EFFECTIVENES OF SALES PROMOTION IN BIG BAZAAR
INTRODUCTIONMARKETING
Marketing is the business function that aims to accomplish of anoffer that would meet the needs and wants of the customers in the target marketand the terms of exchange should be agreeable to both the parties-the marketer and the customer.Promotion is a key part of the marketing program and isconcerned with efficiently and effectively communicating the decisions of marketing strategy to target market. It seeks to persuade the audience in thetarget market to develop a new attitude or change the existing one and engagein a new behavior.
SALES PROMOTION
Sales promotion is used along with personal selling, publicrelations, direct marketing, and Advertising.Sales promotion describes promotional methods using specialshort-term techniques to persuade members of a target market to respond or undertake certain activity. As a reward, marketers offer something of value tothose responding generally in the form of lower cost of ownership for apurchased product (e.g., lower purchase price, money back) or the inclusion of additional value-added material (e.g., something more for the same price).Sales promotions are often confused with advertising. For instance, atelevision advertisement mentioning a contest awarding winners with a free tripto a Caribbean island may give the contest the appearance of advertising.While the delivery of the marketer’s message through televisionmedia is certainly labeled as advertising, what is contained in the message,namely the contest, is considered a sales promotion. The factors that distinguishbetween the two promotional approaches are:· whether the promotion involves a short-term value proposition (e.g., the contestis only offered for a limited period of time), and· The customer must perform some activity in order to be eligible to receive thevalue proposition (e.g., customer must enter contest).The inclusion of a timing constraint and an activity requirement are hallmarks of sales promotion.
( Word to PDF Converter - Unregistered )http://www.Word-to-PDF-Converter.netSales promotions are used by a wide range of organizations in both theconsumer and business markets, though the frequency and spending levels aremuch greater for consumer products marketers.Finally, the high cost of advertising may drive many to seek alternative,lower cost promotional techniques to meet their promotion goals. Salespromotions are used widely in many industries and especially by marketersselling to consumers. We will see that the objectives of sales promotion are quitedifferent than advertising and are specifically designed to encourage customer response.
Need for Study:
Promotion is a challenging task in today’s market situation as manyorganizations are coming out with different promotions. It is important to focusbenefits provided by the promotional offers. Since each and every coming withsales promotion offers, there is need to understand the Impact of salespromotion on the end consumer, how they perceive the sale promotion. Thisstudy can effect organization Performance and enable the customers to dealwith various promotional offers.
SCOPE OF THE STUDY
The present study has been carried out to find the effectiveness of salespromotion Indian retailing industry offers opportunity to entrepreneur worldwide.Who wish to capitalize on one of the world largest and fast growing market for retailing operations and business?
OBJECTIVES
To study the Impact of sales promotion on consumer Behaviour
To assess the consumer perception about Sales Promotional scheme.
To find out the influence of Sales promotion on the sales of Big Bazaar
Research MethodologyMEANING OF RESEARCH
- Research is an active, diligent, and systematicprocess of inquiry aimed at discovering, interpreting, and revising facts. Thisintellectual investigation produces a greater knowledge of events, behaviors,theories, and laws and makes practical applications possible. The term researchis also used to describe an entire collection of information about a particular
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5.Where do you usually hear/see about the sales promotion offers? for PJCT REPOPRT
effectiveness of sales promotion in big bazaar
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