Sunsilk Research

Only available on StudyMode
  • Download(s) : 957
  • Published : April 19, 2012
Open Document
Text Preview
A

RESEARCH REPORT

ON

“Impact of sales promotion on consumers, Retailers &
Wholesalers-with special reference to Sunsilk shampoo
At Bhilai region”

Submitted in partial fulfillment for the award of degree of

MASTER OF BUSINESS ADMINISTRATION
OF
SWAMI VIVEKANAND TECHNICAL UNIVERSITY, DURG (C.G)

SESSION : 2006-2008

Submitted by

SUSHMITA YADAV
MBA II Semester, 2007

Approved by

Dr. PRATAP .B. DESHMUKH

DEPARTMENT OF MANAGEMENT
BHILAI INSTITUTE OF TECHNOLOGY
(AN ISO 9002 Certified Institute)
Bhilai House, G.E.Road, Durg-491001 (C.G.), India

Abstract

Understanding perceptions of channel members and consumers regarding sales promotion activities enhances the effectiveness of these activities. Widespread usage of sales promotion activities in Fast Moving Consumer Goods (FMCG) sector makes it imperative that manufacturers take into account channel member and consumer perceptions before planning such programmes. In this paper, an attempt has been made to examine the nature of sales promotion activities in Sunsilk Shampoo category in Bhilai City, study retailers & wholesalers and wholesaler perceptions with respect to these activities and also get an insight into consumer perceptions of these activities. Our findings indicate that with respect to the nature of the schemes, premiums (free gifts) were found to be the most frequently used in both premium and popular Sunsilk Shampoo category, followed by price offs.

DECLARATION

I SUSHMITA YADAV student of M.B.A. IInd Semester in DEPARTMENT OF MANAGEMENT, Bhilai Institute of Technology, Durg (C.G.) Here By declare that the research report work entitled “The Impact of sales promotion on Consumers, retailers & wholesalers-with special reference to sun silk shampoo at Bhilai Region” is the record of original work done by me and the matter enclosed has not been submitted for the award of any other degree of diploma in the university or any where.

DATE:
PLACE:

SUSHMITA YADAV
(M.B.A. IInd SEMESTER)

DEPARTMENT OF MANAGEMENT
BHILAI INSTITUTE OF TECHNOLOGY
(An ISO 9002 Certified Institute)
Bhilai House, G.E. Road, Durg-491001 (C.G.), India

CERTIFICATE

This is to certify that the research report entitled “IMPACT OF SALES PROMOTION ON CONSUMERS, RETAILERS & WHOLESALERS-WITH SPECIAL REFERENCE TO SUNSILK SHAMPOO AT BHILAI REGION” Carried out by SUSHMITA YADAV of, M.B.A. II SEM 2007 is submitted towards partial fulfillment of the requirements for the award degree of M.B.A. 2006-2008.

DATE:
PLACE:
Approved by
Dr.P.B.DESHMUKH
[B.E. (MECH), M.B.A., M.E., Ph.d]
H.O.D & Addl. Director

ACKNOWLEDGEMENT

In the beginning I would like to express my immense pleasure in submitting this research report to Bhilai Institute of Technology. I wish to express my Gratitude to Dr. P.B Deshmukh (Addl. Director & HOD, Deptt. of Management) Who has been kind enough to approve my research report.

I must acknowledge my gratitude to my Research Guide Mr. S. Pandey (Lecturer. Management) for her guidance in understanding the important ingredients of my study.

I shall be failing in my duties if in the end; I do not acknowledge my debt of gratitude to all those who have been helping me from time to time by their in valuable suggestions and constructive comments.

{SUSHMITA YADAV}

CONTENTS

S.No.| Description| Page No.|
01.| INTRODUCTION OF THE TOPIC a) INTRODUCTION * WHAT IS SALES PROMOTION * IMPORTANCE & GROWTH OF SALES PROMOTION IN TODAYS MARKETS * COMPANY PROFILE b) PROBLEM STATEMENT c) RESEARCH OBJECTIVE| 2-17| 02.| LITERATURE SURVEY| 19-22|

03.| RESEARCH METHODOLOGY a) RESEARCH METHODOLOGY * MEANING * PURPOSE OF THE STUDY * POPULATION * SAMPLE * QUESTIONNAIRE * TOOLS & TECHNIQUE OF DATA COLLECTION b) METHODOLOGY * MARGIN PRICE (OUTLAY) RATIO WITH FORMULA c)...
tracking img