Sunsilk Research
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:
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:
Bibliography: 1. Aradhna Krishna, Imran S. Curriuun and Robert W. Shoemaker, “Consumer Perceptions of Promotional Activity,” Journal of Marketing, Vol.55 (April 1991), pp.4-16. 2. Advertising Association (1997), Marketing Pocket book NTC Publications, Henley-on-Thames. 3. Page Moreau, Aradhna Krishna, Bari Harlam, “The Manufacturer-retailers & wholesalers-consumer triad: Differing perceptions regarding price promotions,” Journal of Retailing, 77 (2001), pp.547- 569. 4. The Times, March 2, 2001. 5. Kotler Phillip, “Marketing Management : Analysis, Planning, Implementation and Control,” 9th ed., Prentice Hall of Bhilai City, 1997.