Mukt Shabd Journal Issn No : 2347-3150

A Study on Sales and Promotionof Airtel

B. KRISHNA [PG scholar];G. PRANAY KUMAR[Guide]

Dr.K. VEERAIAH (PhD) [Head of the Department].

Department: - Department of Management Studies.

Branch: MBA (Marketing)

MARRI LAXMAN REDDY INSTITUTE OF TECHNOLOGY AND MANAGEMENT

E-mail: - kittukrishna9032@gmail.com

ABSTRACT:

Sales promotion is any initiative undertaken by an organisation to promote on increase in

sales, usage or trial of a product or service. Sales promotions are varied. Often, they are
original and creative and hence a comprehensive list of all available technique’s sales
promotion includes several communication activities that attempt of provide added value or
immediate sales. The purpose of this article is to stabilise them in the market as well as to
retain its identity to find out sale’s promotional activities in the context of Airtel broadband
services at Coimbatore. For this article the two objectives are framed. The sampling size of
the respondents is 100 and simple random sampling is used to collect data. The statistical
tools used to analyse the data were percentage chi-square and rank analysis. Both the primary
and secondary data are used to collect data for the study. The study revealed the picture of
customer’s perception and satisfaction which help Airtel broadband to encourage more
people to have be the customers and consumers of Airtel broadband.

Keywords: Airtel broadband, Consumer, Organisation, Sales promotion, Services.

INTRODUCTION:

With the advancement of technology, a variety of new products are developed and innovated
into the already present market to improve the quality life of society. One of the most
effective and easiest ways to be outstanding among the competitive market world is to apply
sales promotion. Promotion is classified as one of the backbones of marketing mix, which is
used to increase the consumers’ purchasing behaviour. Research proposed that among the

Volume IX Issue VI, JUNE/2020 Page No : 2290

Mukt Shabd Journal Issn No : 2347-3150

competitive businesses, promotion is an essential factor to a new product and present product
to continue surviving in the market shelf (Abdunnasir Ahmad Salem Jaradat, Jaradat, &
Fatima Lahcen Ait Yassine, 2011). Based on a marketer’s perspective, sales promotion has
acted as a vital tool to increase the sales profit within a short period of time. Meanwhile, as
consumers, we are surrounded by promotion in our daily life without being noticed.
Therefore, the implication and the effectiveness of sales promotion have received high
attention and concern (Ndubisi & Chiew, 2005).This article has reviewed the types of sales
promotion, which have played an important role in influencing the purchasing behaviour of
the potential consumers (Alvarez & Casielles, 2005; Chandon, Wansin, & Laurent, 2000;
Hendel & Nevo, 2006; Kalaiselvan, 2013; Lichtenstein, Ridgway, &Niemeyer, 1993).
Moreover, due to the consistent exposure to variety of sales promotion and individual
differences, each unique consumer has developed a different perception towards sales
promotion. Thus, this article has continuous discussionon the consumer’s perception on sales
promotion, and how the sales promotion can positively and negatively affect the consumer’s
cognitive thinking and purchasing behaviour.

OBJECTIVES OF THE STUDY:

The main objective of this study is to measure the impact of Advertising on sales of Bharati
Airtel Broadband Services in Hyderabad City.

 To understand the role of advertising and consumers purchasing decisions;

 To study the promotional polices of Bharati Airtel with reference to broadband
services; and
 To analyse the impact of advertisement on sales in terms of demographic factors and
promotional activities.

HYPOTHESIS:

 H0=There is no relationship between age and gender.

 H1= There is relationship between age and gender.

Volume IX Issue VI, JUNE/2020 Page No : 2291

Mukt Shabd Journal Issn No : 2347-3150

RESEARCH METHODOLOGY:

RESEARCH DESIGN DESCRIPTIVE

Sources of data collection Primary Data – Questionnaire, Personal
Interviews
Secondary Data – Books, Magazines and
Internet

Research instrument used Questionnaire

Research Technique Survey/Personal interviews
Sample location Rathi build mart, Raipur
Sample plan Simple Random sampling
Sampling unit Customers of Rathi build mart
Sample size 100 customers

DATA ANALYSIS AND INTERPRETATION:

1.

Question 1 Question Question 3 Question 4 Question 5

Objectives 2
1 100 80 0 20 240
2 60 140 240 160 60
3 100 100 100 20 40
4 80 0 0 40 0
5 20 0 100 0
not
applicable

1 Attractive packaging 100

2 Shop display & 60

Volume IX Issue VI, JUNE/2020 Page No : 2292

Mukt Shabd Journal Issn No : 2347-3150

Advertising
3 Word of mouth 100
4 Dealer 80

FACTORS INFLUENCE A CONSUMER TO

BUY PARTICULAR BRAND
Dealer Attractive
24% packaging
29%

Word of Shop display

mouth & Advertising
29% 18%

INTERPRETATION:

Word of Mouth is considered as a very important and useful tool in rural areas. Shopkeeper
and relative’s recommendation are considered as very important and rural customers get
influenced by their advice. Attractive Packaging is considered as important as word of mouth
publicity, when rural customers were asked to comment on this, almost 200(58%)
respondents considered attractive packaging and word of mouth to be the most influential
strategies which influence them the most. While 80(24%) consumers
consumers said dealers and
retailers influence them when they buy any product and they consider their advice genuine
and useful. Remaining 60(18%) respondents considered shop display as well as instore
advertising important and they decide the brand at the time they enter in a shop and they
make up their mind when they see wall displays and other advertisements and even products
in the shelves.

1 Strongly Agree 80

Volume IX Issue VI, JUNE/2020 Page No : 2293

Mukt Shabd Journal Issn No : 2347-3150

2. 2 Agree 140
3 Neutral 100
4 Strongly Disagree 0
5 Disagree 20

promotional Schemes affects the

purchasing Decision

0%6%
24%
Strongly Agree
29%
Agree
Neutral

41% Strongly Disagree

Disagree

INTERPRETATION:

Promotion is the most effective tool for attracting and influencing the customer. It includes
elements like personal selling, advertising, public relation, sales promotion and direct
marketing. It helps in conveying message about the product offering to th
the customers,
creating demand, market positioning, make a decision related to buy a product. It can
interpreted on the basis of various researches that sales promotion is one which encourages
quick and large purchases in a limited period of time. It can be said that, it’s a marketing
activity that adds the value proposition related to a product in order to stimulate consumer
purchasing, effective sales and the effort made by the sales force. When rural consumers were
asked, chunk of the respondents 220(65%) said promotional schemes stimulates the
purchasing decision while 100(29%) feel it depends on various factors including pricing,
promotion, place as well as attributes of the product which influence rural customers and
encourage them to buy the product. Remaining
Remaining 20(6%) has rejected this view and they are of
different opinion, they feel promotional schemes hardly influence rural customer as they are
not educated and they cannot differentiate the benefits of the product.

Volume IX Issue VI, JUNE/2020 Page No : 2294

Mukt Shabd Journal Issn No : 2347-3150

3. 1 Strongly Agree 0
2 Agree 240
3 Neutral 100
4 Strongly Disagree 0
5 Disagree 0

The Advice of Ratailer and wholesaler

affects the consumer's buying decision

0%
29% strongly agree
agree
neutral
71%
strongly disagree
disagree

Rural consumers take advice from retailer when they buy any product. Infact, in rural areas
shopkeepers’ recommendation is considered to be most important and trustworthy. It was
observed that 240(71%) take advice from retailer and wholesaler before buy any product.
They consider it useful as retailer is well aware about the product, its composition and
different schemes available at that time, only a retailer can communicate the message of the
organization very clearly as they are directly associated with them. 100(29%) rural
consumers think rural customers take advice from a retailer but they are not totally influenced
by them. They enquire about the product from their relatives too as rural consumers
consumers are well
connected with each other.

Volume IX Issue VI, JUNE/2020 Page No : 2295

Mukt Shabd Journal Issn No : 2347-3150

4. 1 Strongly Agree 20
2 Agree 160
3 Neutral 20
4 Strongly Disagree 40
5 Disagree 100

Attractive Packaging motivatives

and enables customer to buy the
product

6%
29% Strongly Agree
Agree
47%
Neutral
12%
6% Strongly disagree
Disagree

INTERPRETATION:

Rural customers remember a FMCG product by its packaging. They rarely identify any
product by its name due to illiteracy but they remember its packaging which attracts them the
most. Packaging creates a favourable impression in rural customers’ mind which impacts
their buying behaviour. Even if a product is offering multiple benefits but it doesn’t have
attractive packaging, it cannot influence rural customers. When rural customers were asked to
comment on this, 160(47%) respondents said they agree with thi
thiss fact and they consider
attractive packaging very important at time of purchasing. 20(6%) rural customers strongly
advocated it and their purchasing are mostly done on the basis of packaging and they buy
those items which look attractive. It was observed that 140(41%) respondents said they don’t
purchase items on the basis of packaging, they consider other elements of marketing when

Volume IX Issue VI, JUNE/2020 Page No : 2296

Mukt Shabd Journal Issn No : 2347-3150

they go to buy the products like shopkeepers’ recommendation, relatives’ recommendation,

discounts available, free gifts etc. While 20(6%) respondents consider packaging a important
element but they consider other elements also while buying any FMCG product.

5. 1 Money Back Offer 240

2 Prizes On Bottle Cap 60
3 Prizes on the specific 40
number of bottle caps
4 Bumper Prize 0

Promotional Scheme Changes the

buying Decision of a Customer

Money Back Offer

12% 0%

Prizes On Bottle Cap

18%
Prizes on the specific
number of bottle caps
70%
Bumper Prize

INTERPRETATION:

Promotional schemes influence rural customers and they are very curious to explore different
promotional schemes. FMCG companies in particular are promoting their products by
launching various promotional schemes like Money back offer,
offer, bumper prize, prizes on bottle
cap etc. When rural consumers were interviewed, it was observed that rural consumers are
highly influenced by various promotional schemes. Money back offer-
offer 240, Prizes on bottle
cap- 60, Prizes on the specific number of
o bottle caps- 40.

Volume IX Issue VI, JUNE/2020 Page No : 2297

Mukt Shabd Journal Issn No : 2347-3150

FINDINGS:

Four leading sales promotional tools, based on consumer influence, were coupons, home
samples, in-store samples and retail shopper cards. Shopper cards had most influence on
purchase of secondary, not primary brands in categories. Shopper cards are a clearly
underused promotional tool in building brand preference and sales.

SUGGESTIONS:

1. From the users of broadband internet point of view service quality is the most relevant
factor and hence Airtel Broadband services should highlight the same in its
promotional activities. Some customers are planning to discontinue because of high
billing and poor after sales service. Though it is a small percentage, the company
should focus on these to keep the brand image in the minds of people.
2. Customers’ complaints should be dealt quickly and as faster as possible. This will
reduce the chance for dissatisfaction. Many dissatisfied customers have asked for
more information about other plans or change of plans. So, the dissatisfaction towards
the broadband services may be due to providing wrong plans by the sales people.
However, the company can make use of this opportunity to retain its customers by
providing the right plans and or alternative plans.
3. It is also suggested that dissatisfied customers should be identified, other measures
may be taken for and if possible, they can be converted into satisfied customers by
designing suitable packages, service quality and prompt after sale services.
4. It is also imperative study for other service providers to shape/redesign their
marketing strategies in order to overcome this type of issues and market forces in the
competitive environment.

CONCLUSION

Advertising has really played an important role in increasing the sales volume of Airtel
Broadband Services; in fact, it has contributed immensely to increasing growth of this
company when compared to other companies. The role of celebrity endorsements, loyalty
rewards also played vital role in promoting its services and because it has placed positive
image of the company’s product in mind of the potential consumers and this can influence

Volume IX Issue VI, JUNE/2020 Page No : 2298

Mukt Shabd Journal Issn No : 2347-3150

buying behaviours. Airtel is one of the powerful brands in India and it has been successful
in creating a strong impression on the consumer minds with its varied products and
offerings to consumers on a huge scale to deliver its customers at its best. The overall
objective of the study was to find out how the customer’s impact on sales promotional
activities of Airtel broadband services and to find out their satisfaction towards the
service against its competitors was achieved. The study revealed the picture of customers’
perception and satisfaction which help Airtel broadband to encourage more people to its
folder.

REFERENCES:

1. Aaker, David A and Carman, James M., (1982). Are You Over advertising? Journal of
Advertising Research, Vol. 22 (4), pp. 57-70.
2. Adekoya, O.A (2011). The impact of advertising on sales volume of a product:
Unpublished Thesis of HAMK University of Applied Sciences.
3. Amit Joshi & Dominique M. Hanssens (2010). The Direct and Indirect Effects of
Advertising Spending on Firm Value. Journal of Marketing. Vol. 74, pp. 20–33.
4. Clarke, Darral G. (1976). Econometric Measurement of the Duration of Advertising
Effects on Sales. Journal of Advertising Research, Vol. 13(4), pp. 345-57.
5. Cocktail (1976). Advertising Vegetable Juice, Marketing Science, Vol. 5 (3), pp. 245-
259.
6. Frank, J. (2005). Advertising, Pearson Education Limited, UK.
7. Giles, (1997). Successful Marketing Technique Approach, Macdonald and Evans Ltd.
8. Lilien, Gary L., Kotler, Philip, & Moorthy, K. Sridhar, (1992). Marketing Models,
Englewood Cliffs, NJ: Prentice Hall.
9. Longman (2000). Advertising is an Essence for Promotion. Journal of Marketing
Research, Vol. 2 (3), pp.23-27.
10. Rao, Ambar G. & Miller, P. B., (1975). Advertising Sales Response Functions,
Journal of Advertising Research, Vol. 15 (2), pp. 7-15.
11. Singh, N.P & Gupta, R.K (2004). Use of Data Mining Tools, Effective Executive,
Nov. 2004, pg. 59-67.
12. www.airtelbroadband.in
13. www.bhartiairtel.com

Volume IX Issue VI, JUNE/2020 Page No : 2299