A STUDY ON IMPACT OF SALES PROMOTIONAL STRATEGIES ON THE PURCHASE DECISION OF THE SELECTED FMCGS -WITH REFERENCE TO CHENNAI CITY

deva prasanna

Abstract


Sales promotion is an activity designed to boost the sales of a product or service. Sales promotional strategies should be designed in such a way as to provoke action. It is not meant to be informative, a role which advertising is much better suited to. consumer awareness has increased and manufacturers compete with each other and offer as many deals as possible to increase their market share.so the consumers has to be smart and decide which deal is best for him. The topic for this research is to analyse the sales promotional strategies which the consumer prefers, which type of promotion has given them satisfaction in the past and which tool has made them buy more than planned, so that the success of the sales promotion campaign with reference to FMCGs can be obtained. The study is conducted with a sample study of 500 respondents in Chennai city, Tamilnadu and it revels the different aspects of sales promotion which attract the consumers like the excitement of shopping deals, monetary savings and the satisfaction they get out of deals. This study will help Indian and international manufactures to know the likes and dislikes of the Indian FMCG consumers and most preferred sales promotional strategies. This will help them to devise effective strategies to combat the heavy competition in the FMCG industry.


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ISSN : 2251-1547