Volume : 2, Issue : 8, August - 2013

Sales Promotion Techniques: One Solution does not Fit all

Vishal J. Mali, Jigna N. Ahir

Abstract :

Sales promotion is myopic incentives which majorly try to invoke consumer responses. However, there exists a debate over its effectiveness. So this research paper tries to identify effective promotional tools catering to Fast Moving Consumer Goods, Consumer Durables, and Business Services segments. It is found through Friedman method and ANOVA analysis that mostly consumers respond more to Buy one get one Free (BOGOF) in FMCG segment; In consumer durables segment, Refund offer was found to be more effective than others, Business services seem to be have Demonstration and trial, Frequent buyer benefit to be more effective than the rest.