SALES PROMOTION

TELEVISION INDUSTRY

RESEARCH EXTRACT
Introduction: Sales promotion consists of a variety of companies. Sponsored promotional activities that supplement both advertising and personal set up. These activities are impersonal and can be directed at industrial buyers, intermediaries or consumers. Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers of the trade. Sales promotion tools vary in their specific objectives. Incentive type promotions are used to attract new buyers, to reward loyal customers and to increase the repurchase rates of the occasional users. Sales promotion often attracts the branch switchers, because users of other brands and categories do not always notice or act on a promotion. In using the sales promotion a company must establish its objectives, select the tools develop the program, a pretest the program, implement and control it and evaluate the results. Objective:

To understand and analyze various factors influencing sales promotion program in home appliances (TELEVISION) industry.

DEPARTMENT OF MANAGEMENT STUDIES

CITY COLLEGE

SALES PROMOTION

TELEVISION INDUSTRY

To know the factors which influence the purchase decision? To measure the sales promotion effectiveness in home appliances ( TELEVISION) Industry. It attracts the brand switchers and increases the sales volume.

Scope of study The scope of the study gives an idea to develop the sales promotion activities in home appliances (Television) industry. It involves the evaluation of the present promotional activities. With the help of the study we can give suggestion regarding sale promotion and services offered by the home appliances (Television) industry. The study brings an awareness of the sales promotional activities by advertising in an accepted media. Research methodology Research design is the arrangement of condition for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedures. The research design used for this study is Descriptive Research. It focuses on the accurate description of the variables in the problem model. Any source of information can be used in a descriptive study, although most studies of this nature rely on secondary data source of survey research. The sampling design followed in the survey is simple random probability sampling in which each population element has a known and equal chance of selection.

DEPARTMENT OF MANAGEMENT STUDIES

CITY COLLEGE

SALES PROMOTION

TELEVISION INDUSTRY

Sample unit: Generally customers as a source of primary data collection have been surveyed for the purpose of obtaining information. Sample size For this research work due to time constraint the sample size taken is 250. Sampling procudure: Consumers have been surveyed through the questionnaire in personnel. Contribution of the study The main purpose of the study is to know the effectiveness of the promotional activities in the home appliances (TELEVISION) industry. From the study we expect to know to what extent the promotional activity benefited to the industry and what the things are that customer expects to do from the industry to improve sales. The effectiveness of promotional activities helps the company to increase the sales and encourage the repeat purchase. We also try to know the awareness of the sales promotional activities as advertising plays an important role in sales promotion.

DEPARTMENT OF MANAGEMENT STUDIES

CITY COLLEGE

SALES PROMOTION

TELEVISION INDUSTRY

INTRODUCTION

BACKGROUND OF THE STUDY

Sales promotion consists of a variety of companies. Sponsored promotional activities that supplement both advertising and personal set up. These activities are impersonal and can be directed at industrial buyers, intermediaries or consumers. Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers of the trade. Sales promotion tools vary in their specific objectives. Incentive type promotion is used to attract new tiers, to reward loyal customers and to increase the repurchase rates of the occasional users. Sales promotion often attracts the branch switchers, because users of other brands and categories do not always notice or act on a promotion. In using the sales promotion a company must establish its objectives, select the tools develop the program, a pretest the program, implement and control it and evaluate the results.

DEPARTMENT OF MANAGEMENT STUDIES

CITY COLLEGE

SALES PROMOTION

TELEVISION INDUSTRY

Where advertisement offers a reason to buy, sales promotion offers an incentive to buy. Sales promotion includes tools for consumer promotion (samples,coupons,cash refund, price off,premiums,prizes,patronage rewards, free trials,warranties,tie-in-offers cross promotion, point of purchase displays and demonstration);trade promotion(price off, advertising and display allowances and free goods);and business and sales force promotion(trade shows and conventions, contests for sales reps and specialty advertising)

DEPARTMENT OF MANAGEMENT STUDIES

CITY COLLEGE

SALES PROMOTION

TELEVISION INDUSTRY

STATEMENT OF THE PROBLEM

Accessing the product promotion strategy of home appliances (Television) companies, the study is applied descriptive in nature. It also tends to find impact of different communication channels and advertisement on consumers. At the same time it was intended to find out the fastest moving Television brand in the market, it also intended to find out the customer satisfaction level of different brands of Television users.

DEPARTMENT OF MANAGEMENT STUDIES

CITY COLLEGE

SALES PROMOTION

TELEVISION INDUSTRY

NEED AND IMPORTANCE OF THE STUDY

The scope of the study gives an idea to develop the sales promotion activities in home appliances (Television) industry. It involves the evaluation of the present promotional activities. With the help of the study we can give suggestion regarding sale promotion and services offered by the home appliances (Television) industry. The study brings an awareness of the sales promotional activities by advertising in an accepted media.

DEPARTMENT OF MANAGEMENT STUDIES

CITY COLLEGE

SALES PROMOTION

TELEVISION INDUSTRY

OBJECTIVES OF THE RESEARCH

To understand and analyze various factors influencing sales promotion program in home appliances (Television) industry.

To know the factors which influence the purchase decision. To measure the sales promotion effectiveness in home appliances (Television) Industry.

It attracts the brand switchers and increases the sales volume.

DEPARTMENT OF MANAGEMENT STUDIES

CITY COLLEGE

SALES PROMOTION

TELEVISION INDUSTRY

REVIEW OF LITERATURE PURPOSE

The literature review section critically examined the recent or historically significant research studies, company data or industry reports that acts as a basis for the purpose to study. To begin with research discussion of the related literature and relevant secondary data from a comprehensive perspective moving to move specific studies that are associated with research problem. Basically the literature should be applied to the study that the researcher proposes. The literature may also explain the need for the proposed work to apprise the short comings and informational gaps in secondary data sources. This analysis may go beyond scrutinizing the availability or conclusions of past studies and their data, to examining the accuracy of secondary sources, the credibility of secondary sources, and the appropriateness of earlier studies. A choice often reveled by this exercise is that of using a secondary data approach instead of collecting primary data. So, last but not the least a comprehensive review lays a basis choice.

DEPARTMENT OF MANAGEMENT STUDIES

CITY COLLEGE

SALES PROMOTION

TELEVISION INDUSTRY

METHODOLOGY
The review of literature session analyzes the significant research studies. The secondary data may be used as a sole for a research study. Since in many research situations one cannot conduce primary research because of physical, legal or cost influences. The researcher procured and compiled the data in its normal operations within its premises. The researcher has collected the company profile and the sample profile from the various internal reports by the company. The external secondary data recourses has been obtained by researcher from the Central library, Government sources, Commercial sources and Industrial sources as well as from the internet. In the present scenario, the Internet facilitate the researcher in such way that where the researcher can collect everything. Perhaps, it includes the profile of the company, library sources as well as historically significant research studies.

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TELEVISION INDUSTRY

CONCLUSION

The review of literature has facilitated the researcher to have a familiarity with the research problem undertaken and also is indicates the deficiencies as well as informational gap. In result of this the researcher can make the primary data collection more specific and more relevant research study. It has helped the researcher to explore the research problem in an improved way. It has change the earlier idea of the research. The review of literature are an integral part of a large a research study or of a report to justify having bypassed the cost and benefits of doing primary research. Primarily the research is depending on primary data through the literature review helped the researcher to understand more inside to the research problem by analyzing relevant research studies. For any research problem, when secondary data is too exhaustive, the researcher could depend on secondary sources. With the short span of time the literature review has helped the researcher to have a strong background of the study.

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TELEVISION INDUSTRY

METHODOLOGY Type of Research:

The research design constitutes the blueprint of the collection, measurement and the analysis of data. The research design is the plan and structure of investigation so conceived as to obtain answers to research questions. The plan is the overall scheme or program of the research. The researcher has adopted descriptive research studies. Descriptive research is used to describe the conditions that are prevailing in the place where the research study was conducted.

Sampling Technique:
Sampling is simply the process of learning about the population on the basis of a sample. Thus in a sampling technique instead of every unit of the universe only a part of the universe is studied and conclusions are drawn on the basis for the entire universe. A sample is a subset of the population units. The researcher has adopted Random Sampling because population is known.

Sample size:
The researchers main concentration is to reduce the cost substantially. Now if the researcher surveyed to a relatively smaller number of units would mean relatively high cost per interview. Hence, the sample size consists of 250 for this research.

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SALES PROMOTION

TELEVISION INDUSTRY

Sample Description:
The study was conducted with in the limits of Bangalore City. It covers various places like J P nagar, Indhira nagar , Koramangala and B T M layout.

Instrumental Techniques:
The researcher has done the communication method by having a structured non-disguised questionnaire. A structured non-disguised questionnaire is the one where the listing of questions is in a prearranged order where the objective of the enquiry is reveled to the respondents. Most market studies use this type of questionnaire. It may be mentioned that in large majority of cases it has been felt that the respondents should be taken in to confidence and clearly told why the survey is being undertaken so that the respondents would realize its relevance and give desired information accurately. The structured non-disguised questionnaire consists of dichotomous questions, multiple choice questions, ranking scales, and close-ended questions. The researcher has used structured non-disguised questionnaire.

Actual Collection of Data:

The researcher has collected the actual data through personal survey with the help of a structured non-disguised questionnaire.

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SALES PROMOTION

TELEVISION INDUSTRY

The researcher has to exercise great care in choosing the method on the basis of a couple of criteria or considerations which he thinks are important in the survey so the given short span of time, if the researcher would go ahead with mail survey or email survey or personal observation never be cost effective, so in order to overcome from all these difficulties the researcher has done the actual field work by personal survey. In this process the researcher has submitted a well-structured questionnaire to the respondents by meeting them personally.

Tools Used For Testing of Hypothesis:

In attempting to arrive at decisions about the population, on the basis of sample information it is necessary to make assumptions or guesses about the population parameter involved. Such an assumption is called statistical hypothesis, which may or may not be true. The procedure, which enables the researcher to design on the basis, is sample regards whether a hypothesis is true or not is called test of hypothesis or test of significance. The null hypothesis asserts that there is no significant difference between the statistics and the population parameters and what ever is observed difference is there, is merely due to fluctuations in sampling from the same population. Null hypothesis is thereby denoted by the symbol H0. Any hypothesis, which contradicts the H0, is called an alternate hypothesis and is denoted by the symbol H1. The researcher has used chi-square analysis.

DEPARTMENT OF MANAGEMENT STUDIES

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SALES PROMOTION

TELEVISION INDUSTRY

CHI-SQUARE TEST The 2 is one of the simplest and most widely used non-parametric test in statistical work. It makes no assumptions about the population being sampled. The quantity 2 describes the magnitude of discrepancy between theory and observation i.e. with the help of 2 test we can know whether a given discrepancy between theory and observation can be attributed to chance or whether it results from the inadequacy of the theory to fit the observed facts. If 2 is zero, it means that the observed and expected frequencies completely coincide. The greater the value of 2, the greater will be the discrepancy between observed and expected frequencies. The formula for computing chi-square is 2 = (O-E) 2/E Where, O=Observed frequency E=Expected or theoretical frequency

Other Software used for Data Analysis:

For the data analysis and the subsequent interpretation, the researcher has adopted advanced version of MS Excel 2000. This application software has facilitated the researcher to construct the frequency table, various types of graphs and to find out the average responses form the sample. By this automated data analysis it has minimized the researchers time constraints and reduced human error and also accurate outlay of information.

DEPARTMENT OF MANAGEMENT STUDIES

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TELEVISION INDUSTRY

HYPOTHESIS
Table Number 1. Table shows the relation between the various sales promotion tools and the opinion of the respondents. Chi-Square Analysis.

Parameters Exchange offer Discount offer Prices Warranties Tie-in-offer Total

Source: Primary Data.

Strongly Agree 80 90 95 70 65 400

Agree 70 63 80 85 78 376

Neutral 40 32 28 43 70 213

Disagree 33 35 25 32 20 145

Strongly Disagree 27 30 22 20 17 116

Total 250 250 250 250 250 1250

Ho: There is no significant association between the sales promotion tools and the opinion of the respondents about sales promotion tools.

DEPARTMENT OF MANAGEMENT STUDIES

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TELEVISION INDUSTRY

H1: There is a significant association between the sales promotion tools and the opinion of the respondents about sales promotion tools. Degree of freedom =16 Level of significance =5% Calculated value= 47.791 Table value = 21 Inference Since the table value is less than the calculated value. So Hypothesis is rejected. Hence there is a significant association between the sales promotion tools and the opinion of the respondents about sales promotion tools.

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SALES PROMOTION

TELEVISION INDUSTRY

Table 2: Table showing which companys televisions they are using

Particulars L.G SAMSUNG BPL OTHERS

SOURCE: primary data

No of respondents 107 55 53 35

Percentage 43 22 21 14

INTERPRETATION: 43% of them say LG, 22% of them say samsumg and 21% of them say its BPL while 14% of them say its others.

DEPARTMENT OF MANAGEMENT STUDIES

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SALES PROMOTION

TELEVISION INDUSTRY

GRAPH 1:

Graph showing which companys televisions they are using

Type of television owing

1 4% 43%

21%

22%

L.G
Source: Table no 2

SAMSUNG

BPL

OTHERS

DEPARTMENT OF MANAGEMENT STUDIES

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CITY COLLEGE

SALES PROMOTION

TELEVISION INDUSTRY

TABLE 3:
Table showing which company does live demonstration.

Particulars L.G SAMSUNG BPL OTHERS

SOURCE: primary data

No of respondents 75 53 72 50

Percentage 30 21 29 20

INTERPRETATION: 30% say its LG, 29% say BPL and 21% of them say its SAMSUNG while 20% of them say other companies live demonstration is good.

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TELEVISION INDUSTRY

GRAPH 2:
Graph showing which company does live demonstration

Effectiveness of live demonstration

OTHERS L.G

BPL SA MSUNG

L.G
Source: Table no 3

SAMSU NG

BPL

OTHERS

TABLE 4:
DEPARTMENT OF MANAGEMENT STUDIES 21 CITY COLLEGE

SALES PROMOTION

TELEVISION INDUSTRY

Table showing consumer education.

Particulars L.G SAMSUNG BPL OTHERS

SOURCE: primary data

No of respondents 73 77 65 35

Percentage 29 31 26 14

INTERPRETATION: 31% of the customers say SAMSUNG, 29% of them say LG, 26% of the customers say its BPL while 14% of them say its others.

GRAPH 3:

DEPARTMENT OF MANAGEMENT STUDIES

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CITY COLLEGE

SALES PROMOTION

TELEVISION INDUSTRY

Graph showing consumer education.

C U S T O M E R E D U C AT IO N
14 % 29%

26% 31 %

L .G
Source: Table no 4

S AMS U N G

BPL

O TH E R S

TABLE 5:

DEPARTMENT OF MANAGEMENT STUDIES

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CITY COLLEGE

SALES PROMOTION

TELEVISION INDUSTRY

Table showing media suitable for television advertisement

Particulars Magazines Television FM Radio Outdoor SOURCE: primary data

No of respondents 25 180 7 38

Percentage 10 72 3 15

INTERPRETATION:

72% of the customers say its television, 15% say outdoor, 10% say magazines while 3% say its FM Radio.

GRAPH 4:

DEPARTMENT OF MANAGEMENT STUDIES

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CITY COLLEGE

SALES PROMOTION

TELEVISION INDUSTRY

Graph showing media suitable for television advertisement

M ost suitable media

15% 3% 10%

72%

Magazines Televis ion FM Radio Outdoor

Source: Table no 5

TABLE 6:

DEPARTMENT OF MANAGEMENT STUDIES

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CITY COLLEGE

SALES PROMOTION

TELEVISION INDUSTRY

Table showing gift offered by various companies.

Particulars Yes, always Depend on the brand name No, will go for the own brand
SOURCE: primary data

No of respondents 75 115 60

Percentage 30 46 24

INTERPRETATION:

46% of the customers say it depends on the brand name and 30% of them say yes, always, while 24% of them say no, will go for the own brand.

GRAPH 5:

Graph showing gift offered by various companies

DEPARTMENT OF MANAGEMENT STUDIES

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SALES PROMOTION

TELEVISION INDUSTRY

G ifts o ffe re d alo n g w ith th e b ran d

24% 30%

46%

Ye s ,a lw a ys D e p e n d o n th e b ra n d n a m e N o , w ill g o fo r th e o w n b ra n d

Source: Table no 6

TABLE 7:
Table showing sales promotion tools.

DEPARTMENT OF MANAGEMENT STUDIES

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TELEVISION INDUSTRY

Particular Exchange offer Discount offer Prizes Warranties Tie-in offers

Strongly agree 80 90 95 70 65

Agree 70 63 80 85 78

Neutral 40 32 28 43 70

Disagree 33 35 25 32 20

Strongly disagree 27 30 22 30 17

SOURCE: primary data

INTERPRETATION:

23% of the customer say discount offer, 18% of them also say its warranties, 20% of them say exchange offer, 23% of them say prizes while 16% of them say its Tie-in-offers.

GRAPH 6:
Graph showing sales promotion tools.

DEPARTMENT OF MANAGEMENT STUDIES

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TELEVISION INDUSTRY

Sales promotion tools

16% 20%

18% 23% 23% Exchange offer

Source: Table no 7

Discount offer

Prizes

Warrenties

Tie-in offers

TABLE 8:
Table showing point of purchase display.

DEPARTMENT OF MANAGEMENT STUDIES

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Particulars L.G SAMSUNG BPL OTHERS

SOURCE: primary data

No of respondents 73 77 65 35

Percentage 29 31 26 14

INTERPRETATION:

31% of the customers say its SAMSUNG, 29% of them say LG, 26% of them say BPL, while 14% say others.

GRAPH 7:
Graph showing point of purchase display.

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TELEVISION INDUSTRY

14%

Point off-purchase display

29%

26% 31% BPL

L.G

SA MSUNG

OTHERS

Source: Table no 8

TABLE 9:

Table showing demand of companies trade shows and fairs

DEPARTMENT OF MANAGEMENT STUDIES

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TELEVISION INDUSTRY

Particulars L.G SAMSUNG BPL OTHERS

SOURCE: primary data

No of respondents 43 115 52 40

Percentage 29 31 26 14

INTERPRETATION: 31% of the customers say its SAMSUNG, 29% of the customers say LG, 26% of them say BPL while 14% of them say its others.

GRAPH 8:
Graph showing demand of companies trade shows and fairs

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TELEVISION INDUSTRY

C ompanie s T rade shows and Fairs

16% 17%

21% 46%

L .G

S AMS U N G B P L

OTH E R S

Source: Table no 9

TABLE 10:
Table showing demand of companies cross promotion activities.

DEPARTMENT OF MANAGEMENT STUDIES

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SALES PROMOTION

TELEVISION INDUSTRY

Particulars L.G SAMSUNG BPL OTHERS

SOURCE: primary data

No of respondents 40 102 83 25

Percentage 16 41 33 10

INTERPRETATION: 41% of the customers say its SAMSUNG, 33% of them say its BPL, 16% of them say LG while 10% of them say its others.

GRAPH 9:
Graph showing demand of companies cross promotion activities.

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C ompanie s C ross P romotion

10% 16%

33% 41%

L .G

SAMS U N G B PL

O TH ER S

Source: Table no 10

TABLE 11:

Table showing level of satisfaction.

DEPARTMENT OF MANAGEMENT STUDIES

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SALES PROMOTION

TELEVISION INDUSTRY

Particulars Yes No
SOURCE: primary data

No of respondents 180 70

Percentage 72 28

INTERPRETATION: 72% of them say yes while 28% of them say no.

GRAPH 10:
Graph showing level of satisfaction

DEPARTMENT OF MANAGEMENT STUDIES

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Level of satisfaction
28%

72%

Yes

No

Source: Table no 11

TABLE 12:

DEPARTMENT OF MANAGEMENT STUDIES

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SALES PROMOTION

TELEVISION INDUSTRY

Table showing reason for satisfaction.

Particulars Prices are cheap & quality is good Durable Friendly sales team Brand image is demanding
SOURCE: primary data

No of respondents 53 60 45 92

Percentage 21 24 18 37

INTERPRETATION:

37% of the customers say brand image is demanding, 24% of them say durable, 21% of them say prices are cheap and quality is good while 18% of them say friendly sales team.

GRAPH 11:
Graph showing reason for satisfaction

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Reasons for satisfaction

21% 37%

Prices are cheap,quality is good Durable Friendly sales team

24% 18%

Brand image is demanding

Source: Table no 12

CONCLUSION OF ANALYSIS

DEPARTMENT OF MANAGEMENT STUDIES

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TELEVISION INDUSTRY

Majority of the customers say they own L G television followed by that is Samsung with 22%. Majority of the customers live demonstrations of L G is more effective compared to other television company. Majority of the customers say that Samsung is providing better customer education more than any other company Majority of the customers say that advertisement through television is more effective. If any gifts are offered with the brand majority of the customer say that it depend on the brand name which is provided followed by that is yes , always

Majority of the customers say that Samsung trade shows and fairs are on demand but some says that its cross promotion activities are in demand. Majority of the customers are satisfied with the brand and the reason for that is brand image is demanding and its durable.

SUMMARY AND CONCLUSION

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CONCLUSIONS FROM THE STUDY

Sales promotion is a most important aspect in any company, the study was conducted in the home appliances industry regarding sales promotion. The researcher was helpful to gain some knowledge about the organization and also about sales promotion conducted in the organization. The company is getting the feedback from the respondents who are using the television. Based on the study made the researcher has given few findings and suggestions regarding the sales promotions of the industry.

IMPLICATION

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All the three companies that are LG, SAMSUMG, and B P L companies will be able to face the steep competition from the local manufacturers who are also quite competent with the Television manufacturing technology. Since price is the main factor for most buyers, companies will be able to stay in the market with competitive price and may be with a lower profit margin, which can be compensated through flat screen. This technology is not readily available with the local manufacturers. Companies will be able to convince the customers in a dignified manner rather than buying their minds through gift schemes.

SUGGESTIONS:

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Since majority of the customers is in favor of live demonstration of LG. they should prioritize more in rest of the sales promotional tools to attract more customers.

In case of Samsung it provides better customer education and fabulous trade shows but it has to focus more on live demonstration exchange offers, discount offer, prices warranties and so on.

In the sales promotional tools BPL is highly lacking behind compared to LG and Samsung. Therefore, they should do something to uplift these tools in order to attract the customers.

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