Nippon paints

―A study on sales promotional strategies of Girias, Shivamogga‖
CHAPTER-1
INTRODUCTION
1.1 Introduction
Sales promotion is an important component of a small business's overall marketing

strategy, along with advertising, public relations, and personal selling. The American
Marketing Association (AMA) defines sales promotion as "media and nonmedia
marketing pressure applied for a predetermined, limited period of time in order to
stimulate trial, increase consumer demand, or improve product quality." But this
definition does not capture all the elements of modern sales promotion. One should
add that effective sales promotion increases the basic value of a product for a limited
time and directly stimulates consumer purchasing, selling effectiveness, or the effort
of the sales force. It can be used to inform, persuade, and remind target customers
about the business and its marketing mix. Some common types of sales promotion
include samples, coupons, sweepstakes, contests, in-store displays, trade shows, price-
off deals, premiums, and rebates.
Businesses can target sales promotions at three different audiences: consumers,
resellers, and the company's own sales force. Sales promotion acts as a competitive
weapon by providing an extra incentive for the target audience to purchase or support
one brand over another. It is particularly effective in spurring product trial and
unplanned purchases. Most marketers believe that a given product or service has an
established perceived price or value, and they use sales promotion to change this
price-value relationship by increasing the value and/or lowering the price. Compared
to the other components of the marketing mix (advertising, publicity, and personal
selling), sales promotion usually operates on a shorter time line, uses a more rational
appeal, returns a tangible or real value, fosters an immediate sale, and contributes
highly to profitability.
In determining the relative importance to place on sales promotion in the overall
marketing mix, a small business should consider its marketing budget, the stage of the
product in its life cycle, the nature of competition in the market, the target of the
promotion, and the nature of the product. For example, sales promotion and direct
mail are particularly attractive alternatives when the marketing budget is limited, as it
is for many small businesses. In addition, sales promotion can be an effective tool in a
Government First Grade College, Ajjampura Page 1

highly competitive market, when the objective is to convince retailers to carry a

product or influence consumers to select it over those of competitors. Similarly, sales
promotion is often used in the growth and maturity stages of the product life cycle to
stimulate consumers and resellers to choose that product over the competition—rather
than in the introduction stage, when mass advertising to build awareness might be
more important. Finally, sales promotion tends to work best when it is applied to
impulse items whose features can be judged at the point of purchase, rather than more
complex, expensive items that might require hands-on demonstration.
1.2 Meaning and Definition:
Sales promotion refers to ‗those marketing activities that stimulate consumer shows
and expositions.
Purchasing and dealer effectiveness such as displays, demonstration and various non-
recurrent selling efforts not in the ordinary routine.‖ According to A.H.R. Delens:
―Sales promotion means any steps that are taken for the purpose of obtaining an
increasing sale. Often this term refers specially to selling efforts that are designed to
supplement personal selling and advertising and by co-ordination helps them to
become more effective.‖
In the words of Roger A. Strong, ―Sales promotion includes all forms of sponsored
communication apart from activities associated with personal selling. It, thus includes
trade shows and exhibits, combining, sampling, premiums, trade, allowances, sales
and dealer incentives, set of packs, consumer education and demonstration activities,
rebates, bonus, packs, point of purchase material and direct mail.‖
1.3 Objectives of Sales Promotion:
Sales promotion is a vital bridge or a connecting link between personal selling and
advertising.
Sales promotion activities are undertaken to achieve the following objectives:
1. To increase sales by publicity through the media which are complementary to press
and poster advertising.
2. To disseminate information through salesmen, dealers etc., so as to ensure the
product getting into satisfactory use by the ultimate consumers.
3. To stimulate customers to make purchases at the point of purchase.
4. To prompt existing customers to buy more.

5. To introduce new products.

6. To attract new customers.
7. To meet competition from others effectively.
8. To check seasonal decline in the volume of sales.
1.4 Importance of Sales Promotion:
The importance of sales promotion has increased tremendously in the modern times.
Lakhs of rupees are being spent on sales promotional activities to attract the
consumers in our country and also in other countries of the world.
Some large companies have also begun to appoint sales promotion managers to
handle miscellaneous promotional tools. All these facts show that the importance of
sales promotion activities is increasing at a faster rate.
1.5 Types of Sales Promotion:
1. Consumer Sales Promotion

2. Trade Sales Promotion
Sales promotions can be directed at either the customer, sales staff, or distribution
channel members (such as retailers). Sales promotions targeted at the consumer are
called consumer sales promotions. Sales promotions targeted at retailers and
wholesale are called trade sales promotions. Some sale promotions, particularly ones
with unusual methods, are considered gimmick by many.
1.6 Consumer sales promotion techniques
• Price deal: A temporary reduction in the price, such as happy hour
• Loyalty rewards program: Consumers collect points, miles, or credits for

purchases and redeem them for rewards. Two famous examples are Pepsi Stuff
and Advantage.
• Cents-off deal: Offers a brand at a lower price. Price reduction may be a

percentage marked on the package.
• Price-pack deal: The packaging offers a consumer a certain percentage more of

the product for the same price (for example, 25 percent extra).
• Coupons: coupons have become a standard mechanism for sales promotions.
• Loss leader: the price of a popular product is temporarily reduced in order to

stimulate other profitable sales

• Free-standing insert (FSI): A coupon booklet is inserted into the local

newspaper for delivery.
• On-shelf couponing: Coupons are present at the shelf where the product is
available.
• Checkout dispensers: On checkout the customer is given a coupon based on

products purchased.
• On-line couponing: Coupons are available on line. Consumers print them out and
take them to the store.
• Mobile couponing: Coupons are available on a mobile phone. Consumers show

the offer on a mobile phone to a salesperson for redemption.
• Online interactive promotion game: Consumers play an interactive game

associated with the promoted product. See an example of the Interactive Internet
Ad for tomato ketchup.
• Rebates: Consumers are offered money back if the receipt and barcode are mailed
to the producer.
• Contests/sweepstakes/games: The consumer is automatically entered into the

event by purchasing the product.
• Point-of-sale displays:
• Aisle interrupter: A sign the juts into the aisle from the shelf.
• Dangler: A sign that sways when a consumer walks by it.
• Dump bin: A bin full of products dumped inside.
• Glorifier: A small stage that elevates a product above other products.
• Wobbler: A sign that jiggles.
• Lipstick Board: A board on which messages are written in crayon.
• Necker: A coupon placed on the 'neck' of a bottle.
• YES unit: "your extra salesperson" is a pull-out fact sheet.

1.7 Trade sales promotion techniques
• Trade allowances: short term incentive offered to induce a retailer to stock up on

a product.
• Dealer loader: An incentive given to induce a retailer to purchase and display a

product.
• Trade contest: A contest to reward retailers that sell the most product.
• Point-of-purchase displays: Extra sales tools given to retailers to boost sales.
• Training programs: dealer employees are trained in selling the product.
• Push money: also known as "spiffs". An extra commission paid to retail

employees to push products.
Trade discounts (also called functional discounts): These are payments to distribution
channel members for performing some function.
1.8 Selecting Promotional Tools
A marketer must do the following while planning and sending communications to a

target audience:
1. Identify the Audience.
• Individuals, groups, special publics or the general public.
• Intermediaries vs Consumer
2. Identify the Stage of Product Life Cycle
• Introductory Inform Publicity/Advertising/Sales force (interm.)/Sales

promotion (free samples)
• Growth Persuade Differentiate from competitors offering
• Maturity Remind Reminder advertising, Sales promotion (coupons)
• Decline Cut budget
3. Product Characteristics
• Complexity How much information must be communicated. The more

complex the message, the greater the need to use personal selling.
• Risk Greater risk, greater need for personal selling

4. Stages of Buying Decision

In many cases the final response sought is purchase, but purchase is the result of a
long process of consumer decision making. Need to know where the target audience
now stands (in the process), and what state they need to be moved to.
Adoption Process
• Not Aware--Advertising/Publicity
• Aware--no knowledge Advertising/Publicity
• Interest--how do they feel? Personal Selling / Sales Promotion / Advertising
• Evaluation--should they try? sales promotion/personal selling
• Trial--test drive/sales promotion
• Adoption--do they purchase? Reminder/reinforce--advertising
Communication programs goal must lead consumers to take the final step.
5. Channel Strategies
-Push Vs Pull Policy
• Push-promotes product only to the next institutions down the marketing

channel. Stresses personal selling, can use sales promotions and advertising
used in conjunction.
• Pull-promotes directly to consumers, intention is to create a strong consumer

demand, primarily advertising and sales promotion. Since consumers are
persuaded to seek products in retail stores, retailers will in turn go to
wholesalers etc (use channels overhead)
1.9 Nature of Sales Promotion
Encompasses all promotional activities and materials other than personal selling,
advertising and publicity. Grown dramatically in the last ten years due to short term
focus on profits. Funds are usually earmarked for advertising are transferred to sales
promotion. Often used in conjunction with other promotional efforts.
1.10 Scope and importance of sales promotion:
• 323 billion coupons were distributed 1993 nationally annually

(3,200/household), only 2.3% are redeemed.

• 9000 trade shows containing 10 exhibits or more/year. New York auto show
attracts more than a million people per year.
• $15-20 billion/year spent on point of purchase material in stores.
Why??
• companies are looking to get a competitive edge
• quick returns are possible for short term profits
• more consumers are looking for promotions before purchase
• Channel members putting pressure on mf. for promotions
• advances in tech. make SP easier (ie coupon redemption)
1.11 Sales Promotion Opportunities and Limitations
• Increase in sales by providing extra incentive to purchase. May focus on

resellers (push), consumers (pull) or both.
• Objectives must be consistent with promotional objectives and overall

company objectives.
• Balance between short term sales increase and long term need for desired
reputation and brand image.
• Attract customer traffic and maintain brand/company loyalty.
• Reminder functions-calendars, T Shirts, match books etc.
• Impulse purchases increased by displays
• Contests generate excitement esp. with high payoffs.
Limitations
 Consumers may just wait for the incentives
 May diminish image of the firm, represent decline in the product quality.
 Reduces profit margins, customers may stock up during the promotion.
 Shift focus away from the product itself to secondary factors, therefore no
product differential advantage.

1.12 Sales Promotion Strategies
There are three types of sales promotion strategies:

1. Push Strategy
2. Pull Strategy and
3. Combination of the Push and Pull Strategy.
Push Strategy
A push strategy involves convincing trade intermediary channel members to "push"
the product through the distribution channels to the ultimate consumer via promotions
and personal selling efforts. The company promotes the product through a reseller
who in turn promotes it to yet another reseller or the final consumer. Trade-promotion
objectives are to persuade retailers or wholesalers to carry a brand, give a brand shelf
space, promote a brand in advertising, and/or push a brand to final consumers. Typical
tactics employed in push strategy are: allowances, buy-back guarantees, free trials,
contests, specialty advertising items, discounts, displays, and premiums.
Pull Strategy
A pull strategy attempts to get consumers to "pull" the product from the manufacturer
through the marketing channel. The company focuses its marketing communications
efforts on consumers in the hope that it stimulates interest and demand for the product
at the end-user level. This strategy is often employed if distributors are reluctant to
carry a product because it gets as many consumers as possible to go to retail outlets
and request the product, thus pulling it through the channel. Consumer-promotion
objectives are to entice consumers to try a new product, lure customers away from
competitors‘ products, get consumers to "load up" on a mature product, hold &
reward loyal customers, and build consumer relationships. Typical tactics employed
in pull strategy are: samples, coupons, cash refunds and rebates, premiums,
advertising specialties, loyalty programs/patronage rewards, contests, sweepstakes,
games, and point-of-purchase (POP) displays.
Combination of the Push and Pull Strategy
Car dealers often provide a good example of a combination strategy. If you pay
attention to car dealers' advertising, you will often hear them speak of cash-back
offers and dealer incentives.

CHAPTER-2
RESEARCH DESIGN
2.1 Review of Literature
K Lakshmi Revathi et at all (2017), in their study ―Marketing Strategies of

Indian Automobiles Companies: A Case Study on Automobile Industry‖ they
stated that in this methodology used in the direction of find the trends and the
marketplace contribute to of the Indian auto portable industry. The investigate
takes addicted to account the went previous to and segments of the market
with different versions current the past and up to date trends in an financial
system, and more especially in an industry, to bring away from home an
objective market investigation.
Swarun Sebastian (2018), in his study ―A study on the sales promotional
techniques and customer satisfaction in PVS Ford‖ they stated that In the
present consumer oriented markets it is the duty of manufacturers to know
what is required by the consumer. It is also their duty to make the customers
know where, when how and at what prices. This is a work based on sales
promotional and customer satisfaction in PVS Ford. The objective of sales
promotion is achieved by using various methods or techniques or tools, they
are Coupons, Price-off, Freebies, Scratch cards, Lucky draw, Bundling offers,
and Extra quantity. Most of the customers are satisfied with the facilities
available in the car, services provided, and with the price and quality of the
cars.
Cleon Oguya K’ombwayo & Prof. Mike A. Iravo (2018), in their study
―The Influence of Consumer Sales Promotion on Buying Behavior of Three-
Wheeled Vehicles in Nairobi County‖ they stated the consumer purchasing
decision is influenced by price discount factors such as Price packs and
Coupon discounts offered on three wheeler vehicles. The study further
revealed there was a positive significant relationship between free gifts and
buying behaviour. This finding imply that the consumer purchasing behaviour
is influenced by free gifts factors such as bonus or value packs and Buy-one-
get –one free of vehicle accessories among others from automobile companies.

Anuraj Nakarmi (2018), in his study ―Effect of Sales Promotion on

Consumer Behaviour‖ he stated that the objective of this study is to find the
overall impact of sales promotion on the consumer‘s behaviour and their
buying patterns. The result of this thesis allows managers to understand the
importance of sales promotion and consumers‘ changing behaviour and
buying patterns. It allows understanding the characteristics of consumers and
their varying behaviour from the perspective of sales promotion targeted at
diverse consumers.
Rafikh ali (2018), in his study ―Impact of Promotional Strategies on
Consumer Behaviour with Reference to Maruti-Suzuki and Hyundai‘s Car
Users‖ he stated that study elaborates distinct promotional strategies used by
car manufactures and also identifies its influence on consumer buying
behavior with reference to car purchase. The purpose of this research is to
contribute to knowledge on marketing strategies issues related to automotive
industry. The study was conducted on 500 car users with the help of
questionnaire method. The results stated that promotional strategies play an
important role in buying decision of consumers.
Ravishankar S Ulle et at all (2018), in their study ―The Effectiveness of
Promotional Strategies Using Sales Promotion Technique‖ they stated that the
study ―effectiveness of promotional strategies using sales promotional
techniques- a study on selected Honda two-wheelers at palace Honda Mysuru‖
get us to the conclusion that the company is giving sales promotional
strategies like demo van show, cash back offers, and private workshop owners
it is not more effective than the accessories, discount, free insurance, and lest
loan cum exchange mela.
Nishandini Ramesh & Dr.Ch.Bala Nageswara Rao (2018), in their study
―A Study on Customer Perception about Sales Promotion‖ they stated that The
concept of sales promotion can be defined as an initiative undertaken by an
organization to promote an increase in sale, usage or trial of a product or
service. It includes offering incentives and creating interest in the customers
which are generally short-term marketing events with a view to stimulate,
motivate and influence the purchase and other desired behavioral responses of
the firm‘s customers. In the broadest sense, it is everything in the marketing
mix.

Neha Gakhare et at all (2020), in their study ―Study of Effectiveness of

Various Promotional Strategies used by Honda‖ they stated that Honda Has to
be upgraded so that it reaches to the mass..Current Market fashion in quarter
of cars Needs few Improvement in order that it reaches to the corners of the
nation. New product launch must be able to attract it‘s buyer through various
beneficial scheme, so that people show promptness in shopping for the
product.
Anuj Arora (2020), in his study ―Influence of Advertisement on Buying
Decision: Analysis of Automobile Purchase in Rajasthan‖ he stated that The
study ponders to comprehend the effect of advertisements; its dynamic with
special reference to acquisition of family cars in Rajasthan. The effect of
advertisement will be examined based on customer feedback given on the
advertisements they experience during their pre and post buy choice of family
cars through different modes. Different statistical tools are applied to quantify
the effect of Advertisement.
Dr. Pallavi Kumari (2020), in her study ―Effective Sales Promotion
Strategies For Gaining Competitive Edge And Intensive Growth‖ she stated
that The study discusses the sales promotion activities carried out by V- Mart
and find out responses of customers towards sales promotional activities
carried out for V-Mart. An Attempt has been made to examine the widely
accepted sales promotional activity by customers of V-Mart. It discusses how
sales management is relevant and facilitates the directions for proper
functioning. This research paper also tries to analyze the customer's view
towards sales promotional offers and other different sales promotional tools
used by VMart.
Dr Sarit Prava Das et at all (2021), in their study ―Business Strategy: A Case
Study of Auto Giant Mahindra & Mahindra Ltd.‖ they stated that It has
witnessed revolutionary changes in the management systems and
manufacturing innovations of the world automotive industry. Though the
automobile originated in Europe in the late 19th century, the United States
fully dominated the world industry for the first half of the 20th century
through the invention of mass production techniques. In the second half of the
century the situation altered sharply as western European countries and Japan

became major producers and exporters. The Automobile industry in India is an

important driver of macroeconomic growth and technological development.
1.3 Statement of the problem
The company dealer is at present doing very well, but they want to know the customer
needs and wants. And dealer wants to identify the customer satisfaction and
expectation level. In Indian Electronic Goods industry, small & medium segments
have played a very crucial and significant role due to its economy, efficiency and
effectiveness. Due to invasion of foreign Products (China Made) into Indian markets,
the pace of competition has hiked. This has brought into market, number of Brands
and their variants competing to with each other.
All these factors have resulted in flux in the minds of the customers as to which brand
to go for. In other words, Brand-switching is gaining the momentum. So to position
the brand in the minds of the customers the company or dealer should keep the track
of this shift in preferences. Hence the main purpose of this study is to find the “Sales
Promotion Strategies of Girias Over Electronic Products”.
1.2 Scope of the study
The study will help the company to identify which Sales Promotion strategy &
features of the Electronic products need to be improved so that it can provide
customers with better quality products. The study will also help the management to
decide how to increase the sales of the Electronic products, walk-in rate of the
customers, brand awareness & market share of the Electronic products.
The study is Restricted to Girias in Shivamogga city for the period of Three months in
the year 2022
1.3 Objectives of the study
 To know the Different strategies adopted by Girias on electronic products

 To Identify various innovative sales promotions promoted by Girias at
Shivamogga
 To Analyze the various factors influence the purchase decision of customers
on Girias on Electronic goods or products
 To Measure the performance of Marketing strategy of Giriass
 To Asses the satisfaction level of customers on Girias in Shivamogga City

1.4 Research methodology
The research design is probability research design and is descriptive research.

Sources of data collection
Primary Data
Primary data has been used by me in the form of Questionnaire & Observation, which
are the two basic methods of collecting primary data, which suffices all research
objectives.
Secondary data
Secondary data sources like catalogue of the company, product range book of the
company, various internet sites and Literature Reviews have been used.
1.5 Sampling Design
The research was designed to achieve the above mentioned objectives and the
following tools were used to collect the required data.
 Sampling method
 sampling frame
 Sampling Technique
 Sample Size
Sampling Method
A sample is considered during a research when the size of the population is very large
and a set is chosen to represent the whole population, this set is called a sample is a
representative of the population under study.
There are two methods of sampling i.e., probability and non probability sampling. To
carry out this project I have used non probability sampling method.
Sampling Frame
The sample frame represents the groups of respondents that were contacted during the
survey it also represents the profession of the respondents that were connected for
data.
Sampling Technique
To carry out this project Convenience technique has been used
Sample Size
The total sample size for the data collection for the research was 100 respondents.

1.6 Tools for data Collection:
Structured Questionnaires were the tools for data collection. The Questionnaire was
neatly designed and constructed for the purpose in line with the objective of the study.
1.7 Limitations of the study
However we tried our best in collecting the relevant information for our research
report, yet there are always some problems faced by the researcher. The prime
difficulties which we faced in collection of information are discussed below:
 Due to time constraints, the sample size was limited to 50 customer.

 Aversions of respondents towards filling the questionnaires
 The study is restricted only to customer level.
 Time was a big constraint.
 The findings are strictly based on the data collected from 50 customers only in
Girias Showroom. So these findings can‘t be generalized to the market of
Girias Showroom Only.

CHAPTER - 3
COMPANY PROFILE
3.1 Introduction organized retail stores
Retail is the sale of goods and services from individuals or businesses to the end-user.
Retailers are part of an integrated system called the supply chain. A retailer purchases
goods or products in large quantities from manufacturers directly or through a
wholesale, and then sells smaller quantities to the consumer for a profit. Retailing can
be done in either fixed locations like stores or markets, door-to-door or by delivery. In
the 2000s, an increasing amount of retailing is done using online websites, electronic
payment, and then delivered via a courier or via other services.
Retailing includes subordinated services, such as delivery. The term "retailer" is also
applied where a service provider services the needs of a large number of individuals,
such as for the public. Shops may be on residential streets, streets with few or no
houses or in a shopping mall. Shopping streets may be for pedestrians only.
Sometimes a shopping street has a partial or full roof to protect customers from
precipitation. Online retailing, a type of electronic commerce used for business-to-
consumer (B2C) transactions and mail order, are forms of non-shop retailing.
Retail classification
Retail industry can be broadly classified into two categories namely- organised and
unorganised retail.
 Organized retail - Organised traders/retailers, who are licensed for trading
activities and registered to pay taxes to the government.
 Unorganized retail – It consists of unauthorized small shops - conventional
Kirana shops, general stores, corner shops among various other small retail
outlets - but remain as the radiating force of Indian retail industry.

3.2 Market Dynamics
In the past few years, Indian Retail sector has seen tremendous growth in the
organised segment. Major domestic players have stepped into the retail arena with
long term, ambitious plans to expand their business across verticals, cities and
formats.
Companies like Tata, Reliance, Adani Enterprise and Bharti have been investing
considerably in the booming Indian Retail market. Along with these giant retailers, a
number of transnational brands have also entered into the market to set up retail
chains in close association with bigger Indian companies.
High consumer spending over the years by the young population (more than 31% of
the country is below 14 years) and sharp rise in disposable income are driving the
Indian organised retail sector‘s growth. Even Tier I & Tier II cities and towns are
witnessing a major shift in consumer preferences and lifestyles, the result of which,
they have emerged as attractive markets for retailers to expand their presence.
The Indian retail sector is highly fragmented and the unorganised sector has around
13 million retail outlets that account for around 95-96% of the total Indian retail
industry. However, going forward, the organised sector‘s growth potential is expected
to increase due to globalisation, high economic growth, and improved lifestyle.
Although the growth potential in the sector is immense, there are obstacles too, that
could slow the pace of growth for new entrants. Rigid regulations, high personnel
costs, real estate costs, lack of basic infrastructure, and highly competitive domestic
retailer groups are some such challenges.
3.3 Key drivers of the Indian Retail Industry
 Emergence of nuclear families

 An increase in the double-income households trend
 Large working population
 Reasonable Real estate prices
 Increase in disposable income and customer aspiration
 Demand as well as increase in expenditure for luxury items
 Growing preference for branded products and higher aspirations
 Growing liberalization of the FDI policy in the past decade
 Increasing urbanization,
 Rising affluence amid consumers

Bottlenecks
 A long way to meet international standards
 Lack of efficient supply-chain management
 Lack of required retail space
 No fixed consumption pattern
 Shortage of trained manpower
 Lack of proper infrastructure and distribution channel
3.4 Emerging sectors/trends in Indian retailing
Within retail, the emerging sectors would be food and grocery, apparel, electronics, e-
commerce, fashion and lifestyle.
Incorporation of technology in the organised retail segment has been something to
reckon with in the past few years. Use of computers for merchandise planning and
management, control of inventory costs and supplies and replenishment of goods done
electronically, internal store billing, etc has changed the face of product retailing.
Online retail business is the next gen format which has high potential for growth in
the near future. After conquering physical stores, retailers are now foraying into the
domain of e-retailing. The retail industry is all set to test waters over the online
medium, by selling products through websites. Food and grocery stores comprises the
largest chunk of the Indian retail market.
An emerging trend in this segment is the virtual formats where customer orders are
taken online through web portals which are delivered at the door step the very same
day or the following day. This trend has been catching up with most of the large sized
retail chains that have their websites.
The emerging trends in the Indian organized retail sector would help the economic
growth in India.
There is a fantastic rise in the Indian organized retail sector in a very short period of
time between 2001 and 2006. Eventually, out of the shadows of the unorganized retail
sector, India has a chance of tremendous economic growth, both in India and abroad.
The emerging trends in the Indian organized retail sector are also adding up to the
development of the Indian organized retail sector. The relaxation by the government
on regulatory controls on foreign direct investments has added to the process of the
growth of the Indian organized retail sector.

The infrastructure of the retail sector will evolve radically in the recent future. The
emergences of shopping malls are increasing at a steady pace in the metros and there
are further plans of expansion which would lead to 150 new ones coming up in India
by 2008. As the count of super markets is going up much faster than rate of growth in
retail sector, it is taking the lions share in food trade.
The growth of the Indian organized retail sector is anticipated to be heavier than the
growth of the gross domestic product. Alterations in people's lifestyle, growth in
income levels, and encouraging conventions of demography are proving favorable for
the new emerging trends in the Indian organized retail sector.
The success of this retail sector would also lie in the degree of penetration into the
lower income strata to tap the possible customers in the lowest levels of society. The
demands of the buyers would also be enhanced by more access to credit facilities.
With the arrival of the Transnational Companies (TNC), the Indian retail sector will
undergo a transformation. At present the Foreign Direct Investments(FDI) is not
encouraged in the Indian organized retail sector but once the TNC'S get in they
inevitably try to oust their Indian counterparts. This would be challenging to the retail
sector in India.
3.5 Present Status
Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. It accounts for over 10% of the
country‘s gross domestic product (GDP) and around eight% of the employment. India
is the world‘s fifth-largest global destination in the retail space.
India ranked 73 in the United Nations Conference on Trade and Development's
Business-to-Consumer (B2C) E-commerce Index 2019. India is the world‘s fifth-
largest global destination in the retail space and ranked 63 in World Bank‘s Doing
Business 2020.
India is the world‘s fifth-largest global destination in the retail space. In FDI
Confidence Index, India ranked 16 (after US, Canada, Germany, United Kingdom,
China, Japan, France, Australia, Switzerland, and Italy).
Market Size
As per Kearney Research, India‘s retail industry is projected to grow at a slower pace
of 9% over 2019-2030, from US$ 779 billion in 2019 to US$ 1,407 billion by 2026
and more than US$ 1.8 trillion by 2030.

Revenue of India‘s offline retailers, also known as brick and mortar (B&M) retailers,
is expected to increase by Rs. 10,000-12,000 crore (US$ 1.39-2.77 billion) in FY20.
India‘s direct selling industry would be valued at US$ 2.14 billion by the end of 2021.
According to the Retailers Association of India (RAI), the retail industry achieved
93% of pre-COVID sales in February 2021; consumer durables and quick service
restaurants (QSR) increased by 15% and 18% respectively.
After an unprecedented decline of 19% in the January-March 2020 quarter, the
FMCG industry displayed signs of recovery in the July-September 2020 quarter with
a y-o-y growth of 1.6%. The growth witnessed in the fast-moving consumer goods
(FMCG) sector was also a reflection of positivity recorded in the overall
macroeconomic scenario amid opening of the economy and easing of lockdown
restrictions.
E-Retail has been a boon during the pandemic and according to a report by Bain &
Company in association with Flipkart ‗How India Shops Online 2021‘ the e-retail
market is expected to grow to US$ 120-140 billion by FY26, increasing at
approximately 25-30% p.a. over the next 5 years. India has the third-highest number
of e-retail shoppers (only behind China, the US). The new-age logistics players are
expected to deliver 2.5 billion Direct-to-Consumer (D2C) shipments by 2030. Online
used car transaction penetration is expected to grow by 9x in the next 10 years.
During the festival period in 2020, Amazon, Flipkart and various vertical players sold
goods worth US$ 9 billion despite the pandemic onslaught.
Development Scenario
Retail tech companies supporting the retail sector with services such as digital
ledgers, inventory management, payments solutions, and tools for logistics and
fulfillment are taking off in India. In the first nine months of 2021, investors pumped
in US$ 843 million into 200 small and mid-sized retail technology companies, which
is an additional 260% of capital compared to the entire 2020.
Government Initiatives
The Government of India has taken various initiatives to improve the retail industry in
India. Some of them are listed below:
 In October 2021, the RBI announced plans for a new framework for retail
digital payments in offline mode to accelerate digital payment adoption in the
country.

 In July 2021, the Andhra Pradesh government announced retail parks policy
2021-26, anticipating targeted retail investment of Rs. 5,000 crore (US$
674.89 million) in the next five years.
 Government may change Foreign Direct Investment (FDI) rules in food

processing in a bid to permit E-commerce companies and foreign retailers to
sell Made in India consumer products.
3.6 Future Prospects
E-commerce is expanding steadily in the country. Customers have the ever-increasing

choice of products at the lowest rates. E-commerce is probably creating the biggest
revolution in retail industry, and this trend is likely to continue in the years to come.
Retailers should leverage digital retail channels (E-commerce), which would enable
them to spend less money on real estate while reaching out to more customers in tier
II and tier III cities.
Online retail market in India is projected to reach US$ 350 billion by 2030 from an
estimated US$ 55 billion in 2021, due to rising online shoppers in the country. In
2020, the most common payment methods online were digital wallets (40%),
followed by credit cards (15%) and debit cards (15%). Online penetration of retail is
expected to reach 10.7% by 2024 versus 4.7% in 2019.
Nevertheless, long-term outlook for the industry looks positive, supported by rising
income, favourable demographics, entry of foreign players, and increasing
urbanisation.

COMPANY PROFILE
3.7 Background and Inception of the Company
Girias Journey started from a 300sq.ft store to a 1000000+ sq.ft which is a multi-city
showroom brand, more than 5 decades of quality delivery and unmatched service.
GIRIAS believes in the philosophy of providing the latest products to customers at the
best market price. The very fact that thousands of customers come back to GIRIAS
for their consumer durable needs proves the quality of service and delivery promise
that we give to our Customers, GIRIAS - "The One Stop Shop for Consumer Durable
Needs".
3.8 Promoters
 Sachin Jain
 Mallikarjun agarwal
 Sanjay jain
3.9 Vision & Mission Statement
Vision
We will be the most trusted and preferred consumer durable retailer in India
Mission
Our mission is to empower every person on the planet to achieve in more.
3.10 Areas of Operation
Apart from Shivamogga Girias is having 104 Mega Stores in India and Girias have
several branches in the Major cities of India
3.11 Product Profile
Prominent & Leading Retailer from Chennai they offer
 Air Conditioners
 Television
 Refrigerators
 Washing Machine
 Fans
 Gas Stove
 Electric Chimney

 Iron Box
 Microwave Owen.
3.12 Infrastructure Facilities
 Spacious Hall
 Central AC
 Wide Range of Products
 Well Behavioral Employees
 Parking Facility
 Rest Room
 Waiting Lounge for Customers
3.13 Competitors Profile
 Harsha
 Pai International.
 Gorur Electronics
 Bhoopalam Enterprises
 Reliance
3.14 Swot analysis
SWOT analysis, such as analysis of capabilities, weaknesses, opportunities and

threats, is a widely used strategy for maintaining structural identification and analysis
of factors that determine the outcome of any proposal, plan, and product or business
case.
Strength:
 Capabilities are strong and positive characteristics of any company or

business, which gives them a tip over their competition and contributes to their
success.
 Capabilities can be obvious (physical, touchable) internal capabilities such as
human resources, assets, enforcement, production, trade secrets, etc ... or
obscure (physical, abstract) company culture, brand awareness, business
processes, market status, etc ...
 All capabilities, as they are in control of the company, must be constantly
enhanced to maintain competitive advantage over others.

Weakness
 Any process that prevents a company's growth or success, areas or resources is

classified under the weakness category.
 Weakness is always caused by internal factors for the company and thus, if
properly identified, can work and improve.
Opportunities:
 The most important parameter to evaluate any company's success is growth

and external rules, situations and situations help the company expand its size
and income.
 Chances are always companies postpone the positive direction and power
differently, depending on the factors outside the company's control. Examples
- Upcoming advances in the communication industry, less stringent business
laws, demand growth.
Threats:
Any factors that could risk the company's success may lead to lower sales, with lower
profits or declines in growth being identified as threats.
Threats and weaknesses are the same but external factors threaten, ie activities that are
not directly controlled by the company
3.15 Future Prospects
The future has a good promise and we try to achieve and conquer more milestones at
GIRIAS. This is our endeavor to reach more closer to the customer base by opening
more stores. It is most convenient after our support and sales support system to
deliver high-quality products from major brands and more competitive prices. We are
sure we can look forward to a better future with our customers, with our constant

CHAPTER - 4
DATA ANALYSIS AND INTERPRETATION

Analysis of data means studying the original material to discover the inherent facts.
The data are studied form as many angles as possible to explore the research data has
been collected and data analysis has been made the researcher can proceed of
interpretation is essentially one, stating what the result show. The research data
becomes meaningful only being analyzed and interpreted.
Results and findings are also called as Analysis and Interpretation. This part of the
report contains an allotment of tables, charts, graphs, and narrative of the results of
the survey.
The analysis identifies the various factors that play a major role in determining why
the respondents go for a particular product on brand.
The analysis has also been made with reference to factory affecting buying decisions
the multinational factor to go far a particular brand.
For some of the tables. Graphs are used to interpret the findings in a better manner.
The occupation, income of the respondents is also recorded in order to know the
correlation between these features.

Table No: 4. 1
Table showing on the basis of Gender factor
Gender No of Respondents Percentage

Male 42 84
Female 8 16
Total 50 100%
Source: Field Survey
Chart No: 4. 1
45 42
40
35
30
25
20
15
10 8
5
0
Male Female
Interpretation and Analysis:

The above table and chart shows that, 84% of the respondents are male and 16% of
the respondents are female. It is interpreted that majority of the respondents are Male
coz female are hesitated to fill questionnaire

Table No: 4. 2
Table shows on the basis of Respondent’s Marital Status
Marital Status No of Respondents Percentage

Married 36 72
Un married 14 28
Total 50 100%
Chart No: 4. 2
36
40
35
30
25
20 14
15
10
5
0
Married Un married

The above table and chart shows that, 72% of the respondents are married and 28% of
the respondents are unmarried. It is also understood that majority of the respondents
are married. Coz usually married persons are purchase home appliance and electronics
goods rather than unmarried.

Table No: 4. 3
Table shows on the basis of Respondent’s Age Group
Age group No of Respondents Percentage
Below 30 years 20 40
Between 31-40 years 10 20
Above 41 years 20 40
Total 50 100%
Chart No: 4. 3
25
20 20
20
15
10
10
0
Below 30 years Between 31-40 years Above 41 years

The above table and chart shows that, 40% of the respondents age group is below 30
years, 20% of the respondents age group is between 31 – 40 years, 40% of the
respondents age group is above 40 years. It is interpreted that majority of the
respondents are age group is above 30 years

Table No: 4. 4
Table shows on the basis of Respondent’s Educational Qualification
Educational Qualifications No of Respondents Percentage
S.S.L.C 0 0
PUC 0 0
Graduate 35 70
Post Graduate 15 30
Total 50 100
Sources: Field Survey
Chart No: 4. 4
35
35
30
25
20
15
15
10
5
0 0
0
S.S.L.C PUC Graduate Post Graduate

The above table and chart shows that, 70% of the respondent‘s Educational
qualification is Graduation, 30% of the respondents educational qualification is Post
Graduation. Now a day‘s every person studies at list up to Degree.

Table No: 4. 5
Table shows on the basis of Respondent’s Occupation
Occupation No of Respondents Percentage
Professionals 5 10
Businessman 20 40
Government employee 2 4
Students 3 6
Others 20 40
Total 50 100%
Chart No: 4. 5
20 20
20
15
10 5
2 3
5
0

The above table and chart shows that, 10% of the Respondents are professionals, 40%
of the Respondents are Businessmen, 4% of the Respondents are Govt. Employees
6% of the Respondents are students and 40% of the Respondents are having other
occupation. Majority of the respondents are businessmen coz in Shivamogga most of
the respondents are having own business

Table No: 4. 6
Table shows on the basis of Respondent’s Monthly Income
Monthly Income in(INR) No of Respondents Percentage
Less than 10,000 0 0
10,000-15,000 10 20
15,000-20,000 25 50
above 20,000 15 30
Total 50 100%
Chart No: 4. 6
25
25
20
15
15
10
10
5
0
0
Less than 10,000-15,000 15,000-20,000 above 20,000
10,000

The above table and chart shows that, 20% of the respondents monthly income is
between Rs 10000 to 15000, 50% of the respondents monthly income is between Rs
15000 to 20000, and 30% of the respondents monthly income is above Rs 20000.
Majority of the respondents are having monthly income of Rs 15000 to 20000.

Table No: 4. 7
Table shows Respondent’s are customer of Girias showroom
Particular No of Respondents Percentage
Yes 42 84
No 8 16
Total 50 100%
Chart No: 4. 7
16%
Yes
No
84%

The above table and chart shows that, 84% of the respondents are the customer of
Girias Show Room and 16% of the respondents are not the customer of Girias Show
Room.

Table No: 4. 8
Table shows advertisement factor of Girias motivates Respondent
Presentation skills 25 50
Attraction 10 20
Effectiveness 15 30
Total 50 100%
Chart No: 4. 8
30% 50%
Presentation skills
20%
Attraction
Effectiveness

The above table and chart shows that, 50% of the respondents are motivates with
Presentation skills of the Advertisement of Girias Showroom, 20% of the respondents
are motivates with Attraction of the Advertisement of Girias Showroom, 30% of the
respondents are motivates with effectiveness of Advertisement of Girias Showroom

Table No: 4. 9
Table shows Respondent’s have seen the advertisement
On TV 15 30
Magazine 12 24
Hoardings 3 6
Others 20 40
Total 50 100%
Chart No: 4. 9
25
20
20
15
15
12
10
5 3
0
On TV Magazine Hoardings Others

The above table and chart shows that, 30% of the Respondents seen advertisement of
Girias showroom on TV, 24% of the Respondents seen advertisement of Girias
showroom Magazine, 6% of the Respondents seen advertisement of Girias showroom
Hoardings and 40% of the Respondents seen advertisement of Girias showroom on
other sources

Table No: 4. 10
Table shows respondents opinion towards provides the sufficient information
about the product they needed
Yes 40 80
No 0 0
Partially 10 20
Total 50 100%
Chart No: 4. 10
45
40
40
35
30
25
20
15
10
10
5
0
0
Yes No Partially

The above table and chart shows that, 80% of the respondents are agreed that Girias
Advertisement provides the sufficient information about the product they needed &
20% of the respondents probably agreed that Girias Advertisement provides the
sufficient information about the product they needed

Table No: 4. 11
Table shows Respondent’s think about the consistency of Girias advertisement

Advertisement Excellent Good Fair Poor
Banners 4 36 5 5
Hoardings 4 2 22 6
Pamphlets 2 32 8 7
T V adds 2 40 8 0

Chart No: 4. 11
40
40
36
35 32
30
25 22 Banners
Hoardings
20
Pamphlets
15 T V adds
10 8 8
7
6
5 5
4 4
5 2 2 2
0
0
1 2 3 4

The above table and chart shows that, 36 respondents opines Banners consistency of
Girias advertisement is good, 22 respondents opines Hoarding advertisement of Girias
advertisement is fair, 32 respondents opines Pamplhlets advertisement of Girias
advertisement is good, 40 respondents opines TV adds advertisement of Girias
advertisement is good.

Table No: 4. 12
Table shows how long have Respondent’s know Girias showroom
Less than 6 months 10 20
More than 6 months but less than 1 year 20 40
1-3 years 15 30
More than 3 years 5 10
Total 50 100%
Chart No: 4. 12
More than 3 years 5
1-3 years 15
More than 6 months but less than 1

20
year
Less than 6 months 10
0 5 10 15 20 25

The above table and chart shows that, 20% of the Respondents knows about Girias
Showroom since less than 6 months, 40% of the Respondents knows about Girias
Showroom since more than 6 months but less than one year, 30% of the Respondents
knows about Girias Showroom since 1 – 3 years and 10% of the Respondents knows
about Girias Showroom since more than 3 years.

Table No: 4. 13
Table shows Respondent’s visit Girias showroom
Once per month 10 20
2 to 3 times per year 15 30
Once per year 20 40
More than once per year 5 10
Total 50 100%
Chart No: 4. 13
20
20
15
15
10
10
5 5
0
Once per
month 2 to 3 times Once per
per year More than
year
once per
year

The above table and chart shows that, 20% of the Respondents visit Girias Showroom
once per month, 30% of the Respondents visit Girias Showroom 2 to 3 times per year,
40% of the Respondents visit Girias Showroom once per year and 10% of the
Respondents visit Girias Showroom more than once per year.

Table No: 4. 14
Table shows Respondent’s like type of advertisement
Personality symbol 12 24
Musical 10 20
Fantasy 8 16
Life style 20 40
Total 50 100%
Chart No: 4. 14
24%
40% Personality symbol

Musical
Fantasy
Life style
20%
16%

The above table and chart shows that, 24% of the respondents are like personality
symbol type of advertisement, 20% of the respondents are like Musical type of
advertisement, 15% of the respondents are like fantasy type of advertisement, 40% of
the respondents like life style type advertisement.

Table No: 4. 15
Table shows Respondent’s like to the most efficient for advertisement Media in
Girias
Electronic 8 16
Print 10 20
Outdoor 2 4
Mail 17 34
Word of mouth 3 6
Total 50 100%
Chart No: 4. 15
20 17
15
10
10 8
5 3
2
0
Electronic Print Outdoor Mail Word of mouth

The above table and chart shows that, 16% of the respondents are like Electronic
media advertisement, 20% of the respondents like print media advertisement, 4% of
the respondents are like Outdoor media advertisement, 34% of the respondents are
like Mail advertisement, 6% of the respondents are like word of mouth advertisement.

Table No: 4. 16
Table shows Respondent’s feel good when see the advertisement of the brand
have purchase
Yes 42 84
No 8 16
Total 50 100%
Chart No: 4. 16
42
45
40
35
30
25
20
15 8
10
5
0
Yes No

The above table and chart shows that, 84% of the respondents are feel good when see
the advertisement of the brand have purchase and 16% of the respondents are not
agreed for the above statement.

Table No: 4. 17
Table shows Respondent’s feel the best for the advertisement on TV
Morning 8 16
Mid-day 10 20
Evening 12 24
Late night 20 40
Total 50 100%
Chart No: 4. 17
16%
Morning
40%
Mid-day
20% Evening
Late night
24%

The above table and chart shows that, 16% of the respondents prefer morning time
advertisement on TV, 20% of the respondents prefer Mid day time advertisement on
TV, 24% of the respondents prefer evening time advertisement on TV, 40% of the
respondents prefer late night advertisement on TV

Table No: 4. 18
Table shows Respondent’s think advertisement for the Girias showroom is
necessary
Yes 45 90
No 5 10
Total 50 100%
Chart No: 4. 18
45
45
40
35
30
25
20
15
10 5
5
0
Yes No

The above table and chart shows that, 90% of the respondents thinks that
advertisement for the Girias showroom is necessary & 10% of the respondents thinks
that advertisement for the Girias showroom is not necessary

Table No: 4. 19
Table shows Girias is expensive compare to others
Yes 41 82
No 9 18
Total 50 100%
Chart No: 4. 19
45
41
40
35
30
25
20
15
9
10
5
0
Yes No

The above table and chart shows that, 82% of the respondents opinions that compare
to other showroom Girias Show room is expensive, and 18% of the respondents are
not agreed for the above statement.

Table No: 4. 20
Table shows Respondent’s are happy with the kind of customer service have
receive from the company so far
Yes 43 86
No 7 14
Total 50 100%
Chart No: 4. 20
43
45
40
35
30
25
20
15 7
10
5
0
Yes No

The above table and chart shows that, 86% of the respondents are happy with the kind
of customer service have receive from the company so far and 14% of the respondents
are not happy with the kind of customer service have receive from the company so far

Table No: 4. 21
Table shows Respondent’s like the particular Girias Advertisement
Music of the add 18 36
Look of the product 24 48
Celebrity show in add 4 8
Features of the products 4 8
Total 50 100%
Chart No: 4. 21
Features of the products 4
Celebrity show in add 4
Look of the product 24
Music of the add 18
0 5 10 15 20 25

The above table and chart shows that, 36% of the respondents are like Music of the
add, 48% of the respondents like look of the product, 8% of the respondents are like
celebrity shows in the ad, and 8% of the respondents like features of the products

Table No: 4. 22
Table shows Respondent’s like to promotional activities of Girias
Gift voucher 25 50
Discount 8 16
Lucky draw 5 10
After sale service 12 24
Total 50 100%
Chart No: 4. 22
30
25
25
20
15 12
10 8
5
5
0
Gift voucher Discount Lucky draw After sale service

The above table and chart shows that, 50% of the respondents like Gift voucher, 16%
of the respondents like discount, 10% of the respondents like lucky draw and 24% of
the respondents like after sale service.

Table No: 4. 23
Table shows Respondent’s have to say about the product prices in Girias
Fair price 40 80
Over priced products 4 8
Under priced 6 12
Total 50 100%
Chart No: 4. 23
40
40
35
30
25
20
15
10 6
4
5
0
Fair price Over priced Under priced
products

The above table and chart shows that, 80% of the respondents are opinions that
Product price in Girias showroom is Fairly priced, 8% of the opinions that Product
price in Girias showroom is overpriced and 12% of the opinions that Product price in
Girias showroom is underpriced

Table No: 4. 24
Table shows Respondent’s prefer types of offer
Buy one get one 18 36
Discount 12 24
Lottery 5 10
Gift hampers 5 10
Total 50 100%
Chart No: 4. 24
20
18
18
16
14
12
12
10
8
6 5 5
4
2
0
Buy one get one Discount Lottery Gift hampers

The above table and chart shows that, 36% of the respondents are prefer Buy one Get
one offer, 24% of the respondents are prefer discount, 10% of the respondents are
prefer lottery and 10% of the respondents are prefer gift hampers

Table No: 4. 25
Table shows Respondent’s visit Girias showroom again
Definitely 40 80
Probably 10 20
Total 50 100%
Chart No: 4. 25
40
40
35
30
25
20
15 10
10
5
0
Definitely Probably

The above table and chart shows that, 80% of the respondents are opinions that they
are definitely visit Girias showroom again and 20% of the respondents are opinions
that they are probably visit Girias showroom again

CHAPTER - 5
FINDINGS, SUGGESTIONS & CONCLUSIONS
5.1 Findings
 The majority of the respondents are male.
 The majority of the respondents are married.
 The majority of the respondents age group is below 30 years.
 The majority of the respondents Educational qualification is Graduation
 The majority of the respondents are Businessmen
 The majority of the respondents monthly income is between Rs 15000 to
20000.
 The majority of the respondents are the customer of Girias Show Room.
 The majority of the respondents are motivates with Presentation skills of the
Advertisement of Girias Showroom
 The majority of the respondents seen advertisement of Girias showroom on
other sources
 The majority of the respondents are agreed that Girias Advertisement provides
the sufficient information about the product they needed
 The majority of the respondents knows about Girias Showroom since more
than 6 months but less than one year
 The majority of the respondents visit Girias Showroom once per year.
 The majority of the respondents like life style type advertisement.
 The majority of the respondents are like Mail advertisement
 The majority of the respondents are feeling good when see the advertisement
of the brand have purchase.
 The majority of the respondents prefer late night advertisement on TV
 The majority of the respondents think that advertisement for the Girias
showroom is necessary
 The majority of the respondent‘s opinions that compare to other showroom
Girias Show room are expensive.
 The majority of the respondents are happy with the kind of customer service
have receive from the company so far

5.2 Suggestions
1. Based on the response received from the respondents the following
recommendations are made for the improvement in the functioning and service
conditions of GIRIAS.
2. As most of the respondents are dissatisfied with the discounts provided by Girias so
Girias has to look on the discount part of it and should give some more discounts
compare to other players in Shimoga.
3. The difference between satisfied and dissatisfied people in case of service of Girias
is not more so this shows that Girias has to provide proper service to their clients.
4. Girias should also have more of the product range in their outlet as most of the
consumers complain about the non availability of the products so in order to cater the
customers Girias has to improve its product range.
5. In order to improve its mileage in conveying the customers regarding the events
carried out at Girias they can use Mobile SMS as a new mode of communication as
most of the consumers have suggested for. They can also use television as a mode in
giving the advertisements

5.3 Conclusion
The study helped me gain valuable insights in Girias and also as to the factors that
what the consumers expect from the Girias. This project titled ―Study on promotional
activities of Girias‖ has been a knowledge gaining experience for me. By interacting
with the respondents. I have been able to understand the activities of Girias their way
of working and their way of approaching the customers and the importance of
Advertising, i.e. how beneficial is the advertising for any firm to communicate about
their offers and events to the consumers. The results of the survey proved to be
encouraging. The respondents were very positive in providing the information about
how Girias has to go for promotion and why do they go for Girias and what measures
Girias has to take in improving the service to their customers, Though there are many
competitors in the market for this segment, the company GIRIAS is doing well by
satisfying its customers by having good relationship with them and. I offer my best
wishes for the same and hope that my work will be of some use for the company
effectiveness.

(A)TEXT BOOKS REFFERED
a) Ramanth. H.R Business research methodology Edition: 1 Year: 2010

Publishing: Himalaya Publishing Mumbai
b) Kothri.C.R Business research methodology Edition: 2 Year: 2004 Publishing:
New age international. New Delhi
c) Philp kolter Marketing management Edition: 2 Year: 1997 Publishing: Prentice.
New Delhi
(B) JOURNALS
a) Shani, D. and Chalasani, S. (1992). Exploiting Niches Using Relationship

Marketing. Journal of Services Marketing, 6(4), 43-52.
b) Kincaid J.W. Customer Relationship Management: Getting it Right [M]. NJ:
Prentice-Hall, 2003
c) Ramaseshan, B., Bejou, D., Jain, S.C., Mason, C., Pancras, J., 2006.Issues and
Perspectives in Global Customer Relationship Management. Journal of
Service Research, 9, (2), 195-207
d) Company Annual Report
(C)WEBSITES
https://www.Giriasindia.com/corporate/#Branches
www.wikipedia.org
www.google.com

QUESTIONNAIRE
Respected Sir / Madam,
I Abishek student of Final year B.Com in Government First Grade College,
Ajjampura. As a part of my academic study I have undertaken a project report on ―A
study on sales promotional strategies of Girias, Shivamogga.‖ I request you to fill the
following questions and do the needful. The information provided by you will be used
strictly for academic purposes.
Thanking you,
Yours sincerely,
(Abhishek)
Name :
Address :
1. Gender
i) Male [ ]
ii) Female [ ]
2. Marital status:
i) Married [ ]
ii) Unmarried [ ]
3. Age:
i) Below 30 Years [ ]
ii) Between 31- 40 Years [ ]
iii) Above 41Years [ ]
4. Educational qualification
i) SSLC [ ]
ii) PUC [ ]
iii) Graduate [ ]
iv) Post Graduate [ ]
5. Occupation
i) Professionals [ ]
ii) Businessman [ ]
iii) Govt Employee [ ]
iv) Student [ ]
v) Others [ ]

6. Monthly income
i) Less than 10000 [ ]
ii) 10000-15000 [ ]
iii) 15000-20000 [ ]
iv) Above 20000 [ ]
7. Are you a Customer of Girias Showroom?
i) Yes [ ]
ii) No [ ]
8. Which advertisement factor of Girias motivates you most?
i) Presentation Skills [ ]
ii) Attraction [ ]
iii) Effectiveness [ ]
9. Where did you saw the Advertisement
i) On TV [ ]
ii) Magazine [ ]
iii) Hoardings [ ]
iv) Others [ ]
10. Does it provides the sufficient information about the product you needed?
i) Yes [ ]
ii) No [ ]
iii) Partially [ ]
11. What do you think about the consistency of Girias‘s advertisement

Advertisement Excellent Good Fair Poor
Banners
Hoardings
Pamphlets
TV Adds
12. How long have you Known Girias Showroom?
i) Less than 6 months [ ]
ii) More than 6 months but less than 1 year [ ]
iii) 1-3 years [ ]
iv) More than 3 Years [ ]

13. How often do you Visit Girias Showroom?

i) Once per Month [ ]
ii) 2 to 3 times per Year [ ]
iii) Once per Year [ ]
iv) More than once per Year [ ]
14. What type of advertisement does you like the most?
i) Personality Symbol [ ]
ii) Musical [ ]
iii) Fantasy [ ]
iv) Life Style [ ]
15. Which Media do you like is the most efficient for advertising Girias ?
i) Electronic [ ]
ii) Print [ ]
iii) Outdoor [ ]
iv) Mail [ ]
v) Word of mouth [ ]
16. Do you feel good when you see the advertisement of the brand which you
have purchased ?
i) Yes [ ]
ii) No [ ]
17. What time of the day do you feel the best for the advertisement on TV ?
i) Morning [ ]
ii) Mid-day [ ]
iii) Evening [ ]
iv) Late night [ ]
18. Do you think advertisement for the Girias Showroom in necessary?
i) Yes [ ]
ii) No [ ]
19. Is Girias is expensive compare to others?
i) Yes [ ]
ii) No [ ]

20. Are you happy with the kind of customer services you have receive from the
company so far?
i) Yes [ ]
ii) No [ ]
21. Why do you like the particular Girias Advertisement?
i) Music of the add [ ]
ii) Look of the product [ ]
iii) Celebrity show in add [ ]
iv) Features of the products [ ]
22. Which promotional activities of Girias do you like
i) Gift Voucher [ ]
ii) Discount [ ]
iii) Lucky Draw [ ]
iv) After Sale service e [ ]
23. What do you have to say about the Product Prices in Girias?
i) Fair Price [ ]
ii) Over priced products [ ]
iii) Under priced [ ]
24. What types of offer do you prefer
i) Buy one Get one [ ]
ii) Discount [ ]
iii) Lottery [ ]
iv) Gift Hampers [ ]
25. Would you visit Girias showroom again?
i) Definitely [ ]
ii) Probably [ ]
26. Any suggestion to Girias
Thank you for the time you have spared for the interview. Your suggestions will
enable service providers to improve and enhance their services to suit their customer‘s
requirements.
Date : ……………
Place: ……………..
(Signature)


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―A study on sales promotional strategies of Girias, Shivamogga‖

Sales promotion is an important component of a small business's overall marketing

Government First Grade College, Ajjampura Page 1

highly competitive market, when the objective is to convince retailers to carry a

1.2 Meaning and Definition:

Government First Grade College, Ajjampura Page 2

5. To introduce new products.

1. Consumer Sales Promotion

• Price deal: A temporary reduction in the price, such as happy hour

• Loyalty rewards program: Consumers collect points, miles, or credits for

• Cents-off deal: Offers a brand at a lower price. Price reduction may be a

• Price-pack deal: The packaging offers a consumer a certain percentage more of

• Coupons: coupons have become a standard mechanism for sales promotions.

• Loss leader: the price of a popular product is temporarily reduced in order to

Government First Grade College, Ajjampura Page 3

• Free-standing insert (FSI): A coupon booklet is inserted into the local

• Checkout dispensers: On checkout the customer is given a coupon based on

• Mobile couponing: Coupons are available on a mobile phone. Consumers show

• Online interactive promotion game: Consumers play an interactive game

• Contests/sweepstakes/games: The consumer is automatically entered into the

• Dangler: A sign that sways when a consumer walks by it.

• Dump bin: A bin full of products dumped inside.

• Glorifier: A small stage that elevates a product above other products.

• Wobbler: A sign that jiggles.

• Lipstick Board: A board on which messages are written in crayon.

• Necker: A coupon placed on the 'neck' of a bottle.

• YES unit: "your extra salesperson" is a pull-out fact sheet.

Government First Grade College, Ajjampura Page 4

1.7 Trade sales promotion techniques

• Trade allowances: short term incentive offered to induce a retailer to stock up on

• Dealer loader: An incentive given to induce a retailer to purchase and display a

• Point-of-purchase displays: Extra sales tools given to retailers to boost sales.

• Training programs: dealer employees are trained in selling the product.

• Push money: also known as "spiffs". An extra commission paid to retail

A marketer must do the following while planning and sending communications to a

• Individuals, groups, special publics or the general public.

2. Identify the Stage of Product Life Cycle

• Introductory Inform Publicity/Advertising/Sales force (interm.)/Sales

• Growth Persuade Differentiate from competitors offering

• Maturity Remind Reminder advertising, Sales promotion (coupons)

• Decline Cut budget

• Complexity How much information must be communicated. The more

• Risk Greater risk, greater need for personal selling

Government First Grade College, Ajjampura Page 5

4. Stages of Buying Decision

• Aware--no knowledge Advertising/Publicity

• Interest--how do they feel? Personal Selling / Sales Promotion / Advertising

• Evaluation--should they try? sales promotion/personal selling

• Trial--test drive/sales promotion

• Adoption--do they purchase? Reminder/reinforce--advertising

• Push-promotes product only to the next institutions down the marketing

• Pull-promotes directly to consumers, intention is to create a strong consumer

1.9 Nature of Sales Promotion

• 323 billion coupons were distributed 1993 nationally annually

Government First Grade College, Ajjampura Page 6

• $15-20 billion/year spent on point of purchase material in stores.

• companies are looking to get a competitive edge

• quick returns are possible for short term profits