sunsilk research report
TRANSCRIPT
ARESEARCH REPORT
ON
“Impact of sales promotion on consumers, Retailers &Wholesalers-with special reference to Sunsilk shampoo
At Bhilai region”
Submitted in partial fulfillment for the award of degree of
MASTER OF BUSINESS ADMINISTRATION
OF
SWAMI VIVEKANAND TECHNICAL UNIVERSITY, DURG (C.G)
SESSION : 2006-2008
Submitted bySUSHMITA YADAV
MBA II Semester, 2007
Approved by
Dr. PRATAP .B. DESHMUKH
DEPARTMENT OF MANAGEMENTBHILAI INSTITUTE OF TECHNOLOGY
(AN ISO 9002 Certified Institute)Bhilai House, G.E.Road, Durg-491001 (C.G.), India
1
Abstract
Understanding perceptions of channel members and
consumers regarding sales promotion activities enhances the
effectiveness of these activities. Widespread usage of sales
promotion activities in Fast Moving Consumer Goods (FMCG)
sector makes it imperative that manufacturers take into
account channel member and consumer perceptions before
planning such programmes. In this paper, an attempt has
been made to examine the nature of sales promotion
activities in Sunsilk Shampoo category in Bhilai City, study
retailers & wholesalers and wholesaler perceptions with
respect to these activities and also get an insight into
consumer perceptions of these activities. Our findings
indicate that with respect to the nature of the schemes,
premiums (free gifts) were found to be the most frequently
used in both premium and popular Sunsilk Shampoo
category, followed by price offs.
2
DECLARATION
I SUSHMITA YADAV student of M.B.A. IInd Semester in
DEPARTMENT OF MANAGEMENT, Bhilai Institute of
Technology, Durg (C.G.) Here By declare that the research
report work entitled “The Impact of sales promotion on
Consumers, retailers & wholesalers-with special reference
to sun silk shampoo at Bhilai Region” is the record of
original work done by me and the matter enclosed has not been
submitted for the award of any other degree of diploma in the
university or any where.
DATE:
PLACE:
SUSHMITA YADAV(M.B.A. IInd SEMESTER)
3
DEPARTMENT OF MANAGEMENTBHILAI INSTITUTE OF TECHNOLOGY
(An ISO 9002 Certified Institute)Bhilai House, G.E. Road, Durg-491001 (C.G.), India
CERTIFICATE
This is to certify that the research report entitled
“IMPACT OF SALES PROMOTION ON CONSUMERS,
RETAILERS & WHOLESALERS-WITH SPECIAL REFERENCE
TO SUNSILK SHAMPOO AT BHILAI REGION” Carried out by
SUSHMITA YADAV of, M.B.A. II SEM 2007 is submitted
towards partial fulfillment of the requirements for the award
degree of M.B.A. 2006-2008.
DATE:
PLACE:
Approved byD r . P . B . D E S H M U K H
[B.E. (MECH), M.B.A., M.E., Ph.d]H.O.D & Addl. Director
4
ACKNOWLEDGEMENT
In the beginning I would like to express my immense
pleasure in submitting this research report to Bhilai Institute
of Technology. I wish to express my Gratitude to
Dr. P.B Deshmukh (Addl. Director & HOD, Deptt. of
Management) Who has been kind enough to approve my
research report.
I must acknowledge my gratitude to my Research Guide
Mr. S. Pandey (Lecturer. Management) for her guidance in
understanding the important ingredients of my study.
I shall be failing in my duties if in the end; I do not
acknowledge my debt of gratitude to all those who have been
helping me from time to time by their in valuable suggestions
and constructive comments.
{SUSHMITA YADAV}
5
CONTENTS
S.No.
Description Page No.
01. INTRODUCTION OF THE TOPICa) INTRODUCTION
WHAT IS SALES PROMOTION
IMPORTANCE & GROWTH OF SALES PROMOTION IN TODAYS MARKETS
COMPANY PROFILE
b) PROBLEM STATEMENTc) RESEARCH OBJECTIVE
2-17
02. LITERATURE SURVEY 19-22
03. RESEARCH METHODOLOGYa) RESEARCH METHODOLOGY
MEANING
PURPOSE OF THE STUDY
POPULATION
SAMPLE
QUESTIONNAIRE
TOOLS & TECHNIQUE OF DATA COLLECTION
b) METHODOLOGY
MARGIN PRICE (OUTLAY) RATIO WITH
FORMULA
c) AMOUNT SPENT ON SALES PROMOTION & COMPARISONS WITH OTHER ACTIVITIES
24-31
Contd…..2….
6
:: 2 ::
S.No.
Description Page No.
04. FINDINGS & ANALYSIS
a) FINDINGS
IMPORTANCE OF SALES PROMOTION
b) ANALYSIS & INTERPRETATION OF DATA
c) PERCEPTIONS
STUDY ON WHOLESALERS PERCEPTIONS
Variations In Information Flow
Retailers & Wholesalers Dynamics
Margins
Perceptions about mass media announcements
STUDY ON RETAILERS PERCEPTIONS
Perceptions on Scheme preference. Perceptions about buying Roles Perception about their role in decision-making Perception about response to sales promotion
offers. Margins Problem of left over Perceptions about mass media
announcements. Handling problems.
SUB STUDY ON CONSUMER PERCEPTIONS
Willingness to buy on Sales Promotion offer. Ability to induce trial Long term Impact Perceived Quality Perceptions regarding underlying company
motivations.
d) LIMITATIONS
33-47
:: 3 ::
7
S.No.
Description Page No.
05. CONCLUSION WITH SUGGESTIONS
CONCLUSION
SUGGESTIONS
Rebates
Discounts
Refunds or Rebates
Premiums or Gifts
Quantity Deals
Sampling
Contests
Free in mail premiums.
Container premium.
49-51
REFERENCE 52
BIBLIOGRAPHY 53
ANNEXURE Questionnaire (Consumer-For Female
Group). Questionnaire (Retailers &
Wholesalers).
55-58
8
LIST OF FIGURES
S.No.
Description Page No.
01. ANALYSIS & INTERPRETATION OF DATA PERCENTAGE CONSUMPTION OF
SUNSILK SHAMPOO (FIGURE – 1)35
COST PRICE FOR RETAILER & WHOLESALER FOR SACHETTE SUNSILK SHAMPOO. (FIGURE-2)
36
COST PRICE FOR RETAILER & WHOLESALER FOR BOTTLES IN SUNSILK SHAMPOO (FIGURE –3)
37
MARGIN PRICE RATIO FOR RETAILERS & WHOLESALERS IN SACHETTE OF SUNSILK SHAMPOO. (FIGURE-4)
38
MARGIN PRICE RATIO FOR RETAILERS & WHOLESALERS IN BOTTLE OF SUNSILK SHAMPOO. (FIGURE –5)
39
IMPACT OF ADVERTISEMENT ON DIFFERENT AGE GROUPS OF CONSUMERS (FIGURE-6)
40
9
LIST OF TABLES
S.No
.
Description Page No.
01. ANALYSIS & INTERPRETATION OF DATA PERCENTAGE OF CONSUMERS USING
SUNSILK SHAMPOO (TABLE NO. 1)35
COST PRICE FOR WHOLESALER FOR SUNSILK SHAMPOO (TABLE NO. 2)
36
COST PRICE FOR RETAILER FOR SUNSILK SHAMPOO (TABLE NO. 3)
36
MARGIN PRICE RATIO FOR WHOLESALER IN SUNSILK SHAMPOO (TABLE NO. 4)
37
MARGIN PRICE RATIO FOR RETAILER IN SUNSILK SHAMPOO (TABLE NO. 5)
38
IMPACT OF ADVERTISEMENT ON DIFFERENT AGE GROUP OF CONSUMER (TABLE NO. 6)
39
10
11
A) Introduction:
The importance of consumer sales promotion in the marketing mix of
the fast moving consumer goods (FMCG) category throughout the
world has increased. Companies spend considerable time in planning
such activities. In order to enhance the effectiveness of these activities,
manufacturers should understand consumer, retailers & wholesalers
interpretations of their promotional activities. Retailers & wholesalers
perceived price offs to have relatively greater impact compared to any
other forms of sales promotion. In line with the retailers & wholesalers
perceptions, the findings of consumer perceptions indicated that price
offs was the most preferred type of sales promotion. Retailers &
wholesalers stated that role of word of mouth and television advertising
was very important in providing information inputs to the consumers
regarding sales promotion activities. This perception of retailers &
wholesalers was supported by the consumer unaided recall of sales
promotion schemes which were widely advertised. As the retailer &
wholesaler interacts and observes consumers more frequently and
closely than the manufacturer, it would be useful for the companies to
incorporate perceptions while planning sales promotion strategies.
12
A study of these perceptions will reveal their preferences, their
knowledge, and motivations. The study here pertains to consumers
perceptions as well as retailer & wholesaler perceptions regarding
sales promotion. Some past researches have suggested that
promotion itself has an effect on the perceived value of the brand
(Cotton and Bobb 1978, Dodson, Tybout and Sternthal, 1978,
Guadagni and Little 1983, Jones and Zufryden 1980, Rothschild and
Gaidis 1981, Shoemaker and Shoaf 1977). This is because promotions
provide utilitarian benefits such as monetary savings, added value,
increased quality and convenience as well as hedonic benefits such as
entertainment, exploration and self-expression (Chandon, Laurent, and
Waensink 1997).
In Bhilai City fast moving consumer goods (FMCG) category has
witnessed an outburst of sales promotion activities in the post-
liberalization era. Very little literature has focused on sales promotion
perceptions. This study is an attempt to address the gap in literature by
providing empirical support through exploration. In the U.S. context
several aspects of consumer perceptions of deal frequency and deal
prices have been studied (Aradhna Krishna, Imran S. Curriuun and
Robert W. Shoemaker 1991). Whereas Page Moreau, Aradhana
Krishna, Bari Harlam (2001) studied differing perceptions with respect
13
to price promotion from the point of manufacturers, retailer &
wholesaler and consumers. Effects of promotions on variety seeking
and reinforcement behaviour has also been studied. (Barbara Khan
and Jagmohan Raju 1991).
All the above researches have focussed on price promotions and their
response. Our study though exploratory has considered perceptions for
price as well as non-price promotions in Sunsilk Shampoo category.
The reasons for the study were:
i) The widespread use of sales promotions in Sunsilk Shampoo
category.
ii) Historically, whenever there was a downward trend in growth,
sales promotion activities took the front seat of promotional mix.
iii) Companies planned these activities with inward looking view
hence it was felt that it would be useful to understand the
perceptions of consumers, retailers & wholesalers regarding
sales promotion activities to improve the effectiveness of these
activities.
14
01. What is Sales Promotion ?
For the purpose of this study, following definitions of sales promotion
were kept in mind. Kotler defines sales promotion as: “Sales promotion
consists of a diverse collection of incentive tools, mostly short-term
designed to stimulate quicker and/or greater purchase of particular
products/services by consumers or the trade.”
Roger Strang has given a more simplistic definition i.e. “sales
promotions are short-term incentives to encourage purchase or sales
of a product or service.”
Hence, any forms of incentives (price cut or value added nature)
offered for short period either to trade or consumers are considered as
sales promotion activities.
1.1 Dealers and Retailers
Most of producers do not sell their goods directly to the final users;
between them stands a set of intermediaries performing a variety of
functions. These marketing intermediaries constitute a marketing
channel. Formally marketing channels are sets of interdependent
organization involved in the process of making a product or services
available for use or consumption. They are the pathway a product or
15
services follows after production, culminating in purchase and use by
the final end user.
In FMCG Products generally there are two channel members or
intermediaries i.e. Dealers and Retailers.
A marketing channel system is the particular set of marketing channels
employed by a firm. One of the chief roles of marketing channels is to
convert potential buyers into profitable orders. Marketing channels
must not only serve the markets, they must also make markets.
The channels chosen affect all other marketing decisions. The
company’s pricing depends on whether it uses mass merchandisers or
high-quality boutiques. The firm’s sales force and advertising decisions
depends on how much training and motivation dealer boutiques need.
If the firm is successful, it might branch into new markets and use
different channels in different markets. In smaller markets, the firm
might sell directly to retailers; in larger markets, it might sell through
distributors. In rural areas, it might work with general-goods merchants;
in urban areas, with limited-line merchants.
a) Channel Levels: -
16
Sunsilk shampoo prefer one-level and two-level channel for the
distribution of its products. One-level channel contains one selling
intermediaries such as Retailer. Two-level channel contains two
intermediaries i.e. Dealers→Retailers.
b) Dealer :–
“A person whose business is buying and selling a particular product”
(Oxford Advanced Learner’ Dictionary, 7.1).
c) Retailer :–
“A person or business that sells goods to the public” (Oxford Advanced
Learner’ Dictionary, 7.1).
“A retailer or retail store is any business enterprise whose sales
volume comes primarily from retailing.
Any organization selling to final consumer – whether it is a
manufacturer, wholesaler, or retailer- is doing retailing. Retailing
includes all the activities involved in selling goods or services directly to
final consumers for personal, non-business use.
17
1.2 Customers
The distinguishing character of Sales promotion is that is that they
draw stronger and quicker response from the target audience. Sales
promotion includes tools for consumer promotion (samples, coupons,
cash refund offers, prices off, premiums, prizes, patronage rewards,
free trials, warranties, tie-in promotions, cross-promotions, point-of-
purchase, displays and demonstrations. Sales promotion tools vary in
their specific objectives. A free sample stimulates consumer trial.
Sellers use incentive-type promotions to attract new triers, to reward
loyal customers and to increase the repurchase rates of occasional
users. Sales promotions often attract brand switchers, who are
primarily looking for low price, good value, or premiums. Sales
promotions generally are unlikely to turn them into loyal users,
although they may be induced to make some subsequent purchases.
Sales promotions used in markets of high brand similarity can produce
a high sales response in the short run but little permanent gain in
market share. In markets of high brand dissimilarity, sales promotions
may be able to alter market shares permanently. In addition to brand
switching, consumers may engage in stockpiling – purchasing earlier
than usual (purchase acceleration) or purchasing extra quantities. But
sales may then hit a post-promotion dip.
18
A number of sales promotion benefits flow to consumers.
Manufacturers induce consumers to try new products instead of never
straying from current ones. They lead to more varied retail formats,
such as the everyday-low-price store and promotional-pricing store.
Retailers promote greater consumer awareness of prices. Consumers
themselves enjoy some satisfaction from being smart shoppers when
they take advantage of price specials. Service marketers also employ
sales promotions to achieve marketing objectives. Some service firms
use promotions to attract new customers and establish loyalty.
Selecting consumer promotion Tools :-
The promotion planner should take into account the type of market,
sales promotion objectives, competitive conditions, and each tool’s
cost-effectiveness. We can distinguish between manufacturer
promotions and retailer promotions. The former are illustrated by the
auto industry’s frequent use of rebates, gifts to motivate test-drives and
purchases, and high-value trade-in credit. The latter include price cuts,
feature advertising, retailer coupons and retailer contests or premiums.
19
02. Importance & Growth of Sales Promotion in todays markets.
Those promotions are directed at channel members like distributors,
wholesalers, retailers who play critical role in moving the products f the
marketers to the final customers. If anyone doubts the importance or
prevalence of sales promotion today, they need only pop to their local
supermarket or pub, take a look in a national or local newspaper, or
open the direct mail sent to their home or business address and they
will instantly be given irrefutable proof of the volume and diversity of
sales promotion activity in today’s markets.
An American marketing academic, Philip Kotler, estimated that even as
short a time ago as 10 years the ratio of advertising expenditure to
sales promotion spending was roughly 60:40.
(1) By 1997, the ratio had altered dramatically. Now, sales
promotion is spending something in the region of 65-70% of
the total. In real terms, sales promotion expenditure has
been growing rapidly over the past 20 years. More proof of
the importance of the function and versatility of sales
promotion is forthcoming in the oft-quoted Harris International
Marketing Week survey, which showed that well over 70% of
20
the population had participated in competitions or games
relating to products or services.
(2) Over a third had done so within the last month, over 40% had
sent off a packet top or token for a free gift within the last four
weeks, and an amazing 54% had used a money-off coupon.
Although this survey is dated 1986, there is little reason to
suggest that participation in any form of sales promotion has
in any way diminished, even though the style or some of the
techniques employed today may have different emphases
placed upon them. Indeed, if the above figures are taken
together, then as many as 60% of the population actively
participate in some form of promotional activity in any one
month.
This makes sales promotion one of the biggest leisure activities or
pastimes in the UK today. To put sales promotion into even sharper
focus as to its importance, it is as extensive as visiting a pub once a
month or more. From these comparisons, one can therefore gauge
the size and extent of promotional activity.
The FMCG industry had witnessed many innovative sales
promotion activities in the recent past. Numerous factors were
21
responsible for such a phenomenon. One of the reasons being that
the market being sluggish, companies were trying to increase
market share in stagnant to declining (volume terms) market in
order to retain consumers, to encourage switching, to induce trials
and liquidate excessive inventories. Another reason possible was
that with the presence of so many brands the competition had
increased severally leading to fight for market share and shelf
space. Inflationary trend had made both the consumer as well as
trade deal prone. Hence sales promotion activities in Shampoo
industry posed a very interesting study and consumer, retailer &
wholesaler perceptions thereof.
03. COMPANY PROFILE :-
Hindustan Lever Limited (HLL) drummed up a millennium resolution: to
align its resources behind 30 of its strongest brands — the “power
brands” — from a portfolio that consisted 100-odd brands. Sunsilk, the
Rs 160-plus crore shampoo brand, was part of this select list. Of late,
slowing consumer demand has led to dwindling fortunes for most
FMCG companies. HLL has been no exception. Consider Sunsilk: its
current market share is a shade above 20 per cent in the Rs 850-crore
branded shampoo market, but barely a year ago it was pegged at 22
per cent. After Clinic Plus (HLL’s biggest shampoo brand with a market
22
share of 28 per cent), Sunsilk played a significant role in shoring up
fortunes for the company in the category.
Hindustan Lever Ltd (HLL) has introduced in the market a complete
new range of Sunsilk shampoos focusing on `hair benefits'. The new
variants of Sunsilk - Black Shine, Bouncy Volume, Silky Strength and
Natural Nourishment - are based on well-researched consumer needs
and hair types. Says Mr. Shiva Kumar, Business Unit head, Hair care,
HLL, The new Sunsilk range aims to position Sunsilk as the `hair
expert' that has identified the consumers' different hair needs and
offers them a shampoo in line with the clear benefit that is desired.''
The new range has variants that are harmonised in terms of product
mix -- fragrance, colour and ingredients. The packaging has been
designed to bring across the essence of mildness and fashion to the
brand. Sunsilk Black Shine Shampoo consists of active sunflower
extracts, there are lotus flower extracts in Sunsilk Silky Strength
Shampoo, fruitamins in Sunsilk Bouncy Volume Shampoo and green
tea extracts in Sunsilk Natural Nourishment Shampoo. Sunsilk will be
available across the country and is priced from Rs 75 for 200 ml to Rs
2 for the sachet pack.
The company claims that the new Sunsilk shampoo provides hair
which women desire instead of providing a shampoo for their existing
23
hair type. For example, the new variants like “Bouncy Volume”
promise bounce to limp hair. The agency has also created a common
identity for the brand with a baseline of “Baalon mein dhadkan, dil
mein shararat” with “Sunsilk in your hair, mischief in the air”
playing a part of the English print advertisements. Also the ‘S’-shaped
strap-line which vertically flows through the extreme right corner of the
print and television campaign for both the shampoo and colourant
advertisements is another bond.
A website called Tips4me.com, which claims to be building
communities of users in high-involvement categories such as beauty,
fitness, finance, etc, conducted an online poll for shampoo brands in
the country, recently. Hindustan Lever Limited’s Sunsilk brand
emerged as the most preferred brand among the people polled.
Besides Sunsilk, brands featured in the poll were Pantene, Clinic,
Head & Shoulders, Halo and others. In the most preferred category,
Head & Shoulder turned out to be number two.
Since then, Sunsilk has been at the forefront of HLL’s experiments with
extensions, variants, pricing strategies, and large-scale advertising and
promotional campaigns. As HLL chose to extract more out of its select
few, it reinvented Sunsilk’s shampoo range and followed it up with the
brand’s extension into hair colour. Significantly, India is the only market
24
other than Thailand where Sunsilk is sold as a hair colour. Hindustan
Lever Ltd (HLL) hopes to increase the growth of the Rs 40-crore hair
colour market in India from the current 20 percent to 23 percent, with
the launch of Sunsilk Pro-Colour — its new hair colour product. The
product is a brand extension of HLL’s leading shampoo brand Sunsilk.
Sunsilk Pro-Colour is a range of seven hair colours specially suited for
the dark Indian hair and skin tone. The launch is a bid to spur the hair
colour market. Hairstylist Jawed Habib is the brand ambassador for
Sunsilk Pro-Colour. Says Mr. Shiva Kumar: “The main challenge for
us is to deliver a product that is safe, affordable and easy to use
for the Indian consumer.”
Hindustan Lever Limited Background :-
Hindustan lever limited (HLL) is one of India’s oldest and most
efficiently run companies. Their brands are the strongest in their
respective categories with over 2/3 of the Indian population using HLL
products everyday. HLL follows its mission to “add vitality to life.”
They strive to meet everyday needs of nutrition, hygiene, and personal
care products that help people “feel good, look good, and get more
out of life.”
25
In 1956,the three companies; Hindustan Vanaspati Manufacturing
Company, Lever Brother India Limited and United Traders Limited
merged to form the company HLL, the first foreign subsidiary to offer a
percentage of its equity to the Indian public. Over the years, HLL have
partenered with or acquired the following companies :-
Brooke Bond
Lipton
Pond’s
Tata Oils Mills Company
Kimberly Clark Corporation
Kothari General Foods
Cadbury India
Lamke Limited (another Tata Company)
Kwality Icecream Group
Modern Foods
Cooked Shrimp and Pasteurized Crabmeat (Amalgam Group of
Companies)
Pepsi
Today, HLL is India’s largest Fast Moving Consumer Goods
(FMCG) Company. Their businesses are comprised of over 20
distinct categories in Home & Personal Care Products and Foods &
Beverages.
26
B) Problem Statement :
In todays world every Company is striving hard to maintain it’s
position in the market. In my research I am trying to reflect
the strategies which the company must take to enhance it’s
sales volume and profit figure in case of Sunsilk Shampoo.
C) Research Objective :The main objectives of the study are:
i) To get an insight into retailers & wholesalers views regarding
the schemes being offered in Sunsilk Shampoo category, and
consumer perceptions.
ii) To study consumer perceptions regarding various schemes in
this category and responses toward them.
iii) To get an insight into the preferences of the consumers of
sales promotion schemes in the category.
27
A) LITERATURE SURVEY
01. The details of the topic “Nature of promotion” was taken by the
literature “Sales Management – Decisions, Strategies & Cases”,
whose authors are Richard R. Still, Edward W. Cundiff & Norman
A.P. Govoni.
Nature of promotion - The marketing mix activities of product
planning, pricing and distribution are performed mainly within a
business or between a business and the members of its
distribution channels. However, through its promotional activities
a firm communicates directly with potential customers. And as
we will see, it is not a simple process. Basically promotion is an
attempt to influence.
a) Promotional Methods
There are five forms of promotions – Personal selling,
advertising, sales promotion, public relations and publicity.
b) Personal SellingIt is the direct presentation of a product to a prospective
customer by a representative of the organization selling it.
Personal selling takes place face to face or over the
28
phone, and it may be directed to a middleman or a final
consumer.
c) Advertising
It is impersonal mass communication that the sponsor has
paid for an in which the sponsor is clearly identified. The
most familiar forms of ads are found in the broadcast (TV
& Radio) and print (news papers & magazines) Media.
d) Sales Promotion
It is demand stimulating activity designed to supplement
advertising and facilitate personal selling. It is paid for by
the sponsor and frequently involves a temporary incentive
to encourage a purchase. Many Sales promotions are
directed at consumers. The majority, however, are
designed to encourage the company’s sales force or other
members of its distribution channel to sell its products
more aggressively. This latter category is called Trade
promotion.
e) Public Relations
It encompasses a wide variety of communication efforts to
contribute to generally favourable attitudes and opinions
29
toward an organization and its products. Unlike most
advertising and personal selling it does not include a
specific sales message. The targets may be customers
stock holders, a government agency, or a special –
interest group. Public relations can take many forms,
including news letters, annual reports, lobbying, and
sponsorship of charitable or civic events.
02. The details of the topic “The promotional budget” was taken
by the literature “Fundamentals of Marketing” whose authors are
William J. Stanton, Michael J. Etzel, & Bruce J. Walky.
The Promotional Budget - Establishing promotional Budgets is
extremely challenging because management lacks reliable
standards for determining how much to spend altogether on
advertising or personal selling, and how much of the total budget
to allocate to each promotional mix element. A firm may have the
alternative of adding seven sales people or increasing its trade
show budget by $200,000 a year, but it cannot determine
precisely what increase in sales or profits to expect from either
expenditure.
30
03. The details of the topic “Conventional Wholesale – Retail
Trade continues to dominate the Scene” was taken by the
literature “Marketing Management – Planning, Implementation
and control” whose authors are V.S. Ramaswamy &
S. Namakumari.
Conventional Wholesale – Retail Trade continues to Dominate the scene
In total contrast with the Western Countries, where for mats like
super markets/retail chains dominate the distribution system,
conventional wholesale – retail trade dominates the scene in
India. Again, unlike the west, where a handful of apex
distribution chains service the millions of retail shops, in India,
stand-alone wholesalers/retailers dominate the scene. Some
experts believe that before long, India too will see the massive
growth of distributing companies, retail chains. Many others,
however, feel that in India, large distribution outfits will not
replace traditional distributors in the near future.
31
32
A) RESEARCH METHODOLOGY
1. MEANING:-
The process of developing the objective statement, deciding
modes of data collection and the means of analysis the date and
the final presentation leading a logical interpretation is known as
methodology.
In 1stchapter to the topic was introduced by the Introduction of
Sales Promotions, What is Sales Promotion and also in respect
of dealer, retailer and customer, Importance of Sales promotion
and also company profile. In 2nd chapter the Literature Survey of
Study is given.
2. PURPOSE OF THE STUDY
a) To Study the Impact Of Sales Promotion on Retailers and
Wholesalers in Bhilai Region.
b) To study the Impact of Sales Promotion on Consumers in
Bhilai region.
33
3. POPULATION
Population is the total area, number of person or group of person,
who are the subject of the study. To determine the population is
the first step of any research, it defines the boundaries of
research.
To achieve the objectives of this study, the region of Bhilai was
selected.
4. SAMPLE
A sample is a finite number of units taken for purpose of study
out of the Universe. The sample is selected for the convenient
study. For this optimum Sample should be selected sample
should represent whole Universe.
It neither feasible nor desirable to go to each and everyone so
sampling is done.
The sample size is 50 in all the three cases of consumers,
retailers and wholesalers and the sample units are the people of
Bhilai.
34
5. QUESTIONNAIRE
A questionnaire is a device for collection data from large, diverse
and widely scattered group of people. It can be a most useful
tool for gathering information from respondent.
Keeping in mind the objective of study questionnaire are
prepared.
6. TOOLS AND TECHNIQUE OF DATA COLLECTION
Data is collected by the help of questionnaire. It was collected in
all the hours of the day. And for the analysis the data
“PERCENTAGE METHOD” has been used.
35
B) METHODOLOGY
In order to address the above questions an exploratory study
was conducted. The idea was to probe and get deeper insight
into sales promotion scenario in Sunsilk Shampoo market and to
tap perceptions of retailers & wholesalers and consumers. In
order to address above mentioned objectives :-
(i) Study of secondary sources was carried out.
(ii) In-depth interview of 50 retailers was undertaken
(iii) In depth Interview of 50 Wholesalers was undertaken.
(iv) In depth Interview of 50 Consumers was undertaken.
(v) Structured questionnaire was designed to seek consumer
responses.
(vi) Structured questionnaire was designed to seek retailers
responses.
(vii) Structured questionnaire was designed to seek
Wholesalers responses.
Convenience sampling was used for both retailers &
wholesalers as well as consumer studies. 50 retailers ranging
36
from small kirana store to supermarket were approached. All the
retailers & wholesalers were located in the different markets of
Bhilai Region. The respondents for consumer study were female
group of the age group between 15-50 and above belonging to
middle and upper middle and upper class. The total respondents
were 50 in number. They were residing in different parts of Bhilai
City hence sole decision-makers for this category. Also the age
group of 15 to 25 being more experimental and likely to be more
deal prone, so their perceptions, preferences would give some
insights to companies planning sales promotions targetted at
them.
In-depth interviews and questionnaires being filled by retailers &
wholesaler and conducted the study with the help of interview
guide. Inferences were drawn from that. In case of consumer
study with the help of structured questionnaire, simple frequency
analysis were carried out and inferences were drawn.
37
Margin Price (Outlay) Ratio
The margin price ratio was calculated by taking the monetary
value of the margin offered to the wholesaler and retailer and
dividing it by the amount of money he needs to spent in order to
purchase the product. The ratio varied from 0.03 to 0.025
among various varieties (Table - 4&5) . For Example in case of
Rs. 1 and Rs. 2 Sachette the margin ratio was for wholesaler is
0.03 and 0.025 respectively and in case of retailer it is 0.07 and
in case of bottles of Rs.10, Rs. 45, & Rs.75 the margin ratio for
whole saler is 0.021 in all type of bottles and in part of retailer it
is 0.07. With this level of margin neither retailers will feel
rewarded or get attracted, nor the wholesalers will be motivated
to purchase.
FORMULA ::
Margin Price Ratio = Profit Margin . MRP of the FMCG product
38
C) AMOUNT SPENT ON SALES PROMOTION & COMPARISONS WITH OTHER ACTIVITIES.
What does it all add up to in terms of money budgeted and spent?
It is almost impossible to put a figure on the exact amount that
businesses and other organizations spend because the task
falls down when deciding on definitions of sales promotion and
ways of measuring the physical amounts. It is a relatively
simple matter to discover how much has been spent on
television and press advertising and it is feasible to get a fair
estimate of spending on direct mail. Sales promotion, however,
does not lend itself to any easy way of estimating its annual
expenditure, as it extends to such a wide variety of activities.
Even the European promotional Marketing Association has tried
to come up with a clearer picture, but the old problem still crops
up – categorization. Many promotions use advertising, direct
mail, telesales literature, price cuts (lost income or promotion
cost?) or other media. And what about pack alterations to
accommodate special deals? Whose budget do these come
under?
Once these points have been taken on board and understood, it
becomes apparent that sales promotion is not one of the also-
39
rans in terms of the business or the overall marketing program
but one of the most important planks in the structure of each.
As has already been shown, it is also one of the most pervasive
aspects of all our lives. And it will remain so. The pace of
change is accelerating in most areas of our lives. We have only
to look back even a few years to see what has happened with
regard to the electronic media, the opening up of new markets
with new or vastly improved products, and the increasing
availability of services to wider audiences who can be reached
more rapidly than ever. More people with more disposable
income and aspirations to match will mean more, not less,
promotional activity in the future as companies vie with each
other to ensure that they get more than their fair share of that
disposable expenditure.
This means that every organization, whether trading for profit or
“not for profit” will need to study, understand, create, and
implement sales promotion in all its multifarious facets if they are
to stay around, let alone succeed, in such a tough business
environment. What follows is a route map or guide to help those
unfamiliar with the sales promotion terrain to devise the right
40
type of promotional activity and get the biggest bang from the
drum for minimal effort.
41
42
A) Findings :-
The findings of the empirical study indicate that unless the brand
to be promoted is in the consideration set of the consumer,
sales promotion by itself is unlikely to have any major impact.
Clearly this shows that managers need to invest into brand
building exercise so that his/her brand appears in the
consideration set of the target consumers. Only after this should
he spend time, money and energy on sales promotion activities.
Sales promotion should not be used in isolation but need to be
integrated with other tools and in line with the overall positioning
of the brand.
With respect to nature of scheme, the finding suggested that
premium (free gift) was popular with companies. While both
retailer & wholesaler and consumers preferred price offs. So it
is necessary that the perceived value of a free gift has to be
appealing and high for the target consumers. Repetitive use of
the same premium for a prolonged period may have negative
effect on the loyal customers. When the company is giving its
own product free as premium, it needs to ensure the quality of
the product from it as it is likely to jeopardize the image of both
its products.
43
The findings exhibited that both the retailer & wholesaler and
consumers perceived that sales promotion activities carried out
by the companies for increasing sales in short term and clearing
excess stocks. What it implies is that companies need to use
sales promotion synergistically and communicate so that they
provide value to the target audience and enhance brand
quality/image perceptions.
Importance of Sales Promotion :-
Also the importance of the role of mass media came out clearly
in both the studies. Companies need to create sufficient
awareness about sales promotion schemes through mass media
in order to create awareness The role of retailers & wholesalers
in influencing consumer in brand choice decision in a Sunsilk
Shampoo was found to be insignificant which also supports the
above observations. Sunsilk Shampoo are low involvement
products characterised by switching behaviour. Also the person
going to the shop for the purchase of soap is the final decision
maker of the brand. Hence it is essential that companies need to
design attractive, striking, visible POPs ( Point of purchases) for
scheme announcements.
B) Analysis and Interpretation of Data
44
TABLE NO. – 1Percentage of Consumers using Sunsilk shampoo.
Consumers using Sunsilk Shampoo
No. of Respondents Percentage
YES 40 80
NO 10 20
TOTAL 50 100
Yes No
FIGURE – 1PERCENTAGE CONSUMPTION OF SUNSILK SHAMPOO
INTERPRETATION :-From the above table it is clear that % consumption of Sunsilk
shampoo by majority of the respondents is maximum i.e. by 80%
where as 20% of them are not consuming it.
20%
80%
45
TABLE NO. – 2COST PRICE FOR WHOLESALER FOR SUNSILK SHAMPOO.
MRP Cost Price for Wholesaler (Rs.)Sachette
Rs.1 0.90Rs. 2 1.81
BottlesRs. 10 9.09Rs. 45 40.90Rs. 75 68.18
TABLE NO. – 3COST PRICE FOR RETAILER FOR SUNSILK SHAMPOO.
MRP Cost Price for Retailer (Rs.)Sachette
Rs.1 0.93Rs. 2 1.86
BottlesRs. 10 9.30Rs. 45 41.85Rs. 75 69.75
0.5 1 1.5 20
0.20.40.60.8
11.21.41.61.8
2
RetailerWholesaler
FIGURE – 2COST PRICE FOR RETAILER & WHOLESALER FOR
SACHETTE IN SUNSILK SHAMPOO
INTERPRETATION :-From the above table it is clear that cost price for retailer &
wholesaler for Sachette in Sunsilk Shampoo by majority of the respondents is in between 0.90P. to Rs.1.86 in different MRPs of Sachettes.
Cost price forretailers & whole-salers in Sachette.
M.R.P
46
Cost price for retailers & whole-salers in bottles.
M.R.P 10 15 30 45 60 75
0
10
20
30
40
50
60
70
RetailerWholesaler
FIGURE – 3COST PRICE FOR RETAILER & WHOLESALER FOR
BOTTLE IN SUNSILK SHAMPOO
INTERPRETATION :-From the above table it is clear that cost price for Retailer and wholesaler for bottle in Sunsilk shampoo by majority of the respondents is in between from Rs.9.09 to Rs.69.75 in different MRPs of Bottles.
TABLE NO. – 4MARGIN PRICE RATIO FOR WHOLESALER IN SUNSILK
SHAMPOO
M.R.P. (Rs.) Margin for Whoesaler (Rs.) Margin Price RatioSachette
1.00 0.03 0.032.00 0.05 0.025
Bottle10.00 0.21 0.02145.00 0.95 0.02175.00 1.57 0.021
Cost price for retailers & whole-salers in bottles.
M.R.P
47
TABLE NO. – 5MARGIN PRICE RATIO FOR RETAILER IN SUNSILK SHAMPOO
M.R.P. (Rs.) Margin for Retailer (Rs.) Margin Price RatioSachette
1.00 0.07 0.072.00 0.14 0.07
Bottle10.00 0.7 0.0745.00 3.15 0.0775.00 5.25 0.07
0.5 1 1.5 20
0.010.020.030.040.050.060.070.08
RetailerWholesaler
FIGURE – 4MARGIN PRICE RATIO FOR RETAILERS & WHOLESALERS
IN SACHETTE OF SUNSILK SHAMPOO
INTERPRETATION :-
From the above table it is clear that Margin Price ratio for Retailers and
Wholesalers in Sachette of Sunsilk shampoo by majority of the
respondent lies between 0.03 to 0.025 in different rates of Sachette .
M.R.P. OF Sachette
Margin PriceRatio
48
10 45 750
0.010.020.030.040.050.060.070.08
RetailerWholesaler
FIGURE – 5MARGIN PRICE RATIO FOR RETAILERS & WHOLESALERS
IN BOTTLE OF SUNSILK SHAMPOO
INTERPRETATION :-
From the above table it is clear that the margin price ratio for Retailers
& Wholesalers in bottle of Sunsilk Shampoos by majority of
Respondents, in case of Retailers it is 0.07 and 0.021 in case of
wholesalers in all rates of the bottles.
TABLE NO. – 6IMPACT OF ADVERTISEMENT ON DIFFERENT AGE GROUP OF
CONSUMER
No. of Observer
Age group Effect %age Advertisement
15 15-19 Significant 90% Advertisement12 20-30 Insignificant 90% Advertisement8 30-50 Insignificant 80% Advertisement4 50 & Above Insignificant 86% Advertisement
Margin PriceRatio
M.R.P. of Bottle
49
15-19 20-30 30-50 50 & above02468
101214
FIGURE – 6IMPACT OF ADVERTISEMENT ON DIFFERENT AGE
GROUPS OF CONSUMERS
INTERPRETATION :-
From the above table it is clear that impact of advertisement on
different age groups of consumers by majority of the respondents
(90%) is maximum in case of age group between 15 to 19 and
minimum (14%) in case of age group between 50 and above.
Age Group
Impact of Advertisement on Consumers
50
C) Perceptions :-01. Study on Wholesalers Perceptions1.1 Variations in Information Flow
Smaller (non-supermarket, small format store) wholesalers
received relatively less support compared to supermarkets in
terms of servicing, margins, information about sales promotion
activities from the agencies. Many a times small wholesalers
were only informed verbally about sales promotion schemes by
the agency salesmen during the scheduled weekly visits.
1.2 Retailers & wholesalers Dynamics
At the time of sales promotion activities, wholesalers had
tendency to push unwanted stocks onto the smaller retailers. In
fact these retailers preferred to stock variety of brands and
wanted payment for shelf and window display to increase traffic
into their store.
However, supermarkets and big retailers were pampered and
given special services and given better margins and better
allowances.
51
1.3 Margins
It was found that in Sunsilk Shampoo category margins varied
from 2 to 5% depending of the size of the wholesale outlet,
bargaining power of a wholesaler, quantity ordered by him etc.
Mostly margins were linked to size of the volumes that were
ordered.
1.4 Perceptions about mass media announcements
Forty Nine out of fifty wholesalers viewed that whenever sales
promotion scheme was announced on TV, it created pull and
they were more than willing to stock such brands.
02. Study on Retailer Perceptions
2.1 Perceptions on Scheme Preference
It was found that retailers perceived price offs as a better form of
sales promotion activity. Price offs in their opinion had relatively a
greater impact compared to any other form of sales promotion
activity like Bonus packs, Premium, Contests etc. Retailers
preferred price offs the most, then bonus pack, premium,
contests, in order of importance.
52
2.2 Perception about Buying Roles
Retailers viewed that the person who came to the shop (who
may be a maid, son, daughter, daughter-in-law, child) was the
decider of a Sunsilk Shampoo brand and not the income provider
(e.g. head of the family). It could be inferred that visibility of
information about the sales promotion activity at the point of
purchase could result into the purchase of a promoted brand.
2.3 Perceptions about their role in decision-making
Retailers had relatively very low influence in affecting choice. It
could be inferred that visibility and awareness about the scheme
were the critical success factors so that pull could be created.
2.4 Perceptions about Response to Sales Promotion Offers
They believed that younger age-groups were more experimental
in nature, amenable to trying new brands, and sought/looked for
or asked whether there were any) sales promotion schemes
running on any Sunsilk Shampoo at the time of purchase.
2.5 Margins
It was found that in Sunsilk Shampoo category margins varied
from 4 to 10% depending of the size of the retail outlet,
bargaining power of a retailer, quantity ordered by him etc. Mostly
margins were linked to size of the volumes that were ordered.
53
2.6 Problem of left-over
Leftover stocks at the end of any scheme was required to be sold
by the retailer & wholesaler before they ordered fresh stocks. In
case of bonus packs scheme, leftover stock was often dismantled
(cut open buy one get one free) and sold them individually as a
regular shampoo. This approach of the company leads to
misappropriation, which in turn could result in adverse brand
image.
2.7 Perceptions about mass media announcements
Forty Nine out of fifty retailers viewed that whenever sales
promotion scheme was announced on TV, it created pull and
they were more than willing to stock such brands.
2.8 Handling Problems
Many a times retailers had to handle various sales promotions
offers simultaneously in a category and also across categories
and there was no formal communication planning either from the
wholesaler or the company. Remembering each offer and
handling was a problem especially for a small retailers &
wholesalers which was often a as one-man show.
54
3 Sub-Study on Consumer Perceptions:
3.1 Willingness to buy on sales promotion offer
Sixty-three per cent of the sample did not show willingness to
buy a brand due to promotion while 27% showed willingness
and 10% were not sure. This indicates that when 27% showed
willingness, and 10% consumers who were not sure, these
groups might be lured through innovative and lucrative sales
promotion offer.
3.2 Ability to induce trial
Forty per cent of the respondents had said that sales promotion
had the ability to induce trial.
3.3 Long-term impact
In order to understand ability of the promotions to increase long-
term sales, respondents were asked about continuity of
purchase of a brand after the withdrawal of promotion. Eighty
per cent of the respondents indicated that they would not
continue. But 20% said they would. Thus, it could be inferred
that promotions in this category (low involvement products)
might encourage trial and brand switching but not long term
loyalty.
55
3.4 Perceived Quality :
Ninety-three per cent of the respondents had a perception that
the quality of the promoted brands remained the same during
promotion, while 7% felt that it was inferior than before. It can be
inferred that promotions were not leading to negative brand
quality perceptions. It was further reinforced when 53% of the
respondents said that sales promotion would not weaken their
loyalty towards the brand.
3.5 Perceptions regarding underlying company motivations
On tapping perceptions regarding underlying company
motivations for sales promotion, “to increase sales” was
ranked highest followed by “to attract switchers” and “to sell
excess stocks”. While providing value to customers and “to
reinforce company image” were ranked lowest. This indicates
that consumers believed that companies were undertaking such
activities only for their own benefit and not for the benefit of
consumers.
The retailers had the perception that those schemes which were
announced through mass media had better response. This was
reinforced by the consumer survey which showed that recall in
case of heavily promoted schemes on TV was found to be very
high.
56
Retailer prediction of companies’ motivation for offering sales
promotion were matching with the consumer perception
regarding the same. Thus both viewed that companies were
using sales promotion activities mainly to increase short-term
sales or encourage switching or selling excess stock and not
really to give value benefit or enhance/reinforce brand/company
image.
D) Limitations :-
01. The geographical scope of the study was restricted to the
Bhilai Region due to time and resource constraints.
02. The study being exploratory in nature, the sample size
was restricted to 50 consumers (female group) and 50
retailers & wholesalers.
03. Focus being mainly on in-depth probing, the
generalizations drawn are only indicative and not
conclusive.
04. Generalization of finding of the subject cannot apply on
the total universe.
57
58
CONCLUSION
Companies need to systematise information flow regarding sales
promotion activities particularly at wholesaler retailer level. Ensuring
proper information flow and devising checks and measures to reduce
misappropriations and implementation flows should be considered
critical aspects for the success of sales promotion activities by the
companies. As retailing and wholesaling is fragmented, direct reach by
companies is next to impossible. Through wholesalers and proper
feedback mechanism, companies keep in touch with the market. From
the study it was found that smaller retailers & wholesalers felt
neglected and not enthused to implement the schemes, particularly
when additional handling, stocking, accounting was required on the
part of a retailer & wholesaler without compensatory margins. It can be
seen that the retailer & wholesaler and consumer perceptions matched
with respect to preferences of schemes, underlying motivations and
role of mass media. This implies that the retailer & wholesaler would be
a rich source of information about the consumer and the likely
response to sales promotion activities. Developing a system to tap
such responses from time to time both at retailer & wholesaler and
consumer level would be helpful for planning future sales promotion
activities. In order to build trust and commitment companies should tap
preferences, perceptions of retailers & wholesalers as well as
consumers.
59
SUGGESTIONSIt refers to short term use of incentives or other promotion activities that
seek to stimulate interest, trial or purchase. The distinguishing
character of sales promotion is that they draw stronger and quicker
response from the target audience. They create some sense of
immediacy or urgency to respond. Some of the sales promotion
activities commonly used by the marketeers are:
(i) Rebates: Price promotions involve some kind of tinkering with
the price of the product to make it attractive to the buyers to buy
on urgent basis.
(ii) Discounts: Discounts are like price promotions, in which certain
percentage of price is reduced as discount from the list price.
(iii) Refunds or Rebates: In these the seller offers to refund a part of
price paid by the customer on the production of some proof of
purchase.
(iv) Premiums or Gifts: The customer is given a gift along the
product like conditioner sachette with the pack of sachette of
shampoo.
(v) Quantity Deals: Sometimes sellers devise special package,
which gives extra quantity of the product to the buyer at less price
or no price.
60
(vi) Sampling: Sampling means giving free sample of product to the
customer.
(vii) Contests : Consumer contests are another form of commonly use
promotions.
(viii) Free in mail premiums: Rather the customer is required to
correspond with the marketeer by sending, for example a
wrapper or some proof of purchase or multiple purchases to
claim the benefit.
(ix) Container premium : The marketeer devises special containers
for packaging the product which could be used by the customer
for some use.
61
REFERENCE
1. Aradhna Krishna, Imran S. Curriuun and Robert W. Shoemaker,
“Consumer Perceptions of Promotional Activity,” Journal of
Marketing, Vol.55 (April 1991), pp.4-16.
2. Page Moreau, Aradhna Krishna, Bari Harlam, “The Manufacturer-
retailers & wholesalers-consumer triad: Differing perceptions
regarding price promotions,” Journal of Retailing, 77 (2001),
pp.547- 569.
3. Kotler Phillip, “Marketing Management : Analysis, Planning,
Implementation and Control,” 9th ed., Prentice Hall of Bhilai City,
1997.
4. India infoline.com
5. Agencyfaqs.com (web site)
62
B I B L I O G R A P H Y
1. Aradhna Krishna, Imran S. Curriuun and Robert W. Shoemaker, “Consumer Perceptions of Promotional Activity,” Journal of Marketing, Vol.55 (April 1991), pp.4-16.
2. Advertising Association (1997), Marketing Pocket book NTC Publications, Henley-on-Thames.
3. Page Moreau, Aradhna Krishna, Bari Harlam, “The Manufacturer-retailers & wholesalers-consumer triad: Differing perceptions regarding price promotions,” Journal of Retailing, 77 (2001), pp.547- 569.
4. The Times, March 2, 2001.
5. Kotler Phillip, “Marketing Management : Analysis, Planning, Implementation and Control,” 9th ed., Prentice Hall of Bhilai City, 1997.
6. Sales Management decisions, strategies and cases, Fifth edition, By Author Richard R. Still, Edward W. Cundiff & Norman A.P. Govoni.
7. Fundamentals of Marketing, Tenth Edition, McGraw-hill International editions, Marketing & Advertising series by Author William J. Stanton, Michael J. Etzel & Bruce J. Walkey.
8. Marketing Management, Planning Implementation and Control in Global perspective, Indian Context, Third Edition by Macmillan Business Books by Author V.S. Ramaswamy and S. Namakumari.
URL
1. India infoline.com
2. Agencyfaqs.com (web site)
3. Search on www.google.com
63
Questionnaire(Consumer-For Female Group)
Respected Madam, I am conducting a survey entitled “ Impact of sales promotion on Consumer, Retailer & Wholesaler – With special reference to Sunsilk Shampoo at Bhilai Region” . I need your help in conducting this study. Kindly provide me your valuable opinion to fill this questionnaire. Your information will be kept confidential and will be exclusively used for academic purpose.
Sushmita Yadav M.B.A 2nd Sem . B.I.T. Durg (C.G.)
1. Demographic Information(a) Name :- ………………………………………….……………………….
(b) Address :- ……………………………………...……............................
………………………………………………………………………...
(c) Phone Number :- ………………………………………………………..
(d) Age group:-15-19 [ ] 20-30 [ ] 30-50[ ] 50 & above [ ]
(e) Marital Status:- Married [ ] Unmarried [ ]
(f) Educational qualification :- Undergraduate [ ] Graduate [ ] Post-Graduate [ ]
(g) Employment Status:-
Employed [ ] Unemployed [ ] Selfemployed [ ]
(h) Monthly personal income………………………………………
2. List of branded shampoo you are aware of:-…………………………………………………………………………….…………………………………………………………………………….
64
3. Do you prefer sunsilk shampoo over other? Yes [ ] No [ ]
4. If yes then mention your priorities in choosing it. Price [ ]
Quality [ ]
Advertisement [ ]
Quantity [ ]
Discounts [ ]
Others [ ]
5. If the company withdraws all promotional strategies from the market, will you still prefer sunsilk over the rest of the shampoos?
Yes [ ] No [ ]
6. If Yes then why:- …………………………………………………………………………………………………………………………………………………………
7. If no then why:-…………………………………………………………………………………………………………………………………………………………
8. Which one do you prefer? Sachet [ ] Bottle[ ]
Date : ___________( Signature )
65
Questionnaire(Retailers and Wholesalers)
Respected Sir, I am conducting a survey entitled “ Impact of sales promotion on Consumer, Retailer & Wholesaler – With special reference to Sunsilk Shampoo at Bhilai Region” . I need your help in conducting this study . Kindly provide me your valuable opinion to fill this questionnaire . Your information will be kept confidential and will be exclusively used for academic purpose .
Sushmita Yadav
M.B.A 2nd Sem . B.I.T. Durg (C.G.)
1. Demographic Information
a) Name :- …………………….…………………………………………….
b) Address :- …………………………………………............................ ……………………..……………………………………………………...
c) Phone Number :- ……………………………………………………..
d) Age group:- 20-30 [ ] 30-40 [ ] 40-50 [ ] 50&above [ ]
e) Educational Qualifications:-
Under Graduate [ ] Graduate [ ] Post Graduate [ ]
2 . Is sunsilk shampoo available in your shop?
Yes [ ] No [ ]
3. If yes, reasons for keeping the sunsilk stock:-…………………………………………………………………………………………………………………………………………………………
4. How much margin do you enjoy on sunsilk? Sachet ………………………………………………………………….. Bottle……………………………………………………………………
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5. Which is more in demand? Sachet [ ] Bottle [ ]
6. Why do you keep sunsilk shampoo in your shop?…………………………………………………………………………….…………………………………………………………………………….
7. How much do you buy in bulk?
In case of sachet ………………………….…………………………….
In case of Bottle…………………………………………………….……
8. Do promotional strategies undertaken by company have any effect on the demand of sunsilk shampoo?………………………………………………………………………….…………………………………………………………………………………………………………………………………………………………
Date : ___________( Signature )
67