Rationale for the Study
In today’s intensely competitive, rapidly changing and highly complex environment characterize by diminishing customer loyalty, the need to be market –focused and customer centric is more critical than any other time in past. It is highly imperative for every organization to retain and use valuable information about their customer to enhance their business strategies and product and service offerings. Today, the key focus area of much organization is identification of a link between customer satisfaction and performance. However, satisfaction as the confirmation of expectation has started to be conceptualizing almost as a threshold for customers. The delivery of satisfaction is the minimum the customer expects.
This project is totally focusing on the consumer preferences towards different sales promotion techniques means which sales promotion technique is mostly preferred by the customer in the city of Allahabad (Uttar Pradesh). As the sales promotion techniques are used for the marketing of the product so the research has done in the area of marketing. Today every firm is facing the situation of cut throat competition. So it becomes very important for every firm to promote its product otherwise it cannot survive in the market. These techniques are used in the marketing of product in the last stage which is called retailing. It is the stage from which the product directly goes in the hand of customer and today India is standing on the threshold of retail revolution and witnessing a great change in its retail landscape i.e. from unorganized retailing to organized retailing. Retail is growing with an annual rate of 40%. Its contribution towards GDP is 11% and towards employment is 8%. So after agriculture retailing is one of the biggest sources of employment in the country and is one of the largest industries in India. Although retail industry has existed in our country for centuries but it is only the recent past that it is witnessing such a tremendous growth.
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In today’s intensely competitive, rapidly changing and highly complex environment characterize by diminishing customer loyalty, the need to be market –focused and customer centric is more critical than any other time in past. It is highly imperative for every organization to retain and use valuable information about their customer to enhance their business strategies and product and service offerings. Today, the key focus area of much organization is identification of a link between customer satisfaction and performance. However, satisfaction as the confirmation of expectation has started to be conceptualizing almost as a threshold for customers. The delivery of satisfaction is the minimum the customer expects.
This project is totally focusing on the consumer preferences towards different sales promotion techniques means which sales promotion technique is mostly preferred by the customer in the city of Allahabad (Uttar Pradesh). As the sales promotion techniques are used for the marketing of the product so the research has done in the area of marketing. Today every firm is facing the situation of cut throat competition. So it becomes very important for every firm to promote its product otherwise it cannot survive in the market. These techniques are used in the marketing of product in the last stage which is called retailing. It is the stage from which the product directly goes in the hand of customer and today India is standing on the threshold of retail revolution and witnessing a great change in its retail landscape i.e. from unorganized retailing to organized retailing. Retail is growing with an annual rate of 40%. Its contribution towards GDP is 11% and towards employment is 8%. So after agriculture retailing is one of the biggest sources of employment in the country and is one of the largest industries in India. Although retail industry has existed in our country for centuries but it is only the recent past that it is witnessing such a tremendous growth.
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