MERI COLLEGE

SUMMER TRAINING REPORT

MANAGEMENT EDUCATION AND RESEARCH INSTITUTE

AFFILIATED TO GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY,DELHI

“EFFECT OF ADVERTISING AND SALES PROMOTION ON SALES VOLUME”

AT

HARI OM OVERSEAS

Under the guidance of MERI

Submitted by : RAHI UPPAL
Enrolment No. : 09815101720

Course : Bachelor of Business Administration (2020-23)

1
 TABLE OF CONTENTS

SERIAL NO. TITLE PAGE NO.

1 Declaration 3
2 Acknowledgement 4
3 Certificate 5
4 Summer Training Appraisal 6-7
5 Form B 8
6 Executive Summary 9-11
7 Introduction 12-13
8 Objectives of the Internship 14
9 Literature Review 15-18
10 About the topic 19-23
11 About the Company 24-25
12 Research Methodology 26-27
13 Objectives of the study 28-35
14 Data Analysis 36-38
And Interpretation
15 Findings 39-
40
16 Conclusion 42
17 Recommendations 43
18 Limitations of the Project 44-45
19 Reference 46-47

2
 STUDENT DECLARATION

I hereby declare that the project entitled “EFFECT OF ADVERTISING AND SALES
PROMOTION ON SALES VOLUME “ under the guidance of Deepti Kapoor submitted
in the partial fulfilment of degree of Bachelor of Business Administration 5 th semester
from “MANAGEMENT EDUCATION AND RESEARCH INSTITUTE “ , New
Delhi.
This is my original work and this project work has not formed the basis for the award of
any degree to the best of my knowledge .

Date :
Name : RAHI UPPAL
Enrolment No. : 09815101720

(Signature of the student)

3
 ACKNOWLEDGEMENT

I am particularly indebted to Director Management Education and Research Institute

which inculcated in me utmost respect for human values and groomed me up in the field
to take on the challenges of the competitive world.

I would also like to express my regards to Deepti Kapoor for her constant encouragement
and support. I would also like to express my immense gratitude towards all the lectures
of our college for providing the invaluable knowledge, guidance
,encouragement extended during the completion of this project.

I extend my sincere gratitude to all my teachers and guide who made unforgettable
contribution . Due to their sincere efforts ,I was able to excel in the work entrusted upon
me.

Name : RAHI UPPAL

Enrolment No. : 09815101720
Course : BBA

(Signature of student)

4
CERTIFICATE

5
 SUMMER TRAINING APPRAISAL
Name of the student: RAHI
UPPAL Enrolment No.
09815101720
Programme : Bachelor of Business Administration
You are require to provide your opinion on the following parameters.
Outstanding Good Satisfactory Unsatisfactory
A B C D

1. Technical knowledge gathered about the industry and the job he/she was A
involved.

2. Communication Skills: Oral/Written/Listening Skills. A

3. Ability to work in a team A

4. Ability to take initiative . A

5. Ability to develop a healthy long term relationship with client. A

6. Ability to relate theoretical learning to the practical training. A

6
7. Creativity and ability to innovate with respect to work methods and procedures.

8. Ability to grasp new ideas and knowledge . A

9. Presentation Skills A

A
10. Documentation Skills

11. Sense of responsibility A

12. His/her ability and willingness to put in hard work A

13. Acceptability (Patience, Pleasing manners, the ability to install trust, etc) . A

14. In what ways do you consider the student be valuable to the organization?
A
Consider the student’s value in term of (a)Qualification
(b)Skills and Abilities
(c)Activities roles
performed

15. Punctuality
A

7
Assessor’s Name : Ajay sharma
Organization Name: HARI OM
OVERSEAS
Address : Bharat Nagar, Kabri Road

8
 INTRODUCTION
Sales promotion has become an effective marketing tool that assists organizations to wax
stronger in a global competitive environment. Oyedapo et al,( 2012) identified sales promotion
as a key ingredient in marketing campaigns which assist organization to achieve its objectives.
The main aim of any organization is to maximize profit, have largest market shares and to
become leader in a market competitive environment. Okoli (2011) confirmed that the essence
of setting up a business organization is to make profit. Sales promotion simply exists to have
a direct impact on the behaviour of the firm's customers (Blattberg and Neslin 1990).
Aworemi (2008) in his research finding said that sales promotion plays a significant effect on
sales volume which help in achieving the organizational objectives. The role of sales
promotion in achieving organizational stated objectives cannot be underestimated. The
purpose of sales promotion is to motivate the customers to immediately purchase a particular
product thus enhancing its sales volume ( Sadia and Syeda, 2012; Odunlami and Ogunsiji;
2011; and Aderemi, 2003). According to Shimp (2003), sales promotion refers to any
incentive used by a manufacturer to induce the trade (wholesalers, retailers, or other channel
members) and/or consumers to buy a brand and to encourage the sales force to aggressively
sell it. kotler(2003) sees Sales Promotion a key ingredient in marketing campaigns and
consists of a diverse collection of incentive tools, mostly short term designed to stimulate
quicker or greater purchase particular products or services by consumers. Sales promotions
programmes are those activities other than stimulate consumer purchase. Sales promotion is an
important component of an organizations overall marketing strategy along with advertising,
public relations, and personal selling. Sale promotion acts as a competitive weapon by
providing an extra incentive for the target audience to purchase or support one brand over
another (Odunlami and Ogunsiji, 2011). It is on this premises that this research work wishes
to examine the effect of sales promotion on sales volume with special reference to the selected
distribution industry in Buea, south west, Cameroon.
1.1 BACKGROUND OF THE STUDY
Marketers in today’s complex and volatile business environment often fuelled the constant
change in the taste of customers, intense market competition, influx of new entrants in the
market, availability of substitute products face immense ;challenge to communicate their
marketing objectives. The shift in power of marketers to consumers has forced marketers to
ensure that their products are unique and of high quality to give customer a reason to purchase
their products and remain loyal to them. Furthermore the change in certain social, economic
and environmental factors has influenced the way customers change their needs and
preference. People change their needs and their perception of stimuli according to the context
that surrounds them and it comes directly from here the evident necessity of concreteness and
short term orientation that characterize sales promotion rather than advertising. This is why
marketing strategies have been adapted to this new trend and switched from advertising
towards sales promotion In addition, with limited marketing budget, the marketer today often
faces immense pressure and challenge to communicate their marketing objectives to their
customers.
 LITERATURE REVIEW

 According to ( keller Kotler, 2009) that factors influencing unplanned purchases are
sales promotion. A research discovered by (Fakthul & Surhayon, 2016) show that
there are five factors making up unplanned purchase such as store atmosphere,
shopping lifestyle, reference group, brand trust and motivation shopping hedonist.
Behind of many factors, this study just focuses on four dominant factors of
unplanned purchases as sales promotion, lifestyle shopping, store atmosphere, and
hedonic shopping motivation.

 The first factor affecting unplanned purchases is sales promotion. Sales promotion is
the main ingredient in marketing campaign, consisting of a collection of incentive
tools, mostly short-term designed to stimulate larger and faster purchase rather than
particular product or service by consumers through trade (Kotler, Philip., Keller,
2013), Meanwhile, according to (Ayimey K, Vitor, & Gayibor, 2013) sales
promotion is achieved through informing and persuading consumers about an
existing or new product. (Phillip Kotler & Amstrong, 2009) say that sales promotion
consists of short-term incentives to encourage purchase or sales of products or
service. This definition explains that sales promotion relating to short-term
incentives to encourage purchase or sale of a product or service. These incentives
associated with reward, whether it relates to refund in the form of discounts,
collateral or may include product samples and the others.

 Sales promotion is a collection of tools that have variety of incentives, mostly short-
term, designed to encourage purchase of a particular product or service quickly and
greatly by consumers. It can be clearly seen that modern retailers is now more and
more promotional sales are made through discounts, point of purchase (POP),
advertisements and posters on the shelf in store. According to (Philip Kotler &
Keller, 2009) promotional activity in-store sales can lead to a desire, arousal, or
thrill to buy even if consumers do not have intention to buy product before, thus
encouraging purchases are not planned in advance (impulse). (Grewal & Levy,
2008) give a sense of sales promotion as a special incentive or interesting programs
that encourage consumers to make purchases of products and certain services. Sales
promotion is a persuasive action directly offering incentives or more value for
 product of sales force, distributors or consumers with primary objective of
generating sales immediately. It concludes that promotional activities will help and
to persuade prospective consumers to purchase products or services that we offer.
Sales promotion describes incentives and prizes to make customers buy goods
company directly. As a result, this is to require response quickly compared what be
seen on advertisement.

 The second factor affecting corporate value is shopping lifestyle. Shopping has
become a tradition at the same lifestyle trends in the globalization era, consumers
are not only can make purchase decision at mall or shops, but also make purchase
online (Amiri, Jasour, Shirpour, & Alizadeh, 2012). (Zablocki & Kanter, 1976) state
that lifestyle shopping show a way chosen by someone to allocate revenue, both in
terms of funds allocation for variety of products and services, as well as certain
alternatives.(Cobb & Hoyer, 1986) defines shopping lifestyle behavior as indicated
by buyer in connection with a series of comments and personal opinions about
purchase of lifestyle products from time to time and it has become most popular for
customers. As a result people are willing to sacrifice anything in order to follow
lifestyle and tend to lead on impulse buying. The development of lifestyle continues
shopping activity as medium to satisfy customers’ need. One of reasons is shopping
lifestyle, when consumers go to the mall and see good stuffs, although unplanned
purchase, consumers will definitely buy goods which is usually called impulse
buying. Consumers will be willing to sacrifice something in order to meet the
lifestyle and it will tend to lead to impulse buying behavior (Japariyanto & Sugiyono
Sugiharto, 2011).

 The fourth factor affecting unplanned purchases is hedonic shopping motivation.

According (Utami, 2010) that defines motivation hedonic shopping is that shopping
to get pleasure of senses, contentment, an excitement and feeling so that Shopping is
something interesting. Shopping Motivation can be defined as driver behaviors that
bring consumer to internal market in order to satisfy their needs (Jin & Kim, 2003).
While, (Nita Paden, 2010) defines the hedonic shopping is because they feel happy
when you make purchase with friend or family. According (Kosyu, Hidayat, &
Abdillah, 2014) hedonic motives will be created by store while touring choose
products based on taste. When shopping, someone will have positive emotion to buy
the product without prior planning. Motivation is hedonic shopping where
consumers who have high emotional arousal usually feeling frequent experience of
hedonic shopping (Gültekin & Hacettepe, 2012). Consumers behavior will not be
compelled strong hedonic motivation as stated by (Solomon, Marshall, & E.W,
2008) that consisting of social experience, sharing of common interest, interpersonal
attraction, and instant status. That’s why it is called hedonism motivation as notes
shopping list.
 ABOUT THE TOPIC

“Sales promotion comprises a range of tactical marketing techniques designed within a

strategic marketing framework to add value to a product or service in order to achieve specific
sales and marketing objective. “Sales promotion is a technique which has s ignificant
potential to improve short term sales and like direct response work; its effectiveness can
be tightly measured. Although its strategic value is the subject of considerable debate,
nevertheless, it is an important tool of marketing. There are few markets or products where it
cannot be used and few brands to which it cannot be applied.
Sales promotion theory is the study of increasing short-term sales revenue .This study can be
conducted readily and effectively as the results can be measured quickly and, because of the
narrow focus on sales promotion, other factors can be tightly controlled for. Sales promotions
are a source of some debate, as some argue that increasing short term sales does not lead to
long term profitability. Others argue that the benefits of creating more income for the
company in the short term allows that company to more rapidly grow to gain a larger market
share. While promotions come in many different forms, most fall into three categories: push,
pull, and combination techniques.

2.2.2 Justification of theory

This work falls under the theory of marketing communication because this study is framed by
the theory of promotion especially in the area of sales promotion. Here, we discussed the push
theory, the pull theory and the combination theory

2.2.3 The push Theory

The push theory of sales promotion techniques supports that you promote your goods to a
retailer, who will then pass the wares along to their consumers.
A “ pus h” pro motional s t ra tegy makes use of a co mpany' s sales force
and t rade promotion activities to create consumer demand for a product. The
producer pro motes the p roduct to wholesalers, the wholesalers promote it to retailers,
and the retailers promote it to consumers. A good example of "push" selling is mobile phones,
where the major handset manufacturers such as Nokia promote their products via retailers
such as Car phone Warehouse. Personal selling and trade promotions are often the most
effective promotional tools for companies such as Nokia -for example offering
subsidies on the handsets to encourage retailers to sell higher volumes. A "push"
strategy tries to sell directly to the consumer, by passing other distribution channels (e.g.
selling insurance or holidays directly). With this type of strategy, consumer
promotions and advertising are the most likely promotional tools

2.2.4 The pull theory

The pull theory varies by focusing on the consumer himself. Go directly to the source to
introduce your goods, and encourage a direct purchase. A “ pull” selling s t rategy is
one that requires high spending on adv ertis ing and cons umer promotion to
build up consumer demand for a product. If the strategy is successful, consumers
will ask their retailers for the product, the retailers will ask the wholesalers, and the
wholesalers will as k the p ro ducers. A good example of a pull is the heavy
advertis ing and pro motion of children's’ toys – mainly on television. Consider
the recent BBC promotional campaign for its new pre -school programme – the
Fimbles. Aimed at two to four-year-olds, 130 episodes of Fimbles have been made
and are featured everyday on digital children's channel CBeebies and BBC2. As
part of the promotional campaign, the BBC has agreed a deal with toy maker Fisher-
Price to market products based on the show, which it hopes will emulate the popularity
of the Twenties. Under the terms of the deal, Fisher -Price will develop, manufacture and
distribute a range of Fimbles products including soft, plastic and electronic learning
toys for the UK.

2.2.5 The combination Theory

It is a slight part of both. You may supply a retailer with your consumable; He or she will
then offer this to a customer with incentives for shopping with them This strategy is usually
used if the distributor is hesitant to carry a product, since it gets its required consumers
without having to go to retail outlets. “Car dealers often provide a good example of a
combination strategy. If you pay attention to car dealers’ advertising, you will often hear them
speak of cash-back offers and dealer incentives.” Because sales promotion is an initiative
carried out by an organization to promote a product to ensure increase in sales so it has varied
methods of promotion. Most of the time, sales promotions are creative and original therefore
providing a comprehensive list of all methods not possible.

2.2.6 Relationship between Sales Promotion and Sales Volume

Sales promotion are marketing strategies companies use chiefly to increase sales
temporarily to gain sales volume and market share. They are occasionally used to clear out
yearend inventory before new models arrive in warehouse as is often done in the automobile
industry. Sales promotions are also used as a competitive. Although sales promotions usually
produce sales volume over and above what is typically the case, they do not build brand
identity and loyalty.
Theoretically there should be a direct relationship between sales promotion and sale volume.
Some studies have shown that this is not always true, Engle et al (1991). A firm may
increase on sales promotional activities in anticipation of an increase in sales volume,
market share and profits but customers may not want to buy for one reason or another say
perception of the product, place and price. The product communicate something to the
customers for it to be bought, customers must see it as the right one to satisfy their needs and
wants. Sales Promotion does not have magic of selling a product that a customer may perceive
to be wrong due to wrong pricing. The same goes for place, if a firm promotes a product very
aggressively without making it accessible to the customers, it will be a wasted efforts and
money. Therefore for promotion to have a direct relationship with sales volume the entire
marketing mix must be seen by the customers as the right one McCarthy& Engle et al
(1991). Thus Kotler (1998) emphasized a strong relationship between sales promotional
activities and sales volume. He observed that for there to be perfect performance of the
product, then a combination of two or more promotional activities have to be performed
and their performance should be done putting into consideration the marketing mix element
so as to aid the consumer make a decision to buy or not to buy the product.
Conclusively, the relationship between sales promotion and sales volume can be termed as a
strong positive relation; this is because sales promotional activities drives sales

2.3 EMPERICAL EVIDENCE

An empirical literature by Ofoegbu,Donald Ikenna ;Udom, Etokakpan Mfonobong (the
impact of sales promotion on sales ); A case of selected telecommunication firms in Delhi .
The present paper investigates the influence of sales promotion as a marketing strategy of a
telecommunication firms in Delhi on consumer buying and network switching. Four Delhin
telecommunication firms –Globalcom, MTN, ETISALAT, and AIRTEL were selected for the
study, with a sample of 400 respondents. Building on the attentions, interest, desire and action
(AIDA) model, the study implemented both descriptive and inferential methods of analysis.
The analysis leads to the acceptance of an alternative hypothesis that sales promotion is a
significant catalyst in influencing consumer buying. The study revealed that educational level,
number of operative subscribers Identity Module (SIM) cards owned by subscribers, age,
gender (more females) and even lottery had a significant effect on buying. Further evidence
shows that customers were likely to abandon their present telecom provider if they did not
carry out sales promotion either as an incentive to buyers or compensation for patronage over
time. The customers were ready to switch to other telecom providers that offered mouth-
watering sales promotion. The study therefore recommends the need for innovative, dynamic
and well differentiated sales promotional services by the telecommunication firms if the
desired to maintain and increase the market share.
An empirical review by Vecchio, Del, Devon et al. (2006)’ reports the result of the study,
which examined the effect of sales promotion on brand preference Meta analysis. Results of
51 studies had been integrated. As per the study, sales promotion does not affect post
promotion brand preferences in general. But depending upon the characteristics of sales
promotion and the promoted product, promotion can either increase or decrease preference for
a brand.
Ndubisi ,Oly , Nelson and Moi, Tung ,Chiew(2005) in their study evaluated the impact of
sales promotional tools (coupon , price discount ,free sample ,bonus packs and in store
displays ),on product trial and repurchase behaviour of consumers. The moderation role of
fear of losing face on the relationship between sales promotional tools and product trial was
also examined. The results of study shows that price discount, free samples, bonus packs, and
in store displays are associated with product trial .coupons those not have any significant
effect on product trial. Trial determines repurchase behaviour and also mediates in the
relationship between sales promotion and repurchase. Fear of losing face significantly
moderates the relationship between in-store store display and product trial
 ABOUT THE COMPANY

"Hariom Overseas” is a well-known Manufacturer of a flawless assortment of Handloom

Durries and Floor Durries. Incepted in the year 2005 at Panipat (Haryana, India), we are
a Sole Proprietorship firm and manufacture the offered products as per the set industry
norms. Our valued clients can avail these products from us at reasonable rates. Under the
headship of our mentor “Mr. Ajay Sharma", our firm has covered the foremost share in the
market.

Ajay Sharma

Bharat Nagar, Kabri Road

Near Maharishi Dayanand School

Panipat132103

Haryana, India

The handloom sector of India is one of the biggest unorganized economic activities. The
handloom industry in India has a long tradition of outstanding artisanship that represents and
preserves vibrant Indian culture. India's handloom artists are globally known for their unique
hand spinning, weaving and printing style. They are based out of small towns and villages of the
country which transfer skills from one generation to the next. The handloom industry is the
country's largest cottage industry, with 23.77 lakh looms. It is also the second-largest
employment provider in the rural region employing more than 3 million people in direct and
allied activities.

India produces several traditional products such as sarees, kurtas, shawls, ghaghracholis, lungies,
fashion accessories, bedspreads, etc. In the contemporary product category, the country produces
fashion fabrics, western dresses, bed linens, drapes, kitchen linen, decorative furnishings and rug
durries, etc. The handloom sector of India has the advantage of being less capital intensive, eco-
friendly, having less power consumption and the ability to adapt to market conditions.

According to the Handloom Census 2019-20, the industry employs about 3,522,512 handloom
workers across the country. The industry primarily employs women workers with a share of
72.29% of the total handloom workers.
 RESEARCH METHODOLOGY

Primary Data:

Primary data is the data which is collected through observation or

direct communication with the respondent in one form or another.
These are several methods for primary data collection like Observation
method, Interview method, through schedule, through questionnaires
and so on.

Secondary Data:

Internal Sources:

Published documents of HARI OM OVERSEAS. Annual Reports.

External Sources:

Books, Articles, Journals, Newspaper, Web browsing

Questionnaire Design:

Questionnaire was prepared with both open and close ended questions. The
target population was Management of HARI OM OVERSEAS.
RESEARCH PLAN:

Data Source Primary Data

Research Approach Research Instrument

Survey Questionnaire

Method of Contact Personal

Sample Size 100 Respondents

 Objectives of Study

 To assess the effects of sales promotion on the sales volume of customer

retailers o
 To identify the sales promotion dimensions used
 To determine the relationship between sales promotion and sales volume
 To make recommendations based on the findings that shall come out with.
 DATA
ANALYSIS
AND
INTERPRETATION

2
 4.1.1 Presentation of Identification of Respondent

Table 4.1: Sex

Frequency Percent Valid Percent Cumulative Percent

Male 24 40.0 40.0 40.0

Valid Female 36 60.0 60.0 100.0

Total 60 100.0 100.0

Figure 4.1: Sex

The characteristics of gender are shown in Table 4.2 and figure 4.1 above. According

to this table, majority of the respondents reached during the study were women who

made up 60% of the total sample population and only 40% were men. This implies

that women are more incentives to promo schemes than men and from the

researcher’s observation during the study, majority of the women found it that promo

greatly influence their Sales volume.

2
Table 4.2: Age of respondent

Frequen Percent Valid Cumulative

cy Percen Percent
t
20-25 years 1 1.7 1.7 1.7
Valid 25-30 years 27 45.0 45.0 46.7
35 years and above 32 53.3 53.3 100.0
Total 60 100.0 100.0

Table 4.3 above is a presentation of the respondent’s distribution by age.

According to the table above, out of the total of 60 respondents in the sample, only

1.7% of the respondents are age between 20-25 years, 45% were aged between 25-30

years. Majority of the respondents were the age of 35 and above. It was found out

that a few aged people are engaged in the Sales promotion activities sector and have

access to promotion activities.

2
Table 4.3: Marital Status
Frequency Percent Valid Percent Cumulative
Percent
Married 17 28.3 28.3 28.3
Valid Single 32 53.3 53.3 81.7
Divorced 11 18.3 18.3 100.0
Total 60 100.0 100.0

Figure 4.2: Marital Status

From Table 4.4 above, 28.33% of the respondents were married people. 53.33% of
the respondents were those not married and 18.33% were those that have divorced.
As seen from table 4.3, it is seen that most of the people who are involves in
promotion which leads to increase in sales volume were those not married. This
implies that when promotion activities are to be launch to increase sales the target
population should be the unmarried

2
Table 4.4: Level of education
Frequency Percent Valid Percent Cumulative
Percent
First school 3 5.0 5.0 5.0
O/Level 12 20.0 20.0 25.0
Valid A/Level 18 30.0 30.0 55.0
First Degree 20 33.3 33.3 88.3
Above 7 11.7 11.7 100.0
Total 60 100.0 100.0

From Table 4.5, results of educational level is analysed. As seen from above, those
with FCLC comprises of only 5%, those with Ordinary level comprises 20%,
Advance level comprises of 30%, those with degree comprises of 33.33%. Those
with master comprises of 11.67%. This show that in order to go in for any sales
promotion activity, the target population of educational level should be those with
Degrees, Advance levels and Ordinary levels in order to increase the sales volume.
The table is presented in the figure below in order to have a better 1understanding of
the study.

2
Table 4.5: Period of retailing

Frequenc Percent Valid Cumulative

y Percen Percent
t
1-6 months 6 10.0 10.0 10.0
6-12 months 9 15.0 15.0 25.0
12-18 months 17 28.3 28.3 53.3
Valid
19 months
28 46.7 46.7 100.0
and above
Total 60 100.0 100.0

Figure 4.3: Period of retailing

Table 4.6 above shows the number of months spent by Retailers retailing

Handloomsproduct in the Delhi. As seen from above, 46.7% of the retailers comprise

the greatest percentage of Retailers retailing Handloomsproduct which is those of

nineteen months and above. Moreover those between twelve and eighteen months

comprise of 28.3%. Those retailers who are between one and six months in the

2
Retailing Business, comprises just 10% of the total number of retailer of

2
Handloomsproduct,while those between six months and twelve months comprise of

15% .

Table 4.6: Does Handloomscarry out sales promotion

Frequency Percent Valid Percent Cumulative
Percent

Yes 50 83.3 83.3 83.3

Valid No 10 16.7 16.7 100.0
Total 60 100.0 100.0

Figure 4.4: Does Handloom scarry out sales promotion

When the respondents were asked on if Handloomscarry out sales promotion 83.3%
agreed on the fact that they do carry out sales promotion and 16.7% said no

Table 4.7: periodicity of sales

Frequency Percent Valid Cumulative
Percen Percent

3
 t

3
 Monthly 6 10.0 10.0 10.0
after 3 months 43 71.7 71.7 81.7
Valid
6 months 11 18.3 18.3 100.0
Total 60 100.0 100.0

Figure 5: periodicity of sales

From the above when the researcher asked on their periodic sales 10% responded
they carry out periodic sales monthly, 71.7% carry out periodic sales after 3 months
and 18.3% do their after 6 months. This proves that the more often the sales are done
the more the sales volume. This can be seen blow
Table 4.8: are you motivated by your supplier
Frequency Percent Valid Percent Cumulative
Percent
Yes 40 66.7 66.7 66.7
Valid No 20 33.3 33.3 100.0
Total 60 100.0 100.0

3
Figure 4.6: are you motivated by your supplier
Many of the respondents after asked if they are being motivated by their suppliers
66% agreed and 33.7% disagreed that they are not being motivated by their suppliers
this shows that the more suppliers motivate their clients their sales volume increases.
This can be seen below

Table 4.9: means of motivation

Frequenc Percent Valid Cumulative

y Percen Percent
t
Bonuses 25 41.7 41.7 41.7
providing
27 45.0 45.0 86.7
Valid sales
assistance
Others 8 13.3 13.3 100.0
Total 60 100.0 100.0

3
Figure 4.7: means of motivation

From the respondents the researcher asked on the means of motivation the
respondents received 41.75 received their motivation through bonuses, 45% by
providing sales, 13%by other means this can be better understood on the bar chart
below

Table 4.10: which sales promotion strategy are you familiar with
Frequenc Percent Valid Cumulative
y Percent Percent
point of
5 8.3 8.3 8.3
purchase display
Coupons 9 15.0 15.0 23.3
Valid scratch and win 18 30.0 30.0 53.3
Premiums 25 41.7 41.7 95.0
Others 3 5.0 5.0 100.0
Total 60 100.0 100.0
As seen from the table above, the other forms of promotion offers by Handloomsto it
retailers of its product comprises of just 5% which is the least in the promotion

3
strategy. Premium method of promotion leads the race with 41.667%, follow by the
Scratch and win Method of promotion. This implies that if Handloomswishes to
increase its sales Volume through promotion, more emphasis should be laid on the
premium method of promotion as seen on the bar chart below

Figure 4.8: which sales promotion strategy are you familiar with
As seen from the table above, the other forms of promotion offers by Handloomsto it
retailers of its product comprises of just 5% which is the least in the promotion
strategy. Premium method of promotion leads the race with 41.667%, follow by the
Scratch and win Method of promotion. This implies that if Handloomswishes to
increase its sales Volume through promotion, more emphasis should be laid on the
premium method of promotion.
Table 4.11: are sales promotion dimensions modified?
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 35 58.3 58.3 58.3

3
 No 25 41.7 41.7 100.0
Total 60 100.0 100.0
Source field work 2017

Figure 4.9: Is sales promotion dimensions modified?

When the respondents were asked on how often they modified their sales promotion
dimensions, 58.3% agreed with the fact that they do modify their sales promotion
where as 41.7% do not modify their sales promotion dimensions. This can be seen on
the bar chart below

3
Table 4.12: how offen do you modify

Frequenc Percent Valid Cumulative

y Percen Percent
t
every 3 months 19 31.7 31.7 31.7
every 6 months 20 33.3 33.3 65.0
9 months 14 23.3 23.3 88.3
Valid
12 months
7 11.7 11.7 100.0
and above
Total 60 100.0 100.0
Source field work 2017

Figure 4.10: how offen do you modify

Most of the respondents modify their sales promotion dimensions every 6 months
giving a percentage of 33.3% of respondents who agreed on a 6 months
modification, whereas 31% within 3 months, 23.35 within 9 months and 11.7%
within 12 months and above, this can be seen on the chart below.

3
Table 4.13: how often do you place your order?
Frequency Percent Valid Cumulative
Percen Percent
t
once a week 2 3.3 3.3 3.3
twice a week 41 68.3 68.3 71.7
Valid
once a month 5 8.3 8.3 80.0
on demand 12 20.0 20.0 100.0
Total 60 100.0 100.0
Source field work 2017

Figure 4.11: how often do you place your order

When respondents were asked how often they place their others 3.3% place
their orders once a week, 68.3 twice a week, 8.3% place theirs once a month and
20% place their others on demand this proved to the researcher that many of the
respondents placed their others twice a week.

3
Table 4.14: Are you satisfied with the level of sales promotion?
Frequenc Percent Valid Cumulative
y Percent Percent
Strongly disagree 11 18.3 18.3 18.3
Disagree 11 18.3 18.3 36.7
Valid Neutral 5 8.3 8.3 45.0
Agree 16 26.7 26.7 71.7
Strongly agree 17 28.3 28.3 100.0
Total 60 100.0 100.0

Source: field work September 2017

As can be seen from above, 16.667% are strongly not satisfied with the level of
promotion activities. 10% are not satisfied with the le1111vel of promotion
activities. 25% and 28.33%are satisfied and strongly satisfy with the level of
promotion offer by HandloomsCameroon n the Delhi. As seen on the graph bellow.
Table 4.15: increase in bonus due to promotional activities
Frequency Percent Valid Cumulative
Percent Percent
Strongl
4 6.7 6.7 6.7
y
disagree
Disagree 9 15.0 15.0 21.7
Valid Neutral 8 13.3 13.3 35.0
Agree 25 41.7 41.7 76.7
Strongly agree 14 23.3 23.3 100.0
Total 60 100.0 100.0

3
Figure 4.12: increase in bonus due to promotional activities
When the respondents when asked if their overall bonuses were as a result of sales
promotion activities done by Handlooms6% strongly disagreed, 15% disagreed,
13.3% were neutral in their views, 41% agreed and 23.3% strongly agreed that their
bonuses were as a result of the promotion activities by Handloomsas presented on
the chart below.

4
Table 4.16: the sales promotion of Guiness sa can be rated as good
Frequency Percent Valid Percent Cumulative
Percent
Neutral 9 15.0 15.0 15.0
Agree 28 46.7 46.7 61.7
Valid
Strongly agree 23 38.3 38.3 100.0
Total 60 100.0 100.0

Figure 4.13: the sales promotion of Guiness S.A can be rated as good
From the table above when the respondents were asked on if the sales promotion
could be rated as good, 15% were neutral with their views, 38% strongly agreed, and
46.7% agreed that the sales promotion carried out by Handloomscould be rated as
good as seen on the chart below

4
Table 4.17: The sales promotion of Handloomspushes the customers to buy
more
Frequency Percent Valid Cumulative
Percen Percent
t
Disagree 13 21.7 21.7 21.7
Agree 31 51.7 51.7 73.3
Valid
Strongly agree 16 26.7 26.7 100.0
Total 60 100.0 100.0

Figure 4.14: : The sales promotion of Handloomspushes the customers to buy

more

4
Table 4.18: Sales promotion positively affects your sales volume
Frequency Percent Valid Cumulative
Percen Percent
t
Strongl
1 1.7 1.7 1.7
y
disagree
Disagree 2 3.3 3.3 5.0
Valid
Agree 16 26.7 26.7 31.7
Strongly agree 41 68.3 68.3 100.0
Total 60 100.0 100.0

Source: field work September 2017

Figure 4.15: Sales promotion positively affects your sales volume

From the table above, those who strongly agree that sales promotion affects their
sales volume comprises 70% and those who agree made up 25% of the total
population. This implies that promotion greatly affects Sales Volume of

4
Handloomsproducts in the Delhi. This is presented in the diagram above.

4
Figure 4.16: point of purchase
From the table above, those who strongly agree that point of purchase affects their
sales volume comprises 36.7% and those who agree made up 41.7% of the total
population. This implies that point of purchase greatly affects Sales Volume of
Handloomsproducts in the Delhi. This is presented in the diagram above

4
 RECOMMENDATIONS

1. It was noticed that Handlooms uses sales promotion to inform, persuade and
encourage its retailers to buy. Based on the findings, the researcher
recommended that Handlooms should define their sales promotion objectives
and their customers should be well informed in order to achieve the stated
objective
2. sales promotion records should be well kept after the promotion in order to
evaluate the results, because most at times it was noticed that record was not
kept of the sales promotion activity, by doing this they will know which
dimension to modify and at what time.
3. Finally management of Handlooms should involve the customer retailers in
sales promotional activities if they need to meet the goals stipulated for such
campaigns. This is because customer retails deal directly with consumers
hence they can give adequate feedback on promotional activities used

4
 CONCLUSION

Sales promotion-is defined as a key ingredient in marketing campaigns, consist of a

collection of incentives tools mostly short term, designed to stimulate quicker or
greater purchase of particular products or service by consumers or the trade, (Kotler
and Keller 2011). From the findings, majority of the respondents accepted that sales
promotion has affected their sales volume positively. This can be seen in those who
strongly agree that sales promotion affects their sales volume comprises 70% and
those who agree made up 25% the total population. This implies that promotion
greatly affects Sales Volume of Handlooms products in the Delhi.. Therefore, the
researcher concluded that effective implementation of sales promotional tools leads
to an increase in sales volume and that effectiveness of sales promotion can sustain
the life of a failing product sufficiently to enable it recover from its decline.

4
Limitations of the Report

First limitation of this project is the very short time limit.

A portion of the respondents are not cooperative.

The researcher is inexperienced.

Not much of importance was attached to this task by some of the

Respondents.
The sample size of the respondents is very small.

The method of sampling is judgment sampling.

4
 REFERENCES

AchumbaIheanyi (2002); sales management concepts, strategies and cases; AI-Mark

Education.
Adrian Palmer (2004). Introduction to Marketing Theory and practice,2nd Edition,
United state: Oxford University Press Inc.
Ailawadi, Kusum, & Nelson S. (1998). The effect of promotion on consumption:
Buying more and consuming it faster. Journal of marketing Research,
390- 398.
American Marketing Association, in Osuala (1998). “Fundamental of Delhi
Marketing” . Onitsha: Cape Publishers International Ltd.P.70
Asael H. (1987), Consumer Behaviour and Marketing Action (Bost Kent,
Publishing).
BagavathiPillia R.S.N. (2007). Modern Marketing.Revised Edition. New Delhi: S.C
hand and company ltd.
Bamiduro JA (2001). “An Analysis of sales promotion on sales volume in the
Beverage Industry: The case study of Delhi Bottling company plc. J.Intellect.
scient.And Cult.Interest. 10(1):11-19.
Blattberg CR, Neslin SA (1990). Sales promotion, concepts, methods and Courtland
LB, John VT(1992). Marketing,McGraw-Hill, Inc. USA.pg. 298-307.
BoBGADohfon; Marketing made simple Theory and practice; 3rd Edition.
Fill C. (1995) “marketing communication: frameworks, theories and application”,
Hemel Hempstead: prentice Hall.
Frances Brassington and Stephen Pettitt; “principles of marketing”; 2nd edition.
George Jennifer (1998) Contemporary management.3rd edition; McGraw Hill.
Jim BLYTHE; Essentials of marketing; 4th edition
Keith J. Tuckwell: Canadian marketing in Action; 6th edition.

4
Pawels K., Srinivasan, S., Silva-Risso,J., and Hanssen, D.M. (2003): New
products, sales promotion and firm value, with Apllication to the Automobile
Industry. Journal of marketing, 22-38
Philip Kotler&Astrong (2001); Principles of marketing.
Philip Kotler (2001). Marketing management, Prentice-Hall of India private limited
New Delhi-110001 Millennium Edition. P.558
Philip Kotler; marketing management: Analysis, Planning, Implementation and
control; 9th edition, pg 661-665.
www.ehow.com/list 6524232 theories-sales-promotion.html
Zallocco, perreult and Kincaid (2008) Promotion, Persuasive Communication in
Marketing (Irwin-Dorsey Limited, White, Senecal, Morgan, Blackwell
&Miniard).