1. MARKETING RESEARCH
NAME :- JOSHI . JAGRUTI . MAHANDAR
CLASS :- BMS – 2
ROLL NO : - MS – 225

2. DRIVING FACTORS AND EFFECTIVENESS OF
SALES PROMOTION IN SHOPPING MALLS
CONSUMER PERSPECTIVE
RESEARCHER’S:- Dr.chandan A. chavadi
Shilpa S . Kokatnur

3. INTORUCTION
 Sales promotion is very essential for successful marketing
of a product or service.
 Increasing disposable income , rising consumer
expectations.
 with emergence of big player such as Reliance,Futuer
group and other .
 Retail sector is facing stiff competition in term of product
and service mix.
 1985,there were more than 90 way of sales promotions.
 Sales promotion activities by the Indian industries have
increased by 500 to 600 percent in the last 3 to 5 years.

4. WHY SALES PROMOTION ?
 Sales promotion is presently considered as a vital part of the overall marketing strategy.
 It facilitates and creates a unique rewards loyal users and encourages competitive
situation .
 Sales promotion induces product trials among non users.
 Industries overcomes seasonal slumps.
 Sales promotion can persuade customers to buy more .
 Sales promotion has the capacity to alter market share.

5. LITERATURE REVIEW
 Important to find out information.
 For know the consumer behaviors.
 A number of factors drive the customers store
 Few factors are found to be very significant.
 Liu,yuping (2007) Pointed that loyalty program did not prompt heavy buyers
to change their purchase behaviour and loyalty program broadened their
relationship.
 Monica cortinas (2008) found that loyalty card holders are less sensitive to
regular prices, but they are more sensitive for price promotion in certain
product categories.

6. RESEARCH OBJECTIVES
 To study the influence of demographic variables on sales promotion.
 To identify the popular consumer promotional tools.
 To examine the factors driving customers towards shopping malls.
 To analyze consumer buying response for four promotion tools viz,price
discount,sample,free gifts and buy one get one free.

7. DATA COLLECTION
 PRIMARY DATA:-
 200 Questionnaires were monitored, out of which 150 usable questionnaires were
considered for the study .
 the study considered major shopping malls viz, Garuda,Central,Forum in the city of
Bangalore.
 SECODRY DATA :-
 Large body of literature which has studied the various sales promotion tools.
 Data collection sample in pro rata basis.

8. SAMPLE
 The sample consisted of 58% female and 42% male respondents.
 The age slab was segmented as less then 25 years,26-34 years,35-54
years and 55 years and above .
 Sample is done by Factors analysis and multiple discriminant
analysis(MDA).

9. FACTOR ANALYSIS
• Important factors which affect consumer choice of shopping malls.
• Deducting the important attributes, a set of attributes were listed.
• factor analysis was used to understand the interdependence amongst the attributes.
• variety • Location
• Quality • Near to home
product
Variable Variable
no 1
no 2
Variable Variable
no 4 no 3
• Reasonable • convenience
price • Parking
• Credit facility facility

10. MULTIPLE DISCRIMINANT ANALYSIS(MDA).
Price discount Sample
Free gifts Buy one get one free

11. DEMOGRAPHIC VARIABLES
 The study examines the influence of demographic variables on promotion.
 This studied in order to ascertain whether demographic variables are having
any influence on the response of the consumer to the promotional offer.

12. CONCLUSION
 It can understood from factor analysis that consumer give more important to product mix
 Retailers provided ambience services .
 services like credit facility, early opening were not able to creste impact, as these
services have become common across the retailers.
 Time of promotion plays an important role in the success of promotional campaign.
 product should launched at the right time at the right place with the right age group of
people .
 New development in promotions like internet,email,messaging provide platform for
introducing the new product in market.
 promotion have a long way to go and need to be used more as they cost the company
money.

13. REFERENCES
INDIAN JOURNAL OF MARKETING
RESEARCH
VOLUME NO- 40
BOOK NUMBER- 4
APRIL 2010

14. THANK YOU