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RESEARCH METHODOLOGY
PROJECT REPORT
ON
“PERMOTIONAL TOOLS USED BY BOOK SELLERS”
IN
MEERUT
PREFACE
As an integral part of the course curriculum, all the P.G.D.M. students are required to undergo
project on the topic suggested by the concerned faculty. The main objective of the study of this
project is to supplement the student’s theoretical knowledge with a practical exposure.
This program enhances the student’s capability to cope up with the uncertainties and challenges,
which are part and parcel of every organization.
For the same, I had the opportunity to do my project on “PROMOTIONAL TOOLS USED BY
BOOK SELLERS”. During this training I conducted a research on the topic “promotional tools
used by book sellers”. Under the supervision of our faculty guide Mr. SUSANT MITTAL SIR .
During this I visited MEERUT REGION to meet general book sellers
It has been my constant endeavor to present this report in the most systematic and analytical
manner.
SATISH TIWARI.
RAKESH BHARDWAJ
VIVAK VIKRANT
SHAILENDER JHA
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ACKNOWLEDGEMENT
This project is written by encouragement and prodding of all the people who
filled up the questionnaire by devoting their valuable time.
Thank
you
Satish Tiwari
Rakesh Bhardwaj
Vivek vikrant
Shailender kr. Jha
-4-
Contents
Particular Page no.
PREFACE……………………………………………………………………………………………… 2`
ACKNOWLEDGEMENT……………………………………………………………………………3
Research Design:..............................................................................................................................7
Analysis of Data:..............................................................................................................................9
Limitations:.....................................................................................................................................28
Bibliography:..................................................................................................................................29
The following books and sites helped me to complete the project successfully............................29
Research Methodology – C.R.Kothari............................................................................................29
Marketing Management – Philip Kotlar.........................................................................................29
www.google.com............................................................................................................................29
Rational of study
Why this study ?
Practical aspect gives more knowledge and experience than the theory and
no learning can be completed without practical aspect.
This project is one of the most important parts of our curriculum for management
students, its basic idea is to strengthen the students’ concept through project and make
them equipped with recent development.
This project report has been in partial fulfillment of our management programme post
graduate diploma in management (PGDM).
Just to enhance practical knowledge regarding Research Methodology and Use of
Marketing method and Promotional mix it is very necessary to do such type of
research work .
Hence the topic “PROMOTIONAL TOOL USED BY BOOK SELLERS” enhanced
the practical knowledge .
OBJECTIVES
Research Methodology
Research Design:
° Duration of the study: One month (25th March to 20th April 2009)
Sampling Design
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Primary Data
DATA
Secondary Data
-9-
Analysis of Data:
7%
7%
3%
sales promotion
advertising
13%
direct marketintg
public relation
personal selling
70%
Interpretation:- 70% of total respondent said that they use sales promotion
as a promotional tools to promote their selling, 13% said that they advertise
to promote their selling and percentage for direct marketing, public relation
and personal selling are 3%, 7%, 7% respectively
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2) At What level do you think Promotional tools are effective to influence the
The customer?
5%
10% 18%
very good
13% fairly good
neither good nor good
not very good
not good at all
54%
Interpretation:- 54% respondent said that promotional tools are fairly good
in effectiveness to influence customer , 18% respondent said that
promotional tools are very good in effectiveness and 13% respondent said
that promotional tools are neither good nor bad to influence customer.
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3) If you use sales promotional then what type of tools do you use under it
to increase sales ?
8% 7%
coupons
28% rebate
gifts
price off deals
57%
Interpretation:- 57% respondent said that rebate is the most effective tools
under sales promotion they use. 28% respondent said that gifts are the most
effective tools under sales promotional.
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18%
0 - 15%
47% 15 - 30%
15% 30 - 45%
45 - above
20%
Interpretation:- 47% respondent said that they give rebate about 0-15% ,
20% respondent said that they give 15-30% rebate and 18% respondent
said that they give 45% and above for rebate.
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a. Sales Promotion
sales promotion
5% 5%
10%
0-15%
15-30%
30-45%
45-75%
52% 28%
75-100%
b. Advertisement
advertising
7% 5% 8%
0-15%
15-30%
30-45%
45-75%
45% 35%
75-100%
c) Direct Marketing
direct marketing
5% 3%
10%
0-15%
15-30%
10%
30-45%
45-75%
75-100%
72%
d) Public Relation
PR
5%
7%
12% 0-15%
15-30%
30-45%
56% 45-75%
20% 75-100%
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e) Personal selling
Personal selling
7% 3%
12%
0-15%
15-30%
48% 30-45%
45-75%
75-100%
30%
17%
25%
8% Januray to March
April toJune
July to September
October to December
50%
5%
7% 18%
Very Strongly
Strongly
Moderately
Weakly
23%
Very weakly
47%
Interpretation:-
47% respondent said that rebate play moderately role to retain customer.
23% respondent said that rebate play strongly role to retain customer.
18% respondent said that rebate very strongly play role to retain customer
70
yes, 60
60
50
40
Series1
30
20
10
no, 0
0
yes no
Most of the seller told that they offer Better Service, discount as much as it
possible, good quality, exchange offer, festival offer and commission.
Most of the seller said they offer same service to temporary customer as
Permanent customer.
Like Better Service, Offers, Prove up to their satisfaction .
QUESTIONNAIRE
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2) At What level do you think Promotional tools are effective to influence the
The customer?
a. Very good
b. Fairly good
c. Neither good nor bad
d. Not very good
e. Not good at all
3) If you use sales promotional then what type of tools do you use under it
to increase sales ?
a) Coupons
b) Rebates
c) Gift Cards
d) Price-off deals
a. Sales Promotion
i) 0-15% ii) 15-30% iii) 30-45% iv) 45-75% v)75-100%
b. Advertisement
i) 0-15% ii) 15-30% iii) 30-45% iv) 45-75% v)75-100%
c. Direct Marketing
i) 0-15% ii) 15-30% iii) 30-45% iv) 45-75% v)75-100%
d. Public Relation
i) 0-15% ii) 15-30% iii) 30-45% iv) 45-75% v)75-100%
f. Personal selling
i) 0-15% ii) 15-30% iii) 30-45% iv) 45-75% v)75-100%
a. January g. July
b. February h. August
c. March i. September
d. April j. October
e. May k. November
f. June l. December
a. Very Strongly
b. Strongly
c. Moderately
d. Weakly
e. Very weakly
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a) Yes b) no
Name ……………………………………………………………….
Age ……………………… Gender Male/Female
Address……………………………………………………………..
………………………………………………………………………
Contact No. (If any)………………………………………………...
Thanking You
Findings:-
The major findings of our research are:
4) Mass respondent said that they give 0-15% rebate to their customer.
6) Most of the respondent think that April to June is most effective Period of
year in which promotional tools is most effective.
.
9) Most of the seller told that they offer Better Service, discount as much as
it possible, good quality, exchange offer, festival offer and commission
- 27 -
10) Most of the seller said they offer same service to temporary customer
as Permanent customer.
Like Better Service, Offers, Prove up to their satisfaction .
Suggestion
Limitations:
Some respondent were not willing to respond and even they were not talked
fairly
Some times some Book sellers and Publishers were busy in personal life as
well as professional life so could not for interview and hence some of the
answer may not be exact
As the area is not properly known so some of book stores and Publishers
might have not been visited.
Bibliography:
The following books and sites helped me to complete the project successfully.