29-05-2012, 05:28 PM
A STUDY ON EFFECTIVENESS OF SALES PROMOTION FOR UPS PRODUCTS IN CHENNAI
A STUDY ON EFFECTIVENESS OF SALES PROMOTION .doc (Size: 170 KB / Downloads: 108)
INTRODUCTION
The study deals with the effectiveness of sales promotion .The widespread use of consumer sales promotions have sparked considerable interest and debate over their effectiveness. Critics argue that sales promotions are ineffective as they make consumers more promotion prone, resulting in market share losses in the long run. However, other researchers have shown that sales promotions lead to real increases in sales and profits. The study provides insights to marketing practitioners in the design of sales promotion strategies
OBJECTIVE OF THE STUDY
To identify the factors influencing the effectiveness of sales promotion.
To know the customer’s view on sales promotion.
To find out the strategies for implementing effective sales promotion.
To provide valuable suggestion in order to improve sales promotion program.
SCOPE OF THE STUDY
To balance between short term sales increase and long term need for desired reputation and brand image.
This study will give necessary information to the management for further improvement of sales promotion.
To attract new consumer and to maintain brand loyalty.
This study will help the management to create effective strategies for sales promotion.
RESEARCH METHODOLOGY
Descriptive research design was adopted in the project work because it is used to increase the analyst’s familiarity with the problem under investigation; here it is used to know the consumer perception about sales promotion and brand image. The objective of descriptive research designs is to answer “who, what, where, when and how of the subject under investigation”.
Descriptive studies are undertaken in many circumstances:
• When the researcher is interested in knowing the characteristics of certain groups such as age, profession.
• When the researcher is interested in knowing the proportion of people in given population who have behaved in a particular manner, making projection of certain things.