Effects of Sales Promotion Mix on Customer

Satisfaction: A Study with Reference to

Shopping Malls
Author
Dr. Satnam Kour Ubeja 1

Abstract
The retailing sector in India has undergone significant transformation in the past 15 years.
The organized retail industry in India has to grow 20-30 per cent annually and would triple
or become four times in size by 2014. The purchase of goods or services includes a number
of factors that could affect each decision. Customer satisfaction is complex and even more
important for retailers today than in past. The objectives of this study were to examine
the combined effect of sales promotion schemes on customer satisfaction with reference
to shopping malls in FMCG sector and to compare the effects of various sales promotion
schemes on customer satisfaction with reference to shopping malls in FMCG sector. Mall
intercept survey was conducted to study sales promotion mix on customer satisfaction in
shopping malls of Gwalior city. The sample included 200 active mall shoppers. The sales
promotion mix on customer satisfaction were identified by a structured questionnaire and
captured in 18 items of sales promotion mix. These sales promotion mix items were refunds/
cash back, anniversary schemes/ festival schemes, contests, product warranties and weekly/
monthly offers etc. The study will help the managers of shopping malls to understand
the underlying sales promotion items and which sales promotion item is mostly liked by
the customers of Gwalior city and help them to craft their marketing strategies. Profiling
customers by their choice of sales promotion mix provide more meaningful ways to identify
and understand various customer segments and marketing strategies.
Keywords : customer satisfaction, sales promotion mix, shopping malls, organized
retailing

Introduction
Marketing is a very creative, dynamic, challenging
and exciting topic; its meaning always changes according
to time and environment. Marketing it self takes many
dimensions in different time periods like: goods services,
experiences, events persons, places, companies, ideas,
styles, data collection pattern etc.(Kotler,1997,p.276) In
other words we can conclude that from exchange of goods
and services to sale of ideas various things are included
in marketing. Marketing can be defined in different terms
such as it is the process of exchanging goods services and

ideas through the set of activities, these facilities of goods

and services flow from producer to consumer, therefore
we can conclude that marketing is just the process of
activity which match with the market demand and it is the
transformation, flow of ideas from primary to final stage
or ultimate consumers, and it is based on ultimate profit,
target customers and market segmentation.
Retailing comes from an old tradition and is rooted
in the social fabric. Retailing is also an important social
institution, because about 30 percent of what we spend

Department of Marketing, Prestige Institute of Management and Research, Indore, Email: Satnam_ubeja@yahoo.co.in

Pratibimba - Volume : 14, Issue :1, January - June 2014, Pages 37 -46

goes on products and services that we buy from retailers.

Definition of retailing also indicates the way we study
retailing to make it more efficient and profitable, and
clearly marks its contribution to our society. A shopping
center, shopping mall, or shopping plaza, is the modern
adaptation of the historical marketplace. The mall is
a collection of independent retail stores, services, and
a parking area, which is conceived, constructed, and
maintained by a separate management firm as a unit. The
everyday definition of retail and organized retailing can be
described as the act of selling of goods and merchandise
from a fixed location. An important aspect of the current
economic scenario in India is the emergence of organized
retail. There has been considerable growth in organized
retailing business in recent years and it is poised for much
faster growth in the future. Major industrial houses have
entered this area and have announced very ambitious
future expansion plans. Today, organized retailing has
become an experience characterized by comfort, style and
speed. It is something that offers a customer more control,
convenience and choice along with an experience.
Customer satisfaction, a term frequently used in
marketing, is a measure of how products and services
supplied by a company meet or surpass customer
expectation. Organizations need to retain existing
customers while targeting non-customers. Measuring
customer satisfaction provides an indication of how
successful the organization is at providing products and/
or services to the marketplace. Customer satisfaction is
measured at the individual level, but it is almost always
reported at an aggregate level. It can be, and often is,
measured along various dimensions. The usual measures
of customer satisfaction involve a survey with a set
of statements using a Likert Technique or scale. The
customer is asked to evaluate each statement and in term
of their perception and expectation of performance of
the organization being measured. Their satisfaction is
generally measured on a five-point scale.

Review of Literature
Anselmsson Johan (2006), he has developed and
validated a conceptualization of shopping mall satisfaction
based on field studies in Sweden. He had observed that
Customer satisfaction may be viewed as an individuals
emotional reaction to personal evaluation of the total set
of experiences encountered at the shopping centre. Also,
customer interactions with shopping centre establishments
involve a variety of different activities. Researcher had
taken 8 factors to find out the customer satisfaction.
Furthermore, this study had also investigated whether
sources of satisfaction differ in importance with respect

to gender and age, generally two important variables for

retail segmentation. The result was focused on number
of characteristics of shopping malls in comparison of
customer satisfaction. Researcher had found that selection
was the most important factor of customer satisfaction.
Erasmus Alet C. and Lebani Kethuswegape
(2008), Store cards are generally much easier to obtain
than most other credit systems, and are therefore afforded
less respect than, bank credit cards. Many consumers who
adopt store cards are not necessarily competent to manage
the credit limits that are so generously approved. Store card
is mainly used to give the facility to consumer, enhance
their education system and give proper information and
protection. This paper was mainly based on to know
the main reason to use of store card by consumers and
consumer behavior and as well as their satisfaction level.
Researcher have found that as credit card facility were
increasing from 1995 to 2005 near 75%, because this gives
consumer to use money without cash facility, than why
customers were using store card? Although a store card
is similar to a bank credit card, it is more easily obtained
than a bank credit card because customers financial status
is not necessarily reviewed with the same severity during
application.
Ha Hong et al. (2008), this study had proposed
framework to explain customer satisfaction responses
in the banking and supermarket industries. The proposed
model was grounded in the traditional B2C link,
and explicitly incorporates advertising spending and
perceived quality into the theoretical framework. As
per the study advertising spending of a new service
campaign, along with customer orientation, can influence
consumers expectations about service quality and lead
to satisfaction.
Hekman et al. (2010), in this research, researchers
have found the result that, customer satisfaction surveys
have become a common source of performance feedback
for employees and organizations. Researchers had given
some new aspects that customer satisfaction was primary
factor for the companies this time for strategic decision
making and to find some factors for compensation
of employees. Customer satisfaction in most of the
cases were gender biased they had found because this
was mainly attached with the behavior of people and
performance which is always related to gender.
Kai Kristensen et al. (2001),Customer satisfaction
and customer loyalty were becoming increasingly important
factors in modern retailing, a market characterized by slow
growth and intense competition. In this paper researchers
have explained that European retailing was changing

Effects of Sales Promotion Mix on Customer Satisfaction: A Study with Reference to Shopping Malls

38

rapidly, developers were concentrating on increase in

store size and ownership. Store chains were increasingly
being branded in order to increase differentiation between
chains, subsequently increasing store loyalty. Private
labels have obtained a more dominant role within the last
few years. Because of this growth, market was gaining
the competition and tried increase customer satisfaction
and customer loyalty.

Research Methodology
Goyal et al. (2009), Ghosh et al. (2010) Ha Hong
et al. (2008), Joseph J., KR et al. (2000) and many more
researchers have done work on sales promotion mix,
shopping malls and customer satisfaction. With the help
of these researches I have found some factors of sales
promotion mix, which I have used in our research to
find out the effects of sales promotion mix on customer
satisfaction in Gwalior city.

Scope of the Study

Study was focused only on sales promotion mix

Study comprised of different shopping malls of

Gwalior city.

Different customers of various shopping malls have

been taken as a field.

Objectives of the Study

To compare the effects of various sales promotion
schemes on customer satisfaction with reference to
shopping malls in FMCG sector.

Hypothesis
To know the effects of eighteen sales promotion
schemes on customer satisfaction, the following null and
alternative hypotheses were framed:
Null Hypothesis H0 : There is no significant
difference in mean satisfaction among various sales
promotional schemes applied in shopping malls.
Alternative Hypothesis H1 : There is significant
difference in mean satisfaction among various sales
promotional schemes applied in shopping malls.

Data Sources
To design the structured questionnaire the18 items
of sales promotion of customer satisfaction are taken
from extensive study of sales literature viz. journals of
marketing, international journals of marketing, various
business review and marketing management magazines
etc. The primary data has been collected from 200
customers of two shopping malls, spread across Gwalior
city, above 20 yrs of age and who have already purchased
Pratibimba - Volume : 14, Issue :1, January - June 2014

products from shopping malls. Apart from these 18, five

categorical variables are also used to know the effects of
all factors on customer satisfaction.

Sample and Design

The design of the present study is empirical in nature
and for data collection random sampling has been used.
The sample comprised of the respondents above 20 years
of age and maximum age group was above 50yrs ages who
have visited the malls having experience of shopping from
shopping malls and also sales promotion mix.

Data Collection
The questionnaire is split into three sections. First
section deals with the demographic factors, second section
is related to 18 factors of sales promotion mix. The
questionnaire had given five point scales rating; highly
dissatisfied to highly satisfied and comparative weights
one to five, where five is the highest rank. The data has
been collected from customers of different shopping malls
later classified on the basis of gender i.e. 100 female and
100 male customers.

Tools for Analysis

In the application of statistical tool, care has been
taken to draw a real picture without any manipulation.
Paired-T test has been applied to compare the sales
promotion mix with each other and also find their
effectiveness & variances. The statistical package like
SPSS (version 17) has been used, MS Excel also has
been used for analysis. The levels of significance tested
were of five percent level.

Paired-T Test
The Paired -T test has been applied to test the
significant difference between mean satisfaction levels
between each sales promotion mix and rest of other sales
promotion mix, similarly, each one group of factors and
another group of factors.
Mean of X = X /n,
S = (X- Mean of X) 2 / n-1
T = (Mean of X -) n / S

Reliability Test
After the testing of questionnaire I have tested
reliability of whole data on all factors. Reliability test
has been made on whole sample for testing the reliability
of customer satisfaction. With the help of Coefficient
(Cronbach Alpha); I have tested the reliability of factors.
Reliability of 200 samples for customer satisfaction
has Cronbachs Alpha (.891) (see Annexure 1) which is
excellent, according to different theories of reliability
39

value above 0.7 is appropriate, low value below the 0.6

implies that reliability is poor. No item has been removed
from the questionnaire.

Results and Discussion

Annexure 2 indicates that, paired-t test is applied
to compare mean satisfaction of customers with buy
one get one offers with other sales promotion schemes.
Results of t- test indicate that, null hypothesis is rejected;
there is a significant difference in mean satisfaction level
of customer from buy one get one offers and other sales
promotion schemes (P value<0.05) except for discount/
cash discount offer (P value>0.05), i.e. buy one get one
offer and discount have nothing but same thing or they
have equally likely weight-age. From Annexure 1, It
has found that mean satisfaction level is higher for buy
one get one offers as compared to satisfaction from other
sales promotion schemes, i.e. the mean satisfaction value
of buy one get one offer is 3.75, which is quite higher
than other sales promotion schemes. This result indicates
that Buy one get one offer gives most satisfaction level to
all types of customers, if other sales promotion schemes
have been applied by shopping mall retailers at the same
time. These customers belong to all types of demographic
variables, like age, sex, location, education, occupation
and income.
Annexure 2 indicates that, paired-t test is applied
to compare mean satisfaction of customers from discount/
cash discount offer with other sales promotion schemes.
Results of t- test indicate that, null hypothesis is rejected;
there is a significant difference in mean level of customer
from discount/ cash discount offer and other sales
promotion schemes, because all the significant value of
other sales promotion schemes are less than the tabulated
value,(P value<0.05). This result indicates that if we
compare discount to any other sales promotion schemes
customer perception is totally different than discount or
cash discount, i.e. customer satisfaction is totally different
and higher as compared to other sales promotion schemes
to discount / cash discount. From Annexure 1, It has
been found that mean satisfaction value of discount/ cash
discount is 3.69, which is quite higher than as compared
to mean satisfaction from other sales promotion schemes.
Result also indicates that when shopping mall retailers
use the discount or cash discount offer with other sales
promotion schemes except buy one get one offer, then
discount gives more satisfaction to the customer, with
respect to gender.
Annexure 2 indicates that, paired-t test applied
to compare mean satisfaction of customers from free
gifts offer with other sales promotion schemes. Results

of t-test indicate that, null hypothesis is accepted; there

is no significant difference in mean satisfaction level of
customer in free gifts offer and anniversary schemes/
festival schemes, product warranties and weekly/monthly
offers (P value>0.05), i.e. if retailers of shopping malls
have offered any type of above four schemes free gift /
anniversary schemes/product warranties/weekly/monthly
offers then customers may have adopted any type out of
these, but if we see the mean satisfaction value From
Annexure 1, I have found that mean satisfaction is higher
from free gifts offer as compared to mean satisfaction
from all other sales promotion schemes, because mean
satisfaction value of free gifts is 3.53 quite higher than
other sales promotion schemes, except buy one get one
offer and discount. So, if in the market retailers want
more customer satisfaction with the help of these 16
promotional schemes at the same time then they can get
more satisfaction with free gifts rather than other sales
promotion schemes.
Annexure 2 indicates that, paired-t test applied to
compare mean satisfaction of customers from Sampling
with other sales promotion schemes. Results of test
indicate that there is no significant difference in mean
satisfaction level of customer from sampling scheme
as compared to other schemes such as bonus/ extra,
exchange offer, stock clearing sale, annual rating points
on permanent cards and spots /movements offers (P
value>0.05), i.e. with sampling if retailers have applied
bonus/exchange offers/stock clearing sale/annual rating
point, so customers do not feel any extra satisfaction.
Result indicates that, null hypothesis is rejected; there
is a significant difference in mean satisfaction level of
customer from sampling scheme as compared to mean
satisfaction of customers from all other sales promotion
schemes, i.e. if shopping malls retailers will be or have
applied sampling with other sales promotion schemes
then they could see difference and customers feel more
satisfaction. From Annexure 1, I have found that mean
satisfaction from refunds/ cash back, anniversary schemes/
festival schemes, contests, product warranties and weekly/
monthly offers is higher as compared to mean satisfaction
from sampling schemes, this shows that customer use
sampling with other sales promotion schemes but feel
more satisfaction in refund/anniversary schemes/product
warranty/weekly/monthly offers. However as compared
to all the other remaining schemes mean satisfaction
from sampling schemes is significantly higher, i.e. 3.26>
all other mean values, this indicate that on the same time
sampling gives more satisfaction as compare to lucky
draw/scratch card, catalogues/ contest/spot offers.
Annexure 2 indicates that, paired-t test applied to

Effects of Sales Promotion Mix on Customer Satisfaction: A Study with Reference to Shopping Malls

40

compare mean satisfaction of customers from Bonus/

Extra offer with other sales promotion schemes. Results of
test indicate that there is no significant difference in mean
satisfaction level of customer from bonus/ extra offer and
other schemes such as refunds/ cash back, exchange offer,
stock clearing sale, anniversary schemes/ festival schemes,
and spots /movements offers (P value>0.05), i.e. customers
feel same type of satisfaction level when they are using any
above sales promotion schemes. Result indicates that, null
hypothesis is rejected; there is a significant difference in
mean satisfaction level of customer from bonus scheme as
compared to mean satisfaction of customers from all other
sales promotion schemes, like coupons/lucky draw/scratch
card/annual rating point/contest/ catalogues/weekly
monthly offers, i.e. feel differ customer satisfaction as
per situation when any sales promotion schemes they
have used. But, from Annexure 1, I have found that mean
satisfaction from product warranties (3.49) is higher as
compared to mean satisfaction from bonus/ extra offer
(3.34), i.e. when both sales promotion schemes have been
applied by shopping malls then product warranties give
more customer satisfaction level. However as compared
to all the remaining schemes i.e., annual rating points on
permanent cards, contests, and weekly/monthly offers,
mean satisfaction from bonus/ extra offer is significantly
higher, i.e. in other sense bonus give more customer
satisfaction.
Annexure 2 indicates that, paired-t test applied to
compare mean satisfaction of customers from refunds/
cash back offer with other sales promotion schemes.
Results of test indicate that there is no significant
difference in mean satisfaction level of customer from
refunds/ cash back and other schemes such as stock
clearing sale, anniversary schemes/ festival schemes,
product warranties, weekly/monthly offers, and spots /
movements offers (P value>0.05), i.e. in other words
we can say that with refunds and all above choices
which have higher P value, customer choose any thing
according to situation and need and feel equal satisfaction.
Result indicates that, null hypothesis is rejected; there
is a significant difference in mean satisfaction level of
customer from sampling scheme as compared to mean
satisfaction of customers from all other sales promotion
schemes, i.e. with other sales promotion schemes and
refund customer give first preference to refund and then
other because there is a difference with other and refund.
From Annexure 1, I have found that mean satisfaction
from refunds/ cash back (3.39) is higher as compared to
mean satisfaction from coupons, exchange offer, lucky
draw, scratch cards, annual rating points on permanent
cards, contests, catalogues, this indicates that in these
Pratibimba - Volume : 14, Issue :1, January - June 2014

cases refunds give more customer satisfaction on the same

time as compare to rest of all sales promotion schemes
gives less customer satisfaction.
Annexure 2 indicates that, paired-t test applied to
compare mean satisfaction of customers from Coupons
with other sales promotion schemes. Results of test
indicate that there is no significant difference in mean
satisfaction level of customer from Coupons and other
schemes such as annual rating points on permanent
cards and catalogues (P value>0.05), on using coupons/
annual rating point/catalogues, customers experiences
are similar type in satisfaction. Result indicates that, null
hypothesis is rejected; there is a significant difference
in mean satisfaction level of customer from coupons
scheme as compared to mean satisfaction of customers
from all other sales promotion schemes, because that all
are significant differ than to coupons and their (P value <
0.05), i.e. experiences of other sales promotion schemes
and coupon are totally different and preferences are given
by customers also totally different. From Annexure
1, I have found that mean satisfaction from exchange
offer, stock clearing sale, anniversary schemes/ festival
schemes, product warranties, weekly/monthly offers and
spots /movements offers is higher as compared to mean
satisfaction from coupons (3.12), i.e. these offers attract
customers more rather than coupons and give more
satisfaction, applied on the same time or not. However as
compared to all the remaining schemes i.e., lucky draw,
scratch cards, contests, catalogues mean satisfaction
from coupons is significantly higher, and this indicates
that coupon is much common and highly satisfied sales
promotion schemes with compare to rest of all.
Annexure 2 indicates that, paired-t test applied to
compare mean satisfaction of customers from Exchange
offers with other sales promotion schemes. Results of test
indicate that there is no significant difference in mean
satisfaction level of customer from exchange offers and
other schemes such as stock clearing sale, annual rating
points on permanent cards, spots /movements offers, (P
value>0.05), this result shows that exchange offers and
other three sales promotion schemes are closely related
to each other in terms to give customer satisfaction.
Result indicates that, null hypothesis is rejected; there
is a significant difference in mean satisfaction level of
customer exchange offers and other sales promotion
schemes such as lucky draw, scratch cards, anniversary
schemes/ festival schemes, contests, product warranties,
weekly/monthly offers, and catalogues (P value<0.05),
i.e. these sales promotion schemes give differ satisfaction
as compare to exchange offer as per same situation.
From Annexure 1, I have found that mean satisfaction
41

from lucky draw anniversary schemes/ festival schemes,

product warranties, weekly/monthly offers, is higher as
compared to mean satisfaction from exchange offers
(3.27), this indicates that on the same time with compare
to these sales promotion schemes, exchange offers give
less customer satisfaction. However as compared to all
the remaining schemes mean satisfaction from Exchange
offers is significantly higher.
Annexure 2 indicates that, paired - t test applied
to compare mean satisfaction of customers from Stock
Clearing Sale with other sales promotion schemes. Results
of test indicate that there is no significant difference in
mean satisfaction level of customer from stock clearing sale
and other schemes such as anniversary schemes/ festival
schemes and spots /movements offers (P value>0.05),
result indicates that stock clearing sales is closely related
with other three sales promotion schemes and if any one
out of four has applied by shopping malls give similar
type customer satisfaction. Result indicates that, null
hypothesis is rejected; there is a significant difference in
mean satisfaction level of customer from stock clearing
Sale as compared to mean satisfaction of customers
from all the remaining sales promotion schemes. From
Annexure 1, I have found that mean satisfaction from
product warranties and weekly/monthly offers is higher
as compared to mean satisfaction from stock clearing Sale
(3.33), i.e. customer give more preference on product
warranties/weekly offers as compare to stock clearing
sale. However as compared to all the remaining schemes,
mean satisfaction from stock clearing Sale is significantly
higher, this result shows that stock clearing sale is much
more effective to get customer satisfaction as compare to
rest sales promotion schemes.
Annexure 2 indicates that, paired - t test applied
to compare mean satisfaction of customers from Lucky
Draw, with other sales promotion schemes. Results of
test indicate that there is no significant difference in
mean satisfaction level of customer from lucky draw
and other schemes such as scratch cards, contests (P
value >0.05), result shows that either lucky draw/scratch
card/contest any one scheme has used by customer
give similar type satisfaction. Result indicates that, null
hypothesis is rejected; there is a significant difference
in mean satisfaction level of customer from lucky draw
scheme as compared to mean satisfaction of customers
from all other sales promotion schemes, in other words
lucky draw is totally differ as compare to rest other sales
promotion schemes. From Annexure 1, I have found
that mean satisfaction from anniversary schemes/ festival
schemes, annual rating points on permanent cards, product
warranties, weekly/monthly offers, spots /movements

offers and catalogues, is higher as compared to mean

satisfaction from lucky draw, i.e. lucky draw does not
give more satisfaction to the customers as compare to
above sales promotion schemes, or it is least customer
satisfaction variable as compare to above these.
Annexure 2 indicates that, paired -t test applied
to compare mean satisfaction of customers from scratch
cards with other sales promotion schemes. Results of
test indicate that there is no significant difference in
mean satisfaction level of customer from scratch cards
and contests (P value>0.05), this shows that only contest
is similar as compare to scratch card with reference
to satisfaction. Result indicates that, null hypothesis
is rejected; there is a significant difference in mean
satisfaction level of customer from scratch cards scheme
as compared to mean satisfaction of customers from all
other sales promotion schemes, i.e. customers having
knowledge of different type of sales promotion schemes.
From Annexure 1, I have found that mean satisfaction
from anniversary schemes/ festival schemes, annual rating
points on permanent cards, product warranties, weekly/
monthly offers, spots /movements offers and catalogues
is higher as compared to mean satisfaction from scratch
cards (2.92). This whole result shows that scratch card is
very less effective as compare to rest all sales promotion
schemes except catalogues.
Annexure 2 indicates that, paired-t test applied to
compare mean satisfaction of customers from anniversary
schemes/ festival schemes with other sales promotion
schemes. Results of test indicate that there is no significant
difference in mean satisfaction level of customer from
anniversary schemes/ festival schemes and other schemes
such as product warranties and weekly/monthly offers
(P value>0.05), i.e. these all sales promotion schemes
give same types of result in the market with reference to
customer satisfaction. Result indicates that, null hypothesis
is rejected; there is a significant difference in mean
satisfaction level of customer from anniversary schemes/
festival schemes as compared to mean satisfaction of
customers from all other sales promotion schemes. From
Annexure 1, I have found that mean satisfaction from
spots /movements offers is higher as compared to mean
satisfaction from anniversary schemes/ festival schemes
(3.42), this shows that spot movement offer is more
effective in shopping malls to get customer satisfaction.
However as compared to all the remaining schemes i.e.,
mean satisfaction from anniversary schemes/ festival
schemes is significantly higher, i.e. if spot movement
offer is not applicable in shopping malls at the same time
rest other any sales promotion schemes have applied then
anniversary schemes is more effective.

Effects of Sales Promotion Mix on Customer Satisfaction: A Study with Reference to Shopping Malls

42

Annexure 2 indicates that, paired-t test applied

to compare mean satisfaction of customers from annual
rating points on permanent cards with other sales
promotion schemes. Results of test indicate that, null
hypothesis is rejected; there is a significant difference in
mean satisfaction level of customer from annual rating
points on permanent cards and mean satisfaction of
customers from all other sales promotion schemes. This
result shows that annual rating point is totally different
type sales promotion schemes as compare to rest others.
From Annexure 1, I have found that mean satisfaction
from product warranties, weekly/monthly offers and
spots /movements offers is higher as compared to mean
satisfaction from annual rating points on permanent cards
(3.18), i.e. annual rating point is less effective I front of
product warranties/weekly offers/spot movement offers.
However as compared to Contests and catalogues schemes
mean satisfaction from annual rating points on permanent
cards is significantly higher; this indicates that contest and
catalogues are less using sales promotion by customers.
Annexure 2 indicates that, paired-t test applied to
compare mean satisfaction of customers from Contests with
other sales promotion schemes. Results of test indicate that
there is no significant difference in mean satisfaction level
of customer from contests and catalogues schemes such as
(P value>0.05), i.e. both are nothing but a same thing in
terms of customer satisfaction. Result indicates that, null
hypothesis is rejected; there is a significant difference in
mean satisfaction level of customer from contests scheme
as compared to mean satisfaction of customers from all
other sales promotion schemes. From Annexure 1,I have
found that mean satisfaction from contests (2.92) is not
higher as compared to mean satisfaction from product
warranties, weekly/monthly offers and spots /movements
offers, i.e. this is weakest sales promotion schemes as
compare to above three.
Annexure 2 indicates that, paired-t test applied to
compare mean satisfaction of customers from product
warranties with other sales promotion schemes. Results of
test indicate that there is no significant difference in mean
satisfaction level of customer from product warranties and
weekly/monthly offers (P value>0.05), i.e. customers are
getting satisfaction from product warranties and weekly/
monthly offers are on same level. Result indicates that,
null hypothesis is rejected; there is a significant difference
in mean satisfaction level of customer from product
warranties scheme as compared to mean satisfaction of
customers from spots /movements offers. From Annexure
1, I have found that mean satisfaction from product
warranties is higher as compared to mean satisfaction
from spots /movements offers (3.49), product warranty
Pratibimba - Volume : 14, Issue :1, January - June 2014

is more important as compare to spots movement offers

for getting customer satisfaction.
Annexure 2 indicates that, Paired-T test applied
to compare mean satisfaction of customers from Weekly/
Monthly offers with other sales promotion schemes.
Results of test indicate that, Null hypothesis is rejected,
there is a significant difference in mean satisfaction level
of customer from Weekly/Monthly offers as compared to
mean satisfaction of customers from Spots /Movements
offers schemes. From Annexure 1, I have found that mean
satisfaction from Weekly/Monthly offers (3.50) is higher
as compared to mean satisfaction from Spots /Movements
offers. This result also shows that in comparison of spot
and weekly offers customer give more preference to
weekly offers.
Annexure 2 indicates that, paired-t test applied
to compare mean satisfaction of customers from spots
/movements offers and catalogues schemes. Results of
test indicate that, null hypothesis is rejected, there is a
significant difference in mean satisfaction level of customer
from spots /movement offer and catalogues schemes. From
Annexure 1, I have found that mean satisfaction from
spots/movements offers is higher as compared to mean
satisfaction from catalogues schemes.

Conclusion
The objectives of this study were to investigate the
customer satisfaction with respect to sales promotion mix
in shopping malls and to study variations in customer
satisfaction with respect to sales promotion mix. As per
study of Anselmsson Johan (2006), Bromley Rosemary
D. F. & Matthews David L (2007), Goff C. Brent, Boles
S. James, Bellenger N. Danny & Stojack Carrie (1997),
Sproles and Kendall (1986), an attempt was made to profile
the customer satisfaction in shopping malls. They all have
identified many factors related to sales promotion mix;
from which I have selected 18 factors of sales promotion
mix and tried to measure the customer satisfaction in
shopping malls with respect to sales promotion mix. With
the help of paired t- test I have compared each factor to
rest all factors and analyzed which sales promotion factors
have more effect on customers in Gwalior city.
In addition, this study shows that the average
customer of Gwalior city in our sample was very attracted
towards buy one get one offer as compared to any other
offer; secondary discount is more famous among the
maximum customers in Gwalior city. |Scratch card
was least effective sales promotion mix for customers
in shopping malls for getting customer satisfaction.
Customers are recreational in their shopping but they
are not sales promotion conscious, they want variety of
43

products but with quality and good services. They are

coming to shopping malls for purchasing products but for
getting customer satisfaction, they do not get attracted to
any type of sales promotion mix, but they always want to
get direct benefits in terms of buy one get one and discount
offers which is available in shopping malls.

Scope for Future Research

With the help of this study researchers can do their
research on the basis of gender and they could find that
which sales promotion mix is having more impact on
females or males. They can also find effective combination
of sales promotion mix which can be applied by shopping
malls for females or males or they can suggest that
combination to organized retailers. If researchers will take
age also in this research, they can find the appropriate age
group which has impact from sales promotion mix.

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Annexure 1

Paired T-Test Samples Statistics

Std.

Std.

Mean

Sales promotion Schemes

3.75

Buy one Get One Offers

.993

.044

3.69

Discounts/ Cash Discount

.951

.043

3.53

Free Gifts

1.050

.047

3.26

Sampling

1.013

.045

3.34

Bonus/ Extra

1.011

.045

3.39

Refunds/ Cash Back

1.202

.054

3.12

Coupons

1.058

.047

3.27

Exchange offers

1.097

.049

3.33

Stock Clearing

1.114

.050

2.94

Lucky Draw

1.147

.051

2.92

Scratch Cards

1.096

.049

3.43

Anniversary Schemes/ Festival Schemes

1.039

.046

3.18

Annual Rating Points on Permanent Cards

.984

.044

2.99

Contests

.989

.044

3.49

Product Warranties

1.020

.046

3.50

Weekly/Monthly offers

1.000

.045

3.31

Spots /Movements offers

1.089

.049

3.06

Catalogues

.956

.043

Annexure 2
Comprise Table-Paired-T Test in between All Combination of Sales promotion Mix

Pairs of different sales promotion mix

Sig.
(2-tailed)

Pair 1

Buy one Get One Offers Discounts

Pair 2

Buy one Get One Offers All Schemes

Pair 3

Discounts/ Cash Discount All Schemes

Pair 4

Free Gifts - Anniversary Schemes/ Festival Schemes

.072

Pair 5

Free Gifts - Product Warranties

.576

Pair 6

Free Gifts - Weekly/Monthly offers

.683

Pair 7

Free Gift- All Schemes

.000

Pair 8

Sampling - Bonus/ Extra

.081

Pair 9

Sampling - Exchange offers

.863

Pair 10

Sampling - Stock Clearing Sale

Pratibimba
: 14, Issue
:1, January
- June Points
2014
Pair 11 - Volume
Sampling
- Annual
Rating

.166
.000
.000 or .001

.162
on Permanent Cards

.144

Pair 12

Sampling - Spots /Movements offers

.183

Pair 13

Sampling- All Schemes

.000

Pair 14

Bonus/ Extra - Refunds/ Cash Back

.373

Pair 15

Bonus/ Extra - Exchange offers

.199

45

Pair 4

Free Gifts - Anniversary Schemes/ Festival Schemes

.072

Pair 5

Free Gifts - Product Warranties

.576

Pair 6

Free Gifts - Weekly/Monthly offers

.683

Pair 7

Free Gift- All Schemes

.000

Pair 8

Sampling - Bonus/ Extra

.081

Pair 9

Sampling - Exchange offers

.863

Pair 10

Sampling - Stock Clearing Sale

.162

Pair 11

Sampling - Annual Rating Points on Permanent Cards

.144

Pair 12

Sampling - Spots /Movements offers

.183

Pair 13

Sampling- All Schemes

.000

Pair 14

Bonus/ Extra - Refunds/ Cash Back

.373

Pair 15

Bonus/ Extra - Exchange offers

.199

Pair 16

Bonus/ Extra - Stock Clearing Sale

.922

Pair 17

Bonus/ Extra - Anniversary Schemes/ Festival Schemes

.128

Pair 18

Bonus/ Extra - Spots /Movements offers

.548

Pair 19

Bonus - All Schemes

.000

Pair 20

Refunds/ Cash Back - Stock Clearing Sale

.449

Pair 21

Refunds/ Cash Back - Anniversary Schemes/ Festival Schemes

.509

Pair 22

Refunds/ Cash Back - Product Warranties

.078

Pair 23

Refunds/ Cash Back - Spots /Movements offers

.217

Pair 24

Refund- All Schemes

.000

Pair 25

Coupons - Annual Rating Points on Permanent Cards

.283

Pair 26

Coupons - Catalogues

.307

Pair 27

Coupons- All Schemes

.000

Pair 28

Exchange offers - Stock Clearing Sale

.242

Pair 29

Exchange offers - Annual Rating Points on Permanent Cards

.110

Pair 30

Exchange offers - Spots /Movements

.525

Pair 31

Exchange offers- All Schemes

.000

Pair 32

Stock Clearing Sale - Anniversary Schemes/ Festival Schemes

.114

Pair 33

Stock Clearing Sale - Spots /Movements

.624

Pair 34

Stock Clearing Sale- All Schemes

.000

Pair 35

Lucky Draw - Scratch Cards

.714

Pair 36

Lucky Draw - Contests

.356

Pair 37

Lucky Draw- All Schemes

.000

Pair 38

Scratch Cards - Contests

.216

Pair 39

Scratch Cards- All Schemes

.000

Pair 40

Anniversary Schemes/ Festival Schemes - Product Warranties

.220

Pair 41

Anniversary Schemes/ Festival Schemes - Weekly/Monthly offers

.142

Pair 42

Anniversary Schemes- All Schemes

.000

Pair 43

Annual Rating Points on Permanent Cards - All Schemes

.000

Pair 44

Contests - Catalogues

.065

Pair 45

Contest -- All Schemes

.000

Pair 46

Product Warranties - Weekly/Monthly offers

.821

Pair 47

Product Warranties- All Schemes

.000

Pair 48

Weekly/Monthly offers - All Schemes

.000

Pair 49

Spots /Movements offers - Catalogues

.000

Effects of Sales Promotion Mix on Customer Satisfaction: A Study with Reference to Shopping Malls

46

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