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Objectives of Study: Title

1. The document analyzes the impact of sales promotion schemes like cash discounts and free gifts on brand perception among middle class consumers in India. 2. It studies the attitude and preferences of middle class consumers regarding different sales promotion schemes and how these vary based on demographics like income, gender and education level. 3. The findings show that cash discounts are generally preferred over free gifts, and preferences for schemes vary significantly based on income, gender and education.

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Dheeraj
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64 views2 pages

Objectives of Study: Title

1. The document analyzes the impact of sales promotion schemes like cash discounts and free gifts on brand perception among middle class consumers in India. 2. It studies the attitude and preferences of middle class consumers regarding different sales promotion schemes and how these vary based on demographics like income, gender and education level. 3. The findings show that cash discounts are generally preferred over free gifts, and preferences for schemes vary significantly based on income, gender and education.

Uploaded by

Dheeraj
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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TITLE

IMPACT OF SALES PROMOTION ON MIDDLE CLASS


CONSUMER AND BRAND EQUITY PERCEPTION,
WITH RESPECT TO SELECTED FMCG PRODUCTS.

Objectives of Study

1. To study the Middle Class Consumer attitude towards Sales Promotion


Schemes
i.e. Cash Discount and Free Gift.

2. To study the Deal Proneness of Middle Class Consumer considering Family


Income, Gender and Educational Qualification.

3. To study the Middle Class Consumer Brand Equity perception.

4. To study the Media Preference of Middle Class Consumer to know the Sales
Promotion Schemes.

5. To study the preferences of Sales Promotion Schemes according to different


features i.e. Brand Type, Source of Brand Awareness, Type of Sales Promotion
and
Type of Benefits.

Major Findings and Conclusions:

1. There is significant difference in the attitude of Middle Class Consumer


towards the cash discount as a sales promotion scheme with respect to Family
Income, Gender & Educational Qualification.

2. Family Income group of 15-18 lakhs has very strongly rated Cash Discount as
sales promotional scheme.

3. The female considers Cash discount as best sales promotion scheme.

4. Education below 10th Standard found rated very highly for Cash Discount as
Sales Promotional Scheme. While highly educated people falls last in the
rating as per Family Income group

5. There is significant difference in Middle Class Consumer preferences of


Cash Discount and Free Gift.
6. Cash discount is preferred to Free gifts as sales promotion schemes by
Middle class consumers.

7. Demographic parameters as Family Income, Gender & Educational


Qualification do affect Middle class Consumer Deal Proneness.

8. The respondents with different background differ significantly for their


opinion on Deal proneness and respondents with lowest education category
and highest education category are highly deal prone.

9. Female are more deal prone than male

10. There is significant difference in Brand Equity Perception with respect to


Family Income, Gender & Educational Qualification.

11. Family Income and Educational Qualification affects Brand Equity


perception.

12. Female have rated highly for Brand Loyalty and Brand Awareness while
Male have rated highly to Perceived Quality.

13. There is media preference to know about sales promotion schemes. i.e. some
of the media is preferred more than that of other.

14. Television is the most preferred than all others and Point of Purchase
material is least preferred.

15. Different Sales Promotional schemes preference changes with change in


Family Income, Gender and Educational Qualification.

16. Sales Promotion Schemes of International product with Price off and Local
with gift/%extra are most preferred by Middle Class Consumers in Mumbai,
Pune and Nagpur.

17. No significant difference has been found in attitude as per area of residence,
towards Sales Promotion among all respondents from three cities.

18. Demographic parameters as Family Income, Gender & Educational


Qualification do affect Sales Promotion Schemes preferences

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