KIT –KALAIGNARKARUNANIDHI INSTITUTE OF

TECHNOLOGY
DEPARTMENT OF MANAGEMENT STUDIES

M19MBP401 PROJECT WORK

TITLE:

Name of the student :

REG NO. :
CLASS : II MBA
REVIEW NO. :I
DATE :

NAME OF THE GUIDE :

DESIGNATION : ASSISTANT PROFESSOR / MBA
DEPARTMENT : MANAGEMENT STUDIES / KIT
TITLE :

• Introduction of the Project

In modern years, coupon has also been used as an

important tool in marketing campaigns, and Promotional
campaigns including retailer-customized coupons (for the
best customers only and Customized to fit their
preferences) have been progressively used to build
customer loyalty.
Introduction of the company
Introduction of the industry
India is the second largest producer of textiles and garments in the world. India’s fashion
and apparel industry is a significant contributor to the country’s economy, accounting for
2.3% of the GDP. The industry is projected to experience strong growth in the coming
years, with a projected CAGR of 10%, and is expected to reach US$ 190 billion by 2025-
26.

According to the Indian E-commerce Trends Report of Unicommerce, the online fashion
and accessories industry in India witnessed an order volume growth of 20.9%, becoming
the segment with the highest order volumes in FY22 as compared to the previous
financial year.

indian e-commerce trends report of unicommerce

The apparel industry is known for its ability to adapt to change, with new trends and
styles emerging regularly. Change has always been the wardrobe essential of this
industry, happening almost every quarter of each year. This constant need for adaptation
also brings its own set of challenges for the industry.

Keeping up with the fast-paced nature of the industry can be difficult for brands and
retailers, as they need to stay ahead of the latest trends and styles while also managing
costs and maintaining profitability. With a rotational shift happening in the industry,
Unicommerce decided to go ahead and curate e-commerce fashion trends, challenges,
opportunities, and solutions
Review of literature

According to the first approach, digital coupons act as triggers

for purchase decisions, enticing customers back and increasing
customer loyalty and retention (Ahmad and Sanwar, 2018: 37).
Therefore, a digital coupon is simply defined as a marketing
technique that leads to psychological processes.
Similarly, Chaffey and Smith (2008) position digital coupons as a
means of persuading the uncertain customer to buy because a
well-managed database makes it possible to tailor prices to
discrete segments at optimal prices for customers. In this
sense, a digital coupon is part of the direct advertising effect
and allows marketers to get closer to customers, especially the
young customers who are difficult to reach with other media
(Chaffey and Smith, 2008: 155).
The consumer's receipt of a discount coupon is a passive
influence, while the consumer's proactive search for a coupon
is an active influence. Digital coupons are a sales promotion
activity, similar to contests and prizes (Bhatia, 2017: 107).
Statement of the problem
Many methods of marketing can be employed by businesses to gain a stronger hold
of their respective markets. Within the Apparel Industry, with many of the major
competitors offering the same or similar products at the same or similar prices, it is
necessary for businesses to stand out from each other so that they can maximize
profits. Various means of marketing are employed to attract customers and as
promotion is both one of the major forms of marketing and in some regards, one of
the forms of promotions with the quickest results, it is in the best interest of Apparel
stores (as well as business owners in general) to understand effective means of
promotion and how promotion affects consumers and consumer behavior. With the
recent and ongoing economic downturn, it is even more imperative that Apparel
stores attract consumers and make them purchases. Therefore, it is more important
now that Apparel sector can deduce what affect promotional activities have on
consumer purchasing behavior and how consumers rank promotions relative to each
other. Knowledge of how customers rank promotions relative to each other and how
those promotions affect consumers can be useful in deciding which promotions
made need to be altered and which promotions should be used more frequently.
This research study will analyze various forms of promotion and how those
promotion methods affect consumers and their behavior with reference to Apparel
Industry. Membership rewards, mailings, pricing, and other methods of promotion
will be analyzed so that the effects of those promotions on consumers and
consumer purchasing behavior can be better understood
Research Gap
The studies that have been conducted on digital
coupons address a variety of issues,
from the efficiency of digital coupons to customers'
motivations for using them. The definition
and role of digital coupons are also discussed in the
literature based on various aspects of
study on consumer preference towards online
coupon code based promotional activities
Objectives of the study

• To understand the purchasing and spending

pattern of the respondents
• To know the respondents’ opinion towards
coupon code-based promotion activities
• To analyze the preference behavior of the
respondents towards promotional activities
Scope of the study
Coupon has been widely used by marketers as an
important promotional tool in the Product categories. In
the past few years, consumers increased their use of
coupon as a cost-saving measure. Conventional
knowledge suggests that coupons have a positive impact
on sales prospects of the promoted product. The
researcher investigates whether there is a broad
consensus among different researchers as to the impact
of coupons on purchase preference. Retailers regularly
add coupons and discounts into their marketing
strategies to boost sales conversion rates and increase
customer loyalty. While discounts are certainly attractive
to shoppers, digital coupons can also be a successful
means of growing a social media following and email
marketing list or encouraging mobile website usage.
•THANK YOU