ESEARCH EXTRACT

Introduction:

Sales promotion consists of a variety of companies. Sponsored

promotional activities that supplement both advertising and personal set up.
These activities are impersonal and can be directed at industrial buyers,
intermediaries or consumers.

Sales promotion consists of a diverse collection of incentive tools, mostly

short term, designed to stimulate quicker or greater purchase of particular
products or services by consumers of the trade.

Sales promotion tools vary in their specific objectives. Incentive type

promotions are used to attract new buyers, to reward loyal customers and to
increase the repurchase rates of the occasional users. Sales promotion often
attracts the branch switchers, because users of other brands and categories do
not always notice or act on a promotion.

In using the sales promotion a company must establish its objectives,

select the tools develop the program, a pretest the program, implement and
control it and evaluate the results.

Objective:

To understand and analyze various factors influencing sales promotion

program in home appliances (TELEVISION) industry.

To know the factors which influence the purchase decision?

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 To measure the sales promotion effectiveness in home appliances
( TELEVISION) Industry.
It attracts the brand switchers and increases the sales volume.

Scope of study

The scope of the study gives an idea to develop the sales promotion
activities in home appliances (Television) industry. It involves the evaluation of
the present promotional activities. With the help of the study we can give
suggestion regarding sale promotion and services offered by the home
appliances (Television) industry. The study brings an awareness of the sales
promotional activities by advertising in an accepted media.

Research methodology

Research design is the arrangement of condition for collection and

analysis of data in a manner that aims to combine relevance to the research
purpose with economy in procedures. The research design used for this study is
Descriptive Research. It focuses on the accurate description of the variables in
the problem model. Any source of information can be used in a descriptive study,
although most studies of this nature rely on secondary data source of survey
research. The sampling design followed in the survey is simple random
probability sampling in which each population element has a known and equal
chance of selection.

Sample unit:

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 Generally customers as a source of primary data collection have been
surveyed for the purpose of obtaining information.

Sample size

For this research work due to time constraint the sample size taken is 250.

Sampling procudure:

Consumers have been surveyed through the questionnaire in personnel.

Contribution of the study

The main purpose of the study is to know the effectiveness of the promotional
activities in the home appliances (TELEVISION) industry. From the study we
expect to know to what extent the promotional activity benefited to the industry
and what the things are that customer expects to do from the industry to improve
sales.
The effectiveness of promotional activities helps the company to increase the
sales and encourage the repeat purchase. We also try to know the awareness of
the sales promotional activities as advertising plays an important role in sales
promotion.

DEPARTMENT OF MANAGEMENT STUDIES 3 CITY COLLEGE

 INTRODUCTION

DEPARTMENT OF MANAGEMENT STUDIES 4 CITY COLLEGE