Executive Summary
As a part of our study curriculum it is necessary to conduct a grand project. It provides us an opportunity to understand the particular topic in depth and which leads to through to that topic. My topic for the grand project is titled as “Study of consumer oriented sales promotion in FMCG sector” in which emphasis given to the effect of sales promotion on buying habits of consumers.
To start with we will give brief information regarding FMCG sector then moving to the main topic we will explain what is topic is all about. Promotion is one of the pillars of marketing mix and same way sales promotion is also one of the elements of promotion.
With respect to consumer oriented sales promotion there are certain theories narrated as operant conditioning and projective theory. Based on secondary source certain theoretical aspects are also included as a part of study.
Then after concentration is given to the primary research. It includes the analysis and results of survey which was focuses on consumer’s behavior towards sales promotion campaign. The survey was conducted with the help of structured questionnaire.
At last conclusion of report, findings and suggestions was given based on study of secondary source as well as primary research.
Research Objectives:
1. To study consumer preferences with respect to sales promotion in FMCG sector.
2. To examine tradeoffs, relative importance of different attributes while responding to a sales promotion offer.
3. To study the effect of sales promotions in FMCG sector esp. in soaps and detergent industry.
4. To study consumer behavior in purchase of soaps and detergent
Product categories under study
DETERGENTS : Washing Powder for Clothes
TOILETERIES : Soaps
Research Design
Research design selected for this project is Descriptive.
Data collection Method:
(a) Primary Data Collection Method:
=> Survey method was used for primary data collection.
=> We used questionnaire as an instrument for survey method.
=> Structured questionnaire.
=> Type of questionnaire: Open ended and closed ended.
(b) Secondary Data Collection method:
=> Reference books.
=> Internet.
Download Full Project Report
As a part of our study curriculum it is necessary to conduct a grand project. It provides us an opportunity to understand the particular topic in depth and which leads to through to that topic. My topic for the grand project is titled as “Study of consumer oriented sales promotion in FMCG sector” in which emphasis given to the effect of sales promotion on buying habits of consumers.
To start with we will give brief information regarding FMCG sector then moving to the main topic we will explain what is topic is all about. Promotion is one of the pillars of marketing mix and same way sales promotion is also one of the elements of promotion.
With respect to consumer oriented sales promotion there are certain theories narrated as operant conditioning and projective theory. Based on secondary source certain theoretical aspects are also included as a part of study.
Then after concentration is given to the primary research. It includes the analysis and results of survey which was focuses on consumer’s behavior towards sales promotion campaign. The survey was conducted with the help of structured questionnaire.
At last conclusion of report, findings and suggestions was given based on study of secondary source as well as primary research.
Research Objectives:
1. To study consumer preferences with respect to sales promotion in FMCG sector.
2. To examine tradeoffs, relative importance of different attributes while responding to a sales promotion offer.
3. To study the effect of sales promotions in FMCG sector esp. in soaps and detergent industry.
4. To study consumer behavior in purchase of soaps and detergent
Product categories under study
DETERGENTS : Washing Powder for Clothes
TOILETERIES : Soaps
Research Design
Research design selected for this project is Descriptive.
Data collection Method:
(a) Primary Data Collection Method:
=> Survey method was used for primary data collection.
=> We used questionnaire as an instrument for survey method.
=> Structured questionnaire.
=> Type of questionnaire: Open ended and closed ended.
(b) Secondary Data Collection method:
=> Reference books.
=> Internet.
Download Full Project Report
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