What Does Seller Do to Promote Their Selling

8/9/2019 What Does Seller Do to Promote Their Selling

1/29

- 1 -

RESEARCH METHODOLOGY

PROJECT REPORT

ON

PERMOTIONAL TOOLS USED BY BOOK SELLERS

INMEERUT

SUBMITTED IN THE PARTIAL FULFILLMENT OF THE POST GRADUATE

DIPLOMA IN MANAGEMENT

(25th March to 20th April 2009)

SUBMITTED TO: SUBMITTED BY:RESPECTED MR. SUSANT MITTAL SIR, SATISH TIWARI,

FACULTY, IPM MEERUT RAKESH BHARDWAJ

VIVEK VIKRANT

SHAILENDRA KR. JHA

P.G.D.M, (2008-10)

II ND SEMISTER


2/29

- 2 -

PREFACE

As an integral part of the course curriculum, all the P.G.D.M. students are required to undergoproject on the topic suggested by the concerned faculty. The main objective of the study of this

project is to supplement the students theoretical knowledge with a practical exposure.

This program enhances the students capability to cope up with the uncertainties and challenges,

which are part and parcel of every organization.

For the same, I had the opportunity to do my project on PROMOTIONAL TOOLS USED BY

BOOK SELLERS. During this training I conducted a research on the topic promotional tools

used by book sellers. Under the supervision of our faculty guide Mr. SUSANT MITTAL SIR.

During this I visited MEERUT REGION to meet general book sellersIt has been my constant endeavor to present this report in the most systematic and analytical

manner.

SATISH TIWARI.

RAKESH BHARDWAJ

VIVAK VIKRANTSHAILENDER JHA


3/29

- 3 -

ACKNOWLEDGEMENT

It is difficult to express adequately my gratitude to those who have sharedtheir expertise and knowledge and without whom the completion of theproject report would have been impossible.I would like to give special regard to the book sellers and Publishers ofMeerut.

I wish to express my sincere thanks to Mr Susant Mittal sir , for hisinspiration and support both personally and professionally.

This project is written by encouragement and prodding of all the people whofilled up the questionnaire by devoting their valuable time.

ThankyouSatish Tiwari

Rakesh BhardwajVivek vikrant

Shailender kr. Jha


4/29

- 4 -

ContentsParticular Page no.

PREFACE 2`

ACKNOWLEDGEMENT3

Research Design: .............................................................................................................................. 7

Analysis of Data: .............................................................................................................................. 9Limitations: .....................................................................................................................................28

Bibliography: ..................................................................................................................................29

The following books and sites helped me to complete the project successfully............................29Research Methodology C.R.Kothari ............................................................................................29

Marketing Management Philip Kotlar .........................................................................................29

www.google.com ............................................................................................................................29

Rational of study

Why this study ?

Learning categorizes you and practicing on that learning specializes you.


5/29

- 5 -

Practical aspect gives more knowledge and experience than the theory and

no learning can be completed without practical aspect.This project is one of the most important parts of our curriculum for management

students, its basic idea is to strengthen the students concept through project and makethem equipped with recent development.

This project report has been in partial fulfillment of our management programme post

graduate diploma in management (PGDM).

Just to enhance practical knowledge regarding Research Methodology and Use of

Marketing method and Promotional mix it is very necessary to do such type of

research work .

Hence the topic PROMOTIONAL TOOL USED BY BOOK SELLERS enhanced

the practical knowledge .

OBJECTIVES

1) To study the level of awareness regarding promotional tools among bookSellers.


6/29

- 6 -

2) To study the effective promotional tools used by book Sellers.

3) To study the different type of Promotional tools used on differentcustomer.


7/29

- 7 -

Research Methodology

This study is exploratory as well as descriptive in nature, as it tries to findout the promotional tools used and practices by book sellers in the region ofMeerut.

Research Design:

Universe Of the study: Book sellers and publishers situated in Meerut .

Unit of Investigation: Publishing house and Book stores situated in Meerut

Duration of the study: One month (25th March to 20th April 2009)

Sampling Design


8/29

- 8 -

Sample Size: 70.

Out of the 70 filled we found 10 questionnaire were biased .The areas where research

conducted were Subhas Market, Near R G college, Khuni Pul (Begum Bridge) ,Sadar, Sivaji

road.

Sampling Technique: As no comprehensive sampling frame of the population was available,

samples for the study were chosen by using random sampling due to its time and cost

feasibility.

Data collection Instrument: A structured questionnaire comprising of 12 questions

Method of Data Collection:-

Data is unprocessed information, which is collected after the market research. There are lots

of techniques available for the collection of data. The data collection technique used for this

project is divided into two parts:-

They are as follows:-

Primary Data

Secondary Data

DATA


9/29

- 9 -

Analysis of Data:

The data collected through the questionnaires can be analyzed in thefollowing manner:

1) What types of steps do you use to improve your sales ?

70%

13%

3%

7%

7%

sales promoti

advertising

direct marketi

public relation

personal sellin

Interpretation:- 70% of total respondent said that they use sales promotionas a promotional tools to promote their selling, 13% said that they advertiseto promote their selling and percentage for direct marketing, public relationand personal selling are 3%, 7%, 7% respectively


10/29

- 10 -

2) At What level do you think Promotional tools are effective to influence theThe customer?

18%

54%

13%

10%

5%

very good

fairly good

neither good nor go

not very good

not good at all

Interpretation:- 54% respondent said that promotional tools are fairly goodin effectiveness to influence customer , 18% respondent said thatpromotional tools are very good in effectiveness and 13% respondent saidthat promotional tools are neither good nor bad to influence customer.


11/29

- 11 -

3) If you use sales promotional then what type of tools do you use under itto increase sales ?

7%

57%

28%

8%

coupons

rebate

gifts

price off de

Interpretation:- 57% respondent said that rebate is the most effective toolsunder sales promotion they use. 28% respondent said that gifts are the mosteffective tools under sales promotional.


12/29

- 12 -

4) If rebate than what percentage

47%

20%

15%

18%

0 - 15%

15 - 30

30 - 45

45 - ab

Interpretation:- 47% respondent said that they give rebate about 0-15% ,20% respondent said that they give 15-30% rebate and 18% respondentsaid that they give 45% and above for rebate.


13/29

- 13 -

5) What Promotional tools do you think more effective to retain customer?

a. Sales Promotion

sales promotion

5% 10%

28%52%

5%

0-15%

15-30

30-45

45-75

75-10

Interpretation :- 52% respondent said that sales promotion is 45-75%effective.

28% respondent said that sales promotion is 30-45%effective.

10%, 5%, 5% respondent said that sales promotion is 15-30% ,

0-15% ,75-100% simultaneous effective .


14/29

- 14 -

b. Advertisement

advertising

5% 8%

35%45%

7%0-15%

15-30

30-45

45-75

75-10

Interpretation:- 45% respondent said that advertising is 45-75% effective,35% respondent said that advertising is 30-45% effective


15/29

- 15 -

c) Direct Marketing

direct marketing

72%

10%

10%

5% 3%

0-15%

15-30

30-45

45-75

75-10

Interpretation:- 72% respondent said that Direct Marketing is 0-15%effective.


16/29

- 16 -

d) Public Relation

P R

56%

20%

12%

7%5%

0-15%

15-30

30-45

45-75

75-10


17/29

- 17 -

Interpretation:- 56% respondent said that Public Relation is 0-15% effectiveand 20% respondent said that Public relation is 15-30% effective.

e) Personal selling

Personal selling

48%

30%

12%

7% 3%

0-15%

15-30

30-45

45-75

75-10

Interpretation:- 48% respondent said that personal selling is 0-15%effective.

30% respondent said that personal selling is 30% effective


18/29

- 18 -

6) Which period of year promotional tools are most effective ?


19/29

- 19 -

25%

50%

8%

17%

Januray to March

April toJune

July to Septembe

October to Dece

Interpretation:- 50% Respondent said that April to June is most effectivePeriod of year in which promotional tools are most effective, 25% respondentsaid that promotional tools are effective in the period to January to March,17% respondent said that promotional tools are effective in the period ofOctober to December.

7) How much rebate play role to retain customer?


20/29

- 20 -

18%

23%

47%

7%

5%

Very Strong

Strongly

Moderatel

Weakly

Very weak

Interpretation:-47% respondent said that rebate play moderately role to retain customer.23% respondent said that rebate play strongly role to retain customer.18% respondent said that rebate very strongly play role to retain customer

8) Do you think building relationship play vital role to retaining customer?


21/29

- 21 -

yes, 60

no, 00

10

20

30

40

50

60

70

yes no

Serie

Interpretation:- Out of 60 Seller, all seller said that building relationship

plays vital role in retaining customer.


22/29

- 22 -

9) What seller offer to permanent customer.

Most of the seller told that they offer Better Service, discount as much as it

possible, good quality, exchange offer, festival offer and commission.

10) What seller offer to temporary customer to make them permanent ?

Most of the seller said they offer same service to temporary customer asPermanent customer.Like Better Service, Offers, Prove up to their satisfaction .

QUESTIONNAIRE


23/29

- 23 -

We the student of PGDM, from Institute of Productivity & ManagementMeerut. We are conducting research as a part of our curriculum. We areinterested in knowing the promotional tools using by you. Your cooperationwill be highly appreciated. Individual response will be kept in confidence. I

assure you that information will be used only for academic purpose.

1) What types of steps do you use to improve your sales ?a. Sales Promotionb. Advertisingc. Direct Marketingd. Public Relatione. Personal selling

2) At What level do you think Promotional tools are effective to influence theThe customer?a. Very goodb. Fairly goodc. Neither good nor badd. Not very goode. Not good at all

3) If you use sales promotional then what type of tools do you use under itto increase sales ?a) Couponsb) Rebatesc) Gift Cardsd) Price-off deals

4) If rebate than what percentagea. 0-15%b. 15-30%c. 30-45%d. 45 and above


24/29

- 24 -

5) What Promotional tools do you think more effective to retain customer?

a. Sales Promotion

i) 0-15% ii) 15-30% iii) 30-45% iv) 45-75% v)75-100%

b. Advertisementi) 0-15% ii) 15-30% iii) 30-45% iv) 45-75% v)75-100%

c. Direct Marketingi) 0-15% ii) 15-30% iii) 30-45% iv) 45-75% v)75-100%

d. Public Relationi) 0-15% ii) 15-30% iii) 30-45% iv) 45-75% v)75-100%

f. Personal sellingi) 0-15% ii) 15-30% iii) 30-45% iv) 45-75% v)75-100%

6) In which Period Promotional tools are more effective?

a. January g. July

b. February h. Augustc. March i. Septemberd. April j. Octobere. May k. Novemberf. June l. December

7) How much rebate play role to retain customer?

a. Very Stronglyb. Stronglyc. Moderatelyd. Weaklye. Very weakly


25/29

- 25 -

8) Do you think building relationship play vital role to retaining customer?

a) Yes b) no

9) What do you offer to permanent customer?

10) What do you offer to temporary customer to make them permanent ?

Name .Age Gender Male/FemaleAddress..Contact No. (If any)...

Thanking You

Institute of Productivity & ManagementMeerutIInd semesterSatish TiwariRakesh Bhardwaj


26/29

- 26 -

Shailendra kumar jhaVivek Vikrant

Findings:-The major findings of our research are:

1) Most of the sellers acknowledges that they do sales promotion toimprove their sales.

2) It is found that Promotional tools are fairly good to influence thecustomer.

3) Maximum respondent said rebate is most effective tools under salespromotion

4) Mass respondent said that they give 0-15% rebate to their customer.

5) a) It is found that sales promotion is 45-75% effective to retaincustomer , said by mass respondent.

b) In advertisement there is little bit controversies that is 45%respondent said that advertising is 45-75% effective and 35%respondent said that advertising is 30-75% effective to retaincustomer.c) Maximum respondent said that Direct Marketing is 0-15 % effective.

d) Most of the seller believes Public Relation is 0-15% effective.e) Most of the respondent thinks that personal selling is 0-15%effective

6) Most of the respondent think that April to June is most effective Period ofyear in which promotional tools is most effective.

7) Most of the respondent believes that rebate plays moderately role toretain customer.

8) Sellers believe that building relationship plays vital role to retaincustomer.

.9) Most of the seller told that they offer Better Service, discount as much as

it possible, good quality, exchange offer, festival offer and commission


27/29

- 27 -

10) Most of the seller said they offer same service to temporary customeras Permanent customer.

Like Better Service, Offers, Prove up to their satisfaction .

All seller said that building relationship plays vital role inretaining customer.

Conclusion and suggestion

Conclusion

All the seller are using promotional tools directly and indirectly but most ofthe seller are not aware with the terminology as sellers are either notproperly educated or are not aware with the term. At the same time Booksellers are still using the oldest method of marketing and Promotional tools .They believe that it is very easy to describe method of marketing andPromotional tools but practically it is not possible or rarely possible topromote their business using all Promotional tools.Technology has not been properly adopted by the sellers and publishinghouse. The is wide gap of difference between the opinion between Retailer,Wholesaler, and distributor. At the same times Publishing house has also

different type of opinion regarding Marketing method and Promotional tools.

Suggestion

There is need of proper education regarding Promotional tools andPromotional mix and Marketing Method. If Business graduate properlyemployed here then market share of book seller of Meerut region can beincreased. Selling can be increased. As book of international and nationallevel is published from Meerut region


28/29

- 28 -

Limitations:

Although every effort is made to make the report as accurate andappropriate but yet it has some limitation because situation and environmentare not in controlWhile conducting this particular study we encountered the followingproblems:

The study is concentrated in Meerut town only so the findings aregeneralization for the Meerut only.

The study may be infested by the exaggeration of some respondents.

There was constraint of time for research

Some respondent were not willing to respond and even they were not talkedfairly

Some times some Book sellers and Publishers were busy in personal life aswell as professional life so could not for interview and hence some of theanswer may not be exact

Some respondent even did not mention their name.

As the area is not properly known so some of book stores and Publishersmight have not been visited.

There was language and terminology problem also.


29/29

- 29 -

Bibliography:

The following books and sites helped me to complete the project successfully.

Research Methodology C.R.KothariMarketing Management Philip Kotlar

www.google.com
http://www.google.com/http://www.google.com/

Documents

What Does Seller Do to Promote Their Selling