1

CHAPTER-I
INTRODUCTION

1.1. Background of the study

Promotion is the final element in the marketing mix. After the nature of product is
decided, its price fixed and the methods of distribution decided, the manufactures has to
take effective steps in meeting the consumers in the markets. In the present consumer
oriented markets it is the duty of manufacturers to know what is required by the
consumer. It is also their duty to make the customers know where, when how and at what
prices. The products would be available.

Similarly the terms sales promotion cannot be taken to mean what is commonly does.
Sales promotion is only a part of the promotion. Basically promotion is an "exercise" in
information persecution and influence. Promotion has come to mean the overall co-
ordination of advertising selling, publicity and public relations. Promotion is a helping
function designed to make all other marketing activities more effective and efficient. But
sales promotion as such helps only the selling activity still, there exit same difference of
opinion on the real connection of the term sales promotion.

Sales promotion is one of the important elements of the marketing mix for most
marketing programmes. Sales promotion activities are indispensable to promote
incremental sales, to create brand awareness, as well as build brand equity among the
consumers. As sales promotion do incur substantial cost, it will be beneficial if the
effectiveness of a sales promotion can be maximized through identifying the profitable
segments in the market and target them with the appropriately designed promotion tools
which meet their needs. The effectiveness of the right sales promotion tool for the right
product on the right target market will directly impact on sales performance. Consumers
are making purchase decision daily which are often influenced by various factors; the
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product price is often the most significant consideration in any purchase. One of the
common ways for marketers to compete is by making coupons offers (a price-oriented
promotion) available to consumers (Huff & Alden, 1999).

Sales promotion is concerned with the creation, application and dissemination of material
and techniques that supplement advertising and personal selling. Sales promotion makes
use of direct mail, catalogues, trade shows, sales contests, premiums, samples, windows
displays and other aids. Its purpose is to increase the desire of salesman, distributors and
dealers to sell a certain brand to make consumers more eager to buy that brand. Personal
selling and advertising do include prospects to make these decisions. Sale promotion
provides an extra stimulus.

The success of a shopping mall or retail center depends on a million different factors.
What does the competition look like? How easily can people reach your location? Which
brands and stores do you carry? How do you fit in to the local economy? This study deals
with the sales promotion used by Bhat-Bhateni Biratnagar to attract customer.

Bhat-Bhateni Biratnagar used different sales promotional tools such as coupons, discount
on special festival season and good parking facility. It also uses different advertisement
media such as television advertisement for its promotion.

1.1.1. Brief Profile of Bhat-Bhateni

Bhat-Bhateni Group operates as a Private Limited Company of Nepal. Mr. Min Bahadur
Gurung is the Chairman and also the Managing Director of Bhat-Bhateni Group, the
largest retail chain of Supermarkets in Nepal. Min Bahadur Gurung is an extraordinarily
dynamic, self-made businessman. Min Bahadur Gurung passion for history led him to
explore ancient and recent civilizations and culture.
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Mr. and Mrs. Gurung with the help of one staff started a single shutter grocery shop of
120 sq. feet in 1984 having initial investment of Rs. 35,000 with daily sales of Npr.
2000.00.Born in Khotang, Nepal in 1958, Son of a farmer with six siblings, Mr. Min B.
Gurung had a successful banking career after completing of his university education
(Master in Economics). He had the vision and courage to leave this job to lead Bhat-
Bhateni in a full-time capacity following the expansion to a two floor (3,000 sq. ft.)
supermarket in 1992 having investment of Npr. 2500000.00 with daily sales of Npr.
50000.00 and 11 dedicated staffs.

This ordinary ‘single shutter’ store has since transformed to become a leading
supermarket chains in Nepal. His drive to offer quality products at reasonable price to
customer has made an impressive growth history since 1984 A.D.Today more than
50,000 people visit the stores daily with over 4,500 combined store staff with the daily
sales of Aprox. Npr. 3.5 Crore (USD 350,000.00), consistent merchandising and assured
customer service is guaranteed.

Bhat-Bhateni has been a successful family business since the establishment in 1984 and
has been the largest tax payer in the retail sector for the last five consecutive years in
Nepal . There are currently Fifteen sores conveniently located in central Kathmandu,
Lalitpur, Pokhara, Chitwan, Dharan and Butwal.

Mr. Min Bahadur Gurung has truly visionary long-term goals and aim to establish farmer
co-operatives in Nepal which is estimated to give employment to 50,000 people and is
likely to position Bhat-Bhateni as the largest corporate tax payer in the country. An
ambitious expansion plan will see many new stores in Kathmandu and across the country
over the next few years. Bhat-Bhateni story has only just started. It is Mr. Gurung’s
dream and ambition to make the Bhat-Bhateni Group a truly professional multinational
corporation.
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Much of Bhat-Bhateni’s success can be subscribed to the founders Mr. Min Bahadur
Gurung and family, vision for continuous improvements and growth in order to support
local development with current employment of over 4,500 staffs, including several from
families of political martyrs and indigenous people. The commitment to give back to the
local community is underlined by the funding of Npr. 140 million (USD 1750000.00) to
the entire emergency wing of the Teaching Hospital in Maharajgunj, Kathmandu. The
Company has a rich history of corporate social responsibility, a history that has grown
and evolved to meet the complexities of today’s business world and the challenges of a
global society. Social responsibility is a way of life at Bhat-Bhateni.Bhat-Bhateni is a
leading supermarket and departmental store chain in Nepal. With an impressive growth
history Since 1984, Bhat-Bhateni has developed a reputation for continuous
improvements, every day low price and a product offer second to none. There are
currently Fifteen stores conveniently located in central Kathmandu, Lalitpur, Pokhara,
Chitwan, Dharan , Butwal and Biratnagar

Bhatbhateni Supermarket, one of the biggest names in Nepal, opened a new branch in
Biratnagar on the 2075 B.S. Nepali New Year.  Not much time has passed, but
Bhatbhateni reports that they have been doing transactions of Rs. 10 million every day on
average.  The manager of the branch, Binod Bhattarai, says that the store has recorded a
transaction of Rs 100 million in just 10 days.  This is quite a big news for Bhat-Bhateni.
And these numbers are quite surprising as well. The store has been providing a 10%
discount on the occasion of its opening.  Most of the customers in the store are
from Dharan, Itahari, Urlabari, Damak, Lahan, Rajbiraj and Jogbani

All stores are open from 7:30am to 8:30pm, 7 days per week and offer a full range of
150,000 products from 1000 local and international suppliers.More than 50,000 people
visit the stores daily and benefit from a 7-day return/exchange policy. With over 4,500
combined store staff, consistent merchandising and assured customer service is
guaranteed. Bhat-Bhateni Group operates as a private limited company. It has been a
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successful family business since the establishment in 1984 and has been the largest tax
payer in the retail sector since 2008 A.D.

1.2. Statement of problem

The cut-throat completion in retailing has led to development of strategies that would
enhance consumer perception towards stores to increase the quantity of consumption and
the frequency of visit. People choose shopping malls due to parking, comfortable
shopping environment. Consumer consider price competitiveness, product assortment,
cleanliness and courtesy of sales personnel. While much has been written about the
overarching factor driving the growth in malls, little has been reported about mall
consumer perception particularly in Biratnagar. This study will intended to answer the
question;
1. Whether customer are satisfied from the sales promotion tools used by Bhat-
Bhateni Biratnagar or not?
2. What are the customer expectation on promotional activities from Bhat-Bhateni
Biratnagar ?
3. What are customer opinion on sales promotion used by Bhat-Bhateni Biratnagar ?

1.3. Objectives of the study

The main objective of this study is analyze the sales promotion activities of Bhat-Bhateni
Super Store, Biratnagar. The specific objectives of the study are:
1. To analyze the customer satisfaction from the sales promotion activities used by
Bhat-Bhateni, Biratnagar .
2. To analyze the customer expectation on promotional activities by Bhat-Bhateni
Biratnagar .
3. To analyze the customer opinion on sales promotional used by Bhat-Bhateni
Biratnagar.
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1.4. Significance of the study

This study will be help management of Bhat-Bhateni Super Store, Biratnagar to know
about the results of their sales promotion carried out by them and to the student, other
concerned people who are interested in knowing the sales promotion activities carried out
by Bhat-Bhateni super store.

1.5. Limitation of the study

Every study has its own limitation. This study has too some limitation. The limitations of
the study are:

1. This study is mainly based on primary sources of data collected from the
respondents only.
2. This study cover the analysis of Bhat-Bhateni Super Store, Biratnagar only.
3. This study cover the limited number of respondent only.

1.6. Organization of the study

This research has been organized in five chapters as below:
Chapter-I: Introduction
This chapter deals with brief introduction of the related topic. This chapter discusses
about background of the study, focus of the study, statement of the problem, objectives of
the study, limitations of the study and lastly rational choose study area.

Chapter-II: Review of Literature

The review of literature deals with some related matters of the study. It consists of the
theoretical framework and the reviews of relate studies.

Chapter-III: Methodology
In this chapter, research design, data collection and procedure, period covered, nature
scope and sources of the data, data gathering instrument and statistical tools and it also
provides data presentation technique.
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Chapter-IV: Results
The fourth chapter is the data presentation and analysis deals with the issued identified in
the introduction phase. What has been analyzed, how it has been analyzed and what has
been found are the concern of this chapter.

Chapter-V: Conclusion
The fifth chapter provides summary conclusion and recommendations. In the summary,
the present study is discussed briefly besides. At the end bibliography, questionnaire and
appendices are attached.
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CHAPTERE –II

REVIEW OF LITERATURE

2.1. Conceptual framework

Promotion is responsible for awakening and stimulating consumer demand for the
product. It is an effort to push forward goods, services or ideas in a way so as to gain its
acceptance.

Such a communication effort can be personal or impersonal A personal communication is

one where there is face-to-face contact between the sales personnel and the customers. In
case of impersonal communication, there is no direct link between the producer and the
consumer.

Promotion Variables:
(a) Personal Selling:
It is oral or face-to-face communication. It is interaction between marketer and customer
where the messages can be tailor-made according to the characteristics of the product and
the customer and immediate feedback is also possible.

(b) Advertising
It is non personal method of communicating messages regarding products or services to
general public in order to inform and persuade them so that they develop favorable
attitude towards the products. Because of the low cost per message, it is largely used to
develop initial product awareness or acceptance.

(c) Sales promotion

It is marketing activity that promotes sales. It provides special offers for a limited period
to induce consumer purchases. The offer can be in the form of coupons, premiums,
contents, free goods, discounts, gift samples and the like.
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(d) Public relations

It is an attempt to achieve goods relations with all those who are likely to be affected by
firm’s activities such as customer’s shareholders, financial institution, govt and general
public. It aims at portraying firm’s image and in turn knowing public firm on about the
firms and its products.

2.2. Theoretical Framework

Shopping malls have intercepted the traditional marketplace culture and have become a
prominent business venture in urban areas especially in developing countries. The
significant growth has been attributed to many factors including growing middle class in
developing nations, stable economic environment, the size of retail industry, and
consumer preference. A key factor driving the growth in malls in the growing necessity
to segment consumers in terms of size, preferences, and increment in income. Taste and
preference of consumers has also greatly changed due to the rapid changes in retailing
sector, digital connectivity and demand for the value and quality.

A successful organized retailer predicts consumer demand and reduce inventory holding
thereby saving cost. Presently Retailers are offering newer service dimensions and
include entertainment factors to create unique shopping experiences for the customers to
gain better image of the mall. Competitive Image of shopping mall from others is a
critical component today’s mall management.

Bhat-Bhateni takes its goods from lots of suppliers and dealers. Currently there are about
1200 suppliers goods to Bhat-Bhateni. 90% of the suppliers are local suppliers and
remaining deal outside from the country. The payment method is “sales and Pay” method
which is suppliers get their payment on certain interval of times as per his goods in the
store. The payment here is also done through the bank account on standard Chartered
Bank. All those transactions are managed by the head office of Bhat-Bhateni, Naxal.
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The store is basically made for the customer. Availability of huge number of variety of
products one roof and one store is always convenient for anyone. But besides, it also
provides other facilities to the customers.

The Bhat-Bhateni started the membership about 3 years ago. A member of Bhat-Bhateni
supermarket get a card and on purchase of every NRs.500 worth goods, customer get 1
points in his account. 1 point is equivalent to NRs. 6. There are currently around 8000
active members of Bhat-Bhateni supermarket.

Bhat-Bhateni also has an online store, the payment should be cash on delivery and/or
online payment is managed by e-Sewa.

On purchase of goods above NRs.15000 the Bhat-Bhateni Shopping Malls provide a free
home delivery to the customer. The Bhat-Bhateni Super Market has its own automobiles
for that purpose which is financed by Nepal Investment Bank.

The word perception comes from the Latin meaning receiving collection &action of
taking a possession. Apprehension with the mind or sense It is a method of studying
perception is essentially biological or physiological approaches though psychological
approaches though the philosophy of mind and in empiricist epistemology. So it is
important to understand the customers’ mind about the shopping malls is to make better
policy decision regarding mall management. Outcome this, the researcher chosen to study
how customers’ perceived the promotional factors in a mall such as Artistic design,
entertainment, service offered in mall, security aspects and image.

Consumer has varied perceptions, attitude, memories and views of stores and business,
which they use as a mental guide when choosing malls. Perception of value is subjective
since different customers from different cultures and different time seem to evaluate
differently. Sadarchar, (2014) found that consumer perception it created in the mind of
the consumer as a result of brand personality and the customer value triad; perceived
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price, perceived service and perceived quality which would have a relationship with the
amount of purchase from retail shop.

Customer perception plays a vital role in a company’s ability to attract new customers
and to retain existing customers. The good news is that companies have the ability to
control many of the factors that build an individual’s perception of the company/brand.
The formal definition of customer perception is, “A marketing concept that encompasses
a customer’s impression, awareness and/or consciousness about a company or its
offerings.” To put it simply, customer perception is what your customers and potential
customers think of your organization. This perception directly impacts the attraction of
new customers and the capacity to maintain good relationships with current customers.

Consumers want good quality, but they also want to know they are getting good value.
That value isn’t just judged by the product or service they are purchasing, but by the
availability and usability of the customer service that supports it.

It’s just not enough anymore to have brand recognition, consumers want to feel good
about a brand and company. They want to do business with civic-minded corporations
with positive world views.

2.2.1. Retail Trade

The distribution of products begins with the producer and ends at the ultimate consumer.
Between the producer and consumer there is a middle man – who is retailer. Retail is the
medium who sales goods and services from Individuals or business to the end-user.
Retailers are the part of an integrated system called the supply chain. The term 'retail' is
derived from the French word retailer which means 'to cut a piece off or to break bulk'. In
simple terms, it implies a first-hand transaction with the customer. It can also be defined
as the timely delivery of goods and services demanded by consumers at prices that are
competitive and affordable.
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The Retail Industry is the sector of economy which is consisted of individuals, stores,
commercial complexes, agencies, companies, and organizations, etc., involved in the
business of selling or merchandizing diverse finished products or goods to the end-user
consumers directly and indirectly. Goods and products of the retail industry or sector are
the finished final objects/products of all sectors of commerce and economy of a country.

2.2.2 Characteristics of retail trade

Retailers are referred to as middlemen or intermediaries. They occupy a middle position,
receiving and gassing on products from producers and wholesalers to customers. Services
carried out by retailers are different from those of wholesalers. The characteristics of
retailers are listed below.

1. Marketing orientation:
Retailing is a dynamic industry. It keeps growing by moving retail operations into
new markets. Markets are ever changing and characterized by risk and threat.
Retail marketing therefore, requires different types of decisions to be made in the
complexity of the situations.

2. Multi-channel retailing:
Retailers act as a connecting link between the producers/ wholesalers and
customers. Their scale of operations is tilted more to serve sophisticated
consumers. Recently, the impact of e-retailing has received considerable attention.

3.  Innovative methods of thinking and planning:

Successful retailing requires innovative methods of thinking and planning. New
ideas are generated to take advantage of opportunities or to improve existing
methods of marketing. Retailers make clear propositions of their retail offer.
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4.  Right environment:

A retailer has to create the right environment, offer additional advantages and value or
loyalty schemes in order to ensure that the customer is offered a comprehensive package
of benefits.

Unique characteristics of a retail trade:

I. The retailer’s interface with the customer is service-based.
II. Retailers sell small quantities of items on a frequent basis.
III. Customers feel comfortable as the retailers provide convenience in terms of
location of the shop, types of payment and different credit facilities for
purchasing, range of merchandise and after-sales support, etc.
IV. Retailers offer — selection an assortment of merchandise related to the target
market in order to provide choice.
V. Retailers trade with general public (whereas wholesalers may district the general
public from purchasing from their warehouses).
VI. Retailers normally charge higher unit prices than a wholesaler.
VII. A retailer’s pricing policy is simpler than that of the wholesaler.

2.2.3. Types of retail trade

Here are some examples of the different types of retail stores where consumers can
purchase products for immediate use or consumption.
 Department Stores trade: Sell a wide range of merchandise that is arranged by
category into different sections of the physical retail space. Some department
store categories include shoes, clothing, beauty products, jewelry, housewares,
etc. Examples of department store retailers include Macy's, Nordstrom, and
JCPenney, to name just a few.
 Grocery Stores and Supermarkets: Sell all types of food and beverage
products, and sometimes also home products, clothing, and consumer electronics
as well. 
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 Warehouse Retail trade: Large no-frills warehouse-type facilities stocked with a

large variety of products packaged in large quantities and sold at lower-than-retail
prices.
 Specialty Retail trade: Specialize in a specific category of products. Toys ‘R’
Us, Victoria's Secret, and Nike are examples of specialty retailers.
 Convenience Retail trade: Usually part of a retail location which sells gasoline
primarily, but also sells a limited range of grocery merchandise and auto care
products at a premium "convenience" price from a brick-and-mortar store.
 Discount Retail trade: Sell a wide variety of products are often private labeled or
generic brands at below-retail prices. Discount retailers like Family Dollar, Dollar
General, and Big Lots will often source closeout and discontinued merchandise at
lower-than-wholesale prices and pass the savings onto their customers.
 Mobile Retail trade: Uses a smartphone platform to process retail transactions
and then ships the products that were purchased directly to the customer.
 Internet Retail trade: Sells from an Internet shopping website and ship the
purchases directly to customers at their homes or workplaces and without all the
expenses of a traditional brick-and-mortar retailer, usually sell merchandise for a
lower-than-retail price

2.2.4. Function of retail trade

In the process of acting as a link between the wholesaler (or the manufacturer) and the
consumer, a retailer performs many functions:
1. Buying and Assembling:
It has been said that a retailer stocks wide variety of products to meet the requirements of
a large number of customers. For this purpose, the retailer has to assemble products of
different manufacturers from different wholesalers through the process of buying. In
buying these products he has to be cautious. He has to find out the best and cheapest
source of supply. Then he has to select only such of the goods offered which would suit
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the need of his customers. He must purchase only in quantities enough to meet the
demands of his customers.

2. Warehousing and storing:

Products thus assembled have to be stored by the retailer so that they are held in reserve
stocks out of which consumers requirements are met without any interruption by selling
in small quantities.

3. Selling:
The ultimate purpose of retailing business is to sell these products to the consumers.
Though a retailer is sometimes referred to as buying agent of consumers, producers and
manufacturers regard retailer as a means of dispersing goods to the market and drawing
income into their hands so that they can continue their business of production.

4. Assumption of Risk:
The retailer has to bear the risk of physical deterioration of goods and fall in value. A
retailer has to stock goods in anticipation of demand from his customers. This stock must
always be sufficient to meet any demand from the customers. This fact involves risk to
the extent of the stocks held by any retailer. Firstly, the products stored are subject to the
usual risks of flood and other natural calamities. Secondly, there are the risks of flood and
other natural calamities. Secondly, there are the risks of spoilage and deterioration due to
the very nature of goods. Then there is the risk of change in fashion. Fickle mindedness
of the consumers and human tendency to like change in life together make loss of value
through change in style and fashion - a very real risk to a retail trader.

5. Grading and Packing:

Retailers have to sort out in different lots goods or products left ungraded by the producer
or the wholesaler. Also, they must make arrangements for proper packing of goods which
are sold loose.
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6. Financing:
Often retailers have to grant credit to consumers. Credit sale in effect means facilitating
the flow of products through the marketing channel to its ultimate goal. Thus retailers
contribute in financing the marketing process.

7. Supply of Market Information:

Retailers, being in touch with the consumers, are most favourably situated to study
consumers' ehavior, changes in the tastes, fashions and demand etc. Thus they collect
valuable information pertaining to the problems of marketing.

8. Advertising:
Retailers display goods in their stores.

2.2.5. Services of Retail trade

Retailers are the important link between manufacturers and customers. They are the final
point of sales and are invaluable to the entire distribution channel. They, in fact, provide
services to both the wholesalers and the consumers. Let us have a look.
A. Services to Wholesalers or Manufacturers
1. Final link in the distribution of goods:
This is a function of place utility. Wholesalers or manufacturers cannot cover a
wide geographical area and markets to sell the goods to the final consumer. It falls
upon the retailer to create place utility and ensure that the goods are distributed
throughout a wide market and reaches all consumers. Retailers are the link
between the wholesalers and the final consumers.
2. Personalised Selling Efforts:
There are certain goods that require personal selling. These are non-standardised
goods that cannot just be picked off the shelves. But the manufacturer is not there
to sell the product, that responsibility falls on the retailers. They use personal
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selling techniques to realize the sale. Take for example selling shoes, which always
requires a personal touch from the retailer.

3. Permit Economies of Scale:

A manufacturer can produce goods in bulk, and a wholesaler can buy goods in
bulk because retailers perform the function of breaking up the bulk. Although they
buy in bulk themselves, they sell in smaller (sometimes individual) units. This
allows the producers and even the wholesalers to enjoy the economies of scale.

4. Source of Market Information:

Retailers are the only ones in direct contact with the final consumers on a daily
basis. They are in a unique position to provide the manufacturers with an valuable
feedback they have collected from the consumers. If a consumer has complaints or
problems, the retailer is the first person he contacts. Such information is invaluable
to the manufacturers in their quest to improve their products.

5. Advertising and Promotions:

Retailers will even help manufacturers and wholesalers with their promotions and
advertisements. Retailers will frequently take part in promotional activities, put up
advertisements of the product inside their shops, run offers, discounts etc.

B. Services to Customers
1. Convenience: 
Retailers overcome the barrier of place, and allow the consumers to buy all their
products from the local market near their house. Consumers also do not have to
worry about sourcing the products they require because the retailers perform this
function for them. So if a consumer in Chennai, wants to buy a good manufactured
in Mumbai, he/she only need to visit their local retail store.
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2. Assured Availability:
A consumer also does not have to bother with buying the goods in bulk. The can
buy them in individual nits as and when required. The retail store will make certain
that the product is available when the need for it arises. There is no worry about
storage or warehousing as such for the consumer.

3. Variety:
Another important service retailers provide to consumers is that they provide them
with a lot of options. The variety offered enables the consumer to make the best
decision for themselves, after having reviewed all the options.

4. After Sales Service:

Certain products at times require some installation, demonstration or any such after
sale service. It usually falls upon the retailers to provide such services to the
consumer.
5. Credit Facility:
A retailer at times will offer the consumer a financing option or a credit facility to
make the payment in monthly instalments, or to simply defer the payment to
another date. This allows the consumer to buy the products they need even if they
do not currently have the entire finance for it.

2.2.6. Pre-Requisites of Retail Trade

The success of retail store centres round a proper combination of the following factors:
1. Strategic planning
Retailer must also have the planning of sound strategies. The selection of
target market and development of marketing-mix are important aspects of
strategic planning. Product assortment, price strategies and promotional
methods need special attention.
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2. Physical facilities
It is said that there are three keys to retail success- location, location, and
location. The ultimate success of retail store is governed by favourable
location which alone can assure sustained prosperity. Exterior and interior
appearances and good layout also play an important role in the success of
retail store.

3. Price
Appropriate price strategy can have the greatest market appeal, particularly in
inflation. Low price with reasonable quality and due service can work
wonders in retail trade. High price and high service demand skilled and highly
motivated sales people. Lower price and limited service demand control over
marketing expenses as gross margins are small.

4. Promotion
Unique advantages of promotional campaigns explain considerable success in
retailing. Retailing is the toughest job in the channel of distribution since the
product has to cross the three feet sales counter to reach the customer. If the
three feet are not crossed (with the help of sales promotion, e.g., point-of-
sale/purchase display), all other sales efforts are useless. Active co-operation
between manufacturer and retailer in promotion-mix can guarantee flourishing
sale, assuming that the product or service is intrinsically sound and price is
quite reasonable.
5. Buying
A retailer can acquire highly desirable product assortment, indicating good
values to his customers, through shrewd buying practices and sound decision-
making ability. He should act as expert buying agent on behalf of his
customer. Intelligent buying decisions yield rich dividends in retail trade. Acid
test of retail success is consumers’ satisfaction, i.e., emphasis on the sale of
want-satisfying utilities only.
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6. Services
Retailers give non-price competition essentially through personalised services.
Prompt and courteous service, quality assurance, sale on approval, money-
back guarantee, service after sale, free home-delivery, grant of credit, securing
goods to satisfy individual taste and liking, offer of expert advice to customer,
and comfort and convenience in the store — all these are welcome by
customers and their patronage goes to such retailers who aim at securing
profits through service. 

The retailer must follow the policy illustrated by such quotations, e.g., ‘The
customer is always right’, ‘it pays to be customer-minded and the customer is
king/ queen.’ ‘He who serves best will profit most.’ These quotations
emphasise the concept of service, not profits, as the chief objective of the
seller in the marketplace. Most customers prefer warm and friendly
atmosphere.

7. Efficient Management
Better planning, organisation, and control can offer efficient retail operations.
Proper selection, training, remuneration, and motivation of sales force will
also assure higher efficiency. If a retailer plans his inventories in detail, buys
and sells according to plan, at the end of the year he will have his
predetermined profits.

2.3. Promotional Mix

As part of the marketing mix, promotion includes all activities that involve
communicating with the customer about the product and its benefits and features. Once a
company has worked on the product and price elements, it is time to start a conversation
with the consumer about the product. This includes raising awareness through different
mediums to increase sales, as well as to create and foster brand loyalty.
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Information provided to the customer at this stage helps them in making purchase
decisions regarding the product. Often, there is substantial cost associated with
promotional activities. But since the result is often an increase in sales or customer
loyalty, there is thought to be long term return on this investment. There are many ends
that a company may try to reach through a promotion including but not limited to an
increase in sales, acceptance of new products, brand equity creation and brand
positioning, addressing competitor actions and rebranding.

As briefly mentioned in the introduction, promotion is the communication aspect of

the marketing mix. It is creating a channel for conversation with the targeted consumer
base. Through promotion, the company aims to attract the customer’s attention and give
them enough information about the product to foster enough interest to motivate them to
purchase.

The team tasked with these activities will begin by understanding the dynamics of the
target audience and deciding which modes of promotion are likely to help meet targets.
Once the channel is decided, information from other elements of the mix is incorporated
to ensure that the message sent corresponds to the actual product features, benefits and
user experience. None of the elements of the marketing mix work in isolation. Instead a
unified body of information acts as the source for all activities within these 4P’s. The
available information is filtered to include those areas which will be most relevant to the
target audience.

Any promotional activity is usually designed with a specific target audience in mind. The
activity is therefore created using messages, cues and information that they will respond
to. Realistically, the major portion of any promotional budget is aimed at this specific
targeted audience. However, there may be important fringe groups who may have an
influence over the intended target or stake in the product. Some of these fringe groups
may include:
 22

1. The Actual Audience – These are the current customers of the product as well as
former customers and any potential new customers. The activity is created for these
people specifically.

2. Influencers – People or organizations that may have their own sphere of

influence over the target audience make up this category. If a positive impact is made on
these people, they may then use this influence to encourage sales. The media, opinion
leaders, Trade associations and special interest groups are some of these influencers.

3. Distribution Channel Members – The product is handled and provided to the

customer through this channel making them an important category of targets. A retailer
may choose to display a certain product in a more prominent position than the others if
they believe in the product and its benefits.

4. Other Companies – Communicating with other companies may open up

opportunities to collaborate on joint ventures.

2.3.1. Promotional mix

There may often be a tendency to narrow down the focus of promotional activities to only
advertising. Quite the opposite, there are a number of ways to approach the audience with
information about the product. Increasingly, businesses feel the need to use both one
directional and two sided means of communications to reach the customer.Through the
promotional mix, a company aims to fulfill two basic objectives. One is to make the
customer aware that the product and brand exist. The other is to persuade them to actually
pick this product over all others and continue to buy it. There are five methods that make up
a promotional mix. A company may choose to use one or more of these in harmony to ensure
a clear, effective and direct message reaches the customer. The selection of the portfolio of
activities may depend on the company’s marketing and sales strategies and budget
allocations. These five methods are:
 23

1. Advertising – This mode of promotion is usually paid, with little or no personal

message. Mass media such as television, radio or newspapers and magazines is most
often the carrier of these messages. Apart from these, billboards, posters, web pages,
brochures and direct mail also fall in the same category. While this method has
traditionally been one sided, advertisement over new media such as the internet may
allow for quick feedback.

2. Public Relations & Sponsorship – PR or publicity tries to increase positive

mention of the product or brand in influential media outlets. These could include
newspapers, magazines, talk shows and new media such as social networks and blogs.
This could also mean allowing super users, or influencers to test the product and speak
positively about it to their peers. This type of advertisement may or may not be paid. For
example, sponsoring a major event and increasing brand visibility is a paid action.
Sending free samples to a blogger then depends on their discretion and opinion and is not
usually swayed by payment.

3. Personal Selling – Opposite of the one directional promotional methods, direct

selling connects company representatives with the consumer. These interactions can be in
person, over the phone and over email or chat. This personal contact aims to create a
personal relationship between the client and the brand or product.

4. Direct Marketing – This channel targets specific influential potential users

through telemarketing, customized letters, emails and text messages.

5. Sales Promotions – These are usually short term strategic activities which aim to
encourage a surge in sales. These could be ‘buy one get one free’ options, seasonal
discounts, contests, samples or even special coupons with expiration dates.
 24

Whenever a company sets out to design its promotional mix, it needs to consider the
following points:

1. Stage in the Product Lifecycle – During the beginning of the lifecycle, there

may need to be more aggressive and informational advertising, while a slowdown in
promotions may be seen during the later stages.

2. Nature of the Product – If a product is not new in its usage or function, there
may be less need for information and more focus on brand equity creation as well as on
emotional aspects of the product.

3. The Allocated and Available Budget – A certain total budget is set for
promotional activities and these then need to be designed and executed within these
constraints.

4. Cultural Sensitivity – If a product is to be launched in a new international market

or translated across markets, it becomes imperative to take into consideration local
affiliations and sensitivities. These include both cultural and religious considerations.
Often, these issues may even present themselves within one country.

5. Target Market Composition – The people who make up the target market need
to be considered before committing to a promotional mix. If a market is not tech savvy,
then more traditional means may need to be employed. Conversely, an internet generation
used to instant gratification may need to be provided more focused and targeted
messages.   

6. Competitor Actions – The methods a competitor uses need to be taken into

account as well. There may not be a need to spend money on a radical advertising method
if a customer is using rudimentary methods for example.

2.3.2. Types of promotional strategies

 25

A company may use different strategies to promote its products. These can be broadly
categorized as push and pull strategies. Both strategies differ in how the customer is
approached.

1. Push strategies
As the name indicates, this is when the product is taken to the customer by the company.
This is mostly used when the product is an impulse purchase or if the company has an
established relationship with the customer base. Companies may sell directly from their
showrooms or at tradeshows etc. Essentially, there is less need to create an advertising buzz
and more to make the product readily available at retail outlets and showrooms. Push
marketing may focus primarily on short term sales.

2. Pull strategies
In the opposite approach, there is an attempt to pull customers towards the brand or
product. Through mass media campaigns to sales promotions and personal references, a
company attempts to create brand loyalty and attractiveness. Pull strategies may attempt to
focus primarily on long term brand loyalty then high sales in the short term. A lot of media
hype and mass campaigns are required to create sufficient interest and encourage customers
to seek out the product on their own.

2.3.3.Sales promotion
Sales promotion implies a wide variety of promotional activities. In the current marketing
practices, the role of sales promotion has increased tremendously. Companies spare and
spend millions of rupees to arrest consumer attention toward products and to arouse
purchase interest. Sales promotional efforts also improve firm’s competitive position. Such
efforts seem inevitable in today’s marketing situation. It can also reduce the degree of
consumer dissatisfaction. Nowadays, sales promotional efforts are undertaken for variety of
purposes. It is among the most critical and expensive marketing decisions.
Sales promotion offers a direct inducement to act by providing extra worth over and above
what is built into the product at its normal price. These temporary inducements are offered
 26

usually at a time and place where the buying decision is made. Not only are sales
promotions very common in the current competitive market conditions, they are increasing
at a fast pace. These promotions are direct inducements. In spite of the directness, sales
promotions are fairly complicated and a rich tool of marketing with innumerable creative
possibilities limited only by the imagination of promotion planners. Sales promotion is
often referred to by the names of ‘extra purchase value’ and ‘below-the-line selling’.

Today we find companies in almost all sectors offering some sort of a promotion scheme.
These sectors range from automobiles to beverages, from financial services to foods, from
household durables to services, from household products to business products, from
personal care to textiles and apparel. (Barron, 2003).

In recent years, sales promotion has been used widely to supplement and coordinate
advertising and personal selling efforts. Various sales promotion tools such as free samples,
premium on sale, prize contests, dealer incentives, coupons and gifts, etc., are being used to
stimulate market demand for products of daily use. The basic purpose is to stimulate on the
spot buying through short term and non-recurring incentives.

Sales promotion has been increasing in popularity as a promotional tool. Marketers are
using it aggressively. Sales promotion refers to short-term incentives to stimulate demand.
It is used to create a stronger and quicker purchase response. It can be directed at
consumers, middlemen and sales personnel. It supplements advertising and facilitates
personal selling. Sales promotion is seen as temporary incentives to encourage the trail or
use of a product or service. These promotions may include short-term price reduction,
premium (free gift with purchase) coupons package, cent-off and price deal and refunds.
Kotler& Keller (2006) further more outlined the benefits of sales promotion as gain
attention and lead the consumer communication to the product. Incorporate some
concession, inducement or contribution that gives value to the consumer (incentive). Sales
promotion includes a distinct invitation to engage in the transaction (invitation). Sale
 27

promotion in general can be classified into two types: Price promotion and non-price
promotion. Price promotion can gain some attention from consumer through short-term
financial offering of a brand.

2.3.4. Objective of sales promotional

The objective of sales promotion are :
1. To increase sales directly by publicity through media which are complementary to
press and poster advertising.

2. To disseminate information through sales man dealers etc. So as to insure the

product getting in to satisfactory use by the ultimate consumer.

3. To attract new consumer.

4. To face the competition effectively.

5. To help salesman in selling more to the retailers and consumers.

6. To check seasonal decline in sales. Generally speaking sales promotion involves

rendering the following services:-
 Services to dealers.

 Services to own salesman.

 Special publicity.

2.3.5. Sales promotion at different levels

1. Sales promotion at dealer level
It may include various schemes some of which are discussed here.
(a) Advertising material
The advertising material prepared by the company such as store signs, banners, shelf
signs, board etc. are distributed to sub dealer for display purposes this is in fact a method
of advertising.
(b) Store demonstration
 28

In the promises of the whole seller or the retailer the products sales personnel will
conduct special demonstration for the company‘s product. A personal demonstration is
good to introduce a new product at its peculiar advantage can be high lightened and the
consumer‘s doubt clear. It can be used to stimulated an old product. A good
demonstration with a great dealer of action will draw heavy crowds in to the store and
will attract attention to the product.

(c) Special display and shows

These are in seasonal in character but could be arranged in an elaborate manner and for
all the products of an company. Usually these are arranged along with trade fair and
exhibition. Besides effecting sales these shows impress the company‘s name generally on
the public.

2. Sales promotion at consumer level

The various schemes of sale promotion at Consumer‘s Level may include.

(a) Coupon
These are given directly to the consumer these coupons are in most cases kept inside the
package. The consumers many receive a price reduction of the stated values of the
coupon at the time of purchase. The retailer receives reimbursement for the value of the
coupon form the manufacturer. Coupons act as a short run stimulus to the sale of the
product, since they are directly tied with the purchase of the item. They encourage the
retailer to stock the product.
What is important is that a coupon offer does not spoil the named price of the brand nor
does it UN pair the margin of the dealers. But it is not easy to measure the effectiveness
of a coupon offer. One over knows how many customer would have bought the product
without the incentive. It is also difficult to find out how many customers were held after
the coupon offer expired.

(b) Price –off-offer

 29

This offer is intended to stimulate the sales during a slump season. In this method the
customer is offered a reduction from the printed price list. It is also used when a
substitute for competing product enters the market.

Many experts on sales promotion fed that ‗Off Schemes‘ are among the weaker and less
desirable methods of promotion. These can be trade resentment particularly when the
retailer raises the price to retain his margin. Secondly that is not conductive to building
up brand loyalty. Consumers may simply shift to the products that offer this scheme.

(c)Schemes
In the hope of converting a prospect into a customer a sample (Some quantity of the
product) may be given. This helps the consumer to verify the real quality of the product.
Various pair manufacturing companies offer this method. For developing brand loyalty
this method is quite useful. Sampling is a fast method of demand creation because one
knows the result as soon as the consumer has had time to use the sample and buy the
brand.

(d) Money refund offer

An offer usually stated on the package is that manufacturers will return within a stated
period part or all of the purchaser‘s money if he is not completely satisfied with the
product.

(e) Trading sample

A premium in the form of stamps is given by the sellers to consumers while selling
goods. The number and value of stamp that the buyer receives depends on the values of
the purchase. These stamps are redeemable through premium catalogues at the stamp
redemption centres.

3. Other steps by manufacturers for promoting sales

The other steps can be adopted by manufacturer for promoting sales are:
 30

1. Dealer communicating market news

Often this service is reciprocal the manufacturer may acquaint his dealer with the
fact relating to his production and prices while the dealer may familiarize him in
return with the information bearing on charges in the consumer's demand, their
like and dislike complaints and criticism, substitutes etc.

2. Inviting to sales conference and convention

The gestures of regard and respect pave the way for better relation and co-
operation.
3. Offering reasonable terms of sales
Of all the forms of encouragement, the monetary incentive evokes immediate response.
Hence every producer must offer the most responsible terms of sale such as longer
periods of credit and higher rates of descants.

2.3.6. Managing promotion through product life cycle

As briefly mentioned before, different stages of the product life cycle require different
types of promotional activities and strategies. This will help prolong the life of the
product. 

1. Introduction
 At this stage, major promotional campaigns and activities will be designed and
executed. A comprehensive promotional mix will be designed with full input from
 31

the rest of the marketing mix. The aim here is to provide detailed information
about the product, its features and benefits. Special offers and sales promotions
may also be used to pull in customers while in some markets push strategies may
be used simultaneously employed.

2. Growth
Once the product is established and accepted, there will be a shift in strategy from
information to more emotional aspects. The aim is to increase brand awareness,
create strong brand equity and foster long term customer loyalty.

3. Maturity –
 By now the market may have matured and there may be stiff competition and
similar products available. Promotional activities will now turn more persuasive
and there may be an attempt to create product differentiation by highlighting
specific benefits and features that fulfill needs and are unique.

5. Decline – At this point, promotional activities may wind down to the occasional
reminder that the product exists in an attempt to forestall the product’s eventual 
decline

2.4. Review of previous studies

Sales promotion includes several communications activities that attempt to provide added
value or incentives to consumers, wholesalers, retailers, or other organizational customers
to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial,
or purchase. Examples of devices used in sales promotion include coupons, samples,
premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes. The
review of the scholar are as follows:

Tse and Wilton (1998) revealed in a study that customer satisfaction as the customer‟s
response to the assessment of the perceived discrepancy value between prior expectations
 32

and the actual perceived performance of the product as perceived after its consumption of
it.
Mela & Carl (1997) illustrated in a study that customer satisfaction is an evaluative
response given the customer regarding the product purchase and consumption experience
which resulting from a comparison of what was expected and what is received
performance. The study evidenced that expectations influence customer satisfaction and
the effect can be stated in the form of positive or negative or non-existent statement.

Srivastava (1991) examined the nature of sales promotion activities in toilet soap
category in India and studied retailer and consumer perception with respect to these
activities. It is reported that premiums (free gifts) are the most frequently used scheme in
both premium and popular toilet soap categories, followed by price-offs. More over
retailers perceive price-offs as the tool having greater impact. Consumers perceive price-
off as the most attractive tool of sales promotion for toilet soaps.

Kumar, V. and Swaminathan (2005) studied the impact of coupons on brand sale and
how that impact decays over the life of the coupon. The authors use an econometric
model to demonstrate the coupon effect in terms of equivalent price reduction, account
for coupon effect over time, allow inference of coupon effects when retailers decide to
double or triple the coupon value and provide both self-coupon and cross-coupon
elasticities at different levels of aggregation. Results indicate that the effect of doubling
the face value of coupon result in more than a proportionate increase in elasticity and
both self and cross- coupon elasticities are much smaller in magnitude than the average
self-cross price elasticity.

Sinha (1999) conducted two laboratory experiments to examine how the consumers
respond to products that have been offered as a "free gift with purchase" of another
product. Results of the first study showed that when an economically identical offer is
framed as a joint bundle compared with when it is framed as a "Buy one, Get one free"
offer, consumers are willing to pay less for the product offered "free". When a product is
 33

given away "free" then consumers are willing to pay less for it as a stand alone product,
especially when the original promotion offer does not include the price of the gift,
according to the result of the second study.

Rajagopal (2017) India has recognized the importance of S&T with the Science Policy
Resolution of 1958 and the Technology Policy Statement of 1983. She is concentrating
on the development of indigenous technology together with the effective absorption and
adaptation of appropriate imported technology. To this end many tax incentives have
been given to private sector industry, and other aids to the public sector, to set up R&D
units. India has achieved self-reliance in several areas and near self-sufficiency in many
other through the promotional measures taken by the government and the active role
played by industry.

Swait, J., & Erden, T. (2002). Reviewing promotional materials for pharmaceutical
products is important to help ensure their high quality and allow recipients to be well-
informed about benefits and risks. This article provides an overview of control
mechanisms that can influence the overall quality of the product combined with practical
advice, based on personal US and international experience. US case reports are used to
illustrate examples of promotional violations, and the consequences of government
enforcement.

Shimp (2012) Advertising and sales promotion is a comprehensive introduction to the

principles and practices of advertising. The course explores the social, ethical, and legal
issues of advertising, historical influences, strategies, and media decision processes as
well as integrated marketing communications. You will gain knowledge of techniques
used in current advertising, including print, broadcast, and digital. The text provides an
overview of how communication tools can be used to reach target audiences and increase
consumer knowledge.
 34

Sawyer (2011) In the silent salesmen, Carson introduces his proven, simple promotional
product strategies that are guaranteed to increase sales and profits. Business owners and
marketers will discover step-by-step tips on how to develop and implement a versatile
marketing plan that encompasses ready-to-use samples of sales materials paired with
unique and memorable promotional products. Combined, these tools will make for an
extremely effective (and profitable) marketing message.

Tellis (2008) Advertising and sales promotion employs relevant ads, exhibits, and
photographs to capture your interest and through its writing style, gives a solid
understanding of advertising along with the challenges facing the promotion, advertising,
and marketing industries today. Prepare for the high energy excitement of advertising
today with the powerful, leading content in, its accompanying supplements, and author-
driven learning and teaching support.

Manohar U. Kalwani and Chi Kin Yim (2009) conducted a study which reveals the
impact of sales promotion strategies on consumers shopping experiences. The study
found that maintaining product satisfaction constant, sales can be enhanced by increasing
shopping experience which consists of ease of locating products, convenience of
shopping, customer friendly sales people and customer friendly marketing policies. It
also denoted that purchase decision for the same product under same promotion at
different stores may perhapsdifferfor the reason that difference in shopping experiences
provided by different stores. Inaddition, this study proved that promotion plays a limited
role on consumers buying behavior where only small percentage of customers are
attracted to such kind of sales promotion and wait for it to purchase.

Agrawal (2010), on his research topic study of consumer preference towards Cadbury
and Nestle Chocolates have found that product performance and buying behavior of two
famous brands of chocolates –Nestle and Cadbury which are consumed by people of all
ages. The researcher has interacted with people of Gurgaon and came to know how
 35

people perceive these products on the variables like price, quality, advertisement,
satisfaction, taste, packaging, and brand loyalty. He also came to know which particular
brand of chocolate is most preferred by people of different age groups. The objectives of
the study were to know about the customer satisfaction level associated with the product
and the customer preference level, increase customer satisfaction and recapture the
market share by fulfilling the customer needs and to study the factors affecting the
consumption pattern. The major finding of this study was that company should
concentrate more on television for advertisement, as mostly people get attracted through
television only. For promotional offers, company should go for free gifts rather than
going for other ways. Nestle company should concentrate on its packing as people are
least satisfied with it while Cadbury should concentrate on the shape of a chocolate.
People are unsatisfied with the price and quantity of chocolate so companies should
concentrate in this regard also.

Yadav (2010) stated that, brand preference of mobile phones among Gurgaon college
students has been conducted to help learn the growing telecom sector of India .The
research will also bring to light what all factors a student considers at the time of
purchase of a new mobile phone. The main objective was to study the perception and
buying behavior of students towards various mobile brands. The major finding was Nokia
is the most favorite brand of the college students.35% student changes their mobile
phones within 1 to 2 years. (op. cit). 30% students are using the mobile phones since last
1 to 2 years. When talking about the expense to be made on the mobile phone 57%
students are ready to pay for a mobile phone less than 10,000 and they spend according to
their family income. The liking of the advertisement was 49% students like the Nokia
advertisement most. Story, spokesperson and the music are the important factor in
advertisement. Mostly students see advertisement on television. When it comes to the
look of the mobile phone, mostly students prefer slim, medium in weight and large in size
handed. Mostly students have hands free, Bluetooth and memory card. Appearance,
 36

Price, Brand image and advertisement are the important factors for the students while
purchasing mobile phones.

Bhandari (2012) conducted study on Impact of sales promotional activities on customer

buying behavior with special references to Rathi, Build Mart, Raipur with the objectives
to find out the various sales promotion tools and its impact on customers buying behavior
with special reference to Rahi Build Mart, Raipur. For conducting the research data was
collected through simple random sampling of 100 respondent through descriptive
research design technique. This study concludes that the most impactful sales
promotional technique according to customer’s product replacement and warranty.

Vitthal Limbore & Wable (2013) conducted study on Effectiveness of sales promotional
activities adopted by Mahalaxmi Automobiles Pvt Ltd with the objective to study sales
promotion activities carried out by Maruiti Suzuki (India) Ltd for Wagon-R brand. This
study concludes that the products and services of company are outstanding. Its products
have full potential to stand in market and face the competition by the players in this car
segment. Maruti Suzuki Wagon-R is good product which satisfies the utmost needs of the
customers in the geographical area studied.
 37

CHAPTER-III

METHODOLOGY

3.1. Introduction
Research is not confined to science and technology only. There are vast areas of research
in other disciplines such as languages, literature, history and sociology. Whatever might
be the subject, research has to be an active, diligent and systematic process of inquiry in
order to discover, interpret or revise facts, events, behaviours and theories. Applying the
outcome of research for the refinement of knowledge in other subjects, or in enhancing
the quality of human life also becomes a kind of research and development.

Research is important both in scientific and nonscientific fields. In our life new problems,
events, phenomena and processes occur every day. Practically, implementable solutions
and suggestions are required for tackling new problems that arise. Scientists have to
undertake research on them and find their causes, solutions, explanations and
applications. Precisely, research assists us to understand nature and natural phenomena.

Research methodology is a systematic way to solve a problem. It is a science of studying

how research is to be carried out. Essentially, the procedures by which researchers go
about their work of describing, explaining and predicting phenomena are called research
methodology. It is also defined as the study of methods by which knowledge is gained.
Its aim is to give the work plan of research.

3.2. Research Design

There are many ways to classify research designs, but sometimes the distinction is
artificial and other times different designs are combined. Nonetheless, the list below
offers a number of useful distinctions between possible research designs. A research
 38

design is an arrangement of conditions or collections. Sometimes a distinction is made

between "fixed" and "flexible" designs. In some cases, these types coincide
with quantitative and qualitative research designs respectively, though this need not be
the case. In fixed designs, the design of the study is fixed before the main stage of data
collection takes place. Fixed designs are normally theory-driven; otherwise, it is
impossible to know in advance which variables need to be controlled and measured.
Often, these variables are measured quantitatively. Flexible designs allow for more
freedom during the data collection process. One reason for using a flexible research
design can be that the variable of interest is not quantitatively measurable, such as
culture. In other cases, the theory might not be available before one starts the research.
A researcher must have a clear understanding of the various types of research design to
select which type of research design to implement for a study. Research design can be
broadly classified into quantitative and qualitative research design.

Qualitative Research Design: Qualitative research is implemented in cases where a

relationship between collected data and observation is established on the basis of
mathematical calculations. Theories related to a naturally existing phenomenon can be
proved or disproved using mathematical calculations. Researchers rely on qualitative
research design where they are expected to conclude “why” a particular theory exists
along with “what” respondents have to say about it.

Quantitative Research Design: Quantitative research is implemented in cases where it is

important for a researcher to have statistical conclusions to collect actionable insights.
Numbers provide a better perspective to make important business decisions. Quantitative
research design is important for the growth of any organization because any conclusion
drawn on the basis of numbers and analysis will only prove to be effective for the
business. Further, research design can be divided into five types –

1. Descriptive & Analytical Research Design: In a descriptive research design, a

researcher is solely interested in describing the situation or case under his/her research
 39

study. It is a theory-based research design which is created by gather, analyze and

presents collected data. By implementing an in-depth research design such as this, a
researcher can provide insights into the why and how of research.  

2. Experimental Research Design: Experimental research design is used to establish a

relationship between the cause and effect of a situation. It is a causal research design
where the effect caused by the independent variable on the dependent variable is
observed. For example, the effect of an independent variable such as price on a dependent
variable such as customer satisfaction or brand loyalty is monitored. It is a highly
practical research design method as it contributes towards solving a problem at hand. The
independent variables are manipulated to monitor the change it has on the dependent
variable. It is often used in social sciences to observe human behavior by analyzing two
groups – affect of one group on the other.

3. Correlational Research Design: Correlational research is a non-experimental

research design technique which helps researchers to establish a relationship between two
closely connected variables. Two different groups are required to conduct this research
design method. There is no assumption while evaluating a relationship between two
different variables and statistical analysis techniques are used to calculate the relationship
between them.

Correlation between two variables is concluded using a correlation coefficient, whose

value ranges between -1 and +1. If the correlation coefficient is towards +1, it indicates a
positive relationship between the variables and -1 indicates a negative relationship
between the two variables.  

4. Diagnostic Research Design: In the diagnostic research design, a researcher is

inclined towards evaluating the root cause of a specific topic. Elements that contribute
towards a troublesome situation are evaluated in this research design method.
 40

5. Explanatory Research Design: In exploratory research design, the researcher’s ideas

and thoughts are key as it is primarily dependent on their personal inclination about a
particular topic. Explanation about unexplored aspects of a subject is provided along with
details about what, how and why related to the research questions.

This study is mainly based on descriptive research design.

3.3. Population and Sampling

A research population is generally a large collection of individuals or objects that is the
main focus of a scientific query. It is for the benefit of the population that researches are
done. However, due to the large sizes of populations, researchers often cannot test every
individual in the population because it is too expensive and time-consuming. This is the
reason why researchers rely on sampling techniques.

There are currently 15 Bhat-Bhateni supermarkets all over in Nepal. Customer of Bhat-
Bhateni supermarket operating all over Nepal is considered as population for this study.
Among the total customer of Bhat-Bhateni Super Market, Customer of Bhat-Bhateni
Biratnagar are the sample of this study. Bhat-Bhateni supermarket, Biratnagar has started
is its operation in 2075/01/01 and no study has been carried out the consumer perception
of Bhat-Bhateni Supermarket, Biratnagar so Bhat-Bhateni supermarket, Biratnagar was
taken as convenience sample for the study.

3.4. Types and Sources of data

There are mainly two sources of data. They are primary source and secondary source.

1. Primary data: Primary data is data that is collected by a researcher from first-
hand sources, using methods like surveys, interviews, or experiments. It is
collected with the research project in mind, directly from primary sources.
Different sources of primary data are:
 41

(a) Interview Method 

It is the most widely used primary data collection methods wherein the
interviewer asks questions either personally, or through mail or telephone from
the respondents to obtain the insights of the problem under study. The researcher
may either visit the respondent in person at his home or meet him at the central
location as mutually decided by them and in case, a large group of respondents is
to be contacted then the mail and telephone survey can be used. In the mail
survey, the questionnaires are sent to the respondent who is expected to give
answers to the questions via mail. In the case of a telephone survey, the
interviewees are called and asked questions (closed-ended) specific to the
research problem.

(b) Questionnaire
Questionnaire is the most evident method of data collection, which is comprised
of a set of questions related to the research problem. This method is very
convenient in case the data are to be collected from the diverse population. It
mainly includes the printed set of questions, either open-ended or closed-ended,
which the respondents are required to answer on the basis of their knowledge and
experience with the issue concerned.

(c) Delphi Technique

It is a forecasting technique wherein the researcher elicits the information from
the panel of experts either personally or through a questionnaire sent through the
mail. Here, each expert in his respective field is asked to give their opinions on
the problem concerned and the consolidated view of all is used to reach for the
most accurate answer.
 42

(d) Focus group interview

It is one of the widely used data collection methods wherein a small group of
people, usually 6-12 members come together to discuss the common areas of the
problem. Here each individual is required to provide his insights on the issue
concerned and reach to a unanimous decision. In this interview, there is a
moderator who regulates the discussion among the group members.

2. Secondary data : Data collected by someone else for some other purpose (but
being utilized by the investigator for another purpose).. Secondary data is data
gathered from studies, surveys, or experiments that have been run by other people
or for other research.

This study was conducted using primary sources of data by filling up

questionnaire from the respondent.

3.5. Data Analysis Tools

After the collection of data, an analysis of the data and the interpretation of the
results are necessary because data collected from various sources might be in raw
form. So, they cannot be used directly. Further, they need to be verified and
simplified for the purpose of analysis. The data collected through questionnaire
were categorized, tabulated, processed and analyzed using different methods.
Graphs, tables, chart and percentage are used to analyze and present the collected
data and information to make it more easily understood. Noble descriptive
analysis and presentation is made.
 43

CHAPTER-IV

RESULTS

4.1. Introduction
The presentation and data analyses were gotten through face-to-face distribution of
questionnaire to the consumer of Bhat-Bhateni Supermarket, Biratnagar. Analyses were
based on both the demographic information and responses to the questions in the
questionnaire which were important in answering the research questions.

4.2. Presentation of data

The researcher presented data in both textual and tabular forms for easy reading and
understanding of the presentation.

4.2.1. Age respondent’s consumer

According to age wise in this research respondent consumer of different age group have
been taken for the study ranging between 18 years to 49 and above. The age respondent
consumer is presented in the below table.
Table 1
Age of Respondent
Age No. of Respondent Percentage
18-25 27 45
26-34 12 20
35-49 14 23.33
49-above 7 11.67
Total 60 100%
Note: Field Survey, 2019
 44

50
45
40
35
Percentage

30
25
20
Percentage
15
10
5
0
18-25 26-34 35-49 49-above
Age

Figure 1. Age of the respondent

Table 1 and Figure 1 shows the age of respondent. From the table and Figure it can be
seen that age group of respondent between 18-25 is 27 i.e. 45%, age group of 26-34 is 12
i.e. 20%, age group of 35-49 is 14 i.e. 23.33% and age group of 49 and above is 7 i.e.
11.67% of the total respondent. The age group of 18-25 is higher because this group
actively took part in fillin up the questionnaire.

4.2.2. Gender of respondent

The research has taken both male and female sex as a respondent to make the research
realistic and appropriate.

Table 2
Gender of Respondent
Gender No. of Respondent Percentage

Male 43 71.67
Female 17 28.33
Total 60 100%

Note: Field Survey, 2019

 45

80
70
60
Percentage

50
40
30
20
10
0
Male Female
Gender

Figure 2. Gender of Respondent

Table 2 and Figure 2 shows the gender of the respondent. Out of total respondent i.e. 60,
71.67% of the respondnet were male and 28.33% were female.

4.2.3. Occupation Respondent Consumer

The consumer of various occupation respondent have been taken for the study.
Occupation has been taken into consideration because drinking habit mainly depend on
occupation too. In comparison to other group people student are active group in
consuming cold drinks.
Table 3
Occupation Respondent
Age No. of Respondent Percentage

Student 31 51.67
Self-employed 13 21.67
Civil Servant 9 15
Other 7 11.66
Total 60 100%

Note: Field Survey, 2019

 46

60

50

40
Percentage

30

20

10

0
Student Self-employed Civil Servant Other
Occupation

Figure 3. Occupation Respondent Consumer

Table 3 and Figure 3 shows the occupation of the respondent. Out of the total respondent,
student were 31 i.e. 51.67%, self employed were 13 i.e. 21.67%, civil servant 9, i.e. 15%
and other were 11.66%. The number of student respondent were more as student like to
visit shopping mall frequently than other group.

4.2.4. Mode of shopping used by respondent

Respondent were provided questionnaire to know about the which method of shopping
they prefer. The response of the respondent is presented in the below table.

Table 4
Mode of shopping used by respondent
Response Respondent Percentage
Indoor 13 21.67%
Outdoor 19 31.67%
Both 28 46.67%
Total 60 100%
Note: Field Survey, 2019
 47

50.00%
45.00%
40.00%
35.00%
Percentage

30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Indoor Outdoor Both
Mode of Shopping

Figure 4 : Mode of shopping used by respondent

Table 4 and Figure 4 shows the mode of shopping used by the respondent. The highest
mode of shopping used by respondent are both indoor and outdoor mode with 46.67%,
indoor method with 21.67% and outdoor 31.67%. Higher percentage of respondent
prefer both indoor and outdoor because they have more choice to buy their desired
product than indoor shopping. In this study indoor mode refers to shop such as shopping
mall whereas outdoor mode refers to shop in place like open area market, Haatbazar etc.

4.2.5. Time spent on Bhat-Bhateni Supermarket, Biratnagar

Respondent time spent on Bhat-Bhateni Shopping malls were analyzed to know about the
time spent on Bhat-Bhateni Shopping mall.
Table 5
Time Spent Per Visit on Bhat-Bhateni Supermarket
Time spent No. of Respondent Percentage
Less than 30 minutes 43 71.67
30 minutes to 1 hour 11 18.33
1 hour to 2 hour 6 10
Total 60 100%

Note: Field Survey, 2019

 48

80
70
60
50
40
30
20
10
0
Less than 30 minutes 30 minutes to 1 hour 1 hour to 2 hour
Time Spent

Figure 5. Time spent by respondent on Bhat-Bhateni Supermarket, Biratnagar

Table 5 and Figure 5 shows the time spent by respondent in per visit at Bhat-Bhateni
Shopping Malls, Biratnagar. According to table and figure 43 respondnet i.e. 71.67% of
the respondent spent less than 30 minutes at Bhat-Bhateni Shopping malls, 11 respondent
i.e. 18.33% respondent spent around 30 minutes to 1 hour and 6 respondent i.e. 10
respondent spent around 1 to 2 hour at Bhat-Bhateni Shoppng malls. Majority of
respondent spent less than 30 minutes at Bhat-Bhateni shopping malls as their motive
was to buy the desired product and save time.
4.2.6. Reason to prefer Bhat-Bhateni supermarket, Biratnagar
Respondent were asked why do they prefer to shop at Bhat-Bhateni super market. The
response of respondent is given in the below table.
Table 6
Reason to prefer Bhat-Bhateni Supermarket
Response Respondent Percentage
Store is conveniently located 12 20%
Store atmosphere and décor are appealing 42 70%
Goods are of high quality 6 10%
Total 60 100
Note: Field Survey, 2019
 49

80%
60%
40%
20%
0%
ed ng ty
Percentage

cat eali uali

lo pp q
tly ea igh
i en r
of
h
n ra
nve co ar
e
o dé s
sc d od
ei an Go
or er
e
St
sph
o
atm
e
or
St Reason to prefer Bhat-Bhateni

Figure 6. Reason to prefer Bhat-Bhateni Supermarket, Biratnagar

Table 6 and Figure 6 shows the reason of respondent to prefer Bhat-Bhateni super market
for shopping. Out of 60 respondent 12 respondent i.e. 20% respondent prefer to shop at
Bhat-Bhateni super market because they think it is in convenient location, 42 respondent
i.e. 70% respondent prefer to shop at Bhat-Bhateni super market because they think it
atmosphere and décor such as escalator, building appearance, design are appealing to
shop at Bhat-Bhateni super market whereas 6 respondent i.e. 10% respondent think at
goods available at Bhat-Bhateni super market of high quality.

4.2.7. Customer satisfaction on sales promotion tools used by Bhat-Bhateni

Biratnagar
Sales promotion used by Bhat-Bhateni Biratnagar has been analyzed in order to the know
abut the customer reaction on sales promotion analysis of Bhat-Bhateni Biratnagar.
 50

Table 7
Customer satisfaction on sales promotion tools used by Bhat-Bhateni Biratnagar
Sales promotion activity Customers Percentage
Discount 43 71.67
Gift 7 11.67
Coupons 3 5.00
Offers 7 11.67
Total 60 100
Note: Questionnaire, 2019

80

70

60

50

40

30

20

10

0
Discount Gift Coupons Offers

Figure 7. Customer satisfaction on sales promotion tools used by Bhat-Bhateni

Biratnagar.

Table 7 and Figure 7 shows the customer satisfaction on sales promotion tools used by
Bhat-Bhateni Biratnagar. Out of the total respondent 43 respondent i.e 71.67% of were
attracted by discount, 7 respondent i.e. 11.67% were attracted by gift, 3 respondent i.e.
5% were attracted by coupons and 7 respondent i.e. 11.67% were attracted towards
different offers provided by Bhat-Bhateni Supermarket, Biratnagar.

4.2.8. Customer expectation on promotional activities they expect from Bhat-

Bhateni Supermarket, Biratnagar
 51

Customer were asked about the promotional activities they expect from Bhat-Bhateni
Supermarket, Biratnagar. The response of the respondent is presented in the below table:

Table 8.
Customer expectation on promotional activities
Factors Frequency Percentage
Promotional Scheme 32 53.33
Sales Follow Up 8 13.33
Service 20 33.33
Total 60 100
Note: Questionnaire, 2019
60

50

40

30

20

10

0
Promotional Scheme Sales Follow Up Service

Figure 8. Customer expectation on promotional activities

Table 8 and Figure 8 shows the customer expectation on promotional activities used by
Bhat-Bhateni Supermarket. Out of the total respondent, 32 respondent i.e. 53.33% were
of view that they expect promotional scheme from Bhat-Bhateni Supermarket, 8
respondent i.e. 13.33% respondent expect sales follow service and 20 respondent i.e.
33.33% expect quick and fast service from Bhat-Bhateni Supermarket.
4.2.9. Customer opinion on sales promotion used by Bhat-Bhateni Supermarket
Customer were asked about the opinion on sales promotion used by Bhat-Bhateni
Supermarket. The response of the respondent is presented in the below table.
 52

Table 9
Customer opinion on sales promotion used by Bhat-Bhateni Supermarket
Opinion Frequency Percentage
Very good 8 13.33
Good 20 33.33
Satisfactory 30 50.00
Poor 2 3.33
Total 60 100
Note: Questionnaire, 2019
60

50

40

30

20

10

0
Very good Good Satisfactory Poor

Figure 9. Customer opinion on sales promotion used by Bhat-Bhateni Supermarket

Table 9 and Figure 9 shows the customer opinion on sales promotion used by Bhat-
Bhateni Supermarket, Biratnagar. Out of the total respondent 30 respondent i.e. 50% of
were satisfied with the sales promotion used by Bhat-Bhateni Supermarket, 8 respondent
i.e. 13.33% were of view that sales promotion activities is very good, 20 respondent i.e.
33.33% were of view that sales promotion activities used by Bhat-Bhateni was good and
2 respondent i.e. 3.33 were not satisfied with the sales promotion used by Bhat-Bhateni
Supermarket.

4.2.10.Customer satisfaction on cash Back offers given Bhat-Bhateni Supermarket

 53

Customer were asked whether they were satisfied with the Cash Back offers given by
Bhat-Bhateni Supermarket market or not. The response of the respondent is presented in
the below table.

Table 10
Customer satisfaction on Cash Back offer given by Bhat- Bhateni Supermarket
Response Frequency Percentage
Satisfied 42 70
Dissatisfied 8 13.33
Neutral 10 16.67
Total 60 100
Note: Questionnaire, 2019
80
70
60
50
40
30
20
10
0
Satisfied Dissatisfied Neutral

Table 10 and Figure 10 shows the customer satisfaction on cash back offer given by
Bhat-Bhateni Supermarket. Out of the total respondent, 42 respondent i.e. 70% were
satisfied with the cash bank offer given by Bhat-Bhateni Supermarket, 8 respondent i.e.
13.33% were dissatisfied with the cash back offer and 10 respondent i.e. 16.67% were
neutral about the cash back offer given by Bhat-Bhateni Supermarket.

4.2.11. Customer satisfaction on Exchange offer given by Bhat-Bhateni

Supermarket, Biratnagar
Customer were asked whether they were satisfied with the exchange facilities given by
Bhat-Bhateni Supermarket. The response of the respondent is presented in the below
table.
 54

Table 11
Customer satisfaction on Exchange offer given by Bhat-Bhateni Supermarket, Biratnagar
Response Frequency Percentage
Satisfied 52 86.67
Dissatisfied 6 10.00
Neutral 2 3.33
Total 60 100
Note: Questionnaire, 2019

100
90
80
70
60
50
40
30
20
10
0
Satisfied Dissatisfied Neutral

Figure 11. Customer satisfaction on Exchange offer given by Bhat-Bhateni Supermarket

Table 11 and Figure 11 shows the customer satisfaction on exchange offer given by Bhat-
Bhateni Supermarket. Out of the total respondent 52 respondent i.e. 86.67% were
satisfied with the exchange offer given by Bhat-Bhateni Supermarket, 6 respondent i.e.
10% respondent were dissatisfied with the exchange facilities and 2 respondent i.e.
3.33% respondent were neutral about the exchange facilities given by Bhat-Bhateni
supermarket.

4.2.12.Customer satisfaction on display board to bring awareness about the offer

Customer were asked about whether they were satisfied with the display board to bring
awareness about the offer or not. The response of the respondent is presented in the
below table.
Table 12
Customer satisfaction on display board to bring awareness about the offer
 55

Response Frequency Percentage

Satisfied 40 66.67
Dissatisfied 4 6.67
Neutral 16 26.67
Total 60 100
Note: Questionnaire, 2019

80

70

60

50

40

30

20

10

0
Satisfied Dissatisfied Neutral
Figure 4.12. Customer satisfaction on display board to bring awareness about the offer

Table 12 and Figure 12 shows the customer satisfaction on display board to bring
awareness about the offer. Out of the total respondent 40 respondent i.e. 66.67% were
satisfied with the display board to bring awareness about the offer, 4 respondent i.e.
6.67% were dissatisfied and 16 respondent i.e. 26.67% were satisfied with the display
board to bring awareness about the offer.

4.2.13. Did your purchase decision at Bhat-Bhateni Supermarket, a result of sales

promotion activities carried out by Bhat-Bhateni Supermarket.

Respondent were asked whether their decision to purchase at Bhat-Bhateni supermarket

were based on as a result of sales promotion activities carried out by Bhat-Bhateni
Supermarket.

Table 13.
Purchase Decision at Bhat-Bhateni Supermarket
 56

Response Frequency Percentage

Yes 42 70
No 18 30
Total 60 100
Note: Questionnaire, 2019

30%

Yes
No

70%

Figure 13. Purchase Decision at Bhat-Bhateni Supermarket

Table 13 and Figure 13 shows whether purchase decision of customer at Bhat-Bhateni

supermarket were based on sales promotion activities carried out by Bhat-Bhateni
supermarket or not. Out of the total respondent 42 respondent i.e. 70% respondent were
based on sales promotion technique used by Bhat-Bhateni supermarket and 18 respondent
i.e. 30% respondent purchasing decision were not based on sales promotion activities
used by Bhat-Bhateni supermarket.

4.3. Findings of the study

The findings of the study is presented below

1. The age of respondent. From the table and Figure it can be seen that age group of
respondent between 18-25 is 27 i.e. 45%, age group of 26-34 is 12 i.e. 20%, age
group of 35-49 is 14 i.e. 23.33% and age group of 49 and above is 7 i.e. 11.67% of
the total respondent. The age group of 18-25 is higher because this group actively
took part in fillin up the questionnaire.
 57

2. Out of total respondent i.e. 60, 71.67% of the respondnet were male and 28.33% were
female.

3. Out of the total respondent, student were 31 i.e. 51.67%, self employed were 13 i.e.
21.67%, civil servant 9, i.e. 15% and other were 11.66%. The number of student
respondent were more as student like to visit shopping mall frequently than other
group.

4. The highest mode of shopping used by respondent are both indoor and outdoor mode
with 46.67%, indoor method with 21.67% and outdoor 31.67%. Higher percentage of
respondent prefer both indoor and outdoor because they have more choice to buy
their desired product than indoor shopping. In this study indoor mode refers to shop
such as shopping mall whereas outdoor mode refers to shop in place like open area
market, Haatbazar etc.

5. Out of the total respondnet i.e. 71.67% of the respondent spent less than 30 minutes at
Bhat-Bhateni Shopping malls, 11 respondent i.e. 18.33% respondent spent around 30
minutes to 1 hour and 6 respondent i.e. 10 respondent spent around 1 to 2 hour at
Bhat-Bhateni Shoppng malls. Majority of respondent spent less than 30 minutes at
Bhat-Bhateni shopping malls as their motive was to buy the desired product and save
time.
6. Out of 60 respondent 12 respondent i.e. 20% respondent prefer to shop at Bhat-
Bhateni super market because they think it is in convenient location, 42 respondent
i.e. 70% respondent prefer to shop at Bhat-Bhateni super market because they think it
atmosphere and décor such as escalator, building appearance, design are appealing to
shop at Bhat-Bhateni super market whereas 6 respondent i.e. 10% respondent think at
goods available at Bhat-Bhateni super market of high quality.
 58

7. Out of the total respondent 43 respondent i.e 71.67% of were attracted by discount, 7
respondent i.e. 11.67% were attracted by gift, 3 respondent i.e. 5% were attracted by
coupons and 7 respondent i.e. 11.67% were attracted towards different offers
provided by Bhat-Bhateni Supermarket, Biratnagar.

8. Out of the total respondent, 32 respondent i.e. 53.33% were of view that they expect
promotional scheme from Bhat-Bhateni Supermarket, 8 respondent i.e. 13.33%
respondent expect sales follow service and 20 respondent i.e. 33.33% expect quick
and fast service from Bhat-Bhateni Supermarket.

9. Out of the total respondent 30 respondent i.e. 50% of were satisfied with the sales
promotion used by Bhat-Bhateni Supermarket, 8 respondent i.e. 13.33% were of view
that sales promotion activities is very good, 20 respondent i.e. 33.33% were of view
that sales promotion activities used by Bhat-Bhateni was good and 2 respondent i.e.
3.33 were not satisfied with the sales promotion used by Bhat-Bhateni Supermarket.

10. Out of the total respondent, 42 respondent i.e. 70% were satisfied with the cash bank
offer given by Bhat-Bhateni Supermarket, 8 respondent i.e. 13.33% were dissatisfied
with the cash back offer and 10 respondent i.e. 16.67% were neutral about the cash
back offer given by Bhat-Bhateni Supermarket.

11. Out of the total respondent 52 respondent i.e. 86.67% were satisfied with the
exchange offer given by Bhat-Bhateni Supermarket, 6 respondent i.e. 10% respondent
were dissatisfied with the exchange facilities and 2 respondent i.e. 3.33% respondent
were neutral about the exchange facilities given by Bhat-Bhateni supermarket.

12. Out of the total respondent 40 respondent i.e. 66.67% were satisfied with the display
board to bring awareness about the offer, 4 respondent i.e. 6.67% were dissatisfied
 59

and 16 respondent i.e. 26.67% were satisfied with the display board to bring
awareness about the offer.

13. Out of the total respondent 42 respondent i.e. 70% respondent were based on sales
promotion technique used by Bhat-Bhateni supermarket and 18 respondent i.e. 30%
respondent purchasing decision were not based on sales promotion activities used by
Bhat-Bhateni supermarket.

CHAPTER-V
CONCLUSION

5.1. Summary
In the current organized retailing scenario, the promotion strategies are becoming more
and more complicated as modifying in the buyer behavior. Because the main goal of any
 60

organization is to make profit with the help of increase the sales and sales performance is
closely allied with promotion strategies. There is a complex phenomenon in shopping
mall regime that to enhance the level of customer satisfaction to retain them for long run.
Hence, malls are required to implement suitable marketing strategies to increase the
customer satisfaction level. The study has aimed to examine the promotion strategies of
shopping malls and how these strategies are contributing to enhance the level of customer
satisfaction. The primary data has been collected by using structured questionnaire from
60 respondents in Bhat Bhateni Shopping Centre, Biratnagar.

5.2. Conclusions
The study can be concluded that an organised retail marketing strategy is something that
persistently evolves, adapting to varying market environment. Within organised retail, the
outcomes from its many different types of retail stores are constantly reviewed and
evaluated. In addition, shopping mall‟s marketing mix strategies are more unique
especially in the part of promotion strategies. Effective promotion strategies contribute to
bring more awareness about the products offered by shopping malls and to boost the sales
by attracting the customers. However, customers have numerous expectations while
visiting shopping malls. Hence, there is big challenge to the shopping malls to enhance
perceived performance rather than their expectations which result in customer‟s delight
or highly satisfied. The present study concentrated on effectiveness of promotion
strategies in increasing or delights customer satisfaction in shopping malls regime. The
study recapitulated that ten chosen indicators of promotion strategies are working better
in enhancing customer satisfaction. Among the selected promotion strategies namely Buy
2 get 1 free offer given by the malls, exchange offers given by the malls, announcement
of attractive offers via Mic inside the malls, display board to bring awareness about the
offers, Price-Match techniques via App, discount offers given by the malls are
contributing more on increasing customer satisfaction.

5.3. Implications
 61

The study has signified few suggestions to shopping malls based facts findings and mall-
intercept method. It recommended that there is need of reducing in the target shopping to
get cash back offers easier like minimum cash back offer for minimum shopping. In
addition, shopping points giving to retain the customers and encourage them to visit the
malls again and again is moderately working in increasing the level of customer
satisfaction. Hence, marketers have to bring much more awareness to the customers about
the same and to get the benefit from it. However, scratch and win offer is not up to the
mark, because of majority of the customers are not ready to believe the assurance given
by the sales people like winners may get foreign trip, lucky coupons will be given and
costly products may get. In this phenomenon, they have to come out with evidence to
persuade the customers. Moreover, the several offers which are offering to the customers
in the name of promotion strategies that should not restricted to a particular product-line.
If shopping malls concentrated on customer’s feedback to altering the promotion
strategies accordance with the changing marketing environment and customers buying
behavior, no doubt in increasing the level of customer satisfaction.