5.

1 INTRODUCTION
This chapter is intended for findings and suggestions of the study. The previous chapter
deals with analysis and interpretations of primary data. Based on the interpretations,
extracted from the analysis, the following findings are derived in this chapter.

5.2 FINDINGS OF THE STUDY

The findings of the study are presented in this section in the following sub-headings:

5.2.1 Findings related to Socio-demographic profile of the consumers

Among the 400 sample consumers, female consumers are large in number. They
form 59.5 percent in the total samples. The male consumers take 40.5 percent
in the total samples.
In respect of the age of the consumers, 58.8 percent consumers fall under the
age group of 41-60. 20-40 is the age group that has 36 percent consumers.
In respect of the marital status, 53 percent consumers are unmarried. Rest of the
consumers (47 percent) are married.
In the case of literacy level, 30.5 percent consumers are postgraduates. Diploma
/ degree holders and school final have equal number of consumers i.e., 25
percent. 19.5 percent consumers are professionals.
In the case of occupation, 27.3 percent consumers of the FMCGs are employees
and they form majority. Business people are 19.5 percent consumers. 15 percent
consumers are from agriculture. 8.8 percent consumers are professionals.
Others 21.5 percent are other categories such as NRIs, retired people etc.
In the case of annual income, the majority consumers (42.3 percent) earn Rs.2
Lakhs - 4 Lakhs. Next, 18.8 percent consumers earn Upto Rs. 2 lakhs. 18.8
percent consumers have Rs. 4 Lakhs 6 Lakhs as their annual income. 23.3
percent consumers have the annual earnings of above Rs.6 lakhs.

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 Towards the area of residence, majority consumers 45.8 percent consumers
belong to semi-urban areas of the district. 28.3 percent dwell in towns in the
district. At the same time, rural areas of the district have 26 percent consumers.

5.2.2 Findings related to shopping pattern of the customers

In respect of buying selected or favorite brand of the FMCGs, 55.5 percent
consumers buy the goods for just one year. 25.8 percent consumers buy the
goods for 1-2 years. 18.8 percent consumers buy them for 2 years and above.
In the case of buying the FMCGs for family members, 33 percent consumers
buy the goods once in fortnight. 27.8 percent consumers buy them once in
month. 26.3 percent consumers buy the goods weekly once.
Towards the Sources of awareness to the newly marketed FMCGs, neighbours
is the major source to majority consumers (54 percent). 40 percent consumers
have awareness from the advertisements. Only 6 percent consumers have
secured awareness towards the FMCGs from their friends/ relatives.
As the type of buying is concerned with, majority consumers (55.8 percent)
have the habit of planned buying. It means that they usually buy the goods
intentionally. Selection of particular brand of the FMCGs, amount to be spent,
and frequency of buying and so on are predetermined by them. 44.3 percent
consumers buy the FMCGs occasionally.
In the case of Amount spent to buy the FMCGs, 36 percent consumers usually
spend Rs.401-600 for the FMCGs per week. 30 percent consumers spend
Rs.201-400. 21. 3 percent consumers spend Rs.601 and above towards the
FMCGs. 12.8 percent consumers spend upto Rs.200 per week.
In respect of Grievance/complaint towards these FMCGs, 72.5 percent
consumes have some grievances. 27.5 percent consumers do not have such
grievances.
In respect of influence to buy the particular brand of FMCGs, majority
consumers (37.8 percent) are influenced by themselves. They are self-motivated

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 in the case of buying the particular brands of the FMCGs. 35.5 percent
consumers are influenced by the friends/ relatives. 26.8 percent consumers are
motivated by the salesmen.
In the case of Influenced to buy the particular brand of FMCGs, 30.5 percent
consumers are influenced by the factor easy availability. Quality of the goods
and Reasonable price are the two factors, influencing the consumers to buy the
particular brands of the FMCGs and they have equal number of consumers (25
percent for each). 19.5 percent consumers are influenced by the advertisements.

5.2.3 Findings related to

Hoardings, Banners, Pamphlet, Wall Painting, Internet, E-mail and social

media, Mobile, Fairs and exhibitions fall on the scale as Slightly agree. It
implies that these media do not make adequate awareness towards the sales
promotion of the FMCG companies among the consumers. It leads to the
notional loss to the companies in the sense that the companies cannot increase
the sales beyond a certain limit.
The significant values of all the variables related to the Sales promotion of
FMCGs are greater than 0.05. Therefore, there is no significant relationship

towards awareness creating media. The main reason for this is that the gender
of the consumers does not take any role in making awareness on the sales
promotion. Here, the consumers have awareness irrespective of their gender.
There is no significant relationship between the mean score of age of the

Print media). It means that all the age groups of consumers have awareness but
their age is not a factor to determine it. At the same time, particular age groups
have awareness from the case of print media. In this case, it is noted that the age
of the consumers takes vital role.

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There is no significant relationship between the mean score of marital status of

implies that the consumers, both married and unmarried have awareness
towards the sales promotion of the FMCG companies from the various media.
Their marital status is not a criterion in this regard.
There is no significant relationship between the mean score of Literacy Level
. The
result indicates that the literate and illiterate consumers have secured awareness
towards sales promotion of the FMCG companies from these media. It is
implied that the literacy of the consumers (or their illiteracy) does not take any
role in this regard. The media are making awareness to the consumers
irrespective of the consumers.
There is no significant relationship between the mean score of Occupation of

(Except Radio, banners and fairs and exhibitions). It means that the consumers
of different occupations have the awareness from the media. However, the
consumers belonging to particular occupations have the awareness (or non-
awareness) from the radio and banners. This implies that the particular media
i.e., radio and banners have failed to make awareness among all occupations.
There is no significant relationship between the mean score of annual income
of the .
This implies that the consumers having different income groups have awareness
towards the sales promotions of the FMCGs. The awareness creating media
makes the awareness among the consumers of different income groups and they
do not discriminate the consumers, based on their annual income. Therefore, it
is cellar that the media have performed their role well in this regard.
There is no significant relationship between the mean score of Area of
Residence of the ting
media. In this case, all the media make the awareness towards the sales
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promotions of the FMCGs among the consumers regardless of their area of
residence. It is implied that the media do not differentiate rural and urban
consumers in this issue.
All the variables related to the
media had significant values less than 0.05 at 1 Per cent significance; So, there
is significant difference between mean ranks towards
towards awareness creating media. Out of the eleven
towards awareness creating media variables, the Television has the highest
rank (6.37). So, that is
influenced by Television. Main reason for this is that the television
advertisements reach at large extent. So, the consumers have awareness from
the television advertisement.
T
comprises 11 statements. Out of the eleven statements, two statements
contribute more towards .
The statements are (1) Internet, E-mail and social media (2) Point of Purchase.
This implies that these media have created sufficient awareness towards the
awareness at large extent among the consumers.

From tree analysis model summary, it is clear that the Television , Fairs and
exhibitions are important independent variables. These variables are
contributing more towards
media. Indeed, the media viz., Television , Fairs and exhibitions have created
adequate awareness among the consumers.
It is found out that the the awareness creating media
regarding the sales promotion of FMGC companies. The particular media viz.,
"Fairs and exhibitions contributes more towards the output of overall
satisfaction towards sales promotion of FMGC products. This implies that the
Fairs and exhibitions have made awareness among the consumers at large level.

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5.2.4 Findings related to analysis for effects of sales promotions on consumer
preference
It is found out that the mean for all the attributes in respect of the Effects of
sales promotions on consumer preference factors. From the table, it is clear that
all the fact
Effect of complementaries, Effect of Puzzle/crossword competition, Effect of
Free samples, Effect of One free for one product, Effect of money-back
guarantees, Effect of Concessions for repeated buying, Effect of Premiums and
bonus packs, Effect of Loyalty schemes, Effect of Exhibitions, Effect of
Attractive Packaging, Effect of Categories of the FMCGs, Effect of Availability
of different brands of the FMCGs. Effect of the name of the company of the

as Slightly agree. It implies that the majority consumers either refuse or accept
completely. Their preference on the FMCGs is influenced by some other
factors.
There is no significant relationship between the mean score of gender of the
consumer and effects of sales promotions on consumer preference. (Except
Effect of complementaries and Effect of Puzzle/crossword competition). It
indicates that the preference of majority consumers (either males or females)
does not depend on the sales promotional measures of the FMCG companies
only. From the result, it is inferred that the consumers are not influenced at large
level. However, at the same time, in a few cases viz., Effect of complementaries
and Effect of Puzzle/crossword competition the consumers are affected to some
extent. In the two cases, particular gender of the consumers has been influenced
by the sales promotions of the companies.
There is no significant relationship between the mean score of age of the
consumer and Effects of sales promotions on consumer preference in all cases
except two cases viz., Effect of Premiums and bonus packs and Effect of
Availability of different brands of the FMCGs. Main reason for this is the
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different age groups of consumers do not consider the sales promotional
measures. However, in the selected two cases, particular age groups are
influenced by the sales promotion and it leads to existence of the significant
relationship between the mean score of age of the consumer and Effects of sales
promotions on consumer preference.
There is no significant relationship between the mean score of marital status of
the consumer and Effects of sales promotions on consumer preference. It means
that the married and unmarried consumers are affected by the sales promotional
measures of the FMCG companies. Marital status cannot influence the sales
promotional measures of the FMCG companies. It implies that the companies
cannot make any influence the consumers in this regard.
There is no significant relationship between the mean score of Literacy Level
of the consumer and Effects of sales promotions on consumer preference.
(Except Effect of Recent Changes of the FMCG sector). This attributes that the
literate and illiterate consumers are affected by the sales promotional measures
of the FMCG companies, irrespective of the educational status of the

the literate consumers are affected by the sales promotions. It has been proved
that there is significant relationship between the mean score of Literacy Level
of the consumer and Effects of sales promotions on consumer preference.
There is no significant relationship between the mean score of Occupation of
the consumer and Effects of sales promotions on consumer preference (Except
Effect of Exhibitions). This implies that the FMCG companies make influence
on the consumers of different occupations. No occupation makes impact on the

occupations are influenced (or not influenced) by the exhibitions. This confirms
that the exhibitions make influence on them.
It is found out that there is no significant relationship between the mean score
of annual income of the consumer and Effects of sales promotions on consumer
189
preference .It means that the consumers belonging to different income groups
have been influenced by the effects of sales promotions. Their income is not
playing any role in this regard.
There is no significant relationship between the mean score of Area of
Residence of the consumer and Effects of sales promotions on consumer
preference. (Except Effect of Exhibitions, Effect of Availability of different
brands of the FMCGs. Effect of the name of the company of the FMCGs), It
implies that the consumers, dwelling in different areas are affected by the sales
promotions of the FMCG companies. But, in the cases of Effect of Exhibitions,
Effect of Availability of different brands of the FMCGs. Effect of the name of
the company of the FMCGs, the particular groups of consumers are affected. It
means that the area of residence of the consumers take a role in these cases only.
It is found out that all the variables related to the Effects of sales promotions on
consumer preference had significant values less than 0.05 at 1 percent
significance, thus the null hypothesis is rejected. Thus, it is concluded that there
is significant difference between mean ranks towards Effects of sales
promotions on consumer preference. Out of the seventeen Effects of sales
promotions on consumer preference variables, the has the
highest rank (9.63). So, that Effects of sales promotions on consumer preference
is influenced by Effect of Free gift. It implies that the gift makes impression on
the consumes.

17 statements. Out of seventeen statements, five statements contribute more

towards Effects of sales promotions on consumer preference. The statements are
(1) Effect of Availability of different brands of the FMCGs (2) Effect of Discount
(3) Effect of One free for one product (4) Effect of Premiums and bonus packs (5)
Effect of Exhibitions. Major reason for this is that the these factors are directly
related to the buying decisions of the consumers. The consumers buy the FMCGs
if anyone of these four factors present at the time of buying.

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 From tree analysis model summary, it is clear that the Effect of Free gift is
the important independent variable. This variable is contributing more towards
Effects of sales promotions on consumer preference. It is mainly because the
gift makes the increase of sales possible.
It is found out that the sales promotion of FMGC products of Effects of sales
promotions on consumer preference " Effect of the name of the company of the
FMCGs is contribute more towards the output of overall satisfaction towards
sales promotion of FMGC products. It implies that the name and fame of the
company determines the buying decisions of the consumers. The reputed

successful.

5.2.5 Findings related to consumer preference on sales promotion schemes in the

FMCG market
The mean and standard deviation for all the attributes of the Consumer
preference on sales promotion schemes in the FMCG market factors involved
rendering in the sales promotion of FMCG consumer are shown. The factors
are: Consideration of sales promotion before buying, Buying the products with
sales promotion, Thinking about sales promotion, Faith on sales promotion,
Curiosity on sales promotion, , Products
with sales promotion, , Rational consumers, Sales
, Misleading by sales promotions,
Sales promotion and favorite products and Creating image'. All these factors
fall on the scale as lightly agree . This implies that the consumers do not agree

have limited influence from these factors.

There is no significant relationship between the mean score of gender of the
consumer and Consumer preference on sales promotion schemes in the FMCG
market. All the 13 factors are not significant in view of the FMCG consumers,

191
irrespective of the gender. It implies that the male and female consumers are
simultaneously affected by these factors but, their gender does not take any role
in this regard.
There is no significant relationship between the mean score of age of the
consumer and Consumer preference on sales promotion schemes in the FMCG
market. It implies that the 13 factors make influence on the different age groups
of the consumers. But, no particular age group is not affected solely. And it is
to be noted that the sale promotion factors are powerful to make influence on
all the age groups of the consumers.
In the case of marital status of the consumer and consumer preference on sales
promotion schemes in the FMCG market, there is no significant relationship
between them. This confirms that the sales promotion schemes affect the
consumers, irrespective of the marital status. Therefore, it is clear that the
married and unmarried consumers are influenced by the schemes. Moreover,
the FMCG companies are able to create influence on the consumers.
It is found out that there is no significant relationship between the mean score
of Literacy Level of the consumer and Consumer preference on sales promotion
schemes in the FMCG market. The major reason for this is that the FMCG
companies offer the sales promotion schemes and the schemes make influence
among the literate and illiterate consumers invariably. No literacy or illiteracy
makes impact on the consumer preference towards the sales promotion.
It is clear that there is no significant relationship between the mean score of
occupation of the consumer and Consumer preference on sales promotion
schemes in the FMCG market. This confirms that the sales promotion of the
FMCG companies are successful in attracting the consumers in spite of
different occupations of the consumers. It implies that the consumers,
belonging to various occupations are influenced by the sales promotional
efforts.

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It is confirmed that there is no significant relationship between the mean score
of annual income of the consumer and Consumer preference on sales promotion
schemes in the FMCG market. (Except Curiosity on sales promotion). Main
reason for this is that the annual income of the consumers , whether they have
high or low level income, are influenced by the sales promotional measures of
the FMCG companies. But, in the case of curiosity on sales promotion only a
certain income groups are affected and some groups are not influenced so much.
So, the annual income of the consumers makes a role in this regard.
There is no significant relationship between the mean score of Area of
Residence of the consumer and Consumer preference on sales promotion
schemes in the FMCG market. (Except Effect of Exhibitions, Effect of
Availability of different brands of the FMCGs. Effect of the name of the
company of the FMCGs). In these cases, the consumers from different living
places have impact on these promotional measures. But, in the selected cases
(Effect of Exhibitions, Effect of Availability of different brands of the FMCGs
and Effect of the name of the company of the FMCGs), the consumers from
particular areas of residence are affected by the sales promotional measures of
the FMCG companies.
It is found out that all the variables related to the Consumer preference on sales
promotion schemes in the FMCG market had significance value less than 0.05 at 1
Per cent significance, thus the null hypothesis is rejected. Thus, it is concluded that
there is significant difference between mean ranks towards Consumer preference
on sales promotion schemes in the FMCG market. Out of the thirteen Consumer
preference on sales promotion schemes in the FMCG market variables, the
Buying the prod has the highest rank (8.25). So the
consumer preference on sales promotion schemes in the FMCG market is
. Main reason for this is
that the consumers have adequate awareness on the sales promotional benefits. So,
they give preference to the products with promotional offers.

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 T

statements contribute more towards Consumer preference on sales promotion

schemes in the FMCG market. The statements are (1) Misleading by sales
promotions (2) Rational consumers (3) Creating image (4) Consideration of
sales promotion before buying. The important reason for this is that the
consumers have responsiveness towards the sales promotional offers. The four
factors are mainly related to the buying time directly and the consumers are in
touch with those factors. This nature of trend makes such contribution on the
results.
It is clear that the factor Consideration of sales promotion before buying is
important independent variable. This variable is contributing more towards
consumer preference on sales promotion schemes in the FMCG market.
Because, the consumers are very alert in the sense that they are not willing to
lose any benefit from the sales promotional offers.

The "Curiosity on sales promotion contributes more towards the output of

overall satisfaction towards sales promotion of FMCGs. Main reason for this
contribution is that the consumers are interested in knowing the promotional
offers. They do not want to miss the opportunities to avail the offers. Their
curiosity induces their buying motive so that their preference is strongly
influenced.

5.2.6 Findings related to perception of the FMCG consumers in respect of the

brand equity towards the selected FMCGs
All the factors fall on the point of scale lightly agree . This implies that the
rception among
the consumers al slight level. The factors are not forceful to make strong
perception.

194
There is no significant relationship between the mean score of gender of the
consumer and Perception of the FMCG consumers in respect of the brand equity
towards the selected FMCGS. (Except Willing to bear price even in increase of
price, Postponement of consumption, Availability of Substitutes, Possibility for
improvement of products, Willing to wait and Willing to come back). It implies
that the consumers from both genders are affected by the factors strongly. The
gender does not make any impact of the buying decision of the consumers. At the
same time, the specific factors such as Willing to bear price even in increase of
price, Postponement of consumption, Availability of Substitutes, Possibility for
improvement of products, Willing to wait and Willing to come back make impact
on the perception of the consumers, based on the gender. These factors make
influence among the male consumers and female consumers at large extent.
It is found out that there is no significant relationship between the mean score of
age of the consumer and Perception of the FMCG consumers in respect of the brand
equity towards the selected FMCGS. (Except Willing to argue and Sentimental
touch). The main reason for this is that the different age groups of consumers are
affected by the bran equity. This implies that the consumers are influenced
irrespective of their age group. But, at the same time, the Willing to argue and
Sentimental touch are the two factors that make impact on the perception on the
consumers of particular age groups only.
There is no significant relationship between the mean score of marital status of the
consumer and Perception of the FMCG consumers in respect of the brand equity
towards the selected FMCGs. The consumers belonging to married and unmarried
categories are affected by the factors invariably. No marital status has no power to
make impact on these issues.
It is found out that there is no significant relationship between the mean score of
Literacy Level of the consumer and Perception of the FMCG consumers in respect
of the brand equity towards the selected FMCGs. This result indicates that the
consumers of different literacy levels are affected by these factors. The consumers
have impact on their perception towards the brand equity.

195
There is no significant relationship between the mean score of occupation of the
consumer and Perception of the FMCG consumers in respect of the brand equity
towards the selected FMCGs. This implies that the consumers of different
occupations have impact on their perception. The factors are powerful to make
the perception. The perception prevails among the consumers irrespective of
their occupation.
There is no significant relationship between the mean score of annual income
of the consumer and Perception of the FMCG consumers in respect of the brand
equity towards the selected FMCGS. (Except Expectation on reduction of price,
Willing to bear price even in increase of price, Comparative effort, Nature of
products, Availability of Substitutes, Continuous support, Willing to
recommend, First Preference and Maintenance of friendliness). The result
points out that the annual income of the consumers differ but the impact of the
factors is common to all. It means that the annual income does not play any role
on this issue. At the same time, considering the following cases viz.,
Expectation on reduction of price, Willing to bear price even in increase of
price, Comparative effort, Nature of products, Availability of Substitutes,
Continuous support, Willing to recommend, First Preference and Maintenance
of friendliness, anyone can understand that the particular occupations are
affected by the factors at large level of low level.
There is no significant relationship between the mean score of Area of
Residence of the consumer and Perception of the FMCG consumers in respect
of the brand equity towards the selected FMCGs. It implies that the brand equity
factors make the perception among the consumers , living in different areas
(rural, semi urban and urban). It means that the sales promotional offers of the
FMCG companies reach all the areas.
It is found out that all the variables related to the Perception of the FMCG
consumers in respect of the brand equity towards the selected FMCGs had
significant values less than 0.05 at 1 percent significance: thus the null
196
hypothesis is rejected. It is concluded that there is significant difference
between mean ranks towards Perception of the FMCG consumers in respect of
the brand equity towards the selected FMCGS. Out of the twenty two brand
equity factors, the Emphasis on quality has the highest rank (13.12). So the
perception of the FMCG consumers in respect of the brand equity towards the
selected FMCGs is influenced by emphasis on quality. This implies that the
consumers are not willing to make any compromise on the quality of the goods
in spite of being promotional offers.

e
two statements, four statements contribute more towards Perception of the
FMCG consumers in respect of the brand equity towards the selected FMCGs.
The statements are (1) Willing to bear price even in increase of price (2) Close
Relationship (3) Competitive competency (4) Reluctant to criticize. This is
because of the major reason that the four factors are related to brand loyalty of
the consumers in respect of the FMCGs. The consumers have firm loyalty
towards their favourite brands.
From tree analysis model summary, it is found out that the Immateriality of price
is important independent variable. This variable is contributing more towards the
perception of the FMCG consumers in respect of the brand equity towards the
selected FMCGs. This implies that the consumers are willing to buy their favourite
FMCG brand even there is a hike in price. This confirms that the promotional offers
are effective and they reach in the minds of the consumers strongly.
Curiosity on sales promotion is the factor that contributes
more towards the output of overall satisfaction towards sales promotion of
FMCGs. This makes the firm perception among the consumers because the
sales promotions offered by the companies are competitive in nature. The
companies offer frequently with their competitors. This makes a curiosity in the
minds of the consumers and it makes a strong perception among them.

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5.2.7 Findings related to satisfaction of the customers towards sales promotion
Majority consumers grant rating to these factors as Slightly agree. This means
that the consumers cannot avoid these factors but at the same time, they get
satisfaction at limited level.
There is no significant relationship between the mean score of gender of the
consumer and Satisfaction of the customers towards sales promotion. This
implies that the male and female consumers are affected by these factors
invariably. The satisfaction is common to all the consumers.
It is known that there is no significant relationship between the mean score of
age of the consumer and Satisfaction of the customers towards sales promotion.
(Except Satisfaction with exhibitions). This implies that the different age groups
get satisfaction irrespective of their age group. It means that eh age is not a
deciding factor to make satisfaction among them. But, in the case of Satisfaction
with exhibitions, different age group consumers are affected very much. The
satisfaction derived by the consumers is the factor that is influenced by the age
group also. The satisfaction of consumers is as per age group-wise so that it
confirms that the role of age is important in this regard.
There is no significant relationship between the mean score of marital status of
the consumer and Satisfaction of the customers towards sales promotion. This
means that the consumers feel satisfaction invariably. Their marital status is not
a decisive factor to determine the satisfaction. All the consumers, whether
married and married, got satisfaction towards the sales promotion.
There is no significant relationship between the mean score of Literacy Level
of the consumer and Satisfaction of the customers towards sales promotion.
(Except Satisfaction with puzzle/crossword competition). It is understood that
the consumers from all literate groups are affected by these factors. The
satisfaction is not a dominant factor in this regard. But, at the same time, the
consumers of different literate groups derived more or lesser satisfaction in the

198
case of Satisfaction with puzzle/crossword competition. This implies that the
literate customers are successful in the puzzle/crossword competition so that
they feel more satisfaction and vice-versa.
There is no significant relationship between the mean score of occupation of the
consumer and Satisfaction of the customers towards sales promotion. It implies
that the consumers belonging to different occupations secure satisfaction
towards these factors. Their occupation does not play an active role in this
regard.
There is no significant relationship between the mean score of annual income
of the consumer and Satisfaction of the customers towards sales promotion.
(Except Satisfaction with puzzle/crossword competition, Satisfaction with one
free for one product and Satisfaction with attractive packaging). In these cases,
the consumers having varied income get satisfaction (or dissatisfaction) towards
these issues. But, the case for selected factors is somewhat different. The
consumers, belonging to particular income groups, have satisfaction in respect
of these factors. So, the income has effect on the satisfaction.
It is known that there is no significant relationship between the mean score of
Area of Residence of the consumer and Satisfaction of the customers towards
sales promotion. It means that the consumers, living in different places have
satisfaction in these issues. It implies that effects of sales promotions of the
FMCG companies reach all areas.
It is found out that all the variables related to the Satisfaction of the customers
towards sales promotion had significant value less than 0.05 at 1 Per cent
significance; thus the null hypothesis is rejected. And it is concluded that there
is significant difference between mean ranks towards Satisfaction of the
customers towards sales promotion. Out of the thirteen Satisfactions of the
customers towards sales promotion variables, the Satisfaction with
has the highest rank (7.72). So, that
Satisfaction of the customers towards sales promotion is influenced by
199
Satisfaction with Concessions for repeated buying. The main reason for this is
that the consumers get satisfaction again and again by repeated buying of the
FMCGs.

comprises 13 statements. Out of thirteen statements, three statements contribute

more towards Satisfaction of the customers towards sales promotion. The
statements are (1) Satisfaction with Concessions for repeated buying (2)
Satisfaction with Free samples (3) Satisfaction with Free coupon. The major
reason for this phenomenon is that the three factors are concerned directly with
buying practices. This leads to enjoying the concessions, gifts and free coupons.
From tree analysis model summary, it is clear that the

are important independent variables. These variables are contributing more

towards Satisfaction of the customers towards sales promotion. All these
variables are related to every time buying so that the consumers get extra
satisfaction. So, these factors contribute more towards the satisfaction.

The "Satisfaction with Loyalty schemes contributes more towards the output
of overall satisfaction towards sales promotion of FMGC products. This is
mainly due to incentives, offered by the FMCG companies for their loyal
consumers. The consumers can get more satisfaction in this regard. But, the
loyalty schemes are beneficial to loyal consumers.

Overall satisfaction of the customers towards sales promotion of FMGC products,

as the regression coefficient is + 0.037. Mathematica
satisfaction of the customers towards sales promotion of FMGC products will

cent without change of all other predictors.

200
There is positive r
Overall satisfaction of the customers towards sales promotion of FMGC products,

satisfaction of the customers towards sales promotion of FMGC products will

cent without change of all other predictors.

The
Overall satisfaction of the customers towards sales promotion of FMGC products,

satisfaction of the customers towards sales promotion of FMGC products will

increase by
without change of all other predictors.

romotion of FMGC
products, as the regression coefficient is - 0.051. Mathematically, it means that

increase by 1 Per cent without change of all other predictors.

of FMGC products, as the regression coefficient is + 0.062. Mathematically, it means

without change of all other predictors.

products, as the regression coefficient is - 0.085. Mathematically, it means that

increase by 1 Per cent without change of all other predictors.

201
There is positi

of FMGC products, as the regression coefficient is + 0.065. Mathematically, it

ion of the customers towards sales promotion

predictors.
isfaction with money-back

promotion of FMGC products, as the regression coefficient is + 0.270.

towards sales promotion of FMGC products will increase by 0.270 Per cent if
-
change of all other predictors.

repea
promotion of FMGC products, as the regression coefficient is + 0.190.

towards sales promotion of FMGC products will increase by 0.190 Per cent if

without change of all other predictors.

verall satisfaction of the customers towards sales promotion of

FMGC products, as the regression coefficient is - 0.057. Mathematically, it means

products will decrease by 0.05

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 ards sales promotion of FMGC
products, as the regression coefficient is + 0.177. Mathematically, it means that

increase by 1 Per cent without change of all other predictors.

Overall satisfaction of the customers towards sales promotion of FMGC products,

as the regression coefficient is -
satisfaction of the customers towards sales promotion of FMGC products will

cent without change of all other predictors.

products, as the regression coefficient is + 0.184. Mathematically, it means that

The significant values of pair, "Overall satisfaction towards sales promotion of

FMGC products - Satisfaction with Free gift, Overall satisfaction towards sales
promotion of FMGC products - Satisfaction with Complementaries, Overall
satisfaction towards sales promotion of FMGC products - Satisfaction with
Puzzle/crossword competition, Overall satisfaction towards sales promotion of
FMGC products - Satisfaction with Free samples, Overall satisfaction towards
sales promotion of FMGC products - Satisfaction with One free for one product
and Overall satisfaction towards sales promotion of FMGC products -
Satisfaction with Concessions for repeated buying", are great than 0.05 and
hence the above pairs are not significant.

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 The other significant values of pair, "Overall satisfaction towards sales
promotion of FMGC products - Satisfaction with Free coupon, Overall
satisfaction towards sales promotion of FMGC products - Satisfaction with
Discount, , Overall satisfaction towards sales promotion of FMGC products -
with money-back guarantees, , Overall satisfaction towards sales promotion of
FMGC products - Satisfaction with Premiums and bonus packs, Overall
satisfaction towards sales promotion of FMGC products - Satisfaction with
Loyalty schemes, Overall satisfaction towards sales promotion of FMGC
products - Satisfaction with Exhibitions and Overall satisfaction towards sales
promotion of FMGC products - Satisfaction with Attractive Packaging", are less
than 0.05 and hence the above pairs are not significant.

5.2.8 Findings related to conceptual model fit for effects of sales promotions on
consumer preferences and brand equity perception with special reference to FMCG
products by using structural equation model
The coefficient of socio-economic factors is 4.175 represents the partial effect
of socio-economic factors on effects of sales promotions on consumer
preference, holding the other variables as constant. The estimated positive sign
implies that such effect is positive that effects of sales promotions on consumer
preference would increase by 4.175 for every unit increase in socio-economic
factors and this coefficient value is significant at 5% level.
The coefficient of is
0.115 represents the partial effect of ards awareness
creating media on effects of sales promotions on consumer preference, holding
the other variables as constant. The estimated positive sign implies that such
effect is positive that effects of sales promotions on consumer preference would
increase by 0.115 for every unit increase in
awareness creating media and this coefficient value is significant at 5% level.

204
The coefficient of consumer preference on sales promotion schemes in the
FMCG market is 0.073 represents the partial effect of consumer preference on
sales promotion schemes in the FMCG market on effects of sales promotions
on consumer preference, holding the other variables as constant. The estimated
positive sign implies that such effect is positive that effects of sales promotions
on consumer preference would increase by 0.073 for every unit increase in
consumer preference on sales promotion schemes in the FMCG market and this
coefficient value is significant at 5% level.
The probability of getting a critical ratio as large as 0.009 in absolute value is
.993. In other words, the regression weight for perception of the FMCG
consumers in respect of the brand equity towards the selected FMCGs in the
prediction of effects of sales promotions on consumer preference is not
significantly different from zero at the 0.05 level (two-tailed).
When socio-economic factors goes up by 1, gender of the consumers goes up
by 1. When socio-economic factors goes up by 1 standard deviation, gender of
the consumers goes up by 0.155 standard deviations. This regression weight
was fixed at 1.000, not estimated.
The coefficient of socio-economic factors is 0.763 represents the partial effect
of socio-economic factors on age of the consumers, holding the other variables
as constant. The estimated positive sign implies that such effect is positive that
age of the consumers would increase by 0.763 for every unit increase in socio-
economic factors and this coefficient value is significant at 5% level.
The coefficient of socio-economic factors is 0.325 represents the partial effect
of socio-economic factors on marital status of the consumers, holding the other
variables as constant. The estimated positive sign implies that such effect is
positive that marital status of the consumers would increase by 0.325 for every
unit increase in socio-economic factors and this coefficient value is significant
at 5% level.

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The coefficient of socio-economic factors is 13.182 represents the partial effect
of socio-economic factors on literacy level of the consumers, holding the other
variables as constant. The estimated negative sign implies that such effect is
negative that literacy level of the consumers would decrease by 13.182 for every
unit increase in socio-economic factors and this coefficient value is significant
at 1% level.
The coefficient of socio-economic factors is 24.724 represents the partial effect
of socio-economic factors on occupation of the consumers, holding the other
variables as constant. The estimated negative sign implies that such effect is
negative that occupation of the consumers would decrease by 24.724 for every
unit increase in socio-economic factors and this coefficient value is significant
at 1% level.
The coefficient of socio-economic factors is 0.722 represents the partial effect
of socio-economic factors on annual income of the consumers, holding the other
variables as constant. The estimated positive sign implies that such effect is
positive that annual income of the consumers would increase by 0.722 for every
unit increase in socio-economic factors and this coefficient value is significant
at 5% level.
The coefficient of socio-economic factors is 0.084 represents the partial effect
of socio-economic factors on area of residence of the consumers, holding the
other variables as constant. The estimated negative sign implies that such effect
is negative that area of residence of the consumers would decrease by 0.084 for
every unit increase in socio-economic factors and this coefficient value is
significant at 5% level.
The coefficient of effects of sales promotions on consumer preference is 0.002
represents the partial effect of effects of sales promotions on consumer
preference on overall satisfaction of the consumer towards sales promotion,
holding the other variables as constant. The estimated positive sign implies that
such effect is positive that overall satisfaction of the consumer towards sales
206
promotion would increase by 0.002 for every unit increase in effects of sales
promotions on consumer preference and this coefficient value is significant at
5% level.
The coefficient of is
0.008 represents the partial effect of
creating media on overall satisfaction of the consumer towards sales promotion,
holding the other variables as constant. The estimated negative sign implies that
such effect is negative that overall satisfaction of the consumer towards sales
promotion would increase by 0.008 for every unit increase in customers
opinion towards awareness creating media and this coefficient value is
significant at 5% level.
The covariance between socio-economic factors and perception of the FMCG
consumers in respect of the brand equity towards the selected FMCGs is
estimated to be -.102. -.071 is the estimated correlation between socio-economic
factors and perception of the FMCG consumers in respect of the brand equity
towards the selected FMCGs . The covariance estimate, -.102, has a standard
error of about .081. The probability of getting a critical ratio as large as 1.268
in absolute value is .205. In other words, the covariance between socio-
economic factors and perception of the FMCG consumers in respect of the
brand equity towards the selected FMCGs is not significantly different from
zero at the 0.05 level (two-tailed).
The covariance between perception of the FMCG consumers in respect of the
brand equity towards the selected FMCGs and consumer preference on sales
promotion schemes in the FMCG market is estimated to be .352. .002 is the
estimated correlation between perception of the FMCG consumers in respect of
the brand equity towards the selected FMCGs and consumer preference on
sales promotion schemes in the FMCG market . The covariance estimate, .352,
has a standard error of about 9.249. The probability of getting a critical ratio as
large as 0.038 in absolute value is .970. In other words, the covariance between
207
perception of the FMCG consumers in respect of the brand equity towards the
selected FMCGs and consumer preference on sales promotion schemes in the
FMCG market is not significantly different from zero at the 0.05 level (two-
tailed).
The covariance between perception of the FMCG consumers in respect of the
brand equity towards the selected FMCGs and custom
awareness creating media is estimated to be -5.554. -.035 is the estimated
correlation between perception of the FMCG consumers in respect of the brand

creating media . The covariance estimate, -5.554, has a standard error of about
7.852. The probability of getting a critical ratio as large as 0.707 in absolute
value is .479. In other words, the covariance between perception of the FMCG
consumers in respect of the brand equity towards the selected FMCGs and

different from zero at the 0.05 level (two-tailed).

The covariance between consumer preference on sales promotion schemes in
the FMCG
is estimated to be .546. .007 is the estimated correlation between consumer

opinion towards awareness creating media . The covariance estimate, .546, has
a standard error of about 4.005. The probability of getting a critical ratio as large
as 0.136 in absolute value is .892. In other words, the covariance between
consumer preference on sales promotion schemes in the FMCG market and

different from zero at the 0.05 level (two-tailed).

The covariance between socio-economic factors and consumer preference on
sales promotion schemes in the FMCG market is estimated to be .047. 063 is
the estimated correlation between socio-economic factors and consumer
preference on sales promotion schemes in the FMCG market . The covariance
208
 estimate, .047, has a standard error of about .040. The probability of getting a
critical ratio as large as 1.153 in absolute value is .249. In other words, the
covariance between socio-economic factors and consumer preference on sales
promotion schemes in the FMCG market is not significantly different from zero
at the 0.05 level (two-tailed).
The covariance between socio-
towards awareness creating media is estimated to be .042. .067 is the estimated
correlation between socio-
awareness creating media. The covariance estimate, .042, has a standard error
of about .035. The probability of getting a critical ratio as large as 1.206 in
absolute value is .228. In other words, the covariance between socio-economic
areness creating media is not
significantly different from zero at the 0.05 level (two-tailed).

5.3 CONCEPTUAL MODEL FIT FOR EFFECTS OF SALES PROMOTIONS ON

CONSUMER PREFERENCES AND BRAND EQUITY PERCEPTION WITH
SPECIAL REFERENCE TO FMCG PRODUCTS
The research takes socio economic profile of the consumers, shopping pattern of the
, effects of sales
promotions on consumer preference, consumer preference on sales promotion schemes in
the FMCG market and perception of the FMCG consumers in respect of the brand equity
towards the selected FMCGs as the major variables for analysis. Here, these variables are
the independent variables on one hand and the satisfaction of the customers towards sales
promotion is the dependent variable on the other. It is studied how and to what extent the
independent variables make changes in the dependent variables. The proposed conceptual
research model confirms that the major variables (socio economic profile of the
consum
creating media, effects of sales promotions on consumer preference, consumer preference
on sales promotion schemes in the FMCG market and perception of the FMCG consumers
in respect of the brand equity towards the selected FMCGs) make effects on the

209
satisfaction of the consumer towards sales promotion using structural Equation Model and
other SPSS tools. The role of the variables is at large extent so that the satisfaction of the
consumer towards sales promotion depends on them. But, it is very important that no
single variable influences the satisfaction of the consumer towards sales promotion. When
two or more variables combine together, then the satisfaction of the consumer towards
sales promotion increases or decreases.
Figure 5.1
Conceptual model fit for sales promotions on consumer preferences and brand
equity perception with special reference to FMCG products

5.4 SUGGESTIONS
Based on findings of the study, following suggestions are made to augment the sales
by means of the sales promotional measures of the FMCG companies.
Highly Income group of consumers as well strongly rated cash discount as sales
promotional scheme, so marketers should emphasis more on cash discount as
the sales promotion schemes. Medium and small income group consumers
prefer to gift so that the FMCG companies should consider this aspect.

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Television is most preferred knowledge source and it reaches mass level, so,
this media should be considered as very effective medium to reach to customers.
The FMCG companies should use this media to reach the consumers at large
extent.
The consumers with different background differ significantly for their opinion
on overall satisfaction. The consumers with lowest education category and
highest education category are highly satisfied with free gift along with the
FMCGs. Therefore, gift should also be offered by the FMCG companies for
effective sales promotion.
The sales promotional schemes preferences vary with family income, gender
and educational qualification of the consumers. So, demographic variable
become important in formulation of the sales promotion campaigns. This makes
the role of FMCG companies to design suitable promotional programmes to suit
for different consumers living all over the country.

that this class would be big chunk of the Indian population. This fact will attract
international players to India and domestic players should cater this class very
efficiently by offering promotional schemes throughout the year..
The FMCG companies should recognize the values about the consumer
satisfaction that the consumers focus on the benefits and worth of the combo
offer towards the FMCGs. So, the companies may offer combo offers to high
income group consumers to sell in large quantities of the FMCGs. While
deciding combo offer, the companies are suggested to give the sub-products
with superior quality with economical advantage. In addition to that the FMCG
companies may consider to unique evaluation process of the consumers with
respect to the complementary products and perceived price value to attract the
target customers.

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The FMCG Companies are recommended to introduce a bundle of selected
FMCGs viz., bath soaps, towel, facial cream and make up kits with premium
quality to improve the strong reliability in the minds of the consumers.
Irrespective of the nature of the product, the companies should design their
discount scheme by considering the average market price in such a way to make
their consumers to save money through their discount schemes.
The companies can create the coupon schemes with the small values in sensible
approach for specialty goods. While designing coupon schemes for FMCG, they
might introduce various forms like clipping coupons with sense of joy to
promote the sale.
The companies might improve the frequency of advertisements for FMCG to
transit the needful information through various forms of print and board cast
media for specialty goods. Creating the advertisements with well-designed
layouts, usage of international celebrities and giving professional appeals will
certainly make the greater positive impact in the evaluation procedure of the
consumer during the purchase of the FMCGs.
Discount schemes should be introduced with the benefits of saving lot of money
irrespective of the native of product. As respondents are well educated,
marketers can understand the technical skill and knowledge fit of them while
deciding discount schemes and they should assure the greater value to their
discount schemes.
Cash Discount preferred most than Free Gift, hence, marketer should offer
attractive cash discounts.
Immediate benefits consider better than delayed benefits, so, marketer should
offer sales promotions considering this as well.
Cash discount if most preferred, so, company should think more on cash
discount / price off than gift or value added.

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 Research shows below 10th Standard are prefer cash discount very much, so
there is a scope of promotional scheme customization for rural area.
International products with Price off and Local products with gift/%extra are
most preferred, so marketers should think carefully about sales promotion
schemes on these type of products.

5.5 CONCLUSION
The present study has investigated effects of sales promotions on consumer preference
and brand equity perception in relation to FMCG products in Thanjavur district. This
study attempted to identify the impact of consumer sales promotion techniques on
consumer purchasing decision of FMCG in the Thanjavur district. This research is
trying to explore the aspects of a FMCG purchasing decision at the point it is made.
For this purpose, the consumer decision process is explored and studied. It has found
out that the selection of particular brand of the FMCGs, amount to be spent, frequency
of buying and so on are predetermined by the consumers. However, their awareness
towards the newly marketed FMCGs emerges from neighbors or friends/ relatives.
Therefore, it is concluded that the FMCG companies should make more awareness
among the consumers through effective advertising campaign.

According to major findings of the study, it is found that consumer sales promotion
techniques have the highest impact on purchasing decision for FMCG. Additionally,
the study provides valuable implications and insights for the marketing managers in
the FMCG industry to develop effective marketing strategies. The study has confirmed
that all the variables related to the Effects of sales promotions on consumer preference
had significant values and has the highest rank so that it
implies that the gift makes impression on the consumes. And it is ascertained that the
effect of availability of different brands of the FMCGs , effect of discount, effect of
one free for one product, effect of premiums and bonus packs are directly related to
the buying decisions of the consumers. The consumers buy the FMCGs if anyone of
these four factors present at the time of buying. So, the companies should keep these

213
issues in mind at the time of devising the sales promotional efforts. It is found out that
the sales promotion of FMGC products of Effects of sales promotions on consumer
preference " Effect of the name of the company of the FMCGs contributes more
towards the output of overall satisfaction towards sales promotion of FMGC products.
It implies that the name and fame of the company determines the buying decisions of

promotional measures are successful. Finally, the study concludes that the sales
promotion of the FMCG companies has a big impact on the customer purchasing
decision and the frequency of buying. Therefore, sales promotion programs should be
accompanied by other marketing strategies to achieve effective brand building and
sales growth for example advertisements and point of purchase displays. The
consumers have an opinion that they are expecting different kind of sales promotions.
This sales promotion has been related to their income and educations. As such, the
result of this research proves that sales promotion tools such as price discounts,
sampling and point of sale display
purchase decision of the FMCGs. This research work has proved that sales promotions
stimulate interest in consumers and consumers are bound to make purchase decision
provided that they are offered with price discount, sampling and point of sale displays.

5.6 SCOPE FOR FURTHER STUDY

It is hoped that the present study can provide insights for further research in buyer
behavior and help companies and marketing practitioners to design promotional
activities that
transaction. Further research is necessary to investigate the combined effects of sales
promotions and other marketing programs on brand building. Finally, the instrument
developed for this study needs to be refined to establish its concurrent and predictive
validity, using it to study consumers' responses to sales promotions in different product
categories in different geographic regions. Sales Promotion is not for a short-term
benefit only and the sales it is an integral part of promotion strategy, which needs
regular follow-up.
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It is important to analyze the influence psychographic variables related to the consumer
sales promotion towards the sales promotional schemes. The inclusion of these
interpersonal variables, which can be used as a moderator variables and the effect of
them on consumers satisfaction can be done in future research. The future studies may
compare the consumer evaluation of respective sales promotional schemes of selected
FMCG brands exclusively. These studies can focus on specialty goods such as branded
watches, fancy items, cosmetics, facial creams etc. The future researchers can
concentrate on the comparison between the evaluation of sales promotional schemes
of durable and non-durable goods also.

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