A STUDY ON MARKETING SALES AND PROMOTION IN NC GASOLINE

ENGINE ANALYTICAL CENTER AT CHENNAI

ABSTRACT

This presents how marketing concepts and tools may be applied in investment
appraisal studies. The marketing evaluation process begins with a description of the project
concept based on the market need the project aims to satisfy. This aids the definition of the
project's relevant market and leads to an analysis of the market. The market consists of
customers and competing suppliers. The project must try and match its potential capabilities
to existing and potential customer needs. In doing this, the project gains competitive edge and
maximizes potential performance.
Market performance is a measure of the project's ability to satisfy the key market need
factors within its defined target market. The shows how a project analyst may evaluate a
project's market performance. Such a measure may be used as an indicator of competitiveness
by which to project market expansion and market share estimates. In economic analysis a
market expansion, is an outward shift in the demand curve, and takes place when a project
achieves a competitiveness rating higher than the level of other market competitors.
 CHAPTER-I

INTRODUCTION

One of the most difficult marketing decisions facing companies is how much to spend on
promotional John Wanamaker, the departmental - store magazine, said, "I know that half of
my advertising is wasted but I don't know which half."

Thus it is not surprising that industries and companies vary considerably in how much they
spend on promotion. Promotional expenditures might amount to 30-50% of sales in case in
cosmetics industry and only 10-20% in the industrial equipment industry. Within a industry, a
low and high spending companies can be found.

How do companies decide on their promotion budget? There are mainly four methods of
sales promotion:

AFFORDABLE METHOD:

Many companies set the promotion budget at what they think the company can afford. One
executive explained this method as follows: "Why, it’s simple. First I go upstairs to the
controller and how much they can afford to give us this year. He says a million and half.
Later, the boss comes to me and asks how much we should spend and I say ‘Oh about a
million and half."

It is a method which is uncertain one and makes long term planning difficult.

PERCENTAGE OF SALES METHOD:

 Many companies set their promotion expenditures at a specified percentage of sales.

Accordingly the sales is set on the basis of sales.
 Advertising Effectiveness Project Report
 Internal Customer Satisfaction Project Report
 In this a specified sales percentage is decided for the promotional budget Advantages
of this method:
  First, its use means that promotional budget vary with what a company can afford.
 Second, it encourages the management to think in terms of the relationship among
promotion costs, selling price, and profit per unit,
 Third, it encourages the competitive stability to the extent that competing firms spend
approximately the same % of their sales on promotion.
 In spite of the advantages, the % sales method has little to justify it. Its reasoning is
circular: It views sales as the determiner of the promotion rather than as a result. It
leads to budget setting by availability of funds rather than by marketing opportunities.

COMPETITIVE PARITY METHOD:

Some companies set their promotional budget to achieve share-of-voice parity with other
competitors. Two arguments are made in support of competitive parity method. One is that
the competitor’s expenditure represents the collective wisdom of the industry. The other is
that maintaining a competitive parity helps prevent promotional wars.

Neither argument is valid. There are no grounds for believing that competition knows better
what should be spent on promotion.

OBJECTIVE AND TASK METHOD:

The objective & task method calls upon marketers to develop their promotion budgets by
defining their specific objectives, determining the task that must be performed to achieve
these objectives, and estimating the cost of performing these tasks.

DECIDING ON THE PROMOTION MIX:

Companies face the task of distributing the total promotion budget over the five promotional
tools:

 Advertising
 Sales Promotion
 Public Relations and Publicity
 Sales Force
 Direct Marketing.

Whatever method a company adopts for promoting its product it must be from above
mentioned method.
What is Sales Promotion?

Promotion is the final element in the marketing mix. After the nature of product is
decided, its price fixed and the methods of distribution decided, the manufactures has to take
effective steps in meeting the consumers in the markets. In the present consumer oriented
markets it is the duty of manufacturers to know what is required by the consumer. It is also
their duty to make the customers know where, when how and at what prices. The products
would be available.

Meaning of Promotion

The term promotion is the term and includes mainly three type of sales activity :

1. Mass impersonal selling methods (Advertising).

2. Face to face personal selling (Salesman ship).

3. Activities other than personal selling and advertising such as point of purchase display
(P.O.P.) show and exhibitions, demonstrations and other non securing selling efforts. This
form of activity is called ‘Sales Promotion’.

There are two type of promotion blends:-

1. Pull Blend.

2. Push Blend.

Both of these are closely related to the channel of Distribution.

A pull blend is one in which mass impersonal, sales efforts are given the greatest emphasis.
The purpose of pull blend to NC GASOLINE ENGINE ANALYTICAL CENTER AT
CHENNAI pre-sell to the final consumers. So that they demand the product at the retail level
of distribution. The firm adopting this strategy would spend more on advertising and sales
promotion rather than in personal selling. These efforts pull down the product from the
manufacturer.

A push blend emphasizes personal selling. Naturally firms adopting this method develop a
strong sales force at both the distributor and the dealer level. This method would tends to
push the product through the channel of distribution.
Promotion and Selling

The term promotion is very often used as a synonym for selling. But selling is a narrow term
which includes only transfer of title or personal selling. Promotion on the other hand is
broader in its outlook and includes a variety of activities used ultimately for increasing sales
volume.

Marketing and Sales Promotion

Similarly the terms sales promotion cannot be taken to mean what is commonly does. Sales
promotion is only a part of the promotion. Basically promotion is an "exercise" in
information persecution and influence. Promotion has come to mean the overall co-ordination
of advertising selling, publicity and public relations. Promotion is a helping function designed
to make all other marketing activities more effective and efficient. But sales promotion as
such helps only the selling activity still, there exit same difference of opinion on the real
connection of the term sales promotion.

Acc. to A.H.R. Delons:-

"Sales promotion means any step that are taken for the purpose of obtaining or increasing
sales".

Acc. to W.Q. Kelly Opines:-

"Muddled misused misunderstood that is sales promotion Acc. to him the field of sales
promotion as a marketing activity is still vaguely defined and organized.

Sales Promotion and Advertising

There is no universally accepted distribution between these two terms. To same advertising
includes all forms of mass media communication directed towards influencing the end
consumer. Sales promotion on the other hand, includes the form of mass communication
directed towards information and influencing the channel of distribution (e.g. distributors,
retailers etc.). Hence a price of product literature distributed by retailers in sales promotion.
These sales promotion merges on one side in to advertising and on the other in to personal
salesman ship. It is concerned with the dissemination of information to whole salers, retailers,
customers (both actual and potential, and to the salesman).
Sales promotion is concerned with the creation. Application and dissemination of material
and techniques that supplement advertising and personal selling. Sales promotion makes use
of direct mail, catalogues, trade shows, sales contests, premiums, samples, windows displays
and other aids. Its purpose is to increase the desire of salesman, distributors and dealers to sell
a certain brand to make consumers more eager to buy that brand. Personal selling and
advertising do include prospects to make these decisions. Sale promotion provides an extra
stimulus.

OBJECTIVE OF SALES PROMOTION

 To increase sales directly by publicity through media which are complementary to

press and poster advertising.
 To disseminate information through sales man dealers etc. So as to insure the product
getting in to satisfactory use by the ultimate consumer.
 To attract new consumer.
 To face the competition effectively.
 To help salesman in selling more to the retailers and consumers.
 To check seasonal decline in sales. Generally speaking sales promotion involves
rendering the following services:-

(a) Services to dealers.

(b) Services to own salesman.

(c) Special publicity.

Sales Promotional at different levels

1. Sales promotion at Dealers Level:-

It may include various schemes some of which are discussed here.

(i) Advertising Materials:-

The advertising material prepared by the company such as store signs, banners, shelf signs,
board etc. are distributed to sub dealer for display purposes this is in fact a method of
advertising.
(ii) Store Demonstration:-

In the promises of the wholesaler or the retailer the products sales personnel will conduct
special demonstration for the company’s product. A personal demonstration is good to
introduce a new product at its peculiar advantage can be high lightened and the consumer’s
doubt clear. It can be used to reticulate an old product. A good demonstration with a great
dealer of action will draw heavy crowds in to the store and will attract attention to the
product.

(iii) Special Display and Shows:-

These are in seasonal in character but could be arranged in an elaborate manner and for all
the products of a company. Usually these are arranged along with trade fair and exhibition.
Besides effecting sales these shows impress the company’s name generally on the public.

Sales promotion at consumer’s level

The various schemes of sale promotion at Consumer’s Level may include.

1. Coupons (A Chit of Stated Value):-

These are given directly to the consumer these coupons are in most cases kept inside the
package. The consumers many receive a price reduction of the stated values of the coupon at
the time of purchase. The retailer receives reimbursement for the value of the coupon form
the manufacturer. Coupons act as a short run stimulus to the sale of the product, since they
are directly tied with the purchase of the item. They encourage the retailer to stock the
product.

What is important is that a coupon offer does not spoil the named price of the brand nor does
it un pair the margin of the dealers. But it is not easy to measure the effectiveness of a coupon
offer. One over knows how many customer would have bought the product without the
incentive. It is also difficult to find out how many customers were held after the coupon offer
expired.

2. Price-off-offer (Also known as bargain offer price packs):-

This offer is intended to stimulate the sales during a slump season. In this method the
customer is offered a reduction from the printed price list. It is also used when a substitute for
competing product enters the market.
Many experts on sales promotion fed that ‘Off Schemes’ are among the weaker and less
desirable methods of promotion. These can be trade resentment particularly when the retailer
raises the price to retain his margin. Secondly that is not conductive to building up brand
loyalty. Consumers may simply shift to the products that offer this scheme.

3. Samples:-

In the hope of converting a prospect into a customer a sample (Some quantity of the product)
may be given. This helps the consumer to verify the real quality of the product. Various pair
manufacturing companies offer this method. For developing brand loyalty this method is
quite useful. Sampling is a fast method of demand creation because one knows the result as
soon as the consumer has had time to use the sample and buy the brand.

Disadvantage of Sampler:-

Offering sample in quit expensive. There is the cost of producing samples. The distribution
costs are also high. Sample has to be mailed to potential customers or to be distributed
through retail shops. There are also problems when the real product does not resemble the
sample supplied.

4. Money Refund Offer:-

An offer usually stated on the package is that manufacturers will return with in a stated period
part or all of the purchaser’s money if he is not completely satisfied with the product.

5. Trading Stamps:-

A premium in the form of stamps is given by the sellers to consumers while selling goods.
The number and value of stamp that the buyer receives depends on the values of the
purchase. These stamps are redeemable through premium catalogues at the stamp redemption
centers.

6. Buy-Back Allowance:

This an allowance following a previous trade deal not offer a certain amount of money for
new purchases based on the quantity of purchases on the first trade deal. It extends the life of
a trade deal and helps to prevent part deal sales decline. It greatly strengthens the buyer’s
motivation to co-operate on the first deal.
7. Premium:-

There are various forms of premiums provided by the manufacturer as sales promotional
devices:-

(a) Coupons are supplied for effecting price reductions.

(b) Factory in pack premium these are popular in the case of Body food and Tin food items,
Spoons, Cups, Measuring, Glass etc. and such other items are packed with the product in the
box itself. Factory in pack premium are particularly goods for product meant for children.
The NC GASOLINE ENGINE ANALYTICAL CENTER AT CHENNAI packs contain
animal shape toys. These are very attractive and quite popular among the children.

(c) Self Liquidating Premiums:-

The cost of the premium is collected from the buyer himself. But when the buyers pay for it
he has to pay only a considerably low price for the premium. This is possible for the
manufacturer purchases the items in bulk at a premium and his cost per unit as is substantially
low.

Other Steps by Manufacturer for Promoting Sales

Dealers can be helps in different ways:-

1. Communicating Market News:-

Often this service is reciprocal the manufacturer may acquaint his dealer with the fact relating
to his production and prices while the dealer may familiarize him in return with the
information bearing on charges in the consumer's demand, their like and dislike complaints
and criticism, substitutes etc.

2. Inviting to Sales Conference and Convention:-

The gestures of regard and respect pave the way for better relation and co-operation.

3. Offering Reasonable Terms of Sale:-

Of all the forms of encouragement, the monetary incentive evokes immediate response.
Hence every producer must offer the most responsible terms of sale such as longer periods of
credit and higher rates of descants.
4. Supplying suitable packages and useful things.

5. By taking the return back.

6. By furnishing them with sales literature and display materials.

Aggressive Selling Meaning:-

Goods are produced for market. Manufacturers have to make efforts to sell all they produce.
When the manufacturers use various sales efforts to obtain increased sales volume for his
product it is called aggressive selling or offensive selling. The sales efforts which a
manufacturer makes to retain his customers i.e. to protect his already established market
against his competitors is termed as defensive selling. In contrast to this aggressive selling is
concerned with the sales efforts made with the express objective of selling more by
expanding the market for the product of the selling firm.

Aggressive Selling and Defensive Selling:-

Aggressive selling is based on the answer to the question how much does the firm gain (in
term of sales with profit) by using this method defensive selling is based on consideration as
to how much the firm will lose if it does not use this method increase of sales can be obtained
from two sources:-

 New customers if the market is expending.

 From the competitors i.e. those consumers who were purchasing similar product of
competition firms, if the market for the product is static.

Acc. to H. Whitehead:-

"In case of an expanding market the entire firm may stand to gain by following the methods
of aggressive selling but if the market is static manufacturer of a new market will have to be
much more aggressive to capture the established market of competitors".

When Aggressive selling is resorted?

Usually manufacturer of a new product has to do aggressive selling:-

1. When the product has been improved.

2. When the manufacturer’s product is supervisor in quality to the product of the established
competitor.

3. When the total market for the product or line of product to expanding.

4. If the manufacturer’s share of the market is comparatively small.

5. If the manufacturer has unused production capacity with heavy investment in plant and
equipment he will like to develop the demand for his product rapidly so that demand for his
product is equal to the optimum production capacity of his plant ; and

6. When primary demand for a product must be created and provision must be made in the
channel of distribution to educate consumers regarding the new product and to instruct them
in its use.

Method of Aggressive Selling:-

Sales promotion efforts use for aggressive selling may be divided in two classes.

1. Trade Promotion.

2. Consumer Promotion

1. Trade Promotion:-

Under trade promotion methods special incentives are offered to the trader to buy products of
the firm. Such incentive may take one or more of the following firm:-

(a) Cash Allowance:-

A definite percentage of discounts is allowed on the purchase of given unit of a product.

(b) Extra Product:-

Instead of giving any cash allowance extra product is given with each unit of product ordered.
For instance if a box normally contains 20 Cakes of Soap, special box contains 25 cakes may
be made and sold at the same price as that of the box of 20 cakes.

(c) Gifts:-

Various gifts are awarded in return for an order of a particular magnitude.

2. Consumer Promotion:-

Under consumer promotion method special incentives are offered to the consumers to buy the
firms product. The more prominent amongst such incentives are as following.

(a) Coupons:-

A coupon of a giving value is sent to the consumer. By presenting this coupon to the retailer
consumers can purchase a particular product mentioned on the coupon at a reduced price. The
retailer sells the products mentioned. In the coupon to such consumer (consumers presenting
the coupons) under an agreement with the manufacturer at a price lower than the user retail
price. Thus the consumer gets the benefit of reduced price to the extent of the value of the
coupons.

(b) Self Liquidating Offers:-

Under this system, the firm offers an article at an attracting price if the consumer sends a
given sum of money accompanied by a given number of box tops from the packages of a
particular product the benefit to the consumer is that he receives the articles at a bargain
price.

(c) Bargain Packs:-

Under this system a product is sold at a reduced price for a short period Bargain pack method
encourages new consumers to try the product. It is also helpful in obtaining large displays in
the shops.

(d) Sampling:-

The method involves giving the product or a small quantity of the product to a consumer free
with the hope that the customer will be favorable impressed with its actual use and will
eventually become a regular purchaser of the product.

A firm selling new product or an extensively improved product finds this methods useful.
Also a firm whose market is holds by competitors whose free sampling almost expensive.

The above mentioned methods may be reinforced by adopting.

 (i) Direct method of selling through.
(ii) Offer of door to door selling.
(iii) Hire purchase and installment payment methods of selling and by forming
combination.

Other Methods of Aggressive Selling:-

 Employment of ‘Missionary Salesman also known as Promotional Salesman’. These

salesman call upon retailers and aggressively promote a product.
 Instead of using wholesalers, the firm may develop its own sales force to call directly
on retailers.
 The firm may follow a compromise method by employing a manufacturer’s agent and
giving him a large enough commission to encourage him to sell product intensively
and aggressively.
 New territory exploitation sales promotion has a particularly important role in
developing the company’s product in new territories.
 Increment and promotions.
 Letters to dealer and Customer.

In fact, an ingenious sales manager can devise any number of incentives schemes for
promoting the sales volume.

OBJECTIVES OF THE STUDY

The major objective of the research is to and out the market potential of century
industries product line. This will help to know that what are the prospective of century as a
whole & will also give an idea about its credibility, customer's point of view & stability; apart
from all these it will help me to analyze the upcoming future of the company. To study &
analyze the buying behavior of consumers. Dealers.

Retailers towards NC GASOLINE ENGINE ANALYTICAL CENTER AT

CHENNAI brand as compared with similar product of some other companies. Thus
understanding the consumer acceptance of the products. To know about the demand &
consumption of the products manufactured in the NC GASOLINE ENGINE
ANALYTICAL CENTER AT CHENNAI and thereby getting an idea about market
forecast. The NC GASOLINE ENGINE ANALYTICAL CENTER AT CHENNAI is
huge & variety of product mix has been found which serve the purpose industrial users & the
ordinary customers like us and well.

Through this knowledge about the verities of products & their demand in the scenario
can be identified. To study the various promotional offers which are offered by the NC
GASOLINE ENGINE ANALYTICAL CENTER AT CHENNAI to its various dealers
and industrial buyers so that much effort towards the promotion of their product is done?

SCOPE OF THE STUDY

The scope of market study of NC GASOLINE ENGINE ANALYTICAL CENTER

AT CHENNAI . It has helped to provide knowledge about the market trend demands &
consumption patterns. Future prospects in tens of potential growth. Consumer taste & buying
behavior for the CPP product & other aspects related to channel& network i.e. -distribution.
At the same time some bottlenecks & loopholes in the entire process could also be taken into
consideration for the solutions as well as betterments also the following few aspects could be
taken care off through this research study;

Adjudge the relationships & association among the dealer & company: This is mainly related
to the intet' relationships on which the company has a bond with the various buyers so that a
smooth and Co-cordial relationship exists between them

Identifying those attributes on the basis of which the dealer exlects the products of CPP:

This is mainly concerned with the preferences which the compute offers to its buyers in terms
of discount or attractive hampers which they receive on the fulfillment of its targets that it has
to cater.

Popularity of company products among customers: This refers to the image which the
company has been able to create among its esteemed customers and buyers through its
enormous quality services that they are able to provide. Customer satisfaction is one of the
most important priorities as it is the foundation for the growth of a strong industrial unit.lt
also helps to build up its brand image among its competitors that operates in the market.

To analyze the order quoted by the dealer & its fulfillment made by the company: This refers
to the features which are required by the dealers in the products which they purchase from the
company. They also see whether the requirements quoted by them to the company have
LIMITATIONS OF THE STUDY:

 The responses may be biased as some of the respondents may not have revealed the
true pictures.
 The Company officials also too tend to give biased answers as they always want to
give a rosy picture of their company product ‘liter company workers were reluctant to
give information about the product.
 The sample was restricted to the NC GASOLINE ENGINE ANALYTICAL
CENTER AT CHENNAI.
 There were time and money constraints.
 This project was limited to a span of two and a half months and so had to restrict it to
opening areas of Uttaranchal.
 Due to money constraints the study was restricted to a sample of S0 dealers and
buyers.
 Transportation and viability of staying there was also a major constraint.

RESEARCH METHODOLOGY

RESEARCH DESIGN

Research design has been done by carrying out surveys and fling up of questionnaires
by the buyers and dealers. This was mainly an explanatory son of a research so that the idea
behind the project can be carried out. The research was carried on by judgmental sampling
and snow ball sampling as well as the population to be studied is difficult to if some members
are thought to be better (more knowledgeable. more willing. etc.) than others to interview.
Relyingon the judgment of some knowledgeable experts may be far more productive in
identifying potential interviewees than trying to develop a list of the population in order to
randomly select a small number.

RESEARCH METHODOLOGY

Research type
Descriptive research Population size Customers NC GASOLINE ENGINE ANALYTICAL
CENTER AT CHENNAI

Sampling techniques

Convenience sampling

Sampling area

NC GASOLINE ENGINE ANALYTICAL CENTER AT CHENNAI

Sampling size 100

Data collection instrument

Questionnaire 30

Data collection

Primary Questionnaire Secondary Journals, websites, books

Statistical tool

Chi square, simple percentage, weighted average, Simple Correlation

DESCRIPTIVE RESEARCH

Descriptive Research is the process of finding solutions for a problem after a tough study and
analysis of situational factors. It tries to solve a complex and complicated problems through
uses of various tools and techniques. These tools and techniques try to bring out a logical
accurate and scientific solution for a given problem.

RESEARCH DESIGN

Research Design is the arrangement of conditions for collections and analysis of data in a
manner that aims to combine relevance to the research purpose economy in procedure in fact
the research design is the conceptual structure within which research is conducted. It
constitutes the blue print for the collection and analysis of data. The research design adapted
in the study was descriptive study
Sampling Technique

The sampling technique which was used is convenience sampling.

SOURCES OF DATA

The two main sources of data for the present study been used are primary and secondary
data.

PRIMARY DATA

This data was collected from the respondents.

SECONDARY DATA

Under this the sources were taken from books, company brochures and internet for this study.

SAMPLING DESIGN

A sampling design is a define plan for obtaining a sample from a given population. It refers to
the technique or the procedure, the research would adopt in selecting items for the sample.
Sample is the process of selecting a sufficient number of elements from the population, so
that a study of the sample and an understanding of its properties or characteristics would
make it possible for us to generalize such properties or characteristics to the population
elements.

SAMPLE POPULATION

My sample population is the customers of the NC GASOLINE ENGINE ANALYTICAL

CENTER AT CHENNAI

SAMPLE SIZE

Considering the nature and extent of the study and with the time constraint a sample size of
“100”respondents have been taken.
SAMPLING TECHNIQUE:

Snow ball sampling has been used for the purpose of studying the dealers and retailers as it
helped in locating the dealers who were presently engaged in the sales of NC GASOLINE
ENGINE ANALYTICAL CENTER AT CHENNAI

Convenient sampling method was used for dealers in distant places as accessibility emerged
as a problem in these locations.

METHODOLOGY AND FRAMEWORK

Statistical tools used for data analysis the following tools were used for data analysis and
interpretation.

i. Percentage method
ii. Chi- square analysis
iii. Simple Correlation
iv. Weighted average method Percentage method Percentage refers to a special kind
of ration. Percentage is used in making comparisons between two or more series
of data.

Percentage is used to describe relationships. Percentage can also used to compare the relative
terms the distribution of two or more series of data.

Chi- square test

The objective of the Chi- square analysis is to determine whether real on significant
differences exist among various groups. It helps to find out whether two (or) more attributes
are associated (or) not whether the attributes are dependent (or) independent. Chi – square
test involves a comparison of expected frequency (Ei) with the observed frequency (Oi).
Simple correlation When two variables are studied it is a simple correlation.
 CHAPTER II

REVIEW OF LITERATURE

REVIEW OF LITERATURE

Promotion & Consumption Does consumption respond to promotion? Many studies have
focused on the effects of promotion on brand switching, purchase quantity, and stockpiling
and have documented that promotion makes consumers switch brands and purchase earlier or
more. The consumers’ consumption decision has long been ignored, and it remains unclear
how promotion affects consumption (Blattberg et al. 1995). Emerging literature in
behavioural and economic theory has provided supporting evidence that consumption for
some product categories responds to promotion.

Using an experimental approach, Wansink (1996) establishes that significant holding costs
pressure consumers to consume more of the product. Wansink and Deshpande (1994) show
that when the product is perceived as widely substitutable, consumers will consume more of
it in place of its close substitutes. They also show that higher perish ability increases
consumption rates

. Adopting scarcity theory, Folkes et al. (1993) . show that consumers curb consumption of
products when supply is limited because they perceive smaller quantities as more valuable.
Chandon and Wansink (2002) show that stockpiling increases consumption of high
convenience products more than that of low-convenience products.

SALES PROMOTION AND CONSUMER RESPONSE/ PREFERENCE

Consumer promotions are now more pervasive than ever. Witness 215 billion manufacturer
coupons distributed in 1986, up 500% in the last decade (Manufacturers Coupon Control
Center 1988), and manufacturer expenditures on trade incentives to feature or display brands
totalling more than $20 billion in the same year, up 800% in the last decade (Alsop 1986;
Kessler 1986). So far, not much work has been done to identify the purchasing strategies that
consumers adopt in response to particular promotions, or to study how pervasive these
strategies are in a population of interest.

Blattberg, Peacock and Sen (1976) define a purchase strategy as a general buying pattern
which "incorporates several dimensions of buying behaviour such as brand loyalty, private
brand proneness and deal proneness." A greater understanding of the different types of
consumer responses to promotions can help managers to develop effective promotional
programs as well as provide new insights for consumer behaviour theorists who seek to
understand the influence of different types of environmental cues on consumer behaviour.

Blattberg, Eppen, and Liebermann (1981), Gupta (1988), Neslin, Henderson, and Quelch
(1985), Shoemaker (1979), Ward and Davis (1978), and Wilson, Newman,and Hastak (1979)
find evidence that promotions are associated with purchase acceleration in terms of an
increase in quantity purchased and, to a lesser extent, decreased inter purchase timing.

Researchers studying the brand choice decision-for example, Guadagni and Little (1983) and
Gupta (1988)-have found promotions to be associated with brand switching. Montgomery
(1971), Schneider and Currim (1990), and Webster (1965) found that promotion-prone
households were associated with lower levels of brand loyalty of the According to Rust,
Ambler, Carpenter, Kumar, & Srivastava (2004), it is important to measure marketing asset
of a firm which they define as customer focused measures of the value of the firm (and its
offerings) that may enhance the firm‘s long-term value. To measure this, they focus on two
approaches: brand equity and customer equity. Measuring brand equity deals with the
measurement of intangible marketing concepts, such as product image reputation and brand
loyalty.

Rajagopal (2008) supports the view of measuring the marketing asset of a firm and
highlights that the major advantage of a brand measurement system is that it links brand
management and business performance of the firm and is a strategic management tool for
continuous improvement rather than a static snapshot in time of the brand‘s performance.

Davis (2002) adds that brands should be managed as assets using a top down approach where
senior executives embrace the concept that marketing should have a leading seat at the
strategy table and use the brands to drive key strategic decisions. Also if senior executives are
vocal and show commitment to the brands, then employees within an organization will start
taking ownership brand.

SALES PROMOTION TYPES AND PREFERENCES

At this point, it is useful to define what mean by the terms "expected price" and "price
promotion." Following Thaler (1985), it is viewed that the price consumers‘ use as a
reference in making purchase decisions as the price they expect to pay prior to a purchase
occasion. Further, the expected price may also be called the "internal reference price" (Klein
and Oglethorpe 1987) as opposed to an external reference price such as the manufacturers'
suggested list price. Finally, a brand is on price promotion when it is offered with a
temporary price cut that is featured in newspaper advertising and/ or brought to consumers'
attention with a store display sign.

The price expectations hypothesis has been used to provide an alternative explanation for the
observed adverse long-term effect of price promotions on brand choice (Kalwani et al. 1990).
Previous research has shown that repeat purchase probabilities of a brand after a promotional
purchase are lower than the corresponding values after a non promotional purchase (Dodson,
Tybout, and Sternthal 1978; Guadagni and Little 1983; Shoemaker and Shoaf 1977). Dodson,
Tybout, and Sternthal evoke selfperception theory to predict that if a purchase is induced by
an external cause (such as a price promotion) as opposed to an internal cause (e.g., the brand
will be reduced when the external cause is removed. Promotional purchases". The behaviour
of households that have low probabilities of buying a brand upon the retraction of a deal can
be explained 1readily in a price expectation framework. It has been suggested that the price
they expect to pay for the brand may be close to the deal price and they may forego
purchasing the focal brand when it is not promoted because its retail price far exceeds what
they expect to pay for it. It has been investigated that the impact of price promotions on
consumers' price expectations and brand choice in an interactive computer-controlled
experiment

. Manohar U. Kalwani and Chi Kin Yim discussed that expected prices were elicited directly
from respondents in the experiment and used in the empirical investigations of the impact of
price promotions on consumers' price expectations. Further, rather than studying the impact
of just a single price pro- motion and its retraction, they assessed the significance of the
dynamic or long-term effects of a sequence of price promotions. They have concluded that
both the price promotion frequency and the size of price discounts have a significant adverse
impact on a brand's expected price.

Consistent with the findings of Raman and Bass (1988) and Gurumurthy and Little (1989),
they also found evidence in support of a region of relative price insensitivityaround the
expected price such that changes in price within that region produce no pronounced change in
consumers' perceptions. Price changes outside that region, however, are found to have a
significant effect on consumer response. Further, they discussed that promotion expectations
are just as important as price expectations in understanding consumer purchase behaviour. In
particular, consumers who have been exposed to frequent price promotions in support of a
given brand may come to form promotion expectations and typically will purchase the brand
only when it is price promoted. Added to it, in the case of price expectations, consumer
response to promotion expectations was asymmetric in that losses loom larger than gains.

Applying Helson's (1964) adaptation-level theory to price perceptions, Sawyer and Dickson
(1984) suggest that price promotions may work in the short run because consumers may use
the brand's regular price as a reference and then are induced by the lower deal price to
purchase the brand. However, frequent temporary price promotions may also lower the
brand's expected price and lead consumers to defer purchases of the brand when it is offered
at the regular price.

Tversky and Kahneman (1974) have shown that people rely on a limited number of heuristic
principles that reduce complex tasks of assessing probabilities and predicting values to
simpler judgmental operations. In some cases, people may anchor and adjust their forecasts
by starting with a preconceived point and weigh that point heavily in arriving at a judgment.
When the frequency of past price promotions is "very low," consumers identify a price
promotion offer as an exceptional event and may not modify the brand's expected price. The
brand's expected price then will be anchored around the regular price because of insufficient
adjustment. In other cases, people may arrive at a judgment on the basis of how similar or
representative the event is to a class of events. Therefore, when a brand is price promoted
"too often," consumers come to expect a deal with each purchase and hence expect to pay
only the discounted price on the basis of its representativeness.

Davis, Inman, and McAlister (1992) also examine the difference between pre and post
promotion brand evaluations at the individual level but find no evidence that price
promotions affect evaluations for frequently purchased branded packaged goods. Across
three promoting brands in each of four different product categories, evaluators of promoted
brands in the post promotional period are not found to be lower than in the promotional
period, The studies by Scott and colleagues indicate that promotions have a damaging effect
on post trial evaluations, whereas Davis, Inman, and McAlister's study suggests that the
impact of promotions on brand evaluations in these packaged goods categories is, on average,
nonexistent.
THE VALENCE OF A PROMOTION

The price-quality literature has found that a relatively lower price generally is interpreted as
an indicator of inferior quality and that this effect is magnified when only price information is
available to make a judgment (e.g., Etgar and Malhotra 1981; Monroe and Petroshius 1981;
Olson 1977;

Rao and Monroe 1988). Although the economic aspect of price leads to reduced demand at
higher prices, the quality inference leads to enhanced demand at higher prices or requires a
trade-off between price and inferred quality (Hagerty 1978; Levin and Johnson 1984). The
extent to which consumers use price as an indicator of quality depends on the availability of
alternative diagnostic information (Szybillo and Jacoby 1974).

Rao and Monroe (19B8) find evidence that, with increased product familiarity, people
increasingly used intrinsic (versus extrinsic) product quality cues to make quality judgments.
The greater the amount of other information available, the smaller will be the effect of price
on perceived quality (Rao and Monroe 1988). Because price promotions reduce price and
because lower prices are associated with lower quality, we predict that when other
information diagnostic of quality is not available, offering price promotions will lead to
inferences of lower quality.

Similarly, Lichtenstein and Bearden (1986) examine product, circumstance, and person
attributions for a promotion. They find that product attributions were valenced negatively, for
example, "because the car is inferior" and "because the car has poor styling." Therefore, if
consumers undertake attributional thinking when exposed to a price promotion and if these
attributions are to the brand, the attributions are more likely to lead to unfavourable brand
evaluations.

WHEN PROMOTION IS INFORMATIVE

The preceding leads to the question: What is the likelihood that a given promotion will be
attributed to brand related factors rather than external, situational factors? Attribution
theorists, starting with Heider (1958), have found that observers attribute another person's
behaviour to intrinsic or dispositional qualities rather than to situational factors, even when
the behaviour easily could be explainable by the latter. This phenomenon, called the
"fundamental attribution error" (or "correspondent inference theory"; Jones and Davis 1965),
predicts that consumers attribute promotional behaviour to the disposition of the brand rather
than industry characteristics. Thus, because consumers are more likely to attribute
promotions to brand-related (versus industry-related) factors and because these factors are
typically negative, offering a promotion should affect brand evaluations unfavourably. To
illustrate, if a brand that has been promoted frequently in the past is promoted currently, the
current promotion conveys little that is new about the brand to consumers, and they are not
likely to give the current behaviour much thought. Conversely, if a brand that has never been
promoted in the past is promoted, this is informative and more likely to lead to a re evaluation
of the brand

. This construct, formally termed "consistency" in the attribution literature, has been shown to
affect the extent to which people make personality inferences about another person given his
or her actions (Einhorn and Hogarth 1986; Hastie 1984; Hilton and Slugoski 1986; Jones and
Davis 1965; Kelly 1967, 1972). Consistent with this logic, in the context of reference prices,
Lichtenstein and Bearden (1989) find that consumers' price perceptions were dependent on
the consistency of merchants' price claim policies. Consumers should find promotional
behaviour more informative of a brand's quality when it is inconsistent with past behaviour
than when it is consistent. The valence (the intrinsic positive or negative characteristic) of a
behaviour has been well researched in social psychology and shown to affect the salience
(Fiske 1980) and the processing of information (Fiske 1980;

Skowronski and Carlston 1989), Taylor (1991) summarizes the differential effects of positive
and negative information, arguing that they have asymmetric effects. These effects include,
for example, that negative experiences are elaborated upon more than positive experiences,
that people search more for negative (versus positive) information when making judgments,
and that they weight this information more heavily because they find it more diagnostic than
positive information (e.g., Fiske 1980; Hamilton and Zanna 1972. 1974; Herr, Kardes, and
Kim 1991; Kanouse and Hanson 1972).

PROMOTION THRESHOLDS

A promotion threshold is the minimum value of price discount required to change

consumers' intentions to buy. The concept of a threshold can be related to the psychological
process of discrimination in which a consumer would not react to stimuli unless the perceived
changes were above a just noticeable difference (Luce and Edwards 1958). The concept of a
threshold is widely recognized and acknowledged by both researchers and practitioners. In
the context of advertising effectiveness, Eastlack and Rao (1986) showed that a minimum
level of advertising is needed before advertising has any significant impact on sales. The use
of the well-known S-shaped response function also testifies to the acceptability of the
threshold concept. On the basis of assimilation-contrast theory, Gurumurthy and Little (1989)
argue for the existence of a price threshold. They suggest that consumers have latitude of
acceptance around their reference price. Therefore, small price differences within this range
or latitude are less likely to be noticed than prices above or below this range. Kalwani and
Yim (1992) found evidence in support of a region of relative price insensitivity around the
reference price, such that only price changes outside this region had a significant impact on
consumer brand choice. Many managers also believe that price reductions of about 15 percent
are needed to attract consumers to a sale (Della Bitta and Monroe 1980). Therefore, Sunil
Gupta and Lee G. Cooper (1992) proposed that promotion thresholds exist such that
consumers do not change their intention to buy the product unless the price reduction is
greater than some threshold value

CHAPTER-IV

DATA ANALYSIS AND INTERPRETATION

Table 1:

Ageoftherespondents

Frequency Percent Valid Percent Cumulative

Percent

20-30 years 26 26.0 26.0 26.0

30-35 years 30 30.0 30.0 56.0

35-40 years 22 22.0 22.0 78.0

Valid
22 22.0 22.0 100.0
Above 40 years

Total 100 100.0 100.0

Chart

INTERPRETATION:

From the table-1 26% of the Employee age are 20-30 years, 30% of the Employee age are 30-
35 years, 22% of the Employee age are 35-40 years, and 22% of the Employee age are Above
40.
Table 2:

Genderoftherespondents
Frequency Percent Valid Percent Cumulative Percent

Male 50 50.0 50.0 50.0

50 50.0 50.0 100.0
Valid Female

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-2 50% of the Employee Gender of the respondents are Male, 50% of the
Employee Gender of the respondents are Female.

Table 3:

Educationalqualifications

Frequency Percent Valid Percent Cumulative

Percent
 SSLC 25 25.0 25.0 25.0

HSC 29 29.0 29.0 54.0

Graduate 23 23.0 23.0 77.0

Valid
23 23.0 23.0 100.0
Post graduate

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-3 25% of the Employee Educational qualifications are SSLC, 29% of the
Employee Educational qualifications are HSC, 23% of the Employee Educational
qualifications are Graduate, and 23% of the Employee Educational qualifications are Post
graduate.

Table 4:

Incomeoftherespondents

Frequency Percent Valid Percent Cumulative Percent

 24 24.0 24.0 24.0
10000-20000

30 30.0 30.0 54.0

20000-30000

Valid 25 25.0 25.0 79.0

30000-40000

21 21.0 21.0 100.0

Above 40000

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-4 24% of the Employee Income of the respondents are 10000-20000, 30% of
the Employee Income of the respondents are 20000-30000, 25% of the Employee Income of
the respondents are 30000-40000, and 21% of the Employee Income of the respondents are
Above 40000.

TABLE 5

Experienceoftherespondents

Frequency Percent Valid Percent Cumulative

Percent
 1-2years experience 26 26.0 26.0 26.0

28 28.0 28.0 54.0

2-3 year experience

25 25.0 25.0 79.0

Valid 3-4 year experience

21 21.0 21.0 100.0

Above5years experience

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-5 26% of the Employee Experience of the respondents are 1-2 years’
experience, 28% of the Employee Experience of the respondents are 2-3 years’ experience,
25% of the Employee Experience of the respondents are 3-4 years’ experience, and 21% of
the Employee Experience of the respondents are Above 5 years’ experience.

TABLE 6
Typeoffunctionyouareperforming

Frequency Percent Valid Percent Cumulative Percent

 34 34.0 34.0 34.0
Retailer

Dealer 33 33.0 33.0 67.0

Valid

Both 33 33.0 33.0 100.0

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-6 34% of the Type of function you are performing are Retailer, 33% of the
Type of function you are performing are Dealer, 33% of the Type of function you are
performing are both.

Table 7:

Sincehowlongareyouassociatedwiththedealers

Frequency Percent Valid Percent Cumulative Percent

 25 25.0 25.0 25.0
>4 Years

25 25.0 25.0 50.0

>8 Years

Valid 25 25.0 25.0 75.0

>l2 Years

25 25.0 25.0 100.0

>16 Years

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-7 25% of the since how long are you associated with the dealers are >4 Years,
25% of the since how long are you associated with the dealers are >8 Years, 25% of the since
how long are you associated with the dealers are >l2 Years, 25% of the since how long are
you associated with the dealers are >16 Years.

Table 8:

Howmanygodownsdoyouhave

Frequency Percent Valid Percent Cumulative Percent

Valid 1 20 20.0 20.0 20.0

 2 20 20.0 20.0 40.0

3 20 20.0 20.0 60.0

4 20 20.0 20.0 80.0

20 20.0 20.0 100.0

Morethan4

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-8 25% of the How many go downs do you have are 1, 25% of the How many
go downs do you have are 2, 25% of the How many go downs do you have are 3, 25% of the
How many go downs do you have are 4, 25% of the How many go downs do you have are
Morethan4.

TABLE 9

Whetherthegodownsare

Frequency Percent Valid Percent Cumulative

Percent
 Hired 50 50.0 50.0 50.0

50 50.0 50.0 100.0

Valid Personal

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-9 50% of the whether the go downs are Hired, 50% of the whether the go
downs are Personal.

Table 10:

What1typeofproductsdoyoudealin
 Frequency Percent Valid Percent Cumulative
Percent

Steel Products 33 33.0 33.0 33.0

34 34.0 34.0 67.0

Aluminum Materials

Valid
33 33.0 33.0 100.0
All type of raw Materials

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-10 33% of the What 1 type of products do you deal in are Steel Products, 34%
of the What 1 type of products do you deal in are Aluminum Materials, 33% of the What 1
type of products do you deal in are All type of raw Materials.

Table 11:

Whatmarketdoyouoperatein

Frequency Percent Valid Percent Cumulative

Percent

Valid Local Market 50 50.0 50.0 50.0

 50 50.0 50.0 100.0
Local and Outside Market

100 100.0 100.0

Total

Chart
INTERPRETATION:

From the table-11 50% of what market do you operate in are Local Market, 50% of what
market do you operate in are Local and Outside Markets.

Table 12:

Whatnumberofstaffdoyouhaveinyour Pumps

Frequency Percent Valid Percent Cumulative

Percent
 500 26 26.0 26.0 26.0

400 25 25.0 25.0 51.0

800 26 26.0 26.0 77.0

Valid
23 23.0 23.0 100.0
Mon: than 1000

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-12 26% of the What number of staff do you have in your Pumps are 500, 25%
of the What number of staff do you have in your Pumps are 400, 26% of the What number of
staff do you have in your Pumps are 800, 23% of the What number of staff do you have in
your Pumps are Mon: than 1000.

Table 13:

Measuringcuttingmaterialsyouprefermost
 Frequency Percent Valid Percent Cumulative
Percent

25 25.0 25.0 25.0

Smoothness

Brightness 25 25.0 25.0 50.0

Valid
Bulk 25 25.0 25.0 75.0

Opacity 25 25.0 25.0 100.0

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-13 26% of the Measuring cutting materials you prefer most are 500, 25% of
the Measuring cutting materials you prefer most are 400, 26% of the Measuring cutting
materials you prefer most are 800, 23% of the Measuring cutting materials you prefer most
are Mon: than 1000.

Table 14:

Whichproblemhaveyougenerallyfacedwith SIVA Pumps

Frequency Percent Valid Percent Cumulative

Percent
 See thoroughness 25 25.0 25.0 25.0

25 25.0 25.0 50.0

collecting waste materials

Valid
Cutting Operations 25 25.0 25.0 75.0

Other 25 25.0 25.0 100.0

Total 100 100.0 100.0

Chart

WhichproblemhaveyougenerallyfacedwithSIVAPumps

Frequency Percent Valid Percent Cumulative

Percent

25 25.0 25.0 25.0

See thoroughness
Valid
25 25.0 25.0 50.0
collecting waste materials
 25 25.0 25.0 75.0
Cutting Operations

25 25.0 25.0 100.0

Other

100 100.0 100.0

Total

INTERPRETATION:

From the table-14 25% of the Which problem have you generally faced with Siva Pumps are
See thoroughness, 25% of Which problem have you generally faced with Siva Pumps are
collecting waste materials, 25% of the Which problem have you generally faced with Siva
Pumps are Cutting Operations, 25% of the Which problem have you generally faced with
Siva Pumps are Other.

Table 15:

Howdoyouplacetheorderandhowfrequently

Frequency Percent Valid Percent Cumulative

Percent

Weekly 26 26.0 26.0 26.0

Fortnightly 24 24.0 24.0 50.0

Valid Monthly 25 25.0 25.0 75.0

25 25.0 25.0 100.0

Once (in a whole year)
 Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-15 26% of the How do you place the order and how frequently are Weekly,
24% of How do you place the order and how frequently are Fortnightly, 25% of the How do
you place the order and how frequently are Monthly, 25% of the How do you place the order
and how frequently are Once (in a whole year).

Table 16:

FromwheredoyoupurchasetheSteelrad

Frequency Percent Valid Percent Cumulative

Percent
 51 51.0 51.0 51.0
Supply Raw Material

49 49.0 49.0 100.0

Valid
Directly from the Factory

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-16 51% of the From where do you purchase the Steel rad are Supply Raw
Material, 49% of From where do you purchase the Steel rad are Directly from the Factory.

TABLE 17

Areadvertisementsrequiredtoservethepurposebetter

Frequency Percent Valid Percent Cumulative

Percent
 Yes 51 51.0 51.0 51.0

No 49 49.0 49.0 100.0

Valid

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-17 51% of the Are advertisements required to serve the purpose better are
Yes, 49% of Are advertisements required to serve the purpose better are No.

Table 18:

AbrandAmbassadorthenadvertisingforthe Pumps products

 Frequency Percent Valid Percent Cumulative Percent

Yes 52 52.0 52.0 52.0

48 48.0 48.0 100.0

Valid No

100 100.0 100.0

Total

Chart
INTERPRETATION:

From the table-18 52% of the A brand Ambassador or then advertising for the Pumps
products are Yes, 48% of A brand Ambassador or then advertising for the Pumps products
are No.

Table 19:

Whoareyourfrequentconsumers
 Frequency Percent Valid Percent Cumulative
Percent

26 26.0 26.0 26.0

Corporate Professionals

24 24.0 24.0 50.0

Home Appliances

Valid
25 25.0 25.0 75.0
Motor Companies

25 25.0 25.0 100.0

Engineering Works

100 100.0 100.0

Total

Chart
INTERPRETATION:

From the table-19 26% of the Who are your frequent consumers are Corporate Professionals,
24% of Who are your frequent consumers are Home Appliances, 25% of the Who are your
frequent consumers are Motor Companies, 25% of Who are your frequent consumers are
Engineering Works.

TABLE 20

Isthecurrentpackagingof SIVA Pumps productsattractivesafe

 Frequency Percent Valid Percent Cumulative Percent

Yes 50 50.0 50.0 50.0

No 50 50.0 50.0 100.0

Valid

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-20 26% of the Is the current packaging of Siva Pumps products attractive safe
are Yes, 24% of Is the current packaging of Siva Pumps products attractive safe are No.

Table 21:

Whichtypeofconsumerresponsesforwardstheproducts

Frequency Percent Valid Percent Cumulative

Percent
 25 25.0 25.0 25.0
Highly positive

Positive 25 25.0 25.0 50.0

Valid
Moderate 25 25.0 25.0 75.0

Negative 25 25.0 25.0 100.0

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-21 25% of the Which type of consumer responses forwards the products are
Highly positive, 25% of Which type of consumer responses forwards the products are
Positive, 25% of the Which type of consumer responses forwards the products are Moderate,
25% of Which type of consumer responses forwards the products are Negative.

Table 22:

Whatmethodofsalesdoyouapproach

Frequency Percent Valid Percent Cumulative

Percent

Valid Phone 34 34.0 34.0 34.0

 33 33.0 33.0 67.0
Commerce

33 33.0 33.0 100.0

Direct Sales

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-22 34% of the What method of sales do you approach are Phone, 33% of
What method of sales do you approach are Commerce, 33% of the What method of sales do
you approach are Direct Sales.

TABLE 23
Duringwhichperiodofyearyouregistermaximumsales

Frequency Percent Valid Percent Cumulative Percent

 lst qtr 25 25.0 25.0 25.0

25 25.0 25.0 50.0

2nd qtr

25 25.0 25.0 75.0

Valid 3rd qtr

25 25.0 25.0 100.0

4th qtr

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-23 25% of the During which period of year you register maximum sales are lst
qtr, 25% of the During which period of year you register maximum sales are 2nd qtr, 25% of
the What the During which period of year you register maximum sales are 3rd qtr, 25% of the
What the During which period of year you register maximum sales are 4th qtr.

TABLE 24
Whatisyourexpectationfrom SIVA Pumps

Frequency Percent Valid Percent Cumulative

Percent

25 25.0 25.0 25.0

Valid Incentive
 25 25.0 25.0 50.0
Discounts

Credit 25 25.0 25.0 75.0

Others 25 25.0 25.0 100.0

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-24 25% of the What is your expectation from Siva PumpsIncentive, 25% of
the What is your expectation from Siva Pumps are Discounts, 25% of the What the What is
your expectation from Siva Pumps are Credit, 25% of the What is your expectation from Siva
Pumps are Others.

Table 25:

Possiblethreatsto SIVA Pumps fromcompetitors

Frequency Percent Valid Percent Cumulative

Percent
 New entrants 24 24.0 24.0 24.0

26 26.0 26.0 50.0

Sales & distribution network

Valid
Price 26 26.0 26.0 76.0

Others 24 24.0 24.0 100.0

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-25 24% of the Possible threats to Siva Pumps from competitors New entrants,
26% of the Possible threats to Siva Pumps from competitors are Sales & distribution network,
26% of the Possible threats to Siva Pumps from competitors are Price, 24% of the Possible
threats to Siva Pumps from competitors are Others.

Table 26:

Whatisyourmeansofshipment
 Frequency Percent Valid Percent Cumulative
Percent

Lorry 34 34.0 34.0 34.0

32 32.0 32.0 66.0

Truck transport
Valid

Others 34 34.0 34.0 100.0

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-26 34% of the What is your means of shipment are Lorry, 32% of the What is
your means of shipment are Truck transport, 34% of the What is your means of shipment are
Others.

TABLE 27

MotivationalSalesSchemefrom SIVA Pumps dealers

 Frequency Percent Valid Percent Cumulative Percent

Yes 50 50.0 50.0 50.0

50 50.0 50.0 100.0

Valid No

100 100.0 100.0

Total

Chart
INTERPRETATION:

From the table-27 50% of the Motivational Sales Scheme from Siva Pumps dealers are Yes,
50% of the Motivational Sales Scheme from Siva Pumps dealers are No.

Table 28:

Companysolvingyourqueriesreceivingfeedback
 Frequency Percent Valid Percent Cumulative
Percent

34 34.0 34.0 34.0

Via-telephone

Direct visit 33 33.0 33.0 67.0

Valid

Others 33 33.0 33.0 100.0

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-28 34% of the Company solving your queries receiving feedback are Via-
telephone, 33% of the Company solving your queries receiving feedback are Direct visit,
33% of the Company solving your queries receiving feedback are Others.

TEST

T-TEST

Case Processing Summary

Cases
 Included Excluded Total
N Percent N Percent N Percent
Experienceoftherespon 100 84.7% 18 15.3% 118 100.0%
dents *
Whatmarketdoyou
operation

Report

Experienceoftherespondents
Whatmarketdoyou operation Mean N Std. Deviation

Local Market 2.2000 50 1.06904

2.6200 50 1.08590
Local and Outside Market

Total 2.4100 100 1.09263

CORRELATION:

Correlations
Incomeoftheresp Sincehowlongare
ondents youassociatedwit
hthedealers
 1 .272**
Pearson Correlation

Incomeoftherespondents
Sig. (2-tailed) .006

N 100 100
.272** 1
Pearson Correlation
Sincehowlongareyouassociate
dwiththedealers Sig. (2-tailed) .006

N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).

CHI-SQUARE TEST

Genderoftherespondents
Observed Expected Residual
N N
Male 50 50.0 .0
Female 50 50.0 .0
Total 100

Possiblethreatsto Siva Pumps fromcompetitors

 Observed Expected Residual
N N
New entrants 24 25.0 -1.0
Sales & distribution 26 25.0 1.0
network
Price 26 25.0 1.0
Others 24 25.0 -1.0
Total 100

Test Statistics
Genderoftherespondents Possiblethreatsto Siva
Pumps fromcompetitors

.000a .160b
Chi-Square

df 1 3
1.000 .984
Asymp. Sig.

a. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected
cell frequency is 50.0.
b. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected
cell frequency is 25.0.

ANOVA TEST

ANOVA
Typeoffunctionyouareperforming
Sum of Squares df Mean Square F Sig.

21.043 2 10.522 22.213 .000

Between Groups

45.947 97 .474
Within Groups

Total 66.990 99
 CHAPTER-V

FINDINGS, SUGGESTIONS, CONCLUSION

FINDINGS:

It can be 26% of the Employee age are 20-30 years, 30% of the Employee age are 30-35
years, 22% of the Employee age are 35-40 years, and 22% of the Employee age are Above
40.
It can be 50% of the Employee Gender of the respondents are Male, 50% of the Employee
Gender of the respondents are Female.
It can be 25% of the Employee Educational qualifications are SSLC, 29% of the Employee
Educational qualifications are HSC, 23% of the Employee Educational qualifications are
Graduate, and 23% of the Employee Educational qualifications are Post graduate.
It can be 24% of the Employee Income of the respondents are 10000-20000, 30% of the
Employee Income of the respondents are 20000-30000, 25% of the Employee Income of the
respondents are 30000-40000, and 21% of the Employee Income of the respondents are
Above 40000.
It can be 26% of the Employee Experience of the respondents are 1-2 years’ experience, 28%
of the Employee Experience of the respondents are 2-3 years’ experience, 25% of the
Employee Experience of the respondents are 3-4 years’ experience, and 21% of the Employee
Experience of the respondents are Above 5 years’ experience.
It can be 34% of the Type of function you are performing are Retailer, 33% of the Type of
function you are performing are Dealer, 33% of the Type of function you are performing are
both.
It can be 25% of the since how long are you associated with the dealers are >4 Years, 25% of
the since how long are you associated with the dealers are >8 Years, 25% of the since how
long are you associated with the dealers are >l2 Years, 25% of the since how long are you
associated with the dealers are >16 Years.
It can be 25% of the How many go downs do you have are 1, 25% of the How many go
downs do you have are 2, 25% of the How many go downs do you have are 3, 25% of the
How many go downs do you have are 4, 25% of the How many go downs do you have are
Morethan4.
It can be 50% of the whether the go downs are Hired, 50% of the whether the go downs are
Personal.
It can be 33% of the What 1 type of products do you deal in are Steel Products, 34% of the
What 1 type of products do you deal in are Aluminum Materials, 33% of the What 1 type of
products do you deal in are All type of raw Materials.
It can be 50% of what market do you operate in are Local Market, 50% of what market do
you operate in are Local and Outside Markets.
It can be 26% of the What number of staff do you have in your Pumps are 500, 25% of the
What number of staff do you have in your Pumps are 400, 26% of the What number of staff
do you have in your Pumps are 800, 23% of the What number of staff do you have in your
Pumps are Mon: than 1000.
It can be 26% of the Measuring cutting materials you prefer most are 500, 25% of the
Measuring cutting materials you prefer most are 400, 26% of the Measuring cutting materials
you prefer most are 800, 23% of the Measuring cutting materials you prefer most are Mon:
than 1000.
It refers 25% of the Which problem have you generally faced with Siva Pumps are See
thoroughness, 25% of Which problem have you generally faced with Siva Pumps are
collecting waste materials, 25% of the Which problem have you generally faced with Siva
Pumps are Cutting Operations, 25% of the Which problem have you generally faced with
Siva Pumps are Other.

It can be 26% of the How do you place the order and how frequently are Weekly, 24% of
How do you place the order and how frequently are Fortnightly, 25% of the How do you
place the order and how frequently are Monthly, 25% of the How do you place the order and
how frequently are Once (in a whole year).
It refers 51% of the From where do you purchase the Steel rad are Supply Raw Material, 49%
of From where do you purchase the Steel rad are Directly from the Factory.
It refers 51% of the Are advertisements required to serve the purpose better are Yes, 49% of
Are advertisements required to serve the purpose better are No.
It refers 52% of the A brand Ambassador or then advertising for the Pumps products are Yes,
48% of A brand Ambassador or then advertising for the Pumps products are No.
It can be 26% of the Who are your frequent consumers are Corporate Professionals, 24% of
Who are your frequent consumers are Home Appliances, 25% of the Who are your frequent
consumers are Motor Companies, 25% of Who are your frequent consumers are Engineering
Works.
It refers 26% of the Is the current packaging of SivaPumps products attractive safe are Yes,
24% of Is the current packaging of SivaPumps products attractive safe are No.
It can be 25% of the Which type of consumer responses forwards the products are Highly
positive, 25% of Which type of consumer responses forwards the products are Positive, 25%
of the Which type of consumer responses forwards the products are Moderate, 25% of Which
type of consumer responses forwards the products are Negative.
It can be 34% of the What method of sales do you approach are Phone, 33% of What method
of sales do you approach are Commerce, 33% of the What method of sales do you approach
are Direct Sales.
It refers 25% of the During which period of year you register maximum sales are lst qtr, 25%
of the During which period of year you register maximum sales are 2nd qtr, 25% of the What
the During which period of year you register maximum sales are 3rd qtr, 25% of the What the
During which period of year you register maximum sales are 4th qtr.
It can be 25% of the What is your expectation from Siva PumpsIncentive, 25% of the What is
your expectation from Siva Pumps are Discounts, 25% of the What the What is your
expectation from Siva Pumps are Credit, 25% of the What is your expectation from Siva
Pumps are Others.
It refers 24% of the Possible threats to Siva Pumps from competitors New entrants, 26% of
the Possible threats to Siva Pumps from competitors are Sales & distribution network, 26% of
the Possible threats to Siva Pumps from competitors are Price, 24% of the Possible threats to
Siva Pumps from competitors are Others.
It refers to 34% of the What is your means of shipment are Lorry, 32% of the What is your
means of shipment are Truck transport, 34% of the What is your means of shipment are
Others.
It refers to 50% of the Motivational Sales Scheme from Siva Pumps dealers are Yes, 50% of
the Motivational Sales Scheme from Siva Pumps dealers are No.
It can be 34% of the Company solving your queries receiving feedback are Via-telephone,
33% of the Company solving your queries receiving feedback are Direct visit, 33% of the
Company solving your queries receiving feedback are Others.
SUGGESSTON:

Thus here by on the basis of my understanding & observation. I would like to put
forward few suggestions & recommendations to the company:5 well as on the entire topic as
well. The company should sustain the availability of good quality of raw material (forest
based) & bulk import of wastePumpsto supplement the availability of raw material. Also with
respect to above statement l would like to recommend the company to ecotagea forestation. in
the nearby locations such as Rampur from where the major source of raw material is supplied
i.e. euailyptus & popular trees. for w.p.p (wood basedPumpsplum)
(majorPumpsmanufacturing plant). R&D technological absorption should be emphasized
upon to enhance the productivity by maintaining the quality ofCopier/writing/printing paper.
The company should make good profile investments in advertisements which are directly
linked with customers. I would also like to recommend the company to hire a brand
ambassador for the advisement purpose. it may be any celebrity. However if the company
feels like that this investment would be a cost burden they can look for some socially
renowned face who has a premium image & is available at cheaper rates The company should
take new Our the promotion of the pundits. It should make we of more election marketing
techniques in occur to sustain its clients.

CONCLUSION:

During the research process it was found that an amazing world of big machineries &
their process which were in continuous operation to deliver the final product. It can never be
thought that developing a small sheet ofPumpswould require such immense & arduous tasks
of both men & machinery. Also. apart from processes some major findings on behalf of the
data collected from in and outside thePumpsindustry helped in drawing a cenain conclusion.
lt can cited as follows: The new era of upcoming generation is going to be knowledge based.
so demand forPumpswould go on increasing in upcoming years. In view ofPumpsindustry's
strategic role for the society & also for the overall industrial growth it is necessary that
thePumpsindustry performs well. The demand for upstream market ofPumps products
like:BHEL TAMILNADU etc. is growing due to increase in population 81 more & more
facilitation. These developments are expected to give fill up to the industry. Due to
industrialization & globalization there is huge demand 8: potential ofPumps& allied products.
Corporate sector. Computerization in banks. financial & other institutions has opened a great
market opportunity for a new sector that is COPIER PAPER. As per the information
collected through the sales & marketing department of the company. A major consumption &
demand is seen in Delhi & NCR region where therefore are maximum number of dealers that
too with very high allocated size.

BIBLIOGRAPHY

Books:

C.R Kothari “Reseach Methodologies"

V. S. Rammwamy. e1 al: "Marketing Management“, 4"‘ Edition. 2009. P.No.- 246-295

Macmillan Publishers India Ltd.

Web Sources:

0 www.ipma.oo.inIpaper_i nd1.|stry_overview.a<.p

0 hnp://www.ind ianmirroncomfl ndian- ind\.|striesl paper. html

0 hnp://researchwikisxoni/Paper_-i ndia_Marke1ing_Research

www.fao .org
www.oe mu rylemind.com

www.acme§urplus.com

www.google .oo.in

www.wiki pediaorg

www.oe mury Pumpsindiacoin

QUESTIONNAIRE

1. Name :

2. Age of the respondents :

a) 20-30 years
b) 30-35 years
c) 35-40 years
d) Above 40 years
3. Gender of the respondents
a) Male
b) Female

4. Educational qualifications
a) SSLC
b) HSC
c) Graduate
d) Post graduate
5. Income of the respondents
a) 10000-20000
b) 20000-30000
 c) 30000-40000
d) Above 40000
6. Experience of the respondents

a) 1-2 years experience

b) 2-3 years experience
c) 3-4 years experience
d) Above 5 years experience

7) Type of function you are performing

A) Retailer
B) Dealer
C) Both

8) Since how long are you associated with the dealers ot" NC Gasoline Engine Analytical
Center ?

A)>4 Years

B) >8 Years

C) >l2 Years

D) >16 Years.

9) How many go downs do you have?

A) 1

B) 2

C) 3

D) 4

E) Morethan4

10) Whether the go downs are?

A) Hired
 B) Personal.

ll) Wha1 type of products do you deal in '.’

A) steel Products

B) aluminum Materials

C) All type of raw Materials

12) What market do you operate in?

A)Local Market

B) Local and Outside Market

13) What number of staff do you have in your NC Gasoline Engine Analytical Center ?

A) 500

B) 400

C) 800

D) Mon: than 1000

14) Which of the quality attributes for Measuring & cutting materials you prefer most in
terms of customer preferences?

A) Smoothness

B) Brightness

C) Bulk

D) Opacity.

l5) Which problem have you generally faced with NC Gasoline Engine Analytical Center ?

A) See thoroughness
 B) collecting waste materials

C) Cutting Operations

D) Other.

I6) How do you place the order and how frequently?

A) Weekly

B) fortnightly

C) monthly

D) once (in a whole year)

I7) From where do you purchase the NC Gasoline Engine Analytical Center

A) Supply Raw Material

B) Directly from the Factory.

I8) Are advertisements required to serve the purpose better?

A) Yes

B) No

I9) Do you feel like that hiring a brand Ambassador & then advertising for the NC Gasoline
Engine Analytical Center ?products would be helpful in generating more volume of sales for
the Company?

A) Yes

B) No

20) Who are your frequent consumers?

A) Corporate Professionals
 B) Home Appliances

C) Motor Companies

D) Engineering Works

21) Is the current packaging of NC Gasoline Engine Analytical Center ? products attractive &
safe?

A) Yes

B) No

22) Which type of consumer responses forwards the products of NC Gasoline Engine
Analytical Center ?

A) Highly positive

B)Positive

C) Moderate

D)Negative.

23) What method of sales do you approach?

A) Phone

B)Commerce

C )Direct Sales

24) During which period of year you register maximum sales?

A) lst qtr.

B)2nd qtr.

C) 3rd qtr

D) 4th qtr.
25) What is your expectation from NC Gasoline Engine Analytical Center ?

A) Incentive

B) Discounts

C) Credit

D) Others.

26) What according to you are the possible threats to NC Gasoline Engine Analytical Center
from competitors?

A) New entrants

B) sales & distribution network

C) Price

D) Others

27) What is your means of shipment?

A) Lorry

B) Truck transport

C) Others

28) Do you receive motivational sales scheme from NC Gasoline Engine Analytical Center
dealers?

A) Yes

B) No

29) What is the mode of company solving your queries & receiving feedback?

A) Via-telephone
B) Direct visit

C) Others.