Professional Documents
Culture Documents
A report submitted to Amity University as a part fulfillment of full time MBA Telecom.
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CERTIFICATION
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ACKNOWLEDGEMENT
This project report is the culmination of the efforts over six week’s period from
26th Jan‟09 to 8th Apr‟09. During the course of this project I have had the
privilege to work with many distinguished people and the opportunity to learn
many things from them
I would like to express my sincere gratitude to my mentor Mrs. Poonam Kumar
(Sr. lecturer). Her guidance and advice proposed ideas and constructive
suggestions at the technological as well as in the marketing front towards the
result-oriented approach for the completion of this project.
I also convey my sincere thanks to all faculty members of AITTM for their kind
support and knowledge.
NIDHI KUMARI
AITTM
A1603707038
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DECLARATION
Sign:
Name: NIDHI KUMARI
Date:
Program: MBA (Telecom) – MARKETING
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Table of content
I. Executive Summary…………………………………………………06
II. Introduction…………………………………………………………07
iv. Advertising
v. AIDA model
i. Objective.........................................................................21
ii. Hypothesis.......................................................................22
v. Sources of Data................................................................27
V. Procedure……………………………………………………………31
i. Hypothesis Testing...........................................................34
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ii. Result Analysis.................................................................37
IX. Conclusion.....................................................................................40
X. Implications………………………………………………………...........43
XI Abstract…………………………………………………………………44
XII Annexure………………………………………………………………46
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EXECUTIVE SUMMERY
The report is based on the primary data collection research, which is based upon
the impact of advertising as well as sales promotion in the consumer buying
behavior. The main objective of this research was to determine what attracts more
to a consumer Advertising of the product or Sales promotion when the purchase
decision is made.
In accomplishing the objectivity, market visits and interactions were made with the
consumer that included variety of consumers and accordingly tried to analyze the
consumer buying behavior when he goes to buy certain product. What made
customer to buy certain products which he never thought to buy. Various
conclusions which we came up with such as Advertising and Sales Promotion play
an important role. The Age factor plays a significant role for the selection of
products from advertising and sales promotion. But the impact of sales promotion
is more because they interact with the product more in this. Hence the touch and
feel of product is very important in Indian market. Otherwise people do not buy
the products. All these factors led me to conclude that the Sales promotion and
advertising are not affective at some purchase stages. The study should be
extended to different product categories in fast moving consumer durables. The
study will be conclusive if Fast Moving Consumer Goods (FMCG) consumers are
also considered for study. The profiles of the respondents, the geographic,
demographic or psychographic are to be considered for further studies.
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INTRODUCTION
Companies always try to establish the contact with target market. This is a
prestigious status for company to address the customers. Company wanted to
enhance its image in the minds of common man so that in future, whenever it
would be visited to customer court; it would be having enough matter to
communicate the customers. The company presents it's history products history
and even national history. Companies have these processes in all continuance and
consistency. Promotion is a term, which means the moving from one end to
another. In marketing, promotion means all those took that a marketer uses to take
his product from the factory to the customers and it involves the advertising sales
promotion, personal selling, public relations, publicity and merchandising.
Promotions are result oriented. Promotion system works with proper
communication system. This has sender, receivers and feedback system. Feedback
is form of action which customer gives bark to the company about product,
advertisement or strategy.
The ultimate expectation of the company is to make the people for purchase of
product. The sales promotion and advertising functions and stimulate the customer
purchase decision in accordance with this model. Present research paper will
examine the comparative effectiveness issue of Sales promotion and advertising
measures.
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Marketing-Mix and Promotion-Mix
Marketing mix
Direct
Personal Sales
Advertising Publicity
selling promotion
Marketing
Definition:
Your marketing mix is the combination of the elements of marketing and what
roles each element plays in promoting your products and services and delivering
those products and services to your customers.
The elements of the marketing mix are also referred to as the 5 P's of
marketing. For years marketers referred to the 4 P's of marketing. Only recently
has a 5th P been added. Whether you subscribe to the theory that there are four p's
or five p's of marketing, this is essentially referred to as your "marketing mix".
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The 4 P's of the Marketing Mix
The original 4 P's of marketing (although they have been renamed a bit over the
years) that were the elements of marketing mix is:
Advertising
Personal selling
Sales promotion.
Direct marketing.
Publicity.
Some marketing theorists have added a 5th P of marketing to the elements of the
marketing mix: People
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When referred to as an element in the marketing mix, this 5th P refers to how your
level of service and the expertise and skills of the people who work for you can be
used to set you apart from your competitors.
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Advertising v/s Sales Promotion
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THE COMMUNICATION PROCESS
Modern marketing calls for more than developing a good product, pricing it
attractively and making it accessible to target customers. Companies must also
communicate with their present and potential customers. Every company is
inevitably cast into the role of communicator and promoter. What is
communicated, however, should not be left to change. To communicate effectively,
companies hire advertising agencies to develop effective ads; sales promotion
specialists to design sales incentive programs and public relations firms to develop
the corporate image. They train their sales people to be friendly and
knowledgeable. For most companies, the questions are not whether to
communicate but rather what to say, to whom, and how often. A modern company
manages a complex marketing communications system. The company
communicates with its middlemen, consumers and various publics. Its middlemen
communicate with their consumers and various publics.
The marketing communication mix (also called the promotion mix) consists of
four major tools:
• Advertising. Any paid form of non personal presentation and promotion of
ideals, goods or services by an identified sponsor.
• Sales Promotion. Short-term incentives to encourage purchase or sale of a
product or service.
• Publicity. Non personal stimulation of demand for a product, service or
business unit by planting commercially significant news about it in a
published medium or obtaining favorable presentation of it upon radio,
television or stage that is not paid for by the sponsor.
• Personal Selling. Oral presentation in a conversation with one or more
prospective purchasers or the purpose of making sales.
Over the years, a communication model with nine elements has evolved, that
shown in figure 8. Two elements represent the major parties in a communication
sender and receiver. Another two represent the major communication tools
message and media. Four represent major communication functions encoding,
decoding, response and feedback .The last element represents noise in the system.
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Communication process
Noise
Feedback Response
• Sender. The party sending the message to another party (also called the
source of communicator).
• Encoding. The process of putting thought into symbolic form.
• Message. The set of symbols that the sender transmits.
• Media. The communication channels thought which the Message moves
from sender to receiver.
• RECEIVER. The party receiving the message sent by another party (also called
the audience or destination).
• Response. The set of reactions that the receiver has after being exposed to
the message.
• Feedback. The part of the receiver's response that the receiver
communicates back to the sender.
• Noise. Unplanned static or distortion during the communication process,
resulting in the receiver's receiving a different message than the sender
sent.
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SALES PROMOTION
INTRODUCTION
Sales promotion is one of the most loosely used terms in the marketing vocabulary.
We define sales promotion as demand. Stimulating devices designed to supplement
advertising and facilitate personal selling. In other words, sales promotion signifies
all those activities that supplement, co-ordinate and make the efforts of personal
selling and advertising more effective. It is non recurrent in nature which means it
can’t be used continuously.
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Objectives of Sales Promotion
The basic objectives of sales promotion are:
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ADVERTISING
INTRODUCTION
Adverting is only one element of the promotion mix, but it often considered
prominent in the overall marketing mix design. Its high visibility and
pervasiveness made it as an important social and encomia topic in Indian society.
Concept of Advertising
Definition of Advertising
The word advertising originates from a Latin word advertise, which means to turn
to. The dictionary meaning of the term is “to give public notice or to announce
publicly”. Advertising may be defined as the process of buying sponsor-identified
Media space or time in order to promote a product or an idea. The American
Marketing Association, Chicago, has defined advertising as “any form of non-
personal presentation or promotion of ideas, goods or services, by an identified
sponsor.”
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The basic objectives of advertising programme:
(i) To stimulate sales amongst present, former and future consumers. It involves a
decision regarding the media, e.g., TV rather than print.
(iii) To retain the loyalty of present and former consumers. Advertising may be
used to reassure buyers that they have made the best purchase, thus building
loyalty to the brand name or the firm.
(iv) To increase support. Advertising impliedly bolsters the morale of the sales
force and of distributors, wholesalers, and retailers;it thus contributes to
enthusiasts and confidence attitude in the organizational. :
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AIDA MODEL
There are three goals of advertising. These goals are to: Inform, Persuade, and
Remind.
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AIDA The selling process, originally conceived as a guide for the creator of good
advertising copy, is called AIDA. Shoppers are at some point in this selling process
when they enter the store. Salespeople who can recognize at which step of the
process the customer is when they meet him can accurately classify the customer
and use the information to help make the sale.
Consider the three basic types of customers and at what step they are in the selling
process.
Action -- Customers who know what they want are at the action step of the selling
process. These customers have given some thought to what they want and can
request a particular type of merchandise or service. The salesperson's chief task is
to get the merchandise to the customer or to supply the service along with some
information.
Desire -- Customers who know they have a need for merchandise show both an
interest and a desire. This person is looking for something but is not sure what. It is
up to the salesperson to help the customer toward the action step by turning the
interest in merchandise to an actual desire to purchase the item. The salesperson
should demonstrate the merchandise and explain the benefits and features. This
person has many open options. The salesperson must discover them and fill the
needs.
Attention -- Customers who do not know if they want or need any merchandise
are at the attention state of the selling process. This group of "lookers" or
"shoppers" presents a real challenge to the salesperson. They need to be introduced
to the selling process. Talking with these customers may trigger a momentarily
forgotten need for merchandise.
Attention, interest, desire and action. Find out where the customer is in the selling
process, and then begin your job of selling from there.
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CONSUMER BUYING BEHAVIOR
Buying Behavior is the decision processes and acts of people involved in buying
and using products. Consumer Buying Behavior refers to the buying behavior of
the ultimate consumer.
A firm needs to analyze buying behavior for:
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Categories that Effect the Consumer Buying Decision Process
1. Personal
2. Psychological
3. Social
Personal:- These are the reasons which are unique to a particular person. Some
of them are
• Demographic Factors
• Sex
• Race
• Age
• Perception--
• Attitudes--
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attitudes. There is a difference between attitude and intention to buy (ability
to buy).
• Personality—
All the internal traits and behaviors that make a person unique, uniqueness
arrives from a person's heredity and personal experience. Examples include:
o Work holism
o Compulsiveness
o Self confidence
o Friendliness
o Adaptability
o Ambitiousness
o Dogmatism
o Authoritarianism.
Traits affect the way people behave. Marketers try to match the store image to the
perceived image of their customers. There is a weak association between
personality and Buying Behavior; this may be due to unreliable measures.
Consumers buy products that are consistent with their self concept.
• Opinion leaders--
Family is the most basic group a person belongs to. Marketers must
understand:
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o family roles and preferences are the model for children's future family
(can reject/alter/etc)
o family buying decisions are a mixture of family interactions and
individual decision making
o Family acts an interpreter of social and cultural values for the
individual.
o
• Culture and Sub-culture--
Culture refers to the set of values, ideas, and attitudes that are accepted by a
homogenous group of people and transmitted to the next generation. Culture
also determines what is acceptable with product advertising. Culture
determines what people wear, eat, reside and travel. Cultural values in the
US are good health, education, individualism and freedom
o Geographic regions
o Human characteristics such as age and ethnic background.
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OBJECTIVES
The Dissertation Report will highlight the effectiveness and applicability factors of
sales promotion and advertisement techniques. The research study is of empirical
in nature. It has the following objectives:
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HYPOTHESIS
Hypothesis testing for this report has evolved around formulating a null hypothesis
and an alternative hypothesis as regards to the difference in the customer
acquisition by both Advertising and Sales promotion.
Where,
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RESEARCH DESIGN
The research design will help in the arrangement of conditions for collection and
analysis of datas as it is a conceptual structure which depicts the advance planning
of the methods to be adopted for collecting datas and the techniques used in the
analysis, keeping in view the objective of the dissertation.
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Research type: Quantitative marketing Research
Research Design focuses primarily on providing help with the tool and techniques
used in research process. These tools and techniques differ from discipline to
discipline. The Research design was a blend of descriptive and exploratory
research design. The respondents have been selected through random sampling
method. The customers have been presented with an advertising campaign and
sales promotion schemes.
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RESEARCH METHODOLOGY
The Research exercise has been accomplished with the sample size of 50
customers and few retailers. The questionnaire method was applied for this
exercise. The Research design was a blend of descriptive and exploratory research
design. The respondents have been selected through Random sampling method.
The research study has investigated the effect of advertising Vs Sales Promotion
in both test marketing stage and post launch stage. The study involved a field
survey conducted across different malls in the NCR regions. The respondents
were approached at the web sight of www.survey.com. And also by interviewing
the customer. The statistical tools were run using Statistical Package for Social
Sciences (SPSS) and MS Excel to get inferences.
• questionnaires
• interviews
• observation
• case-studies
• diaries
• critical incidents
• portfolios.
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SOURCES OF DATA
There are two main sources of data collection i.e. through Primary data collection
or Secondary data collection method. I have adopted Primary data collection
method for the survey. Under this method the method of survey was best suited
with my sample size and the requirement of data.
The respondents included retailers from different malls and Surveys included:
Through these methods survey was done and the required data was collected from
the respondents. Respondents were not easy to tackle as many of them sounded
uninterested in even listening to me. I collected the required information from the
respondents depending upon their reaction only.
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SAMPLING OF RESPONDENT
Survey sampling
In statistics, survey sampling is random selection of a sample from a finite
population. It is an important part of planning statistical research and design of
experiments. Sophisticated sampling techniques that are both economical and
scientifically reliable have been developed.
Random Sampling
The most elementary methodology is called simple random sampling. Most of the
theory of statistics assumes this kind of sampling unless otherwise noted. In theory
it ensures that all subsets of the population are given a balanced probability of
selection.
The possibility of very expensive or very a typical sample has led to a variety of
modifications such as stratified sampling, cluster sampling, and multistage
sampling.
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INSTRUMENT USED
Questionnaires have advantages over some other types of surveys in that they are
cheap, do not require as much effort from the questioner as verbal or telephone
surveys, and often have standardized answers that make it simple to compile data.
However, such standardized answers may frustrate users. Questionnaires are also
sharply limited by the fact that respondents must be able to read the questions and
respond to them. Thus, for some demographic groups conducting a survey by
questionnaire may not be practical.
As a type of survey, questionnaires also have many of the same problems relating
to question construction and wording that exist in other types of opinion polls.
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The dissertation project is carried out in various phases since the project is
exploratory in nature and the data collected for the analysis is collected from
primary research. The research work is carried out in two phases:
FIRST PHASE
In the first phase, I collected the primary data from the customers with the help of
a questionnaire. The questionnaire was filled by a sample size of 50 respondents.
After the questionnaire being filled, the null hypothesis made was tested using the
Chi-Square test. As per the Chi-Square test the null hypothesis was accepted and it
was found that the effectiveness of sales promotion plays an important role in the
consumers buying behavior.
SECOND PHASE
In the second phase, I have given the briefings about the hypothesis testing from
both the primary sources i.e. through questionnaires and through the secondary
sources like Internet. In this phase I have done the research and analysis of the
responses. At the end I have drawn a conclusion on the basis of my analysis of the
data collected from primary as well as secondary sources.
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HYPOTHESIS TESTING
FORMULATE A HYPOTHESIS
The conventional approach to hypothesis testing is not to construct a single
hypothesis about the population, but rather to set up two different hypotheses.
These hypotheses must be so constructed that if one hypothesis is accepted, the
other is rejected and vice-versa these two hypotheses are:
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rejecting the hypothesis is 1 out of every 100 occasions. Thus, a 1 per cent,
significance level provides greater confidence to the decision than a 5 per cent
significance level.
For our calculations, we take the significance level of: 5 per cent.
Chi Square
Observed Table:
Expected Table:-
39.2 28 12.8
9.8 7 3.2
Calculation:
O E (O-E) (O-E)^2 (O-E)^2/E
36 39.2 -3.2 10.24 .2612
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30 28 2 4 .142
14 12.8 1.2 1.44 .1125
13 9.8 3.2 10.24 1.0489
5 7 -2 4 .5714
2 3.2 -1.2 1.44 .45
2.58
The last step in hypothesis testing is to draw a statistical decision, involving the
acceptance or rejection of hypothesis. This will depend upon whether the
computed value of the test criterion falls in the region of acceptance or in the
region of rejection at a given level of significance. It may be noted that the
statement rejecting the hypothesis is much stronger than the statement accepting
the hypothesis.
In our calculations: The calculated value of is LESSER than the table value.
So, the hypothesis is ACCEPTED i.e. effectiveness of sales promotion plays an
important role on consumers buying behavior.
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RESULT ANALYSIS
The age factor was an important issue. The age wise variations have been
highlighted in the research process. The age factor has become a factor for the
comparative analysis of advertising and sales promotions.
SALES PROMOTION
ADVERTISING
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CONSUMERS PERCEIVED SALES PROMOTION AS A PURCHASE
DECISION FACTOR
The perception is in effective stage. Female have 77% as a heavy perceived mind
with the selection of consumer durable. The Non-affected stage is also very high in
this regard.
Perceived Sex
Status Male Female
Heavy 23% 77%
Moderate 55% 45%
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Non affected 35% 65%
Sex
Perceived Status
Male Female
Heavy 44% 56%
Moderate 36% 64%
Non affected 40% 60%
Advertising presents the perceived state of mind of the consumers. It affects the
Male and Female in the different propositions.
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Point of purchase displays. 20%
Rebates. 25%
.
LIMITATION
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CONCLUSION
Sales promotion is a most important aspect for any company, and the impact
of sales promotion is more because in this the people interact with the
product more.
The touch and feel of product is very important in Indian market, otherwise
people do not buy the products that is also the reason why the effectiveness
of sales promotion is more than advertising. The Sales promotions and
advertising are not effective at some purchase stages.
The Age and gender factor plays an important role for the selection of
products with the help of advertising and sales promotion.
It shows that Liking an advertisement does not the guarantee of sell. Only
few of them actually buy after seeing an ad.
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RECOMMENDATION
In the findings of my survey it shows that people are keener towards the
sales promotion activity which help customers at some point, hence more
and more sales promotion can be done.
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IMPLICATIONS
Sales promotion can be used both for shaping of new behavior as well as
reinforcing existing behavior.
Now the marketers know the psychology of the customers that customers
need interaction with the product and also very much particular about the
pricing decision.
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This is applicable for consumer durable products. Where promotion plays
important role in the consumers mind.
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ABSTRACT
If consumers try it, buy it and interact with it, they will engage more with a brand
than seeing an advertisement about it. Experience of a brand equals interaction,
and promotions force this interaction between the consumer and a brand, and
hence sit at the heart of the interaction that forges reputation. Sales promotion can
be used both for shaping of new behavior as well as reinforcing existing behavior.
Monetary promotions like price-off are primarily evaluated by a consumer on
utilitarian benefits like savings in time and money, convenience and quality. While
value added promotions like contests, premiums provide both utilitarian as well as
hedonic benefits like value expression, entertainment and exploration. An intense
AIDA model needs to be adopted the AIDA model (Awareness, Internet, Desire,
and Action). Customers are aware of majority of products brand.
Research Question
This research was done among 50 respondents. And it has been observed that all
the respondent where buying the product with the influence of sales promotion.
Advertising helps in giving information about the product but sales promotion
makes the buyer to purchase the product.
Methodology
To prove the hypotheses, exploratory research was used and data was collected
from Primary sources with the help of Questionnaires and Secondary sources like
white papers/case studies/journals of various industries.
Conclusion
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Now a days sales promotion’s impact is more than the others because customers
are very smart and they value money. Sales promotion is a most important aspect
for any company, and the impact of sales promotion is more because in this the
people interact with the product more.
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REFERENCES
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QUESTIONNAIRE
Personal profile:
Name:_________________________________
Occupation:_____________________________
Age:___________________________________
Sex:___________________________________
Q.1 what you feel is the best medium for advertising which leave impact in your mind.
Television
Newspaper
Hoardings
Pamphlets
Others
Q.2 Do you take the advantage of promotional activity which is given below.
Coupons
Discounts and sales
contests
Point of purchase displays.
Rebates.
Q.3 Have you bought anything which was beyond your choice but you purchased that only
because advertisement has influenced you a lot.
Yes
No , If yes then kindly specify the name of product __________
Q.4 Have purchase anything whose ads you never saw but the promotion of that produt has
attracted you and you bought that particular product
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Yes
No . If yes then how frequent _____________________________
Yes
No
Q.6 when you go to buy a product what makes your mind to buy a product.
Q.7 which is the best advertisement you found. Did you buy that product?
______________________________________________________________
Q.8 which is the most attractive offer you get when you were planning to buy a significant
product. Please mention that.
_______________________________________________________________
Q.9 which brand you like the most due to advertising of that brand? Specify.
______________________________________________________________
Q.10. Do you waits to buy certain product for the discount. And you take advantage of
discount seasons?
Yes
No
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APPENDICES
The survey questionnaire was filled by the people of Delhi and NCR, by on-
line procedure as well as personal meeting and face to face interaction. They
are from various places of India.
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22 Mr. N. P. Singh 9810598148 NOIDA SECTOR 11 India
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Results for: Sales promotion vs Advertising Effectiveness Survey
Q.1 what you feel is the best medium for advertising which leave impact in your
mind.
Television _____
Newspaper ____
Hoardings ____
Pamphlets _____
Others ____
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Q.3 Have you bought anything which was beyond your choice but you purchased
that only because advertisement has influenced you a lot.
Yes
No
Q.4 Have purchase anything whose ads you never saw but the promotion of that
produt has attracted you and you bought that particular product
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Q.5 Do you take advantage of promotional activity such as discount.
Yes
No ________
Q.6 when you go to buy a product what makes your mind to buy a product.The
advertisement of product __ 29%
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Q.10. Do you waits to buy certain product for the discount. And you take
advantage of discount seasons? Yes _________ No __________
TIME SCALE
GANTT chart
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