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The impact of promotional offers in off season with special reference to big bazaar

Author: 
Srilekha, J. and Jawahar Rani, K.
Subject Area: 
Physical Sciences and Engineering
Abstract: 

Sales promotions have become a vital tool for marketers and its importance has been increasing significantly over the years. In India, sales promotions expenditure by various marketing companies is estimated to be Rs 5,000 crores and the emphasis on sales promotion activities by the Indian industry has increased by 500 to 600 percent during the last 3 to 5 years The growing importance of sales promotion, there has been considerable interest in the effect of sales promotion on different dimensions such as consumers’ price perceptions, brand choice, brand switching behaviour, evaluation of brand equity, and effect on brand perception and so on. One of the purposes of a consumer promotion is to elicit a direct impact on the purchase behaviour of the firm’s customers The study is based on primary data derived through sample survey using pre-tested structured instrument (questionnaire). In order to study the perception of customers on sales promotion, the researchers used fast moving consumer durables, CTV, Washing machines, refrigerator etc. customers as respondents. The instrument consisted of questions pertaining to experience in availing schemes, interest in schemes, perception about the scheme etc. The questions were framed such a way that researchers can identify whether they will recommend the scheme or not and any difference between two types of sales promotions (On Season and off season)’

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