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Dayananda Sagar College of Engineering
Department of Management Studies
“Study on Impact of promotional activities on consumer purchase decision”
By : Raghu.K.DilliwalaMBA(VTU)
Dayananda Sagar College Of
Engineering Bangalore
Executive Summary My project was carried out in JP Nagar-2nd phase, Bangalore Central-2
mall (Future Lifestyle Fashion) “Project study was on impact of promotional activities on consumer Purchase decision” Duration was 10 weeks Under the guidance of Store manager, and the staff in understanding
the promotional tools they are using to attract the customers.
Introduction about the internship
The internship had contained 4main parts:-o Understanding the structure, culture and functioning of the organizationo Preparation of research instrument for data collectiono Data collectiono Analysis and conclusion
Objectives of the study To analyse whether the promotional activities impact on customer buying choice To analyse whether the promotional activities expands or not To analyse whether promotional activities persuading the target audience or not To figure out the best promotional tools to attract the customers
Methodology adopted Descriptive research Primary data in relating with questionnaire Statistical tools used like Percentage Analysis, Chi square Test, ANOVA and Weighted
average mean
Limitations of the study Bias feeling of the respondents It was limited ability to focus on time The study is just restricted on 100 respondents. This was limited to choose just on the customer perspective. Time and cost requirements made the study constrained. Everything was done under the consent of shopping Central manager.
Company profileType : Public company
Industry :Retail industry
Location :Jaynagar 9th Block ,Bangalore,Karnataka
Started on :21st october 2009
CEO : Vishnu Prasad
Parent :Future Group
Headquarters : New mumbai
Products :Hyper market
Slogan :Brand new
Products/ServicesFASHION DEPTARTMENTDenim & t shirtFormalsCasual wearParty wearEthnic wearWestern wearSareesNight dressFootwear
AccessoriesHand bagsWalletOrnamentsTiesWatches Sunglasses
TRAVELTrolleyTrekking bagsSuit case
ServicesFLOOR WISE DETAIL IN BANGALORE CENTRAL
GROUND FLOOR:-
Apparel - ethnic wear-
Apparel – Western wear
Fashion Accessories
Jewellery’s
Lingerie
Cosmetics
Perfumes
Sunglasses
Watches
Handbags
Electronic gadgets
FIRST FLOOR:-
Formals
Casuals
Party wear
Ethnic wear
Men’s accessories
SECOND FLOOR:- Youth wear
Planet sports
Baby world
CSD(customer service desk)
Men’s western
Luggage & Bag packs
Alteration room
THIRD FLOOR:-
Home town
E-zone
FOURTH FLOOR:-
Food court
FIFTH FLOOR:-
INOX
SIXTH FLOOR:-
Village
Ceo of future MR.Kishore biyani
Ceo of central Mr.Vishnu prasad
Coo [MR.Rajesh sheth] RM
STORE GENERAL MANAGER
MR. Mythreya
DIVISIONAL MANAGER Mr. Rahul (Sales apparels)
DIVISIONAL MANAGER Mr. Amit (Life style)
Mr. Velumurugan
OB
DIVISIONAL MANAGER
Mr.Fenny (Operational Excellence)
PAMPA KIDS
PRAKASH TOYS /
LUGGAGE
VASANTH YOUTH’S
SATISH MENS FORMAL/CASUALS
HARISH ACCESSARIES/MENS
HARISH ACCESSARIES
/MENS
REKHA LADIES ETHNIC
YUSUF COSMETICS
/FRAGRANCE /GLASS
ASHOK FOOTWEAR
SUJATHA
JEWELS/BAG
PEOPLE OFFICE
CASHIERS
WAREHOUSE ADMIN
FACILITY INVENTORIES
CSD
Organisational Chart
SWOT ANALYSIS OF THE CENTRAL STOREStrength:-
Located at main market place. Everyday low prices, which attract
consumers, and has a vast investment capacity.
It offers a family shopping experience, where entire family can visit together.
Available facilities such as online booking and delivery of goods.
Experienced work force. Good promotional plan
Weakness:-
Less parking facility High attrition of employees Too many offers at times confuse
the customer. Constant difficulty to achieve the
targets. Short of customer walk-ins due to
other organized retail in close nearness.
Opportunities:- Promotional offers to attract
customers. Increasing mall culture in India. Concentrating on E-retailing. Penetrating into 2 tier cities..
Threats:- Online retailer. Competition.
Promotional activities used in Central during Happiness season end sale:-
INTERNAL: -
Gift voucher Payback Loyalty card Discounts T24 SPECIAL OFFER EVENTS Products displays
EXTERNAL PROMOTIONAL TOOLS
STATIC BILL BOARD AND HOARDINGS ADDVERTISEMENT RADIO Newspaper Magazine
Data analysis and interpretation
For the study promotional tools, activities are studied theoretically and practically observed.
Primary data used like questionnaire for data collection on the month of January 2016
JUDGE COMPETATION BETWEEN ONLINE AND OFFLINE BUYING
JUDGE COMPETATION
Frequency Percent Valid PercentCumulative
PercentValid MUCH BETTER 26 26.0 26.0 26.0
SOME WHAT BETTER 46 46.0 46.0 72.0
JUST ABOVE THE SAME 15 15.0 15.0 87.0
NOT AS GOOD 13 13.0 13.0 100.0
Total 100 100.0 100.0 MU C H B E T T E R S O ME W HA T B E T T E R
JU S T A B O V E T HE S A ME
NO T A S G O O D
26
46
15 13
JUDGE COMPETATION
.
From the study it’s made known that majority of the respondents feels some what better in offline buying than the online buying.
RADIO TV
NEWSP
APER
INTERNET
MOBILE
OTHER
S
16
42
10 11 10 11
APPROPRIATE MEDIUM APPROPRIATE MEDIUM
Frequency Percent Valid Percent
Cumulative Percent
Valid RADIO 16 16.0 16.0 16.0
TV 42 42.0 42.0 58.0
NEWSPAPER 10 10.0 10.0 68.0
INTERNET 11 11.0 11.0 79.0
MOBILE 10 10.0 10.0 89.0
OTHERS 11 11.0 11.0 100.0
Total 100 100.0 100.0
APPROPRIATE MEDIUM
From the study it’s made known that majority of the respondents feels that the suitable medium to promote the promotional schemes is TV.
HOW WELL YOU KEEP IN MIND
Frequency Percent Valid Percent
Cumulative Percent
Valid DONT REMEMBER AT ALL 7 7.0 7.0 7.0
REMEMBER STORE BUT NOT THE PRODUCTS OR PROMOTIONAL TOOLS 7 7.0 7.0 14.0
REMEMBER THE STORE AND PRODUCT BUT NOT THE PROMOTIONAL TOOLS
6 6.0 6.0 20.0
REMEMBER PROMOTIONAL TOOLS 22 22.0 22.0 42.0
REMEMBER ALL 58 58.0 58.0 100.0
Total 100 100.0 100.0
7%7%
6%
22%58%
Frequency
DONT REMEMBER AT ALLREMEMBER STORE BUT NOT THE PRODUCTS OR PRO-MOTIONAL TOOLSREMEMBER THE STORE AND PRODUCT BUT NOT THE PROMOTIONAL TOOLSREMEMBER PROMOTIONAL TOOLSREMEMBER ALL
From the study it’s made known that majority of the respondents remember all in the happiness season ending sale.
HOW WELL YOU KEEP IN MIND THIS PROMOTIONAL TOOLS
Occupation and better improvement in promotional activities.
OCCUPATION* BETTER IMPROVEMENT IN PROMOTIONAL ACTIVITIES Cross tabulation
Count Better improvement in promotional activities Total PAYBACK
OFFERDISCOUNT OFFER PRICE
OTHERS
OCCUPATION
STUDENT 1 14 11 3 29PROFESSI
ON 3 30 3 6 42
BUSINESS 1 6 6 0 13
OTHERS 5 8 3 0 16Total 10 58 23 9 100
Chi-Square Tests
Value DfAsymp. Sig. (2-
sided)Pearson Chi-Square 25.682a 9 .002
Likelihood Ratio 26.464 9 .002
Linear-by-Linear Association 6.420 1 .011
N of Valid Cases 100
10 cells (62.5%) have expected count less than 5. The minimum expected count is 1.17.
It is found that there is a significance relationship between occupation and better improvement in promotional activities on overall purchase decision in Central (future lifestyle fashion) JP Nagar 2nd block Bangalore.
WEIGHTED AVERAGE MEAN:-
Contents WAM
Availability of products 3.54
Discounts 4.08
Quality 3.96
Brand Name 3.91
Others 4.04
All the value are near/ above 3.5, we have to accept all the aspect. The value is 4.08 in Discounts, so the Central shopping mall have to concentrate more on this aspect.
FindingsMajority of the respondents feels somewhat better in offline
buying is better than the online buying.Majority of the respondents describe it as memorable this time
about the promotional tools.Majority of the respondents remember everything in the happiness
season ending sale.Majority of the respondents said yes about the signage’s
displaying to them properly.Majority of the respondents are talked with someone’s about the
signage’s display Majority of the respondents feels that the suitable medium to
promote the promotional schemes is TV.
Customers are expecting to get more promotional schemes offline so that they can physically touch and feel
the products. Present Central future life style fashion is providing more promotional activities for the
customers and the customers are willing more in making decision on purchasing and it went more in buying
offline than the online.
Conclusion
SuggestionMost of the respondents said that TV add is appealing
to eye and have a positive reaction, so company may design future advertisement in more creative way.
The price of the products should be checked to suit the lower class customer of the society also.
Majority of the respondents said that this time sales promotional schemes memorable so company should come up with a more attractive schemes in future.