Sunsilk Research Report

ARESEARCH REPORT

ON

“Impact of sales promotion on consumers, Retailers &Wholesalers-with special reference to Sunsilk shampoo

At Bhilai region”

Submitted in partial fulfillment for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

OF

SWAMI VIVEKANAND TECHNICAL UNIVERSITY, DURG (C.G)

SESSION : 2006-2008

Submitted bySUSHMITA YADAV

MBA II Semester, 2007

Approved by

Dr. PRATAP .B. DESHMUKH

DEPARTMENT OF MANAGEMENTBHILAI INSTITUTE OF TECHNOLOGY

(AN ISO 9002 Certified Institute)Bhilai House, G.E.Road, Durg-491001 (C.G.), India

1

Abstract

Understanding perceptions of channel members and

consumers regarding sales promotion activities enhances the

effectiveness of these activities. Widespread usage of sales

promotion activities in Fast Moving Consumer Goods (FMCG)

sector makes it imperative that manufacturers take into

account channel member and consumer perceptions before

planning such programmes. In this paper, an attempt has

been made to examine the nature of sales promotion

activities in Sunsilk Shampoo category in Bhilai City, study

retailers & wholesalers and wholesaler perceptions with

respect to these activities and also get an insight into

consumer perceptions of these activities. Our findings

indicate that with respect to the nature of the schemes,

premiums (free gifts) were found to be the most frequently

used in both premium and popular Sunsilk Shampoo

category, followed by price offs.

2

DECLARATION

I SUSHMITA YADAV student of M.B.A. IInd Semester in

DEPARTMENT OF MANAGEMENT, Bhilai Institute of

Technology, Durg (C.G.) Here By declare that the research

report work entitled “The Impact of sales promotion on

Consumers, retailers & wholesalers-with special reference

to sun silk shampoo at Bhilai Region” is the record of

original work done by me and the matter enclosed has not been

submitted for the award of any other degree of diploma in the

university or any where.

DATE:

PLACE:

SUSHMITA YADAV(M.B.A. IInd SEMESTER)

3

DEPARTMENT OF MANAGEMENTBHILAI INSTITUTE OF TECHNOLOGY

(An ISO 9002 Certified Institute)Bhilai House, G.E. Road, Durg-491001 (C.G.), India

CERTIFICATE

This is to certify that the research report entitled

“IMPACT OF SALES PROMOTION ON CONSUMERS,

RETAILERS & WHOLESALERS-WITH SPECIAL REFERENCE

TO SUNSILK SHAMPOO AT BHILAI REGION” Carried out by

SUSHMITA YADAV of, M.B.A. II SEM 2007 is submitted

towards partial fulfillment of the requirements for the award

degree of M.B.A. 2006-2008.

DATE:

PLACE:

Approved byD r . P . B . D E S H M U K H

[B.E. (MECH), M.B.A., M.E., Ph.d]H.O.D & Addl. Director

4

ACKNOWLEDGEMENT

In the beginning I would like to express my immense

pleasure in submitting this research report to Bhilai Institute

of Technology. I wish to express my Gratitude to

Dr. P.B Deshmukh (Addl. Director & HOD, Deptt. of

Management) Who has been kind enough to approve my

research report.

I must acknowledge my gratitude to my Research Guide

Mr. S. Pandey (Lecturer. Management) for her guidance in

understanding the important ingredients of my study.

I shall be failing in my duties if in the end; I do not

acknowledge my debt of gratitude to all those who have been

helping me from time to time by their in valuable suggestions

and constructive comments.

{SUSHMITA YADAV}

5

CONTENTS

S.No.

Description Page No.

01. INTRODUCTION OF THE TOPICa) INTRODUCTION

WHAT IS SALES PROMOTION

IMPORTANCE & GROWTH OF SALES PROMOTION IN TODAYS MARKETS

COMPANY PROFILE

b) PROBLEM STATEMENTc) RESEARCH OBJECTIVE

2-17

02. LITERATURE SURVEY 19-22

03. RESEARCH METHODOLOGYa) RESEARCH METHODOLOGY

MEANING

PURPOSE OF THE STUDY

POPULATION

SAMPLE

QUESTIONNAIRE

TOOLS & TECHNIQUE OF DATA COLLECTION

b) METHODOLOGY

MARGIN PRICE (OUTLAY) RATIO WITH

FORMULA

c) AMOUNT SPENT ON SALES PROMOTION & COMPARISONS WITH OTHER ACTIVITIES

24-31

Contd…..2….

6

:: 2 ::

S.No.

Description Page No.

04. FINDINGS & ANALYSIS

a) FINDINGS

IMPORTANCE OF SALES PROMOTION

b) ANALYSIS & INTERPRETATION OF DATA

c) PERCEPTIONS

STUDY ON WHOLESALERS PERCEPTIONS

Variations In Information Flow

Retailers & Wholesalers Dynamics

Margins

Perceptions about mass media announcements

STUDY ON RETAILERS PERCEPTIONS

Perceptions on Scheme preference. Perceptions about buying Roles Perception about their role in decision-making Perception about response to sales promotion

offers. Margins Problem of left over Perceptions about mass media

announcements. Handling problems.

SUB STUDY ON CONSUMER PERCEPTIONS

Willingness to buy on Sales Promotion offer. Ability to induce trial Long term Impact Perceived Quality Perceptions regarding underlying company

motivations.

d) LIMITATIONS

33-47

:: 3 ::

7

S.No.

Description Page No.

05. CONCLUSION WITH SUGGESTIONS

CONCLUSION

SUGGESTIONS

Rebates

Discounts

Refunds or Rebates

Premiums or Gifts

Quantity Deals

Sampling

Contests

Free in mail premiums.

Container premium.

49-51

REFERENCE 52

BIBLIOGRAPHY 53

ANNEXURE Questionnaire (Consumer-For Female

Group). Questionnaire (Retailers &

Wholesalers).

55-58

8

LIST OF FIGURES

S.No.

Description Page No.

01. ANALYSIS & INTERPRETATION OF DATA PERCENTAGE CONSUMPTION OF

SUNSILK SHAMPOO (FIGURE – 1)35

COST PRICE FOR RETAILER & WHOLESALER FOR SACHETTE SUNSILK SHAMPOO. (FIGURE-2)

36

COST PRICE FOR RETAILER & WHOLESALER FOR BOTTLES IN SUNSILK SHAMPOO (FIGURE –3)

37

MARGIN PRICE RATIO FOR RETAILERS & WHOLESALERS IN SACHETTE OF SUNSILK SHAMPOO. (FIGURE-4)

38

MARGIN PRICE RATIO FOR RETAILERS & WHOLESALERS IN BOTTLE OF SUNSILK SHAMPOO. (FIGURE –5)

39

IMPACT OF ADVERTISEMENT ON DIFFERENT AGE GROUPS OF CONSUMERS (FIGURE-6)

40

9

LIST OF TABLES

S.No

.

Description Page No.

01. ANALYSIS & INTERPRETATION OF DATA PERCENTAGE OF CONSUMERS USING

SUNSILK SHAMPOO (TABLE NO. 1)35

COST PRICE FOR WHOLESALER FOR SUNSILK SHAMPOO (TABLE NO. 2)

36

COST PRICE FOR RETAILER FOR SUNSILK SHAMPOO (TABLE NO. 3)

36

MARGIN PRICE RATIO FOR WHOLESALER IN SUNSILK SHAMPOO (TABLE NO. 4)

37

MARGIN PRICE RATIO FOR RETAILER IN SUNSILK SHAMPOO (TABLE NO. 5)

38

IMPACT OF ADVERTISEMENT ON DIFFERENT AGE GROUP OF CONSUMER (TABLE NO. 6)

39

10

11

A) Introduction:

The importance of consumer sales promotion in the marketing mix of

the fast moving consumer goods (FMCG) category throughout the

world has increased. Companies spend considerable time in planning

such activities. In order to enhance the effectiveness of these activities,

manufacturers should understand consumer, retailers & wholesalers

interpretations of their promotional activities. Retailers & wholesalers

perceived price offs to have relatively greater impact compared to any

other forms of sales promotion. In line with the retailers & wholesalers

perceptions, the findings of consumer perceptions indicated that price

offs was the most preferred type of sales promotion. Retailers &

wholesalers stated that role of word of mouth and television advertising

was very important in providing information inputs to the consumers

regarding sales promotion activities. This perception of retailers &

wholesalers was supported by the consumer unaided recall of sales

promotion schemes which were widely advertised. As the retailer &

wholesaler interacts and observes consumers more frequently and

closely than the manufacturer, it would be useful for the companies to

incorporate perceptions while planning sales promotion strategies.

12

A study of these perceptions will reveal their preferences, their

knowledge, and motivations. The study here pertains to consumers

perceptions as well as retailer & wholesaler perceptions regarding

sales promotion. Some past researches have suggested that

promotion itself has an effect on the perceived value of the brand

(Cotton and Bobb 1978, Dodson, Tybout and Sternthal, 1978,

Guadagni and Little 1983, Jones and Zufryden 1980, Rothschild and

Gaidis 1981, Shoemaker and Shoaf 1977). This is because promotions

provide utilitarian benefits such as monetary savings, added value,

increased quality and convenience as well as hedonic benefits such as

entertainment, exploration and self-expression (Chandon, Laurent, and

Waensink 1997).

In Bhilai City fast moving consumer goods (FMCG) category has

witnessed an outburst of sales promotion activities in the post-

liberalization era. Very little literature has focused on sales promotion

perceptions. This study is an attempt to address the gap in literature by

providing empirical support through exploration. In the U.S. context

several aspects of consumer perceptions of deal frequency and deal

prices have been studied (Aradhna Krishna, Imran S. Curriuun and

Robert W. Shoemaker 1991). Whereas Page Moreau, Aradhana

Krishna, Bari Harlam (2001) studied differing perceptions with respect

13

to price promotion from the point of manufacturers, retailer &

wholesaler and consumers. Effects of promotions on variety seeking

and reinforcement behaviour has also been studied. (Barbara Khan

and Jagmohan Raju 1991).

All the above researches have focussed on price promotions and their

response. Our study though exploratory has considered perceptions for

price as well as non-price promotions in Sunsilk Shampoo category.

The reasons for the study were:

i) The widespread use of sales promotions in Sunsilk Shampoo

category.

ii) Historically, whenever there was a downward trend in growth,

sales promotion activities took the front seat of promotional mix.

iii) Companies planned these activities with inward looking view

hence it was felt that it would be useful to understand the

perceptions of consumers, retailers & wholesalers regarding

sales promotion activities to improve the effectiveness of these

activities.

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01. What is Sales Promotion ?

For the purpose of this study, following definitions of sales promotion

were kept in mind. Kotler defines sales promotion as: “Sales promotion

consists of a diverse collection of incentive tools, mostly short-term

designed to stimulate quicker and/or greater purchase of particular

products/services by consumers or the trade.”

Roger Strang has given a more simplistic definition i.e. “sales

promotions are short-term incentives to encourage purchase or sales

of a product or service.”

Hence, any forms of incentives (price cut or value added nature)

offered for short period either to trade or consumers are considered as

sales promotion activities.

1.1 Dealers and Retailers

Most of producers do not sell their goods directly to the final users;

between them stands a set of intermediaries performing a variety of

functions. These marketing intermediaries constitute a marketing

channel. Formally marketing channels are sets of interdependent

organization involved in the process of making a product or services

available for use or consumption. They are the pathway a product or

15

services follows after production, culminating in purchase and use by

the final end user.

In FMCG Products generally there are two channel members or

intermediaries i.e. Dealers and Retailers.

A marketing channel system is the particular set of marketing channels

employed by a firm. One of the chief roles of marketing channels is to

convert potential buyers into profitable orders. Marketing channels

must not only serve the markets, they must also make markets.

The channels chosen affect all other marketing decisions. The

company’s pricing depends on whether it uses mass merchandisers or

high-quality boutiques. The firm’s sales force and advertising decisions

depends on how much training and motivation dealer boutiques need.

If the firm is successful, it might branch into new markets and use

different channels in different markets. In smaller markets, the firm

might sell directly to retailers; in larger markets, it might sell through

distributors. In rural areas, it might work with general-goods merchants;

in urban areas, with limited-line merchants.

a) Channel Levels: -

16

Sunsilk shampoo prefer one-level and two-level channel for the

distribution of its products. One-level channel contains one selling

intermediaries such as Retailer. Two-level channel contains two

intermediaries i.e. Dealers→Retailers.

b) Dealer :–

“A person whose business is buying and selling a particular product”

(Oxford Advanced Learner’ Dictionary, 7.1).

c) Retailer :–

“A person or business that sells goods to the public” (Oxford Advanced

Learner’ Dictionary, 7.1).

“A retailer or retail store is any business enterprise whose sales

volume comes primarily from retailing.

Any organization selling to final consumer – whether it is a

manufacturer, wholesaler, or retailer- is doing retailing. Retailing

includes all the activities involved in selling goods or services directly to

final consumers for personal, non-business use.

17

1.2 Customers

The distinguishing character of Sales promotion is that is that they

draw stronger and quicker response from the target audience. Sales

promotion includes tools for consumer promotion (samples, coupons,

cash refund offers, prices off, premiums, prizes, patronage rewards,

free trials, warranties, tie-in promotions, cross-promotions, point-of-

purchase, displays and demonstrations. Sales promotion tools vary in

their specific objectives. A free sample stimulates consumer trial.

Sellers use incentive-type promotions to attract new triers, to reward

loyal customers and to increase the repurchase rates of occasional

users. Sales promotions often attract brand switchers, who are

primarily looking for low price, good value, or premiums. Sales

promotions generally are unlikely to turn them into loyal users,

although they may be induced to make some subsequent purchases.

Sales promotions used in markets of high brand similarity can produce

a high sales response in the short run but little permanent gain in

market share. In markets of high brand dissimilarity, sales promotions

may be able to alter market shares permanently. In addition to brand

switching, consumers may engage in stockpiling – purchasing earlier

than usual (purchase acceleration) or purchasing extra quantities. But

sales may then hit a post-promotion dip.

18

A number of sales promotion benefits flow to consumers.

Manufacturers induce consumers to try new products instead of never

straying from current ones. They lead to more varied retail formats,

such as the everyday-low-price store and promotional-pricing store.

Retailers promote greater consumer awareness of prices. Consumers

themselves enjoy some satisfaction from being smart shoppers when

they take advantage of price specials. Service marketers also employ

sales promotions to achieve marketing objectives. Some service firms

use promotions to attract new customers and establish loyalty.

Selecting consumer promotion Tools :-

The promotion planner should take into account the type of market,

sales promotion objectives, competitive conditions, and each tool’s

cost-effectiveness. We can distinguish between manufacturer

promotions and retailer promotions. The former are illustrated by the

auto industry’s frequent use of rebates, gifts to motivate test-drives and

purchases, and high-value trade-in credit. The latter include price cuts,

feature advertising, retailer coupons and retailer contests or premiums.

19

02. Importance & Growth of Sales Promotion in todays markets.

Those promotions are directed at channel members like distributors,

wholesalers, retailers who play critical role in moving the products f the

marketers to the final customers. If anyone doubts the importance or

prevalence of sales promotion today, they need only pop to their local

supermarket or pub, take a look in a national or local newspaper, or

open the direct mail sent to their home or business address and they

will instantly be given irrefutable proof of the volume and diversity of

sales promotion activity in today’s markets.

An American marketing academic, Philip Kotler, estimated that even as

short a time ago as 10 years the ratio of advertising expenditure to

sales promotion spending was roughly 60:40.

(1) By 1997, the ratio had altered dramatically. Now, sales

promotion is spending something in the region of 65-70% of

the total. In real terms, sales promotion expenditure has

been growing rapidly over the past 20 years. More proof of

the importance of the function and versatility of sales

promotion is forthcoming in the oft-quoted Harris International

Marketing Week survey, which showed that well over 70% of

20

the population had participated in competitions or games

relating to products or services.

(2) Over a third had done so within the last month, over 40% had

sent off a packet top or token for a free gift within the last four

weeks, and an amazing 54% had used a money-off coupon.

Although this survey is dated 1986, there is little reason to

suggest that participation in any form of sales promotion has

in any way diminished, even though the style or some of the

techniques employed today may have different emphases

placed upon them. Indeed, if the above figures are taken

together, then as many as 60% of the population actively

participate in some form of promotional activity in any one

month.

This makes sales promotion one of the biggest leisure activities or

pastimes in the UK today. To put sales promotion into even sharper

focus as to its importance, it is as extensive as visiting a pub once a

month or more. From these comparisons, one can therefore gauge

the size and extent of promotional activity.

The FMCG industry had witnessed many innovative sales

promotion activities in the recent past. Numerous factors were

21

responsible for such a phenomenon. One of the reasons being that

the market being sluggish, companies were trying to increase

market share in stagnant to declining (volume terms) market in

order to retain consumers, to encourage switching, to induce trials

and liquidate excessive inventories. Another reason possible was

that with the presence of so many brands the competition had

increased severally leading to fight for market share and shelf

space. Inflationary trend had made both the consumer as well as

trade deal prone. Hence sales promotion activities in Shampoo

industry posed a very interesting study and consumer, retailer &

wholesaler perceptions thereof.

03. COMPANY PROFILE :-

Hindustan Lever Limited (HLL) drummed up a millennium resolution: to

align its resources behind 30 of its strongest brands — the “power

brands” — from a portfolio that consisted 100-odd brands. Sunsilk, the

Rs 160-plus crore shampoo brand, was part of this select list. Of late,

slowing consumer demand has led to dwindling fortunes for most

FMCG companies. HLL has been no exception. Consider Sunsilk: its

current market share is a shade above 20 per cent in the Rs 850-crore

branded shampoo market, but barely a year ago it was pegged at 22

per cent. After Clinic Plus (HLL’s biggest shampoo brand with a market

22

share of 28 per cent), Sunsilk played a significant role in shoring up

fortunes for the company in the category.

Hindustan Lever Ltd (HLL) has introduced in the market a complete

new range of Sunsilk shampoos focusing on `hair benefits'. The new

variants of Sunsilk - Black Shine, Bouncy Volume, Silky Strength and

Natural Nourishment - are based on well-researched consumer needs

and hair types. Says Mr. Shiva Kumar, Business Unit head, Hair care,

HLL, The new Sunsilk range aims to position Sunsilk as the `hair

expert' that has identified the consumers' different hair needs and

offers them a shampoo in line with the clear benefit that is desired.''

The new range has variants that are harmonised in terms of product

mix -- fragrance, colour and ingredients. The packaging has been

designed to bring across the essence of mildness and fashion to the

brand. Sunsilk Black Shine Shampoo consists of active sunflower

extracts, there are lotus flower extracts in Sunsilk Silky Strength

Shampoo, fruitamins in Sunsilk Bouncy Volume Shampoo and green

tea extracts in Sunsilk Natural Nourishment Shampoo. Sunsilk will be

available across the country and is priced from Rs 75 for 200 ml to Rs

2 for the sachet pack.

The company claims that the new Sunsilk shampoo provides hair

which women desire instead of providing a shampoo for their existing

23

hair type. For example, the new variants like “Bouncy Volume”

promise bounce to limp hair. The agency has also created a common

identity for the brand with a baseline of “Baalon mein dhadkan, dil

mein shararat” with “Sunsilk in your hair, mischief in the air”

playing a part of the English print advertisements. Also the ‘S’-shaped

strap-line which vertically flows through the extreme right corner of the

print and television campaign for both the shampoo and colourant

advertisements is another bond.

A website called Tips4me.com, which claims to be building

communities of users in high-involvement categories such as beauty,

fitness, finance, etc, conducted an online poll for shampoo brands in

the country, recently. Hindustan Lever Limited’s Sunsilk brand

emerged as the most preferred brand among the people polled.

Besides Sunsilk, brands featured in the poll were Pantene, Clinic,

Head & Shoulders, Halo and others. In the most preferred category,

Head & Shoulder turned out to be number two.

Since then, Sunsilk has been at the forefront of HLL’s experiments with

extensions, variants, pricing strategies, and large-scale advertising and

promotional campaigns. As HLL chose to extract more out of its select

few, it reinvented Sunsilk’s shampoo range and followed it up with the

brand’s extension into hair colour. Significantly, India is the only market

24

other than Thailand where Sunsilk is sold as a hair colour. Hindustan

Lever Ltd (HLL) hopes to increase the growth of the Rs 40-crore hair

colour market in India from the current 20 percent to 23 percent, with

the launch of Sunsilk Pro-Colour — its new hair colour product. The

product is a brand extension of HLL’s leading shampoo brand Sunsilk.

Sunsilk Pro-Colour is a range of seven hair colours specially suited for

the dark Indian hair and skin tone. The launch is a bid to spur the hair

colour market. Hairstylist Jawed Habib is the brand ambassador for

Sunsilk Pro-Colour. Says Mr. Shiva Kumar: “The main challenge for

us is to deliver a product that is safe, affordable and easy to use

for the Indian consumer.”

Hindustan Lever Limited Background :-

Hindustan lever limited (HLL) is one of India’s oldest and most

efficiently run companies. Their brands are the strongest in their

respective categories with over 2/3 of the Indian population using HLL

products everyday. HLL follows its mission to “add vitality to life.”

They strive to meet everyday needs of nutrition, hygiene, and personal

care products that help people “feel good, look good, and get more

out of life.”

25

In 1956,the three companies; Hindustan Vanaspati Manufacturing

Company, Lever Brother India Limited and United Traders Limited

merged to form the company HLL, the first foreign subsidiary to offer a

percentage of its equity to the Indian public. Over the years, HLL have

partenered with or acquired the following companies :-

Brooke Bond

Lipton

Pond’s

Tata Oils Mills Company

Kimberly Clark Corporation

Kothari General Foods

Cadbury India

Lamke Limited (another Tata Company)

Kwality Icecream Group

Modern Foods

Cooked Shrimp and Pasteurized Crabmeat (Amalgam Group of

Companies)

Pepsi

Today, HLL is India’s largest Fast Moving Consumer Goods

(FMCG) Company. Their businesses are comprised of over 20

distinct categories in Home & Personal Care Products and Foods &

Beverages.

26

B) Problem Statement :

In todays world every Company is striving hard to maintain it’s

position in the market. In my research I am trying to reflect

the strategies which the company must take to enhance it’s

sales volume and profit figure in case of Sunsilk Shampoo.

C) Research Objective :The main objectives of the study are:

i) To get an insight into retailers & wholesalers views regarding

the schemes being offered in Sunsilk Shampoo category, and

consumer perceptions.

ii) To study consumer perceptions regarding various schemes in

this category and responses toward them.

iii) To get an insight into the preferences of the consumers of

sales promotion schemes in the category.

27

A) LITERATURE SURVEY

01. The details of the topic “Nature of promotion” was taken by the

literature “Sales Management – Decisions, Strategies & Cases”,

whose authors are Richard R. Still, Edward W. Cundiff & Norman

A.P. Govoni.

Nature of promotion - The marketing mix activities of product

planning, pricing and distribution are performed mainly within a

business or between a business and the members of its

distribution channels. However, through its promotional activities

a firm communicates directly with potential customers. And as

we will see, it is not a simple process. Basically promotion is an

attempt to influence.

a) Promotional Methods

There are five forms of promotions – Personal selling,

advertising, sales promotion, public relations and publicity.

b) Personal SellingIt is the direct presentation of a product to a prospective

customer by a representative of the organization selling it.

Personal selling takes place face to face or over the

28

phone, and it may be directed to a middleman or a final

consumer.

c) Advertising

It is impersonal mass communication that the sponsor has

paid for an in which the sponsor is clearly identified. The

most familiar forms of ads are found in the broadcast (TV

& Radio) and print (news papers & magazines) Media.

d) Sales Promotion

It is demand stimulating activity designed to supplement

advertising and facilitate personal selling. It is paid for by

the sponsor and frequently involves a temporary incentive

to encourage a purchase. Many Sales promotions are

directed at consumers. The majority, however, are

designed to encourage the company’s sales force or other

members of its distribution channel to sell its products

more aggressively. This latter category is called Trade

promotion.

e) Public Relations

It encompasses a wide variety of communication efforts to

contribute to generally favourable attitudes and opinions

29

toward an organization and its products. Unlike most

advertising and personal selling it does not include a

specific sales message. The targets may be customers

stock holders, a government agency, or a special –

interest group. Public relations can take many forms,

including news letters, annual reports, lobbying, and

sponsorship of charitable or civic events.

02. The details of the topic “The promotional budget” was taken

by the literature “Fundamentals of Marketing” whose authors are

William J. Stanton, Michael J. Etzel, & Bruce J. Walky.

The Promotional Budget - Establishing promotional Budgets is

extremely challenging because management lacks reliable

standards for determining how much to spend altogether on

advertising or personal selling, and how much of the total budget

to allocate to each promotional mix element. A firm may have the

alternative of adding seven sales people or increasing its trade

show budget by $200,000 a year, but it cannot determine

precisely what increase in sales or profits to expect from either

expenditure.

30

03. The details of the topic “Conventional Wholesale – Retail

Trade continues to dominate the Scene” was taken by the

literature “Marketing Management – Planning, Implementation

and control” whose authors are V.S. Ramaswamy &

S. Namakumari.

Conventional Wholesale – Retail Trade continues to Dominate the scene

In total contrast with the Western Countries, where for mats like

super markets/retail chains dominate the distribution system,

conventional wholesale – retail trade dominates the scene in

India. Again, unlike the west, where a handful of apex

distribution chains service the millions of retail shops, in India,

stand-alone wholesalers/retailers dominate the scene. Some

experts believe that before long, India too will see the massive

growth of distributing companies, retail chains. Many others,

however, feel that in India, large distribution outfits will not

replace traditional distributors in the near future.

31

32

A) RESEARCH METHODOLOGY

1. MEANING:-

The process of developing the objective statement, deciding

modes of data collection and the means of analysis the date and

the final presentation leading a logical interpretation is known as

methodology.

In 1stchapter to the topic was introduced by the Introduction of

Sales Promotions, What is Sales Promotion and also in respect

of dealer, retailer and customer, Importance of Sales promotion

and also company profile. In 2nd chapter the Literature Survey of

Study is given.

2. PURPOSE OF THE STUDY

a) To Study the Impact Of Sales Promotion on Retailers and

Wholesalers in Bhilai Region.

b) To study the Impact of Sales Promotion on Consumers in

Bhilai region.

33

3. POPULATION

Population is the total area, number of person or group of person,

who are the subject of the study. To determine the population is

the first step of any research, it defines the boundaries of

research.

To achieve the objectives of this study, the region of Bhilai was

selected.

4. SAMPLE

A sample is a finite number of units taken for purpose of study

out of the Universe. The sample is selected for the convenient

study. For this optimum Sample should be selected sample

should represent whole Universe.

It neither feasible nor desirable to go to each and everyone so

sampling is done.

The sample size is 50 in all the three cases of consumers,

retailers and wholesalers and the sample units are the people of

Bhilai.

34

5. QUESTIONNAIRE

A questionnaire is a device for collection data from large, diverse

and widely scattered group of people. It can be a most useful

tool for gathering information from respondent.

Keeping in mind the objective of study questionnaire are

prepared.

6. TOOLS AND TECHNIQUE OF DATA COLLECTION

Data is collected by the help of questionnaire. It was collected in

all the hours of the day. And for the analysis the data

“PERCENTAGE METHOD” has been used.

35

B) METHODOLOGY

In order to address the above questions an exploratory study

was conducted. The idea was to probe and get deeper insight

into sales promotion scenario in Sunsilk Shampoo market and to

tap perceptions of retailers & wholesalers and consumers. In

order to address above mentioned objectives :-

(i) Study of secondary sources was carried out.

(ii) In-depth interview of 50 retailers was undertaken

(iii) In depth Interview of 50 Wholesalers was undertaken.

(iv) In depth Interview of 50 Consumers was undertaken.

(v) Structured questionnaire was designed to seek consumer

responses.

(vi) Structured questionnaire was designed to seek retailers

responses.

(vii) Structured questionnaire was designed to seek

Wholesalers responses.

Convenience sampling was used for both retailers &

wholesalers as well as consumer studies. 50 retailers ranging

36

from small kirana store to supermarket were approached. All the

retailers & wholesalers were located in the different markets of

Bhilai Region. The respondents for consumer study were female

group of the age group between 15-50 and above belonging to

middle and upper middle and upper class. The total respondents

were 50 in number. They were residing in different parts of Bhilai

City hence sole decision-makers for this category. Also the age

group of 15 to 25 being more experimental and likely to be more

deal prone, so their perceptions, preferences would give some

insights to companies planning sales promotions targetted at

them.

In-depth interviews and questionnaires being filled by retailers &

wholesaler and conducted the study with the help of interview

guide. Inferences were drawn from that. In case of consumer

study with the help of structured questionnaire, simple frequency

analysis were carried out and inferences were drawn.

37

Margin Price (Outlay) Ratio

The margin price ratio was calculated by taking the monetary

value of the margin offered to the wholesaler and retailer and

dividing it by the amount of money he needs to spent in order to

purchase the product. The ratio varied from 0.03 to 0.025

among various varieties (Table - 4&5) . For Example in case of

Rs. 1 and Rs. 2 Sachette the margin ratio was for wholesaler is

0.03 and 0.025 respectively and in case of retailer it is 0.07 and

in case of bottles of Rs.10, Rs. 45, & Rs.75 the margin ratio for

whole saler is 0.021 in all type of bottles and in part of retailer it

is 0.07. With this level of margin neither retailers will feel

rewarded or get attracted, nor the wholesalers will be motivated

to purchase.

FORMULA ::

Margin Price Ratio = Profit Margin . MRP of the FMCG product

38

C) AMOUNT SPENT ON SALES PROMOTION & COMPARISONS WITH OTHER ACTIVITIES.

What does it all add up to in terms of money budgeted and spent?

It is almost impossible to put a figure on the exact amount that

businesses and other organizations spend because the task

falls down when deciding on definitions of sales promotion and

ways of measuring the physical amounts. It is a relatively

simple matter to discover how much has been spent on

television and press advertising and it is feasible to get a fair

estimate of spending on direct mail. Sales promotion, however,

does not lend itself to any easy way of estimating its annual

expenditure, as it extends to such a wide variety of activities.

Even the European promotional Marketing Association has tried

to come up with a clearer picture, but the old problem still crops

up – categorization. Many promotions use advertising, direct

mail, telesales literature, price cuts (lost income or promotion

cost?) or other media. And what about pack alterations to

accommodate special deals? Whose budget do these come

under?

Once these points have been taken on board and understood, it

becomes apparent that sales promotion is not one of the also-

39

rans in terms of the business or the overall marketing program

but one of the most important planks in the structure of each.

As has already been shown, it is also one of the most pervasive

aspects of all our lives. And it will remain so. The pace of

change is accelerating in most areas of our lives. We have only

to look back even a few years to see what has happened with

regard to the electronic media, the opening up of new markets

with new or vastly improved products, and the increasing

availability of services to wider audiences who can be reached

more rapidly than ever. More people with more disposable

income and aspirations to match will mean more, not less,

promotional activity in the future as companies vie with each

other to ensure that they get more than their fair share of that

disposable expenditure.

This means that every organization, whether trading for profit or

“not for profit” will need to study, understand, create, and

implement sales promotion in all its multifarious facets if they are

to stay around, let alone succeed, in such a tough business

environment. What follows is a route map or guide to help those

unfamiliar with the sales promotion terrain to devise the right

40

type of promotional activity and get the biggest bang from the

drum for minimal effort.

41

42

A) Findings :-

The findings of the empirical study indicate that unless the brand

to be promoted is in the consideration set of the consumer,

sales promotion by itself is unlikely to have any major impact.

Clearly this shows that managers need to invest into brand

building exercise so that his/her brand appears in the

consideration set of the target consumers. Only after this should

he spend time, money and energy on sales promotion activities.

Sales promotion should not be used in isolation but need to be

integrated with other tools and in line with the overall positioning

of the brand.

With respect to nature of scheme, the finding suggested that

premium (free gift) was popular with companies. While both

retailer & wholesaler and consumers preferred price offs. So it

is necessary that the perceived value of a free gift has to be

appealing and high for the target consumers. Repetitive use of

the same premium for a prolonged period may have negative

effect on the loyal customers. When the company is giving its

own product free as premium, it needs to ensure the quality of

the product from it as it is likely to jeopardize the image of both

its products.

43

The findings exhibited that both the retailer & wholesaler and

consumers perceived that sales promotion activities carried out

by the companies for increasing sales in short term and clearing

excess stocks. What it implies is that companies need to use

sales promotion synergistically and communicate so that they

provide value to the target audience and enhance brand

quality/image perceptions.

Importance of Sales Promotion :-

Also the importance of the role of mass media came out clearly

in both the studies. Companies need to create sufficient

awareness about sales promotion schemes through mass media

in order to create awareness The role of retailers & wholesalers

in influencing consumer in brand choice decision in a Sunsilk

Shampoo was found to be insignificant which also supports the

above observations. Sunsilk Shampoo are low involvement

products characterised by switching behaviour. Also the person

going to the shop for the purchase of soap is the final decision

maker of the brand. Hence it is essential that companies need to

design attractive, striking, visible POPs ( Point of purchases) for

scheme announcements.

B) Analysis and Interpretation of Data

44

TABLE NO. – 1Percentage of Consumers using Sunsilk shampoo.

Consumers using Sunsilk Shampoo

No. of Respondents Percentage

YES 40 80

NO 10 20

TOTAL 50 100

Yes No

FIGURE – 1PERCENTAGE CONSUMPTION OF SUNSILK SHAMPOO

INTERPRETATION :-From the above table it is clear that % consumption of Sunsilk

shampoo by majority of the respondents is maximum i.e. by 80%

where as 20% of them are not consuming it.

20%

80%

45

TABLE NO. – 2COST PRICE FOR WHOLESALER FOR SUNSILK SHAMPOO.

MRP Cost Price for Wholesaler (Rs.)Sachette

Rs.1 0.90Rs. 2 1.81

BottlesRs. 10 9.09Rs. 45 40.90Rs. 75 68.18

TABLE NO. – 3COST PRICE FOR RETAILER FOR SUNSILK SHAMPOO.

MRP Cost Price for Retailer (Rs.)Sachette

Rs.1 0.93Rs. 2 1.86

BottlesRs. 10 9.30Rs. 45 41.85Rs. 75 69.75

0.5 1 1.5 20

0.20.40.60.8

11.21.41.61.8

2

RetailerWholesaler

FIGURE – 2COST PRICE FOR RETAILER & WHOLESALER FOR

SACHETTE IN SUNSILK SHAMPOO

INTERPRETATION :-From the above table it is clear that cost price for retailer &

wholesaler for Sachette in Sunsilk Shampoo by majority of the respondents is in between 0.90P. to Rs.1.86 in different MRPs of Sachettes.

Cost price forretailers & whole-salers in Sachette.

M.R.P

46

Cost price for retailers & whole-salers in bottles.

M.R.P 10 15 30 45 60 75

0

10

20

30

40

50

60

70

RetailerWholesaler

FIGURE – 3COST PRICE FOR RETAILER & WHOLESALER FOR

BOTTLE IN SUNSILK SHAMPOO

INTERPRETATION :-From the above table it is clear that cost price for Retailer and wholesaler for bottle in Sunsilk shampoo by majority of the respondents is in between from Rs.9.09 to Rs.69.75 in different MRPs of Bottles.

TABLE NO. – 4MARGIN PRICE RATIO FOR WHOLESALER IN SUNSILK

SHAMPOO

M.R.P. (Rs.) Margin for Whoesaler (Rs.) Margin Price RatioSachette

1.00 0.03 0.032.00 0.05 0.025

Bottle10.00 0.21 0.02145.00 0.95 0.02175.00 1.57 0.021

Cost price for retailers & whole-salers in bottles.

M.R.P

47

TABLE NO. – 5MARGIN PRICE RATIO FOR RETAILER IN SUNSILK SHAMPOO

M.R.P. (Rs.) Margin for Retailer (Rs.) Margin Price RatioSachette

1.00 0.07 0.072.00 0.14 0.07

Bottle10.00 0.7 0.0745.00 3.15 0.0775.00 5.25 0.07

0.5 1 1.5 20

0.010.020.030.040.050.060.070.08

RetailerWholesaler

FIGURE – 4MARGIN PRICE RATIO FOR RETAILERS & WHOLESALERS

IN SACHETTE OF SUNSILK SHAMPOO

INTERPRETATION :-

From the above table it is clear that Margin Price ratio for Retailers and

Wholesalers in Sachette of Sunsilk shampoo by majority of the

respondent lies between 0.03 to 0.025 in different rates of Sachette .

M.R.P. OF Sachette

Margin PriceRatio

48

10 45 750

0.010.020.030.040.050.060.070.08

RetailerWholesaler

FIGURE – 5MARGIN PRICE RATIO FOR RETAILERS & WHOLESALERS

IN BOTTLE OF SUNSILK SHAMPOO

INTERPRETATION :-

From the above table it is clear that the margin price ratio for Retailers

& Wholesalers in bottle of Sunsilk Shampoos by majority of

Respondents, in case of Retailers it is 0.07 and 0.021 in case of

wholesalers in all rates of the bottles.

TABLE NO. – 6IMPACT OF ADVERTISEMENT ON DIFFERENT AGE GROUP OF

CONSUMER

No. of Observer

Age group Effect %age Advertisement

15 15-19 Significant 90% Advertisement12 20-30 Insignificant 90% Advertisement8 30-50 Insignificant 80% Advertisement4 50 & Above Insignificant 86% Advertisement

Margin PriceRatio

M.R.P. of Bottle

49

15-19 20-30 30-50 50 & above02468

101214

FIGURE – 6IMPACT OF ADVERTISEMENT ON DIFFERENT AGE

GROUPS OF CONSUMERS

INTERPRETATION :-

From the above table it is clear that impact of advertisement on

different age groups of consumers by majority of the respondents

(90%) is maximum in case of age group between 15 to 19 and

minimum (14%) in case of age group between 50 and above.

Age Group

Impact of Advertisement on Consumers

50

C) Perceptions :-01. Study on Wholesalers Perceptions1.1 Variations in Information Flow

Smaller (non-supermarket, small format store) wholesalers

received relatively less support compared to supermarkets in

terms of servicing, margins, information about sales promotion

activities from the agencies. Many a times small wholesalers

were only informed verbally about sales promotion schemes by

the agency salesmen during the scheduled weekly visits.

1.2 Retailers & wholesalers Dynamics

At the time of sales promotion activities, wholesalers had

tendency to push unwanted stocks onto the smaller retailers. In

fact these retailers preferred to stock variety of brands and

wanted payment for shelf and window display to increase traffic

into their store.

However, supermarkets and big retailers were pampered and

given special services and given better margins and better

allowances.

51

1.3 Margins

It was found that in Sunsilk Shampoo category margins varied

from 2 to 5% depending of the size of the wholesale outlet,

bargaining power of a wholesaler, quantity ordered by him etc.

Mostly margins were linked to size of the volumes that were

ordered.

1.4 Perceptions about mass media announcements

Forty Nine out of fifty wholesalers viewed that whenever sales

promotion scheme was announced on TV, it created pull and

they were more than willing to stock such brands.

02. Study on Retailer Perceptions

2.1 Perceptions on Scheme Preference

It was found that retailers perceived price offs as a better form of

sales promotion activity. Price offs in their opinion had relatively a

greater impact compared to any other form of sales promotion

activity like Bonus packs, Premium, Contests etc. Retailers

preferred price offs the most, then bonus pack, premium,

contests, in order of importance.

52

2.2 Perception about Buying Roles

Retailers viewed that the person who came to the shop (who

may be a maid, son, daughter, daughter-in-law, child) was the

decider of a Sunsilk Shampoo brand and not the income provider

(e.g. head of the family). It could be inferred that visibility of

information about the sales promotion activity at the point of

purchase could result into the purchase of a promoted brand.

2.3 Perceptions about their role in decision-making

Retailers had relatively very low influence in affecting choice. It

could be inferred that visibility and awareness about the scheme

were the critical success factors so that pull could be created.

2.4 Perceptions about Response to Sales Promotion Offers

They believed that younger age-groups were more experimental

in nature, amenable to trying new brands, and sought/looked for

or asked whether there were any) sales promotion schemes

running on any Sunsilk Shampoo at the time of purchase.

2.5 Margins

It was found that in Sunsilk Shampoo category margins varied

from 4 to 10% depending of the size of the retail outlet,

bargaining power of a retailer, quantity ordered by him etc. Mostly

margins were linked to size of the volumes that were ordered.

53

2.6 Problem of left-over

Leftover stocks at the end of any scheme was required to be sold

by the retailer & wholesaler before they ordered fresh stocks. In

case of bonus packs scheme, leftover stock was often dismantled

(cut open buy one get one free) and sold them individually as a

regular shampoo. This approach of the company leads to

misappropriation, which in turn could result in adverse brand

image.

2.7 Perceptions about mass media announcements

Forty Nine out of fifty retailers viewed that whenever sales

promotion scheme was announced on TV, it created pull and

they were more than willing to stock such brands.

2.8 Handling Problems

Many a times retailers had to handle various sales promotions

offers simultaneously in a category and also across categories

and there was no formal communication planning either from the

wholesaler or the company. Remembering each offer and

handling was a problem especially for a small retailers &

wholesalers which was often a as one-man show.

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3 Sub-Study on Consumer Perceptions:

3.1 Willingness to buy on sales promotion offer

Sixty-three per cent of the sample did not show willingness to

buy a brand due to promotion while 27% showed willingness

and 10% were not sure. This indicates that when 27% showed

willingness, and 10% consumers who were not sure, these

groups might be lured through innovative and lucrative sales

promotion offer.

3.2 Ability to induce trial

Forty per cent of the respondents had said that sales promotion

had the ability to induce trial.

3.3 Long-term impact

In order to understand ability of the promotions to increase long-

term sales, respondents were asked about continuity of

purchase of a brand after the withdrawal of promotion. Eighty

per cent of the respondents indicated that they would not

continue. But 20% said they would. Thus, it could be inferred

that promotions in this category (low involvement products)

might encourage trial and brand switching but not long term

loyalty.

55

3.4 Perceived Quality :

Ninety-three per cent of the respondents had a perception that

the quality of the promoted brands remained the same during

promotion, while 7% felt that it was inferior than before. It can be

inferred that promotions were not leading to negative brand

quality perceptions. It was further reinforced when 53% of the

respondents said that sales promotion would not weaken their

loyalty towards the brand.

3.5 Perceptions regarding underlying company motivations

On tapping perceptions regarding underlying company

motivations for sales promotion, “to increase sales” was

ranked highest followed by “to attract switchers” and “to sell

excess stocks”. While providing value to customers and “to

reinforce company image” were ranked lowest. This indicates

that consumers believed that companies were undertaking such

activities only for their own benefit and not for the benefit of

consumers.

The retailers had the perception that those schemes which were

announced through mass media had better response. This was

reinforced by the consumer survey which showed that recall in

case of heavily promoted schemes on TV was found to be very

high.

56

Retailer prediction of companies’ motivation for offering sales

promotion were matching with the consumer perception

regarding the same. Thus both viewed that companies were

using sales promotion activities mainly to increase short-term

sales or encourage switching or selling excess stock and not

really to give value benefit or enhance/reinforce brand/company

image.

D) Limitations :-

01. The geographical scope of the study was restricted to the

Bhilai Region due to time and resource constraints.

02. The study being exploratory in nature, the sample size

was restricted to 50 consumers (female group) and 50

retailers & wholesalers.

03. Focus being mainly on in-depth probing, the

generalizations drawn are only indicative and not

conclusive.

04. Generalization of finding of the subject cannot apply on

the total universe.

57

58

CONCLUSION

Companies need to systematise information flow regarding sales

promotion activities particularly at wholesaler retailer level. Ensuring

proper information flow and devising checks and measures to reduce

misappropriations and implementation flows should be considered

critical aspects for the success of sales promotion activities by the

companies. As retailing and wholesaling is fragmented, direct reach by

companies is next to impossible. Through wholesalers and proper

feedback mechanism, companies keep in touch with the market. From

the study it was found that smaller retailers & wholesalers felt

neglected and not enthused to implement the schemes, particularly

when additional handling, stocking, accounting was required on the

part of a retailer & wholesaler without compensatory margins. It can be

seen that the retailer & wholesaler and consumer perceptions matched

with respect to preferences of schemes, underlying motivations and

role of mass media. This implies that the retailer & wholesaler would be

a rich source of information about the consumer and the likely

response to sales promotion activities. Developing a system to tap

such responses from time to time both at retailer & wholesaler and

consumer level would be helpful for planning future sales promotion

activities. In order to build trust and commitment companies should tap

preferences, perceptions of retailers & wholesalers as well as

consumers.

59

SUGGESTIONSIt refers to short term use of incentives or other promotion activities that

seek to stimulate interest, trial or purchase. The distinguishing

character of sales promotion is that they draw stronger and quicker

response from the target audience. They create some sense of

immediacy or urgency to respond. Some of the sales promotion

activities commonly used by the marketeers are:

(i) Rebates: Price promotions involve some kind of tinkering with

the price of the product to make it attractive to the buyers to buy

on urgent basis.

(ii) Discounts: Discounts are like price promotions, in which certain

percentage of price is reduced as discount from the list price.

(iii) Refunds or Rebates: In these the seller offers to refund a part of

price paid by the customer on the production of some proof of

purchase.

(iv) Premiums or Gifts: The customer is given a gift along the

product like conditioner sachette with the pack of sachette of

shampoo.

(v) Quantity Deals: Sometimes sellers devise special package,

which gives extra quantity of the product to the buyer at less price

or no price.

60

(vi) Sampling: Sampling means giving free sample of product to the

customer.

(vii) Contests : Consumer contests are another form of commonly use

promotions.

(viii) Free in mail premiums: Rather the customer is required to

correspond with the marketeer by sending, for example a

wrapper or some proof of purchase or multiple purchases to

claim the benefit.

(ix) Container premium : The marketeer devises special containers

for packaging the product which could be used by the customer

for some use.

61

REFERENCE

1. Aradhna Krishna, Imran S. Curriuun and Robert W. Shoemaker,

“Consumer Perceptions of Promotional Activity,” Journal of

Marketing, Vol.55 (April 1991), pp.4-16.

2. Page Moreau, Aradhna Krishna, Bari Harlam, “The Manufacturer-

retailers & wholesalers-consumer triad: Differing perceptions

regarding price promotions,” Journal of Retailing, 77 (2001),

pp.547- 569.

3. Kotler Phillip, “Marketing Management : Analysis, Planning,

Implementation and Control,” 9th ed., Prentice Hall of Bhilai City,

1997.

4. India infoline.com

5. Agencyfaqs.com (web site)

62

B I B L I O G R A P H Y

1. Aradhna Krishna, Imran S. Curriuun and Robert W. Shoemaker, “Consumer Perceptions of Promotional Activity,” Journal of Marketing, Vol.55 (April 1991), pp.4-16.

2. Advertising Association (1997), Marketing Pocket book NTC Publications, Henley-on-Thames.

3. Page Moreau, Aradhna Krishna, Bari Harlam, “The Manufacturer-retailers & wholesalers-consumer triad: Differing perceptions regarding price promotions,” Journal of Retailing, 77 (2001), pp.547- 569.

4. The Times, March 2, 2001.

5. Kotler Phillip, “Marketing Management : Analysis, Planning, Implementation and Control,” 9th ed., Prentice Hall of Bhilai City, 1997.

6. Sales Management decisions, strategies and cases, Fifth edition, By Author Richard R. Still, Edward W. Cundiff & Norman A.P. Govoni.

7. Fundamentals of Marketing, Tenth Edition, McGraw-hill International editions, Marketing & Advertising series by Author William J. Stanton, Michael J. Etzel & Bruce J. Walkey.

8. Marketing Management, Planning Implementation and Control in Global perspective, Indian Context, Third Edition by Macmillan Business Books by Author V.S. Ramaswamy and S. Namakumari.

URL

1. India infoline.com

2. Agencyfaqs.com (web site)

3. Search on www.google.com

63

Questionnaire(Consumer-For Female Group)

Respected Madam, I am conducting a survey entitled “ Impact of sales promotion on Consumer, Retailer & Wholesaler – With special reference to Sunsilk Shampoo at Bhilai Region” . I need your help in conducting this study. Kindly provide me your valuable opinion to fill this questionnaire. Your information will be kept confidential and will be exclusively used for academic purpose.

Sushmita Yadav M.B.A 2nd Sem . B.I.T. Durg (C.G.)

1. Demographic Information(a) Name :- ………………………………………….……………………….

(b) Address :- ……………………………………...……............................

………………………………………………………………………...

(c) Phone Number :- ………………………………………………………..

(d) Age group:-15-19 [ ] 20-30 [ ] 30-50[ ] 50 & above [ ]

(e) Marital Status:- Married [ ] Unmarried [ ]

(f) Educational qualification :- Undergraduate [ ] Graduate [ ] Post-Graduate [ ]

(g) Employment Status:-

Employed [ ] Unemployed [ ] Selfemployed [ ]

(h) Monthly personal income………………………………………

2. List of branded shampoo you are aware of:-…………………………………………………………………………….…………………………………………………………………………….

64

3. Do you prefer sunsilk shampoo over other? Yes [ ] No [ ]

4. If yes then mention your priorities in choosing it. Price [ ]

Quality [ ]

Advertisement [ ]

Quantity [ ]

Discounts [ ]

Others [ ]

5. If the company withdraws all promotional strategies from the market, will you still prefer sunsilk over the rest of the shampoos?

Yes [ ] No [ ]

6. If Yes then why:- …………………………………………………………………………………………………………………………………………………………

7. If no then why:-…………………………………………………………………………………………………………………………………………………………

8. Which one do you prefer? Sachet [ ] Bottle[ ]

Date : ___________( Signature )

65

Questionnaire(Retailers and Wholesalers)

Respected Sir, I am conducting a survey entitled “ Impact of sales promotion on Consumer, Retailer & Wholesaler – With special reference to Sunsilk Shampoo at Bhilai Region” . I need your help in conducting this study . Kindly provide me your valuable opinion to fill this questionnaire . Your information will be kept confidential and will be exclusively used for academic purpose .

Sushmita Yadav

M.B.A 2nd Sem . B.I.T. Durg (C.G.)

1. Demographic Information

a) Name :- …………………….…………………………………………….

b) Address :- …………………………………………............................ ……………………..……………………………………………………...

c) Phone Number :- ……………………………………………………..

d) Age group:- 20-30 [ ] 30-40 [ ] 40-50 [ ] 50&above [ ]

e) Educational Qualifications:-

Under Graduate [ ] Graduate [ ] Post Graduate [ ]

2 . Is sunsilk shampoo available in your shop?

Yes [ ] No [ ]

3. If yes, reasons for keeping the sunsilk stock:-…………………………………………………………………………………………………………………………………………………………

4. How much margin do you enjoy on sunsilk? Sachet ………………………………………………………………….. Bottle……………………………………………………………………

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5. Which is more in demand? Sachet [ ] Bottle [ ]

6. Why do you keep sunsilk shampoo in your shop?…………………………………………………………………………….…………………………………………………………………………….

7. How much do you buy in bulk?

In case of sachet ………………………….…………………………….

In case of Bottle…………………………………………………….……

8. Do promotional strategies undertaken by company have any effect on the demand of sunsilk shampoo?………………………………………………………………………….…………………………………………………………………………………………………………………………………………………………

Date : ___________( Signature )

67