Abstract

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

15. D.C. Gilbert, N. Jackaria , The efficacy of sales promotions in UK supermarket: a consumer view Abstract 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-oneget-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. 16. William Gaidis, James Cross , Behavior modification as a framework for sales promotion management Abstract Past research in sales promotion has yielded few general conclusions for managers who must make sales promotion decisions. This paper presents a procedure, developed from work in behavior modification, which can be used by managers to organize their firm's sales promotion efforts. Research Objectives: 1. To study consumer receptiveness in relation to sales promotion techniques. 2. To examine the effect of sales promotional tools on the sales of retailers.

3. To examine the competitiveness of sales promotional techniques against other promotion mix tools.

4. To check Sales promotional tool applicability in FMCG sector is efficiently and effectively working or not. NEED OF THE STUDY

1. Due to inaccessibility of retailers on other promotional tools say Advertisement as it involves higher investment and surmount of probability although having wider access. 2. For new retailers having no customer background cant go for publicity nor huge investment suits in the initialization of small retailers. 3. For fast moving consumable goods it is not fruitful to go for personal selling to increase the sales market as it requires fast channels. This channel only suits for industrial goods. 4. Due to the drawbacks of 3 promotion mix tools there is a need arises to study the prospects of consumer sales promotion techniques.

RESEARCH METHODOLOGY

Research Design Research design selected for this project is Descriptive.

Data collection Method: (a) Primary Data Collection Method: Survey method was used for primary data collection. We used questionnaire as an instrument for survey method. Structured questionnaire. Type of questionnaire: Open ended and closed ended.

(b) Secondary Data Collection method: Reference books. Internet. Newspapers, journals, Magzine.

Sampling Detail 1. 2. 3. 4. Target population Sampling unit: Sample size: Sampling method: The population for this research study consists of the residence of Agra. In this study the sampling unit is individual consumer. 100 consumers 20 retailers. Convenience Method

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