A Study On

“SALES PROMOTION”

With reference to

SPENCER’S RETAIL LIMITED, KAKINADA

A project report submitted to the Department of Management Studies,

Adikavi Nannaya University, Rajamahendravaram in a partial fulfillment for the Award
of
Degree

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by

YANAMADALA KALYANI
(Regd. No: 200218300081)
[B.B.A]
Under the estimated guidance of
Mr. CHALLAPALLI RAJKUMAR
ASSISTANT PROFESSOR
DEPARTMENT OF MANAGEMENT STUDIES

ADITYA DEGREE COLLEGE

(AFFILIATED TO ADIKAVI NANNAYA UNIVERSITY)
SURAMPALEM
(2020- 2023)

1
 ADITYA DEGREE COLLEGE
(AFFILIATED TO ADIKAVI NANNAYA UNIVERSITY)
SURAMPALEM

[B.B.A Programme]

CERTIFICATE

This is certify that this ProjectReport entitled a study on “SALES

PROMOTION” with reference to “SPENCER’S RETAIL LIMITED,
KAKINADA” in a bonafide work of “YANAMADALA KALYANI”
submitted in partial fulfillment of the requirement for the award of the Degree
Bachelor of Business Administration from ADIKAVI NANNAYA
UNIVERSITY, RAJAMAHENDRAVARAM

PROJECT GUIDE PRINCIPAL

Mr.Challapalli Rajkumar Dr. Sanjay Kumar

EXTERNAL GUIDE

2
 DECLARATION

I hereby declare that the project report entitled a study on “SALES

PROMOTION” with reference to SPENCER’S RETAIL LTD, KAKINADA,
submitted to Adikavi Nannaya University, Rajahmahendravaram is a record of
an original work done by me under guidance of Mr.CHALLAPALLI
RAJKUMAR. This project work is submitted to the fulfillment of the
requirements for the award of the Degree of Bachelor of Business
Administration. The results embodied in this report have not been submitted to
any other university or Institute for the award of any Degree or Diploma.

Place:
Date: Y. KALYANI

3
 ACKNOWLEDGEMENTS

I feel it is my duty and honor to acknowledge all those who have extended their
guidance and warm support in completing my project work.
It is my great privilege to thank Smt. Dr. Suguna Reddy, Director, Aditya Degree
Colleges for her continuous support and encouragement in my endeavor.
I extend my special thanks to Dr. Sanjay Kumar, Principal, Aditya Degree College,
Surampalem for his continuous support and encouragement in my project work.
I profoundly to thank Mr.Challapalli RajKumar, Aditya Degree College under
whose guidance made me a thorough and completion of my Project Work.
And I also thank R. Siva Chandra Rao, Marketing Manager, company name
Spencer’s Retail Ltd, Kakinada for providing valuable information and guidance to
my project work.
I express my deep sense of gratitude and whole hearted thanks to all my family
members and friends for their continuous moral support and encouragement.
Finally, I thank all the teaching and non-teaching staff members who extended their
cordial and valuable support to complete my project.

Student name: Y.KALYANI

(HT.NO.:200218300081)

4
 INDEX
CHAPTERS CONTENTS PAGE
NO

1 INTRODUCTION 6-13
NEED FOR STUDY
SCOPE OF THE STUDY
OBJECTIVES OF THE STUDY
METHODOLOGY OF THE STUDY
LIMITATIONS OF THE STUDY

2 THEORETICAL FRAMEWORK 14-21

3 DATA ANALYSIS & INTERPRETATION 22-35

4 OBSERVATIONS, SUGGESTIONS, 36– 37

CONCLUSION

5 ANNEXURE , QUESTIONNAIRE & 38– 41

BIBILIOGRAPHY

5
 CHAPTER – I

INTRODUCTION

SALES PROMOTION

Sales are the life blood of a business, without sales there would be no
business in the first place; therefore it is very important that if a business
wants to succeed, it should have a sales promotion strategy in mind. The
primary objective of a sales promotion is to improve a company's sales by
predicting and modifying your target customer's purchasing behavior and
patterns.

Sales promotion is very important as it not only helps to boost sales but it
also helps a business to draw new customers while at the same time
retaining older ones. There are a variety of sales promotional strategies that
a business can use to increase their sales, however it is important that we
first understand what a sales promotion strategy actually is and why it is so
important.
A sales promotion strategy is an activity that is designed to help boost the
sales of a product or service. This can be done through an advertising
campaign, public relation activities, a free sampling campaign, a free gift
campaign, a trading stamps campaign, through demonstrations and
exhibitions, through prize giving competitions, through temporary price
cuts, and through door-to-door sales, telemarketing, personal sales letters,
and emails. The importance of a sales promotion strategy cannot be
underestimated. This is because a sales promotion strategy is important to a
business boosting its sales.
When developing a sales promotion strategy for your business, it is important
that you keep the following points in mind.
Consumer attitudes and buying patterns
Your brand strategy
Your competitive strategy
Your advertising strategy
And other external factor that can influence your products availability and
pricing. Sales promotion alludes to the transient motivations to empower
deals of an item or administration. It comprises of a different assortment of

6
impetus instruments, for the most part present moment, intended to animate
faster and more noteworthy acquisition of items or administrations by
buyers.
Sales promotion comprises of an assorted assortment of motivating force devices,
generally present moment, intended to invigorate faster or more prominent
acquisition of specific items or administrations by buyers of the exchange. Sales
promotion instruments change in their particular destinations. Motivating force
type advancement is utilized to draw in new levels, to compensate faithful clients
and to expand the repurchase paces of a periodic clients. Sales promotion
regularly draws in the branch switchers, since clients of different brands and
classifications don't generally notice or follow up on an advancement. In utilizing
the business advancement an organization should set up its destinations, select the
instruments foster the program, a pretest the program, execute and control it and
assess the outcomes.
Where ad offers motivation to purchase, Sales promotion offers an impetus to
purchase Sales promotion incorporates devices for shopper advancement (tests,
coupons, cash discount, cost off, expenses, prizes, support rewards, free
preliminaries, guarantees, tie in-offers cross advancement, place to checkout
shows and demonstration);trade promotion(price off, publicizing and show
recompenses and free goods), and business and deals power promotion(trade
shows and shows, challenges for agents and claim to fame promoting).
Sales promotion is the way toward convincing an expected client to purchase the
item.
Intends to be important for the individual selling measure pricing.

7
 NEED OF THE STUDY

• The accomplishment of any association is exceptionally reliant and how it

draws in and holds new and existing clients. Today every organisation should
be more adaptable with the goal that they draw in more clients for the items
advertised .
• The viability if limited time exercises assists the organization with expanding
the deals and energize the recurrent buy. We likewise attempt to know the
consciousness of the deals special exercises as publicizing assumes a
significant part in deals advancement.
• Sales promotion compromises of an assortment of organizations. Supported
limited time exercises that supplement both promoting and individual set up.
These exercises are generic and can be aimed at purchasers, go-betweens or
customers.
• The fundamental reason for the investigation is to know the viability if the
limited time exercises with extraordinary references to publicizing rehearses
continued in Spencer’s. From the investigation we hope to know how much the
special action profited to the organization and what the things are the client
anticipating from the organization to further develop deals.
• The investigation is applied spellbinding in nature. It additionally will in
general discover effect of various correspondence channels and promotion
sway on purchasers.
Simultaneously, it was proposed to discover the quickest moving brand on the
lookout.

8
 OBJECTIVES OF THE STUDY

This examination is embraced to investigate the business advancement methods,

particularly through promotion, utilized by Spencer’s.

Objectives

• To study the impact of advertising and sales advancements on the deals of

the Spencer’s items.

• To track down the best device of sales advancement strategy to captivate

clients.
• To study different publicizing and sales promotion procedures utilized by

Spencer’s.
• To study the diverse medium through which the promotion arrives at most
extreme number of individuals on the lookout.
• To investigate the systems that the organizations ought to receive to
transform watchers into purchasers.
• To know the current status of the contenders of Spencer’s as far as
promotion.
• To examine what the watchers anticipate from the promotion in the current
age.

9
 RESEARCH METHODOLOGY

Research is a systematic method of finding solutions to problems. According to

Clifford woody, “research compromises of defining and redefining problem.
Formulating hypothesis or suggested solutions, collecting. Organizing and
evaluating data reaching conclusions, testing conclusions to determine whether
they fit the formulated hypothesis”.

For the purpose of study, both primary and secondary data has been collected.
The observational method and survey research method is used to collect the
primary data.

The necessary data has also been collected from official records and other
published sources. The collected data is classified, tabulated, analysed, and
interpreted later.
DATA COLLECTION:

There are two types of data collections they are

1. Primary data
2. Secondary data

PRIMARY DATA

Primary data is personally developed data and it gives latest information and
offers much greater accuracy and reliability.

• There are various sources for obtaining primary data i.e., Mail survey,
personal interview.
• Field survey, panel research and observation approach etc.
• The study to maximum extent dependent on primary data, which is
collected by way of structures personal interview with customers.
10
SECONDARY DATA

Secondary data is the publicized data. It is already available for using and it
saves time. The mail source of secondary data is published market surveys,
government publications advertising research report and other business report
and internal source such as sales, sales records orders, customers complaints and
other business record etc. the study has also depended on secondary data to little
extent, which is collected through internal source

SAMPLE SIZE:
Number of the sampling units selected from the population is called the size of
the sample.

For this study, a sample of 110 respondents was interviewed from the customers
and workers of spencer’s.

Secondary sources considered:

 Websites

 Journals

 Annual reports

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 SCOPE OF THE STUDY

The investigation gives a plan to foster the business advancement through

publicizing procedures in Spencer’s Ltd. It includes the assessment of the
current publicizing limited time exercise of the organization. With the assistance
of the examination, we can give idea in regards to publicizing strategies and its
adequacy offered by the organization. The examination brings a familiarity with
the deals limited time exercises by promoting in an acknowledged media. The
extent of the examination is restricted to the data assembled from the clients and
the organization as it were.

• The study is completed by taking the input of customers, retailers of

spencer’s.

• The study, sales promotion through advertisement practises is completed

in Kakinada city.

• The overview and optional examination led will give the insights
concerning the ad as a deliberately deals special apparatus by the
organization to advance its items on the lookout.

• The study is pointed toward giving helpful bits of knowledge to the

administration of spencers on different limited time devices winning on
the lookout, with exceptional references to notices.

12
 LIMITATIONS

Every study has its own limitations in term of methodology and available
resources for its conduct. This study was not an exception and was carried
out under the following limitations:

 The research was confined only to Spencer’s in Kakinada region.

 The study is limited to advertisement practices of Spencer’s only. Others are

not taken into the purview of the study.

 Few respondents are reluctant while answering the questions.
 The time was also one of the hindrances in the research.
 Some important information was not there due to confidentiality involved in
it.
 Accuracy of the study is limited due to the possible bias of the respondents.

13
 CHAPTER II

THEORETICAL FRAME WORK

Sales promotion is one of the elements of the promotional mix The primary
elements in the promotional mix are advertising, personal selling, direct
marketing and publicity/public relations. Sales promotion uses both media and
non-media marketing communications for a pre-determined, limited time to
increase consumer demand, stimulate market demand or improve product
availability. examples include contests, coupons, freebies, loss leaders, point of
purchase displays, premiums, prizes, product samples, and rebates.
Sales promotions can be directed at either the customer, sales staff, or
distribution channel members (such as retailers). Sales promotions targeted at
the consumer are called consumer sales promotions. Sales promotions targeted
at retailers and wholesale are called trade sales promotions.
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.
Sales promotion is implemented to attract new customers, to hold present
customers, to counteract competition, and to take advantage of opportunities that
are revealed by market research. It is made up of activities, both outside and
inside activities, to enhance company sales. Outside sales promotion activities
include advertising, publicity, public relations activities, and special sales
events. Inside sales promotion activities include window displays, product and
promotional material display and promotional programs such as premium
awards and contests.
Sale promotions often come in the form of discounts. Discounts impact the way
consumers think and behave when shopping. The type of savings and its location
can affect the way consumers view a product and affect their purchase decision.
The two most common discounts are price discounts (“on sale items”) and bonus
packs (“bulk items”). Price discounts are the reduction of an original sale by a
certain percentage while bonus packs are deals in which the consumer receives
more for the original price. Many companies present different forms of discounts
in advertisements, hoping to convince consumers to buy their products.
14
CONCEPTS OF SALES PROMOTIONAL ACTIVITIES
The sales promotion activities are

• Money off coupon

• Competition
• Discount voucher
• Free gifts
• Loyalty cards
• Advertisement
• Demo
• Exchange offer
• Loan
• Extended warranty
• Social Media marketing

Money off coupons customers receive coupons, or cut coupons out of

newspapers or a products packaging that enables them to buy the product
next time at a reduced price. This money coupon helps the customer to avail
the discount on the next or upcoming purchases.
Competitions buying the product will allow the customer to take part in a
chance to win a prize. The customers are provided a chance to participate
in a competition and win an exciting prize.

Discount vouchers a voucher (like a money off coupon). Discount vouchers are
same like the money voucher.
Free gifts a free product when buy another product. The customer is provided
with a free gift at a time of purchase in order to retain the customer and provided
better purchasing experience.
Point of sale materials e.g. posters, display stands – ways of presenting the
product in its best way or show the customer that the product is there.
Loyalty cards e.g. Nectar and Air Miles; where customers earn points for
buying certain goods or shopping at certain retailers – that can later be
exchanged for money, goods or other offers. Loyalty cards have recently
become an important form of sales promotion. They encourage the customer to
15
return to the retailer by

16
giving them discounts based on the spending from a previous visit. Loyalty
cards can offset the discounts they offer by making more sales and persuading
the customer to come back. They also provide information about the shopping
habits of customers – where do they shop, when and what do they buy? This is
very valuable marketing research and can be used in the planning process for
new and existing products.
Advertisement is an audio or visual form of marketing communication that
employs an openly sponsored, non-personal message to promote or sell a
product, service or idea. Sponsors of advertising are often businesses who wish
to promote their products or services. Advertising is differentiated from public
relations in that an advertiser usually pays for and has control over the message.
It is differentiated from personal selling in that the message is non-personal, i.e.,
not directed to a particular individual.
Advertising is communicated through various mass media, including old media
such as newspapers, magazines, Television, Radio, outdoor advertising or direct
mail; or new media such as search results, blogs, websites or text messages. The
actual presentation of the message in a medium is referred to as an
advertisement or "ad". Commercial ads often seek to generate increased
consumption of their products or services through "branding," which associates
a product name or image with certain qualities in the minds of consumers. On
the other hand, ads that intend to elicit an immediate sale are known as direct
response advertising.
Noncommercial advertisers who spend money to advertise items other than a
consumer product or service include political parties, interest groups, religious
organizations and governmental agencies. Advertising may also be used to
reassure employees or shareholders that a company is viable or successful.
In 2015, the world spent an estimate of US$529.43 billion on advertising. Its
projected distribution for 2017 is 40.4% on TV, 33.3% on digital, 9% on
newspapers, 6.9%on magazines, 5.8% on outdoor and 4.3% on radio.
Internationally, the largest ("big four") advertising conglomerates are
Interpublic, Omnicom, Publicis, and WPP. In Latin, ad vertere means "to turn
toward".
Demo A demonstration of a product or technique.
Exchange offer An exchange offer, in finance, corporate law and securities law,
is a form of tender offer, in which securities are offered as consideration instead
of cash.

17
LoanA loan is a debt provided by an entity (organization or individual) to
another entity at an interest rate, and evidenced by a promissory note which
specifies,

18
among other things,the principal amount of money borrowed, the interest rate
the lender is charging, and date of repayment. A loan entails the reallocation of
the subject asset(s) for a period of time, between the lender and the
borrower .The loan is generally provided at a cost, referred to as interest on the
debt, which provides an incentive for the lender to engage in the loan. In a legal
loan, each of these obligations and restrictions is enforced by contract, which
can also place the borrower under additional restrictions known as loan
covenants. Although this article focuses on monetary loans, in practice any
material object might be lent. Acting as a provider of loans is one of the
principal tasks for financial institutions such as banks and credit card companies.
For other institutions, issuing of debt contracts such as bonds is a typical source
of funding.
Extended warranty An extended warranty, sometimes called a service
agreement, a service contract, or a maintenance agreement, is a prolonged
warranty offered to consumers in addition to the standard warranty on new
items. The extended warranty maybe offered by the warranty administrator, the
retailer or the manufacturer. Extended warranties cost extra and for a percentage
of the item's retail price. Occasionally, some extended warranties that are
purchased for multiple years state in writing that during the first year, the
consumer must still deal with the manufacturer in the occurrence of malfunction.
Thus, what is often promoted as a five-year extended guarantee, for example, is
actually only a fouryear guarantee.
Extended warranties have terms and conditions which may not match the
original terms and conditions. For example, these may not cover anything other
than mechanical failure from normal usage. Exclusions may include commercial
use, "acts of God", owner abuse, and malicious destruction. They may also
exclude parts that normally wear out such as tires and lubrication on a vehicle.
These types of warranties are provided for various products, automobile and
electronics are common examples. Warranties which are sold through retailers
such as Best Buy may include significant commission for the retailer as a result
of reverse competition. For instance, an auto warranty from a car dealership
maybe subcontracted and vehicle repairs may be at a lower rate which could
compromise the quality of service. At the time of repair, out-of-pocket expenses
may be charged for unexpected services provided outside of the warranty terms
of run covered parts.
Social Media Marketing is the use of social media platforms and websites to
promote a product or service. Most of these social media platforms have their
own
19
built-in data analytics tools, which enable companies to track the progress,
success, and engagement of ad campaigns.
Companies address a range of stakeholders through social media marketing
including current and potential customers, current and potential employees,
journalists, bloggers, and the general public. On a strategic level, social media
marketing includes the management of the implementation of a marketing
campaign, governance, setting the scope (e.g. more active or passive use) and
the establishment of a firm's desired social media "culture" and "tone". To use
social media effectively, firms should learn to allow customers and Internet
users to post user-generated content (e.g., online comments, product reviews,
etc.), also known as "earned media", rather than use marketer-prepared
advertising copy. While social media marketing is often associated with
companies, as of 2016, a range of not-for-profit organizations and government
organizations are engaging in social media marketing of their programs or
services.
Sales promotion is one of the five aspects of the promotional mix. (The other 4
parts of the promotional mix are advertising, personal selling, direct marketing
and publicity/public relations.) Media and non-media marketing communication
are employed for a predetermined, limited time to increase consumer demand,
stimulate market demand or improve product availability.
Examples include contests, coupons, freebies, loss leaders, point of purchase
displays, premiums, prizes, product samples, and rebates.
Sales promotions can be directed at either the customer, sales staff, or
distribution channel members (such as retailers). Sales promotions targeted at
the consumer are called consumer sales promotions. Sales promotions targeted
at retailers and wholesale are called trade sales promotions. Some sale
promotions, particularly ones with unusual methods, are considered gimmicks
by many.
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.

Online deals vs. In-store deals:

There are different types of discounts available online versus in the stores.
20
Onshelf couponing: Coupons are present at the shelf where the product is
available. Online couponing: Coupons are available online. Consumers print
them out and take

21
them to the store. Although discounts can be found online and in stores, there is
a different thought process when shopping in each location. For example,
“online shoppers are more price sensitive because of the readily available low
search cost and direct price comparisons”.
Consumers can easily go to other websites and find better deals as opposed to
physically going to various stores. In addition, buyers tend to refrain from
purchasing bonus packs online because of the scepticism (of fraud and scams)
that may come with the deal. Since “…bonus packs are more difficult than price
discounts to process online, they are more difficult and effortful for the
consumer to understand”. For example, a buy-one-get-one-free deal on a website
requires more work than the same bonus pack offered in a store. Online,
consumers have to deal with payment processing, shipping and handling fees,
and days waiting for the products’ arrival, while in a store, the products are
available without those additional steps and delays.

Meaningful savings: gain or loss:

Many discounts are designed to give consumers the perception of saving money
when buying products, but not all discounted prices are viewed as favourable to
buyers. Therefore, before making a purchase, consumers may weigh their
options as either a gain or a loss to avoid the risk of losing money on a purchase.
A “gain” view on a purchase results in chance taking For example, if there is a
buyonegetone-half-off discount that seems profitable, a shopper will buy the
product.
On the other hand, a “loss” viewpoint results in consumer aversion to taking any
chances. For instance, consumers will pass on a buy-three-get-one-half-off
discount if they believe they are not benefitting from the deal. Specifically,
consumers will consider their options because “…the sensation of loss is 2.5
times greater than the sensation of gain for the same value”.

22
 Impulse buying
Impulse buying results from consumers’ failure to weigh their options before
buying a product. Impulse buying is “any purchase that a shopper makes that has
not been planned…
[and is] sudden and immediate”. For example, if a consumer has no intention of
buying a product before entering a store, but purchases an item without any
forethought, that was impulse buying. Product manufactures want to promote
and encourage this instant purchase impulse in consumers. Buyers can be very
quick to make purchases without thinking about the consequences when a
product is perceived to be a good deal.]

Therefore the sales “increasingly implement promotional campaigns that will

be effective in triggering consumer impulse buying behaviour” to increase sales
and profits.
Comparing prices

Many consumers read left-to-right, and therefore, compare prices in the same
manner. For example, if the price of a product is $93 and the sales price is $79,
people will initially compare the left digits first (9 and 7) and notice the two
digit difference. However, because of this habitual behavior, “consumers may
perceive the ($14) difference between $93 and $79 as greater than the ($14)
difference between $89 and $75”. As a result, consumers often mistakenly
believe they are receiving a better deal with the first set of prices based on the
left digits solely.

Right digit effect

The right digit effect focuses on the right digits of prices when the left digits are
the same. In other words, prices like $45 and $42 force consumers to pay more
attention to the right digits (the 2 and 5) to determine the discount received. This
effect also “implies that consumers will perceive larger discounts for prices with
small right digit endings, than for large right digit endings. For example, in a
$32to-$31 price reduction, consumers will believe to have received a greater
deal than a $39-to-$38 price reduction. As a result, companies may use discounts
with smaller right digits to mislead consumers into thinking they are receiving a
better deal and increasing profit. However, consumers also are deceived by the
infamous 9ending prices. “The right digit effect [also] relates to consumers’
tendency to identify 9ending prices as sale (rather than regular) prices or to
23
associate them with a discount.

24
 Framing effect:

The Framing effect is “the phenomenon that occurs when there is a change in an
individual’s preference between two or more alternatives caused by the way the
problem is presented”. In other words, the format in which something is
presented will affect a person's viewpoint. This theory consists of three
subcategories: risky choice framing, attribute framing and goal framing. Risky
choice framing references back to the gain-or-loss thought processes of
consumers. Consumers will take chances if the circumstance is profitable for
them and avoid chance taking if it is not. Attribute framing deals with one key
phrase or feature of a price discount that is emphasized to inspire consumer
shopping. For example, the terms “free” and “better” are used commonly to lure
in shoppers to buy a product. Goal framing places pressure on buyers to act
hastily or face the consequences of missing out on a definite price reduction. A
“limited time only” (LTO) deal, for example, attempts to motivate buyers to
make a purchase quickly, or buy on impulse, before the time runs out.
Outside forces:

Although there are aspects that can determine a consumer's shopping behaviour,
there are many outside factors that can influence the shoppers’ decision in
making a purchase. For example, even though a product's price is discounted, the
quality of that product may dissuade the consumer from buying the item. If the
product has poor customer reviews or has a short “life span,” shoppers will view
that purchase as a loss and avoid taking a chance on it. A product can also be
viewed negatively because of consumers’ past experiences and expectations. For
example, if the size of a product is misleading, buyers will not want to buy it. An
item advertised as “huge,” but is only one inch tall, will ward off consumers.
Also, “the effects of personal characteristics, such as consumers’ gender,
subjective norms, and impulsivity” can also affect a consumer's purchase
intentions. For example, a female will, generally, purchase a cosmetic product
more often than a male. In addition, “some…shoppers may be unable to buy [a
product] because of financial constraints”.

25
 CHAPTER- III

DATA ANALYSIS AND INTREPRETATION

1. Classification of responses based on age

TABLE-3.1
S.NO Particulars No. of respondents % of respondents
1 18-21 18 17
2 22-25 22 20
3 26-30 30 27
4 31-45 19 17
5 Above 45 21 19
6 Total 110 100

Source: primary data

CHART-3.

INTERPRETATION:
Majority 27%of the respondents are in the age of 26-30, 20% of the respondents
are in the age of 22-25, 19% of the respondents are in the age of above 35,
17%of the respondents are in age of 21-25&18-21.

26
 2. Classification of respondents based on genders:
TABLE-3.2
S.no Particulars No. of respondents % of respondents

1 Male 48 44
2 Female 62 56
3 Total 110 100
Source: primary data

CHART-3.2

Source :primary data

INTERPRETATION:
From the survey 44% are male and 56% are female.

27
 3. Classification of respondents based on marital status.

TABLE-3.3
S.NO Particulars No. of respondents %of respondents

1 Married 72 65

2 Unmarried 38 35

3 Total 110 100

CHART-3.3

INTERPRETATION:

From the survey 65% are married and 35% are unmarried.

28
4. Qualification of the respondent.
TABLE- 3.4
S.NO Qualification No. of respondents percentage

1. 10th 5 5

2. 12th 18 16

3. Degree 72 65

4. Others 15 14

Total 110 100

Source : primary data

CHART 3.4

Source :Primary data

INTERPRETATION:
65% of the respondents are degree holders, 16 %of the respondents are 12th,14%
are the other qualification, 5% are the 10th class.

29
5. Monthly income of the respondent.
TABLE 3.5
S.NO Customer income No. of respondents percentage

1. Below 5000 6 5

2. 5001-10000 22 20

3. 10001-20000 48 44

4. Above 20000 34 31

Total 110 100

Source :primary data

CHART-3.5

Source:primary data

INTERPRETATION:
44% of the respondents are earnings 10001-20000, 31%are the above 20000,
20%of them are 5001-10000, 5%are below 500

30
6. Factors considered while purchasing a product in spencer’s
TABLE 3.6
S.no Particulars No. of respondents %of respondents

1. Fragrance 20 18

2. Quality 52 47

3. Company image 13 12

4. Price 20 18

5. Other 5 5

6. Total 110 100

Source: Primary Data

CHART-3.6

Source: Primary Data

INTERPRETATION:
from the survey it is evident that 47%of the respondents are considered
quality,18%of respondents fragrances and quality, 12%are image and 5% are
others.

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7. Sales Promotion activity attracts you more
TABLE- 3.7
S.no Particulars No. of respondents %of respondents
1. Offers 46 42
2. Discounts 40 36
3. Gift 11 10
4. Price 10 9
5. Other 3 3
6. Total 110 100
Source primary data

CHART-3.7

Source primary data

INTERPRETATION
From the survey it is evident that 42% are attracted by offers and 36%are attracted by
discounts, 10%are attracted by price and 3% are attracted by other promotional
activities.

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8. Survey

TABLE-3.8

S.no Particulars No. of respondents %respondents

1 Highly satisfied 27 25

2 Satisfied 41 7

3 Neutral 31 28
4 Dissatisfied 9 8
5 Highly 2 02
dissatisfied

6 Total 110 100

Source primary data

CHART 3.8

Source: primary data

INTERPRETATION
From the survey it is evident that 37% of the respondents are satisfied,28% are
neutral, 25%are highly satisfied and 8% are dissatisfied and 2% are highly
dissatisfied.
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 9. Thought about the price of the product
TABLE – 3.9
S.no Particulars No. of respondents %of respondents
1 Payback offer 16 15
2 Monthly savings 29 26
3 Gift voucher 11 10
4 Big day offer 38 34
5 Other 16 15
6 Total 110 100
Source: primary data

CHART3.9

INTERPRETATION
From the survey it is evident that 34%of the respondents are satisfied in big day
offer, 26% are satisfied on monthly saving offer, 15% are satisfied by payback
offer, 15% are satisfied by other promotional scheme and 10 % are satisfied with
gift voucher.

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10. Departments that customer prefer to buy more products in spencer’s
TABLE -3.10

S.NO Particulars No. of respondents % of respondents

1 Food 42 38
2 Homeappliances 14 13
3 Toys and sports 21 19
4 Non food 26 24
5 Other 07 6
6 Total 110 100
Source primary data
CHART-3.10

Source primary data

INTERPRETATION
From the survey it is evident that 38%of respondents are prefers food
department, 24% prefers non food department and 19% prefers toys and
sports,6% prefers other activities

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 11. Satisfaction level with the sales promotional activities carried by company
TABLE 3.11
S.no Particulars No. of respondents % of respondents
1 Excellent 29 26
2 Good 22 20
3 Average 42 38
4 Poor 10 9
5 Very poor 7 6
6 Total 110 100
Source: primary data
CHART 3.11

INTERPRETATION
From the survey 38% of respondents are neutral, 26% are highly satisfied, 20%
are satisfied, 9%are dissatisfied and 6% are highly dissatisfied. Regarding
satisfaction levels with the sales promotion activities carried by the company.

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12. Customers opinion about the advertisement
TABLE – 3.12
s.no Particulars No. of respondents % of respondents

1 Highly satisfied 5 5

2 Satisfied 17 15

3 Neutral 56 51

4 Dissatisfied 20 18

5 Highly dissatisfied 12 11

6 Total 110 100

Source primary data

CHART 3.12

INTERPRETATION
From the survey it is evident that 51% respondents are neutral, 18%
dissatisfied,15% are satisfied, 11% are highly dissatisfied,5% are highly
satisfied. Regarding customer supporting advertisement.

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13. Customer consideration about promotional schemes while purchasing product.
TABLE 3.13
s.no Particulars No. of respondents % of respondents

1 Yes 66 60

2 No 44 40

3 Total 110 100

Source primary data

CHART- 3.13

Source primary data

INTERPRETATION
From the survey it is evident that 60%of customers considered promotional
schemes and remaining 40% are not considered.

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14. Opinions about spencer’s in customers point of view in availability of
products TABLE- 3.14
S.no Particulars No. of respondents % of respondents

1 Excellent 33 30

2 Good 41 37

3 Average 32 29

4 Poor 3 3

5 Very poor 1 1

6 total 110 100

Source primary data

CHART-3.14

Source primary data

INTERPRETATION
From the response it is evident that 37% are good , 30% are excellent , 29%are
average 3% are poor ,1% are very poor. Regarding opinions about availability of
products.
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 CHAPTER IV

OBSERVATIONS, SUGGESTIONS& CONCLUSIONS

OBSERVATIONS

The project sales promotion in spencer's has the following findings

• Customer literacy level effects a lot .

• Many of the customers are in the age group of 26-30.
• Even though the availability of products are more the sales are less, due to
the lack of service.
• The buying decisions depend upon there own perception they are not
influencing by anyone of the customer or staff members.

SUGGESTIONS:

1. The pay back is also one of the promotional scheme which need better
improvement, so the company can appoint any employee to convey the details
about the pay back offer.
2. The ambiance in the company is average for the customer because of the
unwanted background music and irritating sound from the external and the
smell from the bakery are also be rectify in future.
3. The advertisement about the company is also in neutral for most of the
customers so have to give it better way of advertisement like frequent telecast
about the products and offers of the company.
4. Arrangements are well made but sometimes the staff members are doing
unnecessary activities like talking with other at the time of customers arrival .
5. Different mode of payment should be available .

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 CONCLUSION:

In my todays study on the sales promotional activities and is effectiveness at

spencer’s, I have conducted the following’
 Most of the customers buying decisions are depend on the quality and
lowest price of the products.
 Most of the customers walk by the produce from food department of
Spencer’s.
 Only monthly savings and high day (S55D) offer are very good schemes
to promote the sake.
 It was found that the company has very good image customer's mind.
 The study reflects that the use of sales promotion undeniably has
increased over the years in India future holds lot of scheme across wider
range of product markets.
 As a result now marketers have to find out the some innovative ways of
sales promotion to differentiate from competitors .

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 ANNEXURE

QUESTIONNAIRE
1. Responses based on age:
• 18-21
• 22-25
• 26-30
• Above 30
2. Responses based on Gender:
• Male
• Female
3. Marital status:
• Married
• Unmarried
4. Qualification of the respondent
• 10th
• Inter
• Degree
• other
5.Monthly Income:
• below 5000
• 5000-10000
• 10000-20000
• Above 20000
6. Which factors do you normally consider while purchasing a product in
Spencer’s.
• Ambience
• Quality
• Company image
• Price
• Others
7. Sales promotional activity attracts you more.
• Offer
• Discount on every article
• Gift on purchase
• Prices off
• Others

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 8. Sales promotional activities are you satisfied more in spencer’s.
• Payback offer
• Monthly saving offer
• 1Gift voucher
• Big day
• Offer(SSSD) • Others if any
9. Department you prefer to buy more products in Spencer’s.
• Fool
• Home appliances
• Toys and sports
• Non food
10. The approach of sales representative.
• Excellent
• Good
• Average
• Bad
• Very bad
11. opinion about the sales promotional activities carried by the company.
• Excellent
• Good
• Average
• Poor
• Very poor
12. Opinion about the advertisement.
• Highly satisfied
• Satisfied
• Average
• Dissatisfied
• Highly Dissatisfied
13. Considering promotional activities schemes while purchasing a product in
spencer’s.
• Yes
• No
14. Opinion about spencer’s on available of product.
• Excellent
• Good
• Average
• Poor

43
 BIBILOGRAPHY

BOOKS Author Publication Year Edition

Conversations Erick SBPD 2011 5th

that win complex Peterson Publishing
sale house

Sales promotion Stella Business 2015 2nd

decision making Minahan & expert press
Steve Ogden

This is marketing Seth Godin Portfolio 2018 3rd

penguin

Websites:

www.spencers.com
www.marketingresearch.com www.wikkipedia.com

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