TITLE

IMPACT OF SALES PROMOTION ON MIDDLE CLASS

CONSUMER AND BRAND EQUITY PERCEPTION,
WITH RESPECT TO SELECTED FMCG PRODUCTS.

Objectives of Study

1. To study the Middle Class Consumer attitude towards Sales Promotion

Schemes
i.e. Cash Discount and Free Gift.

2. To study the Deal Proneness of Middle Class Consumer considering Family

Income, Gender and Educational Qualification.

3. To study the Middle Class Consumer Brand Equity perception.

4. To study the Media Preference of Middle Class Consumer to know the Sales
Promotion Schemes.

5. To study the preferences of Sales Promotion Schemes according to different

features i.e. Brand Type, Source of Brand Awareness, Type of Sales Promotion
and
Type of Benefits.

Major Findings and Conclusions:

1. There is significant difference in the attitude of Middle Class Consumer

towards the cash discount as a sales promotion scheme with respect to Family
Income, Gender & Educational Qualification.

2. Family Income group of 15-18 lakhs has very strongly rated Cash Discount as
sales promotional scheme.

3. The female considers Cash discount as best sales promotion scheme.

4. Education below 10th Standard found rated very highly for Cash Discount as
Sales Promotional Scheme. While highly educated people falls last in the
rating as per Family Income group

5. There is significant difference in Middle Class Consumer preferences of

Cash Discount and Free Gift.
6. Cash discount is preferred to Free gifts as sales promotion schemes by
Middle class consumers.

7. Demographic parameters as Family Income, Gender & Educational

Qualification do affect Middle class Consumer Deal Proneness.

8. The respondents with different background differ significantly for their

opinion on Deal proneness and respondents with lowest education category
and highest education category are highly deal prone.

9. Female are more deal prone than male

10. There is significant difference in Brand Equity Perception with respect to

Family Income, Gender & Educational Qualification.

11. Family Income and Educational Qualification affects Brand Equity

perception.

12. Female have rated highly for Brand Loyalty and Brand Awareness while
Male have rated highly to Perceived Quality.

13. There is media preference to know about sales promotion schemes. i.e. some
of the media is preferred more than that of other.

14. Television is the most preferred than all others and Point of Purchase
material is least preferred.

15. Different Sales Promotional schemes preference changes with change in

Family Income, Gender and Educational Qualification.

16. Sales Promotion Schemes of International product with Price off and Local
with gift/%extra are most preferred by Middle Class Consumers in Mumbai,
Pune and Nagpur.

17. No significant difference has been found in attitude as per area of residence,
towards Sales Promotion among all respondents from three cities.

18. Demographic parameters as Family Income, Gender & Educational

Qualification do affect Sales Promotion Schemes preferences