Consumer promotion schemes - some Indian case studies
Abstract
The objective of the study is to gain an insight into promotion - concepts, planning , administration and actual case histories with a view to deriving certain generalizations regarding the critical success factors in managing consumer promotions. The report is divided into three sections. The first section begins with the methodology used during the study and then goes on to describe theoretical framework for promotions. The second takes up Indian Case studies of four companies - Hindustan Coco Products (HCP), Food Specialties Ltd., HMM Ltd., American Express - Travel related services. Finally, the third section provides generalizations and guidelines for planning consumer promotions.
Collections
- Student Projects [3208]
Related items
Showing items related by title, author, creator and subject.
-
Study of consumers' psychological response to promotion based on mental accounting principles
Dang, Priya Jha (2005)As industry expenditure on sales promotion has grown, an increasing amount of academic research has focused on the impact of promotions on consumer behavior. The substantial body of literature on promotions is composed of ... -
Measuring consumer preferences for sales promotion schemes through conjoint design in FMCG sector
Vyas, Preeta H. (2010-04-03)This paper first attempts a brief synthesis of the existing literature on consumer respect to sales promotion and use of conjoint design in the study of consumer preferences. Based on insights developed through literature ... -
An Empirical View of the Different Types of Consumer Promotions in India
Jha-Dang, Priya; Koshy, Abraham (2009-09-05)The paper provides an empirical view of the range of promotions launched in the Indian market place from 1996 to 2003. The different promotions include free gift offers, price offs, extra product offers, exchange offers, ...