

Valid YES 103 51.5 51.5 51.5

no 97 48.5 48.5 100.0

Total 200 100.0 100.0

Offerradio


Cumulative

Percent

Valid yes 12 6.0 6.0 6.0

no 188 94.0 94.0 100.0

Total 200 100.0 100.0

Offerinternet


Cumulative

Percent

Valid yes 87 43.5 43.5 43.5

no 113 56.5 56.5 100.0


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Offerinternet


Cumulative

Percent

Valid yes 87 43.5 43.5 43.5

no 113 56.5 56.5 100.0

Total 200 100.0 100.0

Offerretailer


Cumulative

Percent

Valid yes 33 16.5 16.5 16.5

no 167 83.5 83.5 100.0

Total 200 100.0 100.0

Offerreferencegroupo

Frequency Percent Valid PercentCumulative

Percent

Valid yes 38 19.0 19.0 19.0

no 162 81.0 81.0 100.0

Total 200 100.0 100.0


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A) Free accessoriesB) WarrantyC) Assure Gifts

D) DiscountsE) Free SimsF) Lucky drawsG) Other

Typefreeaccessories


Cumulative

Percent

Valid yes 156 78.0 78.0 78.0

no 44 22.0 22.0 100.0

Total 200 100.0 100.0

Typewarranty


Cumulative

Percent

Valid yes 178 89.0 89.0 89.0

no 22 11.0 11.0 100.0

Total 200 100.0 100.0

Typegifts


Cumulative

Percent

Valid yes 61 30.5 30.5 30.5

no 139 69.5 69.5 100.0

Total 200 100.0 100.0


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Typediscounts


Cumulative

Percent

Valid yes 153 76.5 76.5 76.5

no 46 23.0 23.0 99.5

11 1 .5 .5 100.0

Total 200 100.0 100.0

Typefreesims


Cumulative

Percent

Valid yes 22 11.0 11.0 11.0

no 178 89.0 89.0 100.0

Total 200 100.0 100.0

Typeluckydraw


Cumulative

Percent

Valid yes 26 13.0 13.0 13.0

no 174 87.0 87.0 100.0

Total 200 100.0 100.0


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A) Yes

B) No


A) On Birthday

G) On Festivals

H) Entering College

I) On Joining of Job

J) AnniversaryK) Other

Occasionbirthday


Cumulative

Percent

Valid yes 72 36.0 36.0 36.0

no 128 64.0 64.0 100.0

Total 200 100.0 100.0


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Occationfestival


Cumulative

Percent

Valid yes 59 29.5 29.5 29.5

no 141 70.5 70.5 100.0

Total 200 100.0 100.0

Occasionentercollege


Cumulative

Percent

Valid yes 19 9.5 9.5 9.5

no 181 90.5 90.5 100.0

Total 200 100.0 100.0

Occasionjob


Cumulative

Percent

Valid yes 15 7.5 7.5 7.5

no 184 92.0 92.0 99.5

22 1 .5 .5 100.0

Total 200 100.0 100.0

Occasionother


Cumulative

Percent

Valid yes 1 .5 .5 .5

no 199 99.5 99.5 100.0

Total 200 100.0 100.0


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CHAPTER 5

FINDING & CONCLUSION


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Findings:

1. Approx. 70 % respondent have purchased mobile handset in last six months, 20%

respondent have purchased in last three month and rest of them have purchased in last

month.

2. Nokia having the leading shares of respondent after that Samsung is there with the second

leading shares of the respondent.

3. Respondent have choose the sound quality 75% that they want in their mobile handset

after that camera with 62% then video with 50% and appearances 48% and applications

with 36% and dual sim with 13.5%.

4. Mostly respondent (70%) have sad that there was not any promotion when they

purchased their mobile.5. 18% respondent are attract through promotion and rest were attract through

advertisement.

6. Mostly the decision of purchase is based on personal choice then the price will come

because the respondents are price sensitive and some of the respondent says that their

decision of purchase on promotion based.

7. Mostly respondent have chosen the option that they have visited only one or two shop.

8. Mostly respondent have said that the retailer have give proper information about the

promotion offers.

9. Almost more than average respondent said that they do not wait for promotion offers.

10. Mostly respondent said that they have got awareness through television after that

through internet and reference groups.

11. Discount warranty accessories are the thing that the respondent prefers in the promotion

schemes after that some of respondent have also shown interest towards free gift and

lucky draw etc.

12. Half of the respondents have said that they have purchase on some occasion and half said

they are not purchase.

13. Most of the respondent purchase mobile handset on festival secondly on their birthday.


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Limitations

Information bias may be constraint for my project.

The research would not represent the whole population so the scope of research islimited.

Some customer fills questionnaire without understanding it.

Some respondents may refuse to answer the questions due to lack of time and the other

reasons.

It is possible that the information supplied by the informants may be incorrect. So, the

study may lack accuracy.

Time constraint.


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CONCLUSION

From the report we have found that the people at present basis are not much attracted towards

promotional activities. The reason may be that the company is not giving much promotion or the

people are not much aware about the time to time promotional schemes. The companies should

give promotional schemes so as to increase sales but it is very essential to give proper

information regarding the schemes. we have suggested many recommendations by which the

companies can take advantage.


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CHAPTER 6

REFERENCES


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References

1. http://www.nature.com/nature/journal/v156/n3974/abs/156765b0.html

2. http://www.emeraldinsight.com/journals.htm?articleid=1500342&show=html

3. http://research.microsoft.com/en-us/um/beijing/events/ia2011/n6.pdf

4. http://www.emeraldinsight.com/journals.htm?articleid=857779&show=html

5. http://www.termpaperwarehouse.com/essay-on/The-Promotional-Mix/25719

6. https://researchspace.auckland.ac.nz/bitstream/handle/2292/60/02whole.pdf?sequence=8

7. www.emeraldinsight.com/journals.htm?articleid=857367

8. www.aphis.usda.gov/wildlife.../pdf/Nutria%20in%20Louisiana.pdf

9. www.emeraldinsight.com/journals.htm?articleid=856643&show...

10. http://www.cellstrat.com/images/Mobile_Advertising_Trends_-_An_Abstract.pdf

11. http://isr.journal.informs.org/content/16/4/334.abstract vol. 16 no. 4 334-351

12. www.emeraldinsight.com/journals.htm?articleid=856643&show...s

13. www.economicswebinstitute.org/essays/mobilefin.pdfs

14. herkules.oulu.fi/isbn9789514288159/isbn9789514288159.pdf


16. www.emeraldinsight.com/journals.htm?articleid=870538&show..

17. http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1538887

18. files.placemanagement.org/newsletter/cpd_mail/new.../KR1.pdf


20. http://repository.tamu.edu/handle/1969.1/5880

21. www.emeraldinsight.com/journals.htm?articleid=1659230


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22. 131.251.0.86/carbs/faculty/peatties/index.html

23.papers.ssrn.com/sol3/papers.cfm?abstract_id=1538887

24. http://ieeexplore.ieee.org/xpl/freeabs_all.jsp?arnumber=5914478

25. http://journals.cluteonline.com/index.php/JABR/article/view/293 Vol 26, No 3 (2010)

26. http://www.iffco.nic.in/applications/brihaspat.nsf/0/82c2a24768bde32665256ba30026f0f

8/$FILE/fertnews0402.pdf

27. http://scholar.google.co.in/scholar?q=Vilcassim+N.+J.,%26+Wittink+D.+R.+%281987%

29+promotion&hl=en&as_sdt=0&as_vis=1&oi=scholart

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30. http://journals.cluteonline.com/index.php/JABR/article/view/283


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Chapter 7

Annexure


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Q4) Was any promotion offers going at that time?

C) If Yes

Specify

D) No

Q 5) Which one of them attracted you more?

A) Advertisement

B) Promotion


D) Promotion OfferE) Price

F) Personal choice/liking


E) 1

F) 2

G) 3

H) More


C) Yes

D) No


D) Yes

E) No

F) Cant say

(If the answer to the above question is yes, answer the next question otherwise skip it. )


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Q 10) How did you come to know about the offer?


J) News PaperK) Journals

L) MagazineM) TelevisionN) RadioO) RetailerP) InternetQ) Reference GroupR) Other


H) Free accessoriesI) WarrantyJ) Assure Gifts

K) DiscountsL) Free SimsM) Lucky drawsN) Other


A) Yes

B) No

(If yes then answer next question)


A) On BirthdayL) sOn Festivals

M) Entering College

N) On Joining of Job

O) Anniversary

P) Other

Q 14) Any Suggestion

.

Signature: Date:

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Documents

“TO STUDY THE IMPACT OF PROMOTIONAL ACTIVITIES ON THE SALE OF MOBILE HANDSET IN DOABA REGION”