Effectiveness of Sales Promotion Practices in Retailing. With reference to Consumer Durable Market in India

      Аннотация: Sales promotions have become a vital tool for marketers and its importance has been increasing significantly over the years. The present study is conducted to examine the consumer perception and preference towards various popular sales promotion schemes such as price offs, coupons, free gifts, sweepstakes, hire purchase and exchange offers, that are practiced in India. The study examines the effectiveness of price based and non-price based promotion practices with respect to consumer durables such as Refrigerator, Air Conditioner, Colour Television and Washing machine. A questionnaire survey was conducted with a sample size of 762 customers visiting retail outlets in Bangalore city (India) at the time of sales promotion schemes. Statistical analysis conducted to present the findings that help marketers to design appropriate and effective sales promotion schemes in consumer durable market.

Ключевые слова: Sales Promotion, Retail, Consumer Durables, Price offs, Coupons, Free gifts, Sweepstakes, Exchange offers, Hire purchase