Introduction Devoting dollars to consumer or sales promotions can be an effective way to boost business activity.

But in planning sales promotions, its important to understand the insights differentiating profitable promotions from the ones which fall flat of expectations. Many a times a promotion is floated for the purpose of attracting a competitors customer without really thinking the offer through. This hampers the designing of promotional offers which should resonate with customers interest to shop for a particular electronic purchase. With the rise in competition in terms of products and brands available, Sales Promotion has become one of the many ways to attract and retain a customer. Businesses use sales promotions to generate new or recurring interests in their products as well as to increase sales in the short term.1 Sales promotion is a technique used to persuade potential customers to buy the product / service, generate positive customer perception and make repeat purchases. It can be seen as an effective tool supplementing advertising, public relations and personal selling activities undertaken by various firms. The target audience for sales promotion strategy is myriad ranging from channel members to sales force and to the end customer. Owning to the widespread use of sales promotion in consumer electronic products in UAE, there is now a concern about the effectiveness of these promotions. Consumer electronics is one of the biggest markets in UAE especially Dubai. Every year, Dubai organizes huge events to promote shopping in Dubai, the biggest highlights of these events is Consumer Electronics. Moreover, the biggest USP in the promotions is the special offers or the low prices that the various electronics stores offer. Suppose a Brand X has entered the market with a new printer. The marketing team will call for a promotion which will draw the attention of the potential customer towards that product. In India, MVL and Karbonn mobile released in the market cheap handsets in collaboration with Aircel and other mobile phone operators.

Research Objective The aim of this research is to find out the effectiveness of Sales Promotions of Consumer Electronic Goods from the viewpoint of customer. Many a times, customers pay no heed to such promotions and concentrate on other factors irrespective of the sales promotion strategy being implemented. The research will include the following objectives: 1. The various types of sales promotions. 2. The effect of demographics on the effectiveness of sales promotion. 3. Consumers perception, attitude, and preferences towards sales promotion of various brands and their point of sale (retail outlets). 4. Consumers perspective while purchasing a product under a sales offer. 5. Consumers preferred mode of communication to gather information regarding various sales promotions. The Different Types of Promotional Activities3 1. Bundled gifts: Free Bluetooth headset with a new phone or an MSD Card with the mobile phone; offers such as these are used to encourage first time buyers with the expectation of converting them to regular users. 2. Discounts: Deduction in price offered by the company or the store like 10% discount on MRP. 3. Loyalty Cards: It identifies the customer as part of a loyalty program to give them special privileges e.g Jumbo Electronics Silver Card 4. Flexible EMI: It gives the customer the flexibility to clear the transaction over an extended period of time. 5. Money Off Vouchers: Places such as Jumbo, Sharaf DG have tie ups with companies such as Hour Choice, Rivoli, Centerpoint and the like or self vouchers (i.e. of the same electronic store where the electronic good is purchased), which gives the impression of money saving to the consumer

6. Lucky Draw: It offers a larger reward to a smaller group of people and creates publicity of the product. Sales Promotions have to be very carefully chalked out as the rules and regulations in a country or area affect them. The legal compliance is also very necessary. Under this circumstance, it is thus possible that the companies carry out promotions on a large scale because of which the effectiveness gets diluted as the consumers get conditioned to buying products with offers only. It is also in a company's best interest to not upset customers by failing to meet reasonable expectations. The major points or conditions which are considered while making a promotion plan are: 1. Nature of the Item 2. Number and actual footfall/ proof of products required 3. Period within which the goods will be dispatched from the warehouse 4. Time period within which the promotion will be available on the shelf 5. Demography of the Consumers being targeted (e.g. age, income, nationality) 6. Promoters name and address and company registration particulars 7. Exclusion of responsibility for applications lost, delayed

The Main Research Goals:

To conduct an effective research, clearly defined goals and objectives should be laid out. This gives the researcher an idea as to what he/she proposes to find during the research. The problems pertaining to the research are discussed below.

Management Decision Problem: Does our sales promotions are able to reach the target customers and attract them as well as influence their buying process. Research Problem: To find out whether the sales promotions are able to attract customers and meet their expectations taking into account the various parameters and its influence on customers buying decisions. Moreover, how customers perceive the sales promotion tools implemented by the firm and their attitude as well beliefs towards these promotional tools. Parameters: 1. Source of media channels used by customers. 2. Attitude towards various promotional tools being implemented by the firms. 3. Influence of demographic factors such as age and income on the electronic goods purchasing behavior 4. Affiliation of customers towards specific brands and retail outlets. 5. Customers relying on other factors such as interaction with front line sales people, Shopping festivals. The management Decision problem has been taken from the perspective of any company. This problem definition helps the management in taking a decision which will help them to better the companys prospects and increase the sales, revenue and overall image efficiently, making use of the available resources.

Research Problem helps the researcher better understand the objectives of the Research to be carried out to help the managers. Without a clear understanding of the research problem, the research is bound to awry

Utility: The research was basically designed in order to comprehend what are the factors that influence the purchasing of customers. Along with this what key attributes and changes can be done for making an effective sales promotion strategy by a brand or a firm.

METHODOLOGY: The research design framework adopted for the project has a mix of both exploratory as well as conclusive research methodologies. Exploratory research helps in assessment of initial situation at hand and provides meaningful insights, which are further corroborated by conclusive research. This in turn helps the research acquire a greater dimension in terms of efficiency.

The initial stages of the project constituted of adding up elements necessary for exploratory research design. The secondary data collection- by referring journal articles proved to be a useful expedient in providing the rationale behind devising sales promotion offers in consumer electronics section. Further, direct qualitative research was conducted by carrying out depth interviews with customers coming out of the malls as well as the sales force of the various retail stores. Conducting depth interviews help in achieving better rapport with the respondents in contrast with a focus group interview as the possibility of having distractions affect the candid response is completely eliminated. The qualitative research is aimed at obtaining pre-hand information pertaining to the research topic from the associated / relevant masses. As mentioned in Qualitative Research Methods: A Data Collectors Field, Module 1,Page number 1, qualitative research provides information about the human side of an issue that is, the often contradictory behaviors, beliefs, opinions, emotions, and relationships of individuals. The outcome of the direct qualitative research was identification of key variables, which were instrumental in developing a questionnaire reflecting customers attitudes and motives behind pursuing sales promotions. The variables were tested by various scales implemented in the questionnaire namely, Likert scale and Semantic Differential scale. The exploratory research, thus provides a solid base for further taking the research to the next level of analysis where descriptive research (constituting a part of conclusive research design methodology) was conducted in the form of personal interview. The interview was taken

from the customers contributing to increasing number of footfalls in the electronic stores. Also, the sales staffs were interviewed about various aspects of sales promotion tools that were used to promote various electronic brands. The survey method adopted for the research was of mall intercept interview type. With the difficulties of obtaining permissions to interview customers inside the store premises, customers coming out of the targeted electronic stores were interviewed. The customers were presented with a structured format of survey questionnaire where they were asked to rate / rank about their preference objectives. The descriptive research that was carried out qualified into the category of cross-sectional design format as one sample respondents were chosen from the target population of customers paying visits to electronic stores. Also, the information inflow was from a particular sample of respondents only once. The scope of the project and its limited timeline made it difficult to evaluate responses from a fixed sample of respondent pool over a period of time. Also, as the moving population comprises of tourists coming from different countries as well, it would not have proved to be a valid tool for measuring responses pertaining to the project. Thus, single cross-sectional research design methodology provides a reliable source of survey technique. The variables tested had to be checked for some kind of association between the sales promotions techniques of consumer electronics goods and its impact on purchase behavior of the customers.

RESEARCH DESIGN FRAMEWORK:

Research Design

Sample

Exploratory Research Design

Conclusive Research Design

Qualitative Research Procedure

Descriptive Research

Cross sectional Design Direct Method (Depth Interviews) Single Cross Sectional Design

SAMPLING: Sampling is a method of selection of a subset of individuals from within a population to estimate characteristics of the whole population. The reason why we do sampling is because of the fact that the cost of interviewing the whole population is too great. The three main advantages of sampling are that the cost is lower, data collection is faster, and since the data set is smaller it is possible to ensure homogeneity and to improve the accuracy and quality of the data. Each observation measures one or more properties (in this case age, income) of observable bodies distinguished as independent objects or individuals. In survey sampling, weights can be applied to the data to adjust for the sample design, particularly stratified sampling.

There are different types of sampling methods namely: Simple Random Sampling Stratified Sampling Cluster Sampling We in our research are using Simple Random Sampling. In a Simple Random Sample ('SRS') of a given size, all such subsets of the frame are given an equal probability of selection. This minimizes the bias and simplifies the analysis of results. Simple random sampling is always an EPS design (equal probability of selection), but not all EPS designs are simple random sampling. The primary data has been collected from different locations through Questionnaire and Personal interview from a population on a random sampling basis. The data was gathered from people who have the ability to BUY any electronic item (Consumer) and anyone selling the product (Seller). The questionnaire consists of questions in simple English and consists of Likert Scale and Semantic differential scale which will state the importance of the question. The sample has been taken from various Electronic shops and trade fair namely: Gitex Sharaf DG Jumbo E-Max Jackeys Gitex: Gitex technology week takes place every year in the month of October. This is one promotional activity which is being visited by thousands of potential buyers. This promotional activity takes place in Airport Expo as well as in many other places. Our survey was done in Airport expo. Sharaf DG: This shop is one of the most well known shop in Dubai when it comes to electronic items are concerned. There are many locations but our primary location for survey was Dubai Mall.

Jumbo: This shop provides many additional features such as safety and security to its various customers on any purchase above AED 250/-. This feature is liked by many customers and influences them to buy the product from Jumbo itself. The primary location of our survey is from Dubai Mall. E-Max: Primary location for this shop was Mirdif City Center. There are various Loyalty and reward programs that attract the customers to buy product form E-Max. Jackeys: The primary location for this survey was done in Airport Expo, Dubai. The surveys were done as Mall Intercept Surveys. Mainly the people who bought a product from the above mentioned stores were questioned and the minority were the people who were there at the Mall to get an overall idea of the impact of Sales promotion on the mind of people. The survey was conducted keeping in mind the different nationalities that are present in Dubai. The questionnaire covers a wide range of attributes with multiple choice and also ranking type questions. A total sample size of 70 respondents (60 consumers, 10 sales people) was taken. The persons who are related to the purchase activity are selected for personal interviews and information is collected. The survey was conducted in various Malls in Dubai and the place of promotion like Gitex. The surveys were conducted in a period of 2 months (Oct to Nov 2011). The population for the survey was taken to be any person leaving the above mentioned shops. All the respondents in this survey had either bought a Product from the above mentioned shops or have shown interest in buying a product in the near future; the author was interested to know the criteria on which a Seller can work on so that the Seller can convert the non-interested or potential customers. The consumers who bought the product or are interested in buying the product from the above mentioned store has the following characteristics. The demographic characteristics of respondents are shown in Table 1. Approximately 77% of the respondents are male but the age of the respondents are well distributed among all age groups. Majority of the respondents are Indians and most of the respondents are in the income group of AED 10,000 to AED 15,000 which comprises of 34% of the total respondents.

Analysis

The project comprises of two parts- Preliminary and Secondary- as far as research design was concerned. Preliminary research was carried out through Depth Interviews conducted with consumers coming out of the selected locations. This helped in gathering insights into the attitude and behavior of consumers as well as potential customers. Following this, a survey was carried out using questionnaires, which helped us to generalize the results and reach conclusive outcomes. The following procedure was carried out for the purpose of collecting data: Exploratory research: In depth interviews: 1. Customers: A better insight of the customers attitude towards various sales promotion activities was gathered through depth interviews. This helped us in designing the questionnaire as per the points put forward by the respondents. From their response we came to the following list of media channel which provide the maximum information about any sales offer going around at various locations. 1. Print Media 2. Television Advertisements 3. Online Advertisements 4. Word of mouth Hence, we have used this information in designing our questionnaire, trying to associate with other parameters of analysis.

Next using the depth interviews we tried to identify the most attractive ways of gaining customers attention for any sales promotion at the point of purchase, as listed below: 1. Window display 2. Counter Display 3. Standees 4. Packaging design information 5. In store promotion/announcement

The depth interviews also helped identify the various sales promotion offers prominent in the electronics market from customers point of view as listed below:

1. Loyalty cards 2. Bundled gifts 3. Discounts 4. Lucky draws 5. Vouchers 6. Flexible EMIS

Various other salient features were identified regarding the attitudes and perception of consumer towards various sales promotions and its effects on their outlook towards the brand as well as the store offering it:

a) Words like FREE and SALE affect various customers differently and their perception towards the sales offer b) Sales offer being brand specific from certain customers point of view c) Store patronage also played a major role while selection of certain sales offers d) Sales promotion on one product affecting the purchase of some other product within the same brand or category e) Taking sales promotion negatively was also a concern as per certain customers

f) Certain consumers were more concerned with their buying experience involving sales people and front end employees rather than just sales promotion offers g) Consumers think people who buy electronics under sales promotion are intelligent h) Customers relied on certain shopping festivals as a source of better sales offer, affecting their purchasing decision

2. Sales Employee: Depth Interviews of sales force was conducted in order to understand the effectiveness of sales promotion as a marketing tool. We used this approach to back our analysis gathered from consumers data. As a result we found the following salient features.

a) Customers get attracted to sales offer b) Customers associate shopping festivals as the ideal time for getting best sales offer c) Customer are more brand oriented and dont just rely on sales promotion offers

Using the above information we constructed the questionnaire which was used in our descriptive research and finally analyzed the data using various statistical tools. Let us now look at the analysis of the descriptive research.

Descriptive and quantitative research: For our quantitative research we are analyzing the data gathered by survey. To begin with let us analyze the demographics of the respondents Demographics: The sample of 60 respondents comprises of 46 males and 14 females. The percentage distribution of the gender has been shown below: Gender composition.
23%

Male Female

77%

The Pie chart above shows that males comprise a major part of the sample. The Age composition consists of the following groups and their distribution has been graphically represented as shown below:

Age composition
27% 28% 15-20 20-30 30-40 40 and above

25%

20%

As far as nationality is concerned the major nationalities are Indians, Arab expats, UAE Nationals, Filipino and British nationals. The percentage composition has been graphically shown below:

Nationality composition
17% 29% Indians Arab Expats UAE nationals 22% Filipino British 15% 17%

The compositions of various income groups have been shown below graphically it shows that the sample consist of homogenous and uniform distribution of various income groups:

Income composition
15% 28% 1k-5k 5k-10k 10k-15k 15k and above 34% 23%

Rankings: The rankings of various sources of media channel have been shown below (table 1): Television Rank 1 2 3 4 Print Media 17 15 14 14 advertisement 27 10 15 8 Online advertisement 6 17 16 21 Word of mouth 10 19 15 16

The above table shows that Television advertisement is the most preferred information source for sales offers from customers point of view. Television advertisement is followed

by print media and finally word of mouth as a source of information still online advertisements may not be the preferable source of information regarding various sales offer.

Next the rankings of advertisements at point of purchase have been shown below (Percentage distribution) (table 2): Packaging Window Ranks 1 2 3 4 5 display 1.67 1.67 11.67 43.33 41.67 counter display 65.00 26.67 1.67 1.67 5.00 standees 1.67 10.00 5.00 41.67 41.67 design information 5.00 5.00 76.67 11.67 1.67 in store Promotion/announcement 26.67 56.67 5.00 3.33 8.33

The table above shows that window display is the most effective mode for getting attention of customers followed by standees and then Packaging design information. These are then followed by counter display and finally by in store promotion/announcement.

Finally we have the ranking of various promotional tools provided by the respondents (Frequency counts). Loyalty Rank 1 2 3 4 5 6 cards 17 13 23 0 7 0 Bundled Gifts 26 20 8 0 0 6 Discounts 11 27 21 0 1 0 Lucky draws 0 0 1 18 10 31 Vouchers 0 0 7 20 24 9 Flexible EMI's 6 0 0 22 18 14

The above table shows that bundled gifts are the most sought after sales offer from customers followed by discounts , Loyalty cards , flexible EMIs , vouchers and finally lucky draws.

Parameter Analysis Income: As far as Income is concerned we have identified the important attributes which are relatively important depending upon the income level of the respondent. To begin with higher the income group higher is brand consciousness and as result they look forward for specific brand sales offers.

Crosstab Income group of various respondents 1K5K Specific brand sales Responses response being categorized from 5 to 7 % within Specific brand sales response 10.0% 17.5% 50.0% 22.5% being categorized Responses Count 13 7 0 0 20 100.0% Count 4 5K10K 7 10K- 15Kor 15K 20 above 9 Total 40

from 1 to 4

% within Specific brand sales response 65.0% 35.0% being categorized .0% .0% 100.0%

Total

Count % within Specific brand

17

14

20

60

sales response 28.3% 23.3% 33.3% 15.0% being categorized

100.0%

Moreover below is the chi square test results for specific sales offer and income which shows that p value is less than 0.05 rejecting the null hypothesis which states that H0: Income group is not associated with specific brand sales.

Thus we can say that both income group and specific brand sales are associated.

Chi-Square Tests Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 30.485a 38.423 df 3 3 (2-sided) .000 .000

26.961

.000

60

a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 3.00.

The lower income groups are generally affected to go for other purchases of products under same brand on which some sales offer is being put forward. However, above is not true for higher income groups as shown below in the cross tabulation.

Crosstab Income group of various respondents 5K1K-5K 10K Products bought Responses from Count 17 14 10K15K 3 15Kor above 0 Total 34

under same brand which is offering sales offer on another products

5 to 7

% within Products bought under same brand which is offering sales offer on another products 50.0% 41.2% 8.8% .0% 100.0%

Responses from Count 1 to 4 % within Products bought under same brand which is offering sales offer on another products Total Count % within Products bought under same brand which is offering sales offer on another products

17

26

.0%

.0% 65.4%

34.6%

100.0%

17

14

20

60

28.3% 23.3% 33.3%

15.0%

100.0%

Moreover below is the chi square test results for Purchasing products in the same brand which is offering sales offer on another product and income which shows that p value is less than 0.05 rejecting the null hypothesis which states that H0: Income group is not associated with Purchasing of another product under same brand which has sales offer on another product.

Thus we can say that both income group and Purchasing of another product under same brand which has sales offer on another product are associated.

Chi-Square Tests Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 49.615a 65.199 df 3 3 (2-sided) .000 .000

40.918

.000

60

a. 1 cells (12.5%) have expected count less than 5. The minimum expected count is 3.90.

Lower income groups also tend to proactively seek information regarding various sales offers being put forward.

Crosstab Income group of various respondents 5K1K-5K 10K Categorization of Responses from Count 17 14 10K15K 3 15Kor above 0 Total 34

responses for proactively 5 to 7 seekiing informaition regarding sales offers

% within Categorization of responses for proactively seekiing informaition regarding sales offers 50.0% 41.2% 8.8% .0% 100.0%

Responses from Count 1 to 4 % within Categorization of responses for proactively seekiing informaition regarding sales offers Total Count % within Categorization of responses for proactively seekiing informaition regarding sales offers

17

26

.0%

.0% 65.4%

34.6%

100.0%

17

14

20

60

28.3% 23.3% 33.3%

15.0%

100.0%

Moreover below is the chi square test results for proactively seeking information for various sales offer and income which shows that p value is less than 0.05 rejecting the null hypothesis which states that H0: Income group is not associated with proactively seeking information for various sales offers.

Chi-Square Tests Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 49.615a 65.199 df 3 3 (2-sided) .000 .000

40.918

.000

60

a. 1 cells (12.5%) have expected count less than 5. The minimum expected count is 3.90.

Thus we can say that both income group and proactively seeking information are associated.

However higher income groups tend to look forward for a better buying experience as they want much satisfied response from front end employees rather than just getting influenced by the sales offer.

Crosstab Income group of various respondents Total

5K1K-5K 10K Front end employees data categorization Responses from Count 5 to 7 % within Front end employees data categorization Responses from Count 1 to 4 % within Front end employees data categorization Total Count % within Front end employees data categorization 17 14 51.9% 48.1% 14 13 3 1

10K15K 20

15Kor above 9 33

9.1% 3.0% 60.6%

27.3%

100.0%

27

.0%

.0%

100.0%

20

60

28.3% 23.3% 33.3%

15.0%

100.0%

Moreover below is the chi square test results for Satisfaction from front end employees and income which shows that p value is less than 0.05 rejecting the null hypothesis which states that H0: Income group is not associated with proactively seeking information for various sales offers.

Chi-Square Tests Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 46.266a 59.528 df 3 3 (2-sided) .000 .000

33.279

.000

60

a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 4.05.

As far as rankings are concerned higher income groups rank print media and word of mouth above any media channel same is not true for lower income groups. The Rankings for higher income group above 15K monthly income is shown below: Television Ranks 1 2 3 4 Print Media 55.56 33.33 0.00 11.11 Advertisement 11.11 0.00 66.67 22.22 Online Advertisement 11.11 11.11 33.33 44.44 Word of mouth 22.22 55.56 0.00 22.22

The Rankings for lower income group between 1K to 5K monthly incomes is shown below: Television Print Media 1 2 3 4 17.65 5.88 35.29 41.18 Online Word of

Advertisement Advertisement mouth 58.82 35.29 5.88 0.00 17.65 23.53 29.41 29.41 5.88 35.29 29.41 29.41

As shown below of lower income groups Television advertisements are considered to be the richest source of information regarding sales offer

Moreover higher income groups mostly use loyalty cards at the time of purchasing and hence perceive loyalty cards as an effective promotional tool as compared to lower income groups.

Loyalty cards usage data categorized * Income group of various respondents Crosstabulation Income group of various respondents 5K1K-5K 10K Loyalty cards usage data categorized Responses from Count 5 to 7 % within Loyalty cards usage data categorized Responses from Count 15 12 0 0 27 6.1% 6.1% 60.6% 27.3% 100.0% 2 2 10K15K 20 15Kor above 9 Total 33

1 to 4

% within Loyalty cards usage data categorized 55.6% 44.4% .0% .0% 100.0%

Total

Count % within Loyalty cards usage data categorized

17

14

20

60

28.3% 23.3% 33.3%

15.0%

100.0%

Moreover below is the chi square test results for usage of loyalty cards at the time of purchase and income which shows that p value is less than 0.05 rejecting the null hypothesis which states that H0: Income group is not associated with usage of loyalty cards at time of purchase.

Chi-Square Tests

Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 45.943a 58.778 df 3 3 (2-sided) .000 .000

36.178

.000

60

a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 4.05.

1) Age:

Age also played a crucial role as far as sales offer are considered when

purchasing an electronic good. Let us look at some of the crucial attributes related to age and their effect on purchasing of electronic goods.

As far as frequency of buying electronics goods is concerned generally lower age groups and higher age groups are the most frequent buyers of electronic goods. This can be shown quantitatively by the cross tabulation

Categorization of frequent buyer of electronic goods * Age group Crosstabulation Age group 15 to 20 Categorization of frequent buyer of electronic goods Responses from 5 to 7 % within Categorization of frequent buyer of electronic goods Responses from 1 to 4 % within Categorization of frequent buyer of electronic goods Total Count % within Categorization of frequent buyer of electronic goods 28.3% 20.0% 25.0% 26.7% 100.0% 17 12 15 16 60 .0% 58.3% 41.7% .0% 100.0% Count 0 7 5 0 12 35.4% 10.4% 20.8% 33.3% 100.0% Count 17 20 to 30 5 30 to 40 10 40 and above 16 Total 48

Moreover below is the chi square test results for frequent buying of electronic goods and age which shows that p value is less than 0.05 rejecting the null hypothesis which states that H0: Age group is not associated with frequent buying of electronic goods.

Thus we can say that both age and frequent buying of electronic goods are associated

Chi-Square Tests Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio 20.938a 24.652 df 3 3 (2-sided) .000 .000

Linear-by-Linear Association N of Valid Cases

.076

.783

60

a. 4 cells (50.0%) have expected count less than 5. The minimum expected count is 2.40.

Moreover higher groups tend to be more brand conscious as far as brand specific sales offer is concerned.

Specific barnd sales response bieng catogrized * Age group Crosstabulation Age group 15 to 20 Specific barnd sales response bieng catogrized Responses from 5 to 7 % within Specific barnd sales response bieng catogrized Responses from 1 to 4 % within Specific barnd sales response bieng catogrized 65.0% 20.0% 15.0% .0% 100.0% Count 13 4 3 0 20 10.0% 20.0% 30.0% 40.0% 100.0% Count 4 20 to 30 8 30 to 40 12 40 and above 16 Total 40

Total

Count % within Specific barnd sales response bieng catogrized

17

12

15

16

60

28.3% 20.0% 25.0%

26.7%

100.0%

Moreover below is the chi square test results for specific brand sales offer and age which shows that p value is less than 0.05 rejecting the null hypothesis which states that H0: Age group is not associated with specific brand sales.

Thus we can say that both age and specific brand sales are associated

Chi-Square Tests Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 23.435a 27.543 df 3 3 (2-sided) .000 .000

21.852

.000

60

Chi-Square Tests Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association 23.435a 27.543 df 3 3 (2-sided) .000 .000

21.852

.000

a. 1 cells (12.5%) have expected count less than 5. The minimum expected count is 4.00.

However it should be noted that higher age group people consider that that the bundled gift is of no usage to them however lower age groups do not consider bundled gifts to be useless as shown below in the cross tabulation.

No usage of bundeled gift categorized * Age group Crosstabulation Age group Total

15 to 20 No usage of bundeled Responses gift categorized from 5 to 7 % within No usage of bundeled gift categorized Responses from 1 to 4 % within No usage of bundeled gift categorized Total Count % within No usage of bundeled gift categorized 17 Count 14 8.8% Count 3

20 to 30 0

30 to 40 15

40 and above 16 34

.0% 44.1%

47.1%

100.0%

12

26

53.8% 46.2%

.0%

.0%

100.0%

12

15

16

60

28.3% 20.0% 25.0%

26.7%

100.0%

Moreover below is the chi square test results for no usage of bundled gift and Age which shows that p value is less than 0.05 rejecting the null hypothesis which states that H0: Age group is not associated with any usage of bundled gift.

Thus we can say that both age group and any usage of bundled gift are associated

Chi-Square Tests Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 49.939a 66.264 df 3 3 (2-sided) .000 .000

36.041

.000

60

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 5.20.

High age group as well as middle age level group thinks intelligently of consumers who have brought products under sales promotion and have got the best deals.

cosnumers considering people to be intelligent buying under salesoffer * Age group Crosstabulation

Age group 15 to 20 to 30 to 20 cosnumers considering people to be intelligent buying under salesoffer Responses from 5 to 7 % within cosnumers considering people to be intelligent buying under salesoffer Responses from 1 to 4 % within cosnumers considering people to be intelligent buying under salesoffer Total Count 17 12 15 16 60 58.6% 41.4% .0% .0% 100.0% Count 17 12 0 0 29 .0% .0% 48.4% 51.6% 100.0% Count 0 30 0 40 15 40 and above 16 Total 31

cosnumers considering people to be intelligent buying under salesoffer * Age group Crosstabulation Age group 15 to 20 to 30 to 20 cosnumers considering people to be intelligent buying under salesoffer Responses from 5 to 7 % within cosnumers considering people to be intelligent buying under salesoffer Responses from 1 to 4 % within cosnumers considering people to be intelligent buying under salesoffer Total Count % within cosnumers considering people to be intelligent buying under 28.3% 20.0% 25.0% 26.7% 100.0% 17 12 15 16 60 58.6% 41.4% .0% .0% 100.0% Count 17 12 0 0 29 .0% .0% 48.4% 51.6% 100.0% Count 0 30 0 40 15 40 and above 16 Total 31

Moreover below is the chi square test results for Consumers perceived to be intelligent buying under a sales offer and Age which shows that p value is less than 0.05 rejecting the null hypothesis which states that H0: Age group is not associated with Consumers perceived to be intelligent buying under a sales offer.

Thus we can say that both age group and Consumers perceived to be intelligent buying under a sales offer are associated

Chi-Square Tests Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 60.000a 83.111 df 3 3 (2-sided) .000 .000

48.237

.000

60

Chi-Square Tests Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association 60.000a 83.111 df 3 3 (2-sided) .000 .000

48.237

.000

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 5.80.

Higher age also tend to look forward for shopping festivals as they consider to be of the time when best sales offer are being implemented by various brands.

cosnumers looking forward for shopping festivals * Age group Crosstabulation Age group Total

15 to 20 to 30 to 20 cosnumers Responses Count % within cosnumers looking forward for shopping festivals Responses from 1 to 4 % within cosnumers looking forward 58.6% 41.4% for shopping festivals Total Count % within cosnumers looking forward 28.3% 20.0% 25.0% for shopping festivals 17 12 15 .0% Count 17 12 0 .0% .0% 48.4% 0 30 0 40 15

40 and above 16 31

looking forward from 5 to 7 for shopping festivals

51.6% 100.0%

29

.0% 100.0%

16

60

26.7% 100.0%

Moreover below is the chi square test results for Consumers looking forward for shopping festivals and Age which shows that p value is less than 0.05 rejecting the null hypothesis which states that

H0: Age group is not associated with consumers looking forward for special sales offer

Thus we can say that both age group and Consumers looking forward for shopping festivals are associated

Hypothesis Testing

As our likert scale is 7 point scale the mean of the scale is 3.5.

1) Free and sale attraction: Let us now see how much the word free and sale attracts people. Thus in our case the null hypothesis is given as: H0: ( Attraction towards sale and free) <= 3.5 However the t test shown below shows that P value is less than level of significance which is 0.05 in our case hence we reject the null hypothesis showing that customers are attracted towards words like sale and free.

One-Sample Test

Test Value = 3.5 95% Confidence Interval of the Difference Sig. (2t Attraction towards words like free and sale df tailed) Mean Difference Lower Upper

12.746

59

.000

1.950

1.64

2.26

2) Specific brand sales offer: Let us now see how much the customers look forward towards specific brand sales offer does. Thus our null hypothesis states that H0: ( Specific brand sales offer) <= 3.5 However the t test shown below shows that P value is less than level of significance which is 0.05 in our case hence we reject the null hypothesis showing that customers are more concerned about specific brand sales offers mostly.

One-Sample Test Test Value = 3.5 95% Confidence Interval of the Difference Sig. (2t df tailed) Mean Difference Lower Upper

One-Sample Test Test Value = 3.5 95% Confidence Interval of the Difference Sig. (2t Buying products only of specific brand under a salesoffer 3.977 59 .000 1.033 .51 1.55 df tailed) Mean Difference Lower Upper

3) Attraction towards specific retail outlets: Let us now see how much the store patronage affects the sales offer in the mindset of the customers. Thus in our case the null hypothesis is given as: H0: (Attraction towards specific retail outlets) <= 3.5 However the t test shown below shows that P value is less than level of significance which is 0.05 in our case hence we reject the null hypothesis showing that customers do take into account the store while considering a sales offer implemented by the brand and store.

One-Sample Test

Test Value = 3.5 95% Confidence Interval of the Difference Sig. (2t Sales offer sought from specific sales offer df tailed) Mean Difference Lower Upper

4.377

59

.000

1.017

.55

1.48

4) Usage of loyalty cards: Let us now analyze how much is the usage of loyalty cards as far as customers are concerned. Thus in this case our null hypothesis is : H0: (Usage of loyalty cards by customers) <= 3.5 However the t test shown below shows that P value is more than level of significance which is 0.05 in our case hence we accept the null hypothesis showing that customers do not use loyalty cards to a greater degree whenever possible while making a purchase proving it to be a moderately effective sales promotion vehicle.

One-Sample Test Test Value = 3.5 Sig. (2t df tailed) Mean Difference 5% Confidence Interval of the Difference

Lower cosnumers using loyalty cards and considering them imoprtant 2.102 59 .040 .533 .03

Upper

1.04

5) Proactively seeking information We now have to look do customers actively seek information as far as various sales offers are concerned. Thus in this case our null hypothesis is : H0: (Proactively seeking information) <= 3.5 However the t test shown below shows that P value is more than level of significance which is 0.05 in our case hence we accept the null hypothesis showing that customers do not actively seek information as far as sales promotion are concerned.

One-Sample Test Test Value = 3.5 95% Confidence Interval of the Difference Sig. (2t df tailed) Mean Difference Lower Upper

One-Sample Test Test Value = 3.5 95% Confidence Interval of the Difference Sig. (2t cosnumers proactively seeking information as far as sales offer are concerned 2.399 59 .020 .600 .10 1.10 df tailed) Mean Difference Lower Upper

6) Importance of Past experience rather than relying on sales offer while purchasing: Now we have to consider whether the customers use their past experience rather than relying on the sales offer being put forward by a brand. Thus in this case our null hypothesis is : H0: (Importance of past experience rather than relying on sales offer) <= 3.5 However the t test shown below shows that P value is less than level of significance which is 0.05 in our case hence we reject the null hypothesis showing that customers do tend to use their past experience of the brand or additional services provided by the brand or store rather than just taking into account the sales offer

One-Sample Test

Test Value = 3.5 95% Confidence Interval of the Difference Sig. (2t Cosnumers relyingon past experience rather than sales offer 3.905 59 .000 .800 .39 1.21 df tailed) Mean Difference Lower Upper

7) Feeling of customers while purchasing a product under sales offer : In this case we have used the semantic differential scale let us look at each one of them and come out with various null hypothesis.

Before we go in using the semantic differential scale responses we need to see whether there is a high internal consistency in the gathered data or not for these times. Hence using Cronbachs alpha analysis we have the following results.

Reliability Statistics Cronbach's Alpha N of Items

Reliability Statistics Cronbach's Alpha .954 N of Items 3

Item-Total Statistics Scale Mean if Item Deleted Pleased Contented Very_satisfie d 5.8500 5.8000 Scale Variance if Corrected Cronbach's

Item-Total Alpha if Item Deleted .937 .924

Item Deleted Correlation 10.638 10.197 .897 .913

5.6500

10.231

.898

.936

As shown above the value of Cronbachs alpha value is very high and thus there is a high internal reliability of the data. This allows us in going ahead with the hypothesis testing on these variables. a) H0: (Customer are pleased while purchasing products under sales offer) <= 3 In the above case we analyze whether customers are pleased with their purchases under a sales offer or not.

the t test shown below shows that P value is more than level of significance which is 0.05 in our case hence we accept the null hypothesis showing that customers are pleased by sales offer when they make a purchase of a product under an sales promotion .

One-Sample Test Test Value = 3 95% Confidence Interval of the Difference Sig. (2t Cosnumers arepleased when they buy under sales offer -.954 59 .344 -.200 -.62 .22 df tailed) Mean Difference Lower Upper

b)H0:(Customer are contended while purchasing products under sales offer) <= 3 In the above case we analyze whether customers are contended with their purchases under a sales offer or not. the t test shown below shows that P value is more than level of significance which is 0.05 in our case hence we accept the null hypothesis showing that customers are

contended by sales offer when they make a purchase of a product under an sales promotion .

One-Sample Test Test Value = 3 95% Confidence Interval of the Difference Sig. (2t Cosnumers are contended when they buy under sales offer -.693 59 .491 -.150 -.58 .28 df tailed) Mean Difference Lower Upper

c) H0: (Customer are satisfied while making products under sales offer) <= 3.5 In the above case we analyze whether customers are satisfied with their purchases under a sales offer or not.

the t test shown below shows that P value is greater than level of significance which is 0.05 in our case hence we accept the null hypothesis showing that customers are satisfied by sales offer when they make a purchase of a product under an sales promotion .

One-Sample Test Test Value = 3 95% Confidence Interval of the Difference Sig. (2t Cosnumers satisfied with thier sales offer purchase df tailed) Mean Difference Lower Upper

.000

59

1.000

.000

-.44

.44

Pairing attributes

Now let us look at the effects of one variable over other by pairing and analyzing the result of the outcomes of the hypothesis testing. 1) Frequent buyer of electronic goods & attraction towards specific brand sales: In this case we are trying to find whether frequent buying of electronic consumer goods and attraction towards specific brand sales offer are significantly statistically dependent. Thus our null hypothesis is:

H0: ( Frequent buyer of electronic good) = ( Specific brand sale)

the t test shown below shows that P value is more than level of significance which is 0.05 in our case hence we accept the null hypothesis proving that frequent buyer of electronic sales and attraction towards specific brand sales are significantly statically dependent.

Paired Samples Test Paired Differences 95% Confidence Interval of the Std. Std. Error Lower Upper t df Difference Sig. (2tailed)

Mean Deviation Mean

Paired Samples Test Paired Differences 95% Confidence Interval of the Std. Std. Error Lower Upper t df Difference Sig. (2tailed)

Mean Deviation Mean Pair 1 Buying products only of specific brand under a salesoffer Frequent Buyer of electronic goods -.480 2.915 .412

-1.309

.349

1.164

49

.250

2) Frequent buyer of electronic goods & front end employees: In this case we are trying to find whether frequent buying of electronic consumer goods and experience with front end employees are significantly statistically dependent. Thus our null hypothesis is:

H0: ( Frequent buyer of electronic good) = ( Front end employees)

the t test shown below shows that P value is less than level of significance which is 0.05 in our case hence we reject the null hypothesis proving that frequent buyer of electronic sales and experience with front end employees are statically dependent. not significantly

Paired Samples Test Paired Differences 95% Confidence Interval of the Std. Std. Mean Deviation Error Mean Lower Upper t df Sig. (2-tailed) Difference

Paired Samples Test Paired Differences 95% Confidence Interval of the Std. Std. Mean Deviation Pair 1 Buying products only of specific brand under a salesoffer Front end employees satisfaction concerned with the overall buying experinence .500 1.873 .242 .016 .984 2.068 59 .043 Error Mean Lower Upper t df Sig. (2-tailed) Difference

3) Consumers perception of sales offer as a way of getting older stocks over and perception that bundled gifts are of no usage: In this case we are trying to find whether consumers perception of sales offer as a way of getting older stocks and consumers perception that bundled gifts are of no usage are significantly statistically dependent. Thus our null hypothesis is:

H0: (Consumers perception of sales offer as a way of getting older stocks over) = (consumers perception that bundled gifts are of no usage)

the t test shown below shows that P value is less than level of significance which is 0.05 in our case hence we reject the null hypothesis proving that Consumers perception of sales offer as a way of getting older stocks over and consumers perception that bundled gifts are of no usage are not significantly statically dependent.

Paired Samples Test Paired Differences 95% Confidence Interval of the Std. Std. Mean Deviation Error Mean Lower Upper t df Sig. (2-tailed) Difference

Paired Samples Test Paired Differences 95% Confidence Interval of the Std. Std. Mean Deviation Pair 1 Customers think bundled gifts to be useless Cosnumers thinking brands process to get older stocks out 2.033 2.407 .311 1.411 2.655 6.542 59 .000 Error Mean Lower Upper t df Sig. (2-tailed) Difference

4) Proactively seeking information for various sales promotion activities and considering shopping festivals as the best time to purchase products owing to high sales offers : In this case we are trying to find whether consumers proactively seeking information for various sales promotion activities and consumers thinking that shopping

festivals are the best time to purchase owing to larger sales offer being put forward by various brands are significantly statistically dependent. Thus our null hypothesis is:

H0: (Proactively seeking information for various sales promotion activities) = (considering shopping festivals as the best time to purchase products owing to high sales offers)

the t test shown below shows that P value is more than level of significance which is 0.05 in our case hence we accept the null hypothesis proving that consumers proactively seeking information for various sales promotion activities and

consumers thinking that shopping festivals are the best time to purchase owing to larger sales offer being put forward by various brands are significantly statistically dependent.

Paired Samples Test Paired Differences 95% Confidence Interval of the Std. Std. Mean Deviation Pair 1 cosnumers proactively seeking information as far as sales offer are concerned shopping festivals best sales offer .133 3.352 .433 -.733 .999 .308 59 .759 Error Mean Lower Upper t df Sig. (2-tailed) Difference

Correlation

So far we have done analysis as far as consumers are concerned now let us analyze the information provided by sales personnel at various retail stores.

1) Specific brand sales and specific retail outlets: The result of correlation using bivariate analysis is shown below:

Correlations Buying products only Sales offer of specific sought from

brand under a specific sales salesoffer Buying products only Pearson of specific brand under Correlation a salesoffer Sig. (2-tailed) N Sales offer sought from specific sales offer Sig. (2-tailed) N .846 60 60 Pearson Correlation 60 .846 60 offer

.026

.026

The above table shows a positive correlation between specific brands sales offer and specific retail outlets. The pearsons coefficient comes out to be 0.026. 2) Older Stocks and no usage of bundled gifts: The result of correlation using bivariate analysis is shown below:

Correlations Cosnumers thinking Customers think brands process to get

bundled gifts older stocks to be useless Customers think bundled gifts to be useless Sig. (2-tailed) N Cosnumers thinking brands process to get older stocks out Sig. (2-tailed) N .268 60 60 Pearson Correlation 60 .268 60 Pearson Correlation out

-.145

-.145

The table above shows a negative relation between older stocks perception and no usage of bundled gifts perception. The Pearsons coefficient is -0.145.

3) Are Customers pleased, contended and very satisfied by buying products under sales purchase: The result of correlation using bivariate analysis is shown below:

Correlations Cosnumers Cosnumers arepleased when they buy under sales offer Cosnumers arepleased Pearson when they buy under sales offer Sig. (2-tailed) N Cosnumers are contended when they buy under sales offer Sig. (2-tailed) N Cosnumers satisfied with thier sales offer purchase Sig. (2-tailed) N .000 60 .000 60 60 Pearson Correlation .000 60 60 .000 60 Pearson Correlation 60 .000 60 .000 60 Correlation are contended when they buy under sales offer Cosnumers satisfied with thier sales offer purchase

.879**

.860**

.879**

.881**

.860**

.881**

**. Correlation is significant at the 0.01 level (2-tailed).

As shown above the values of coefficient of correlation is very high almost close to 0.9 thus showing a strong relation among the three variables.

Rankings

1) Rankings of various sales promotions: Let us now look at the comparison of various sales promotional activities from sales person point of view (Percentage distribution7 being highest and 1 being lowest). Loyalty Ranks 1 2 3 4 5 6 7 cards 0.00 0.00 45.45 54.55 0.00 0.00 0.00 Bundled gifts 0.00 0.00 0.00 0.00 18.18 45.45 36.36 Lucky Discounts Draws 0.00 9.09 54.55 27.27 9.09 0.00 0.00 18.18 63.64 18.18 0.00 0.00 0.00 0.00 Flexible Vouchers EMI's 0.00 81.82 0.00 0.00 0.00 0.00 18.18 0.00 0.00 0.00 63.64 27.27 9.09 0.00 Others 100.00 0.00 0.00 0.00 0.00 0.00 0.00

The Table above shows that bundled gifts is the most preferred sales promotional tool followed by flexible EMIs, Loyalty cards, discounts, vouchers and lucky draws.

Normal Distribution

As we have limited responses in case of sales data let us see whether the data is normally distributed or not.

As shown below by performing the K-S test we can see that the data in normally distributed and hence T test can be applied to the data gathered via surveys

One-Sample Kolmogorov-Smirnov Test Customers getting Customers seeking

attracted to information Higher sales sales promtional activities N Normal Parametersa Mean Std. Deviation Most Extreme Differences Absolute Positive Negative Kolmogorov-Smirnov Z 11 6.18 .751 .232 .232 -.226 .770 regarding various sales offer 11 6.18 .751 .232 .232 -.226 .770 during shopping festivals 11 6.09 .831 .227 .180 -.227 .752 Customers attracted to specific brand sales offer 11 5.36 1.027 .275 .275 -.180 .911

Asymp. Sig. (2-tailed) a. Test distribution is Normal.

.594

.594

.625

.377

Hypothesis testing

Let us now perform hypothesis testing on various parameters obtained by sales force at various locations

1) Consumers attraction to sales promotional strategy: Let us now see how much are consumers attracted towards sales promotional strategy. Thus in our case the null hypothesis is given as: H0: ( Attraction towards sales promotional strategy) <= 3.5

One-Sample Test Test Value = 3.5

95% Confidence Interval of the Difference Sig. (2t Customers getting attracted to sales promtional activities 11.847 10 .000 2.682 2.18 3.19 df tailed) Mean Difference Lower Upper

However the t test shown below shows that P value is less than level of significance which is 0.05 in our case hence we reject the null hypothesis showing that customers are attracted towards sales promotional strategy.

2) Higher sales during shopping festivals: Let us now see how much are consumers tend to buy during a shopping festival. Thus in our case the null hypothesis is given as: H0: ( Purchasing during shopping festivals) <= 3.5

One-Sample Test Test Value = 3.5 95% Confidence Interval of the Difference Sig. (2t df tailed) Mean Difference Lower Upper

One-Sample Test Test Value = 3.5 95% Confidence Interval of the Difference Sig. (2t Customers seeking information regarding various sales offer 11.847 10 .000 2.682 2.18 3.19 df tailed) Mean Difference Lower Upper

However the t test shown below shows that P value is less than level of significance which is 0.05 in our case hence we reject the null hypothesis showing that customers do tend to buy during shopping festivals when there are large amount of sales promotional activities

3) consumers preferring selected brands sales offer: Let us now see how much are consumers tend to prefer specific brand sales offer. Thus in our case the null hypothesis is given as: H0: ( Consumers preferring selective brands sales) <= 3.5

One-Sample Test

Test Value = 3.5 95% Confidence Interval of the Difference Sig. (2t Higher sales during shopping festivals df tailed) Mean Difference Lower Upper

10.338

10

.000

2.591

2.03

3.15

However the t test shown below shows that P value is less than level of significance which is 0.05 in our case hence we reject the null hypothesis showing that customers do tend to prefer selective brands sales offer rather than any sales offer

Pairing attributes

1) Customers attracted to sales promotional strategy and customers seeking information about sales promotional strategy: In this case we are trying to find whether are Customers attracted to sales promotional strategy and customers seeking information about sales promotional strategy are significantly statistically dependent. Thus our null hypothesis is:

H0: (Customers attracted to sales promotional strategy) = (customers seeking information about sales promotional strategy)

Paired Samples Test

Paired Differences 95% Confidence Interval of the Std. Std. Mean Deviation Pair Customers 1 getting attracted to sales promtional activities Customers seeking information regarding various sales offer .000 1.000 .302 -.672 .672 .000 10 1.000 Error Mean Lower Upper t df Sig. (2-tailed) Difference

the t test shown above shows that P value is more than level of significance which is 0.05 in our case hence we accept the null hypothesis proving that Customers attracted to sales promotional strategy and customers seeking information about sales promotional strategy are significantly statically dependent. Conclusion

After the thorough analysis of data we have gathered from the two set of surveys one involving customers and the other from sales we can lead to certain conclusive results which we describe in brief as stated below. To begin with the most preferred media channel for getting information related to gathering sales information by potential customers is Television advertisement followed by print media. Thus for any brand or store coming out with any sort of sales promotional strategy should use these modes of communication to attract the potential customers. In this way of communication the implemented sales strategy would be more effective as required information would reach the concerned target market. As far as getting customers attracted to various sales offer at point of purchase is concerned window displays at various outlets plays a major role followed by standees thus in order to get the attention of potential customers at point of sale is concerned

As far as various sales promotional tools are concerned bundled gifts seems to be the preferred choice for customers in general irrespective of age or income group. Next discounts and loyalty cards are also an attractive sales promotional strategy as they are ranked next by customers .

Now let us concentrate on various parameter analysis and the conclusive results from it. To begin with lets us concentrate on the income as a parameter. As per the analysis higher income groups are highly brand conscious and tend to buy products of specific brands and look forward mostly on the sales offers which are under their choice of brand. However it seems that higher income groups might not buy other products from the same brand which is not under sales offer as they have need of just one product and have a clear idea of what their need of moment is and which product will satisfy the pertaining need. As far as lower income groups are concerned they proactively seek information for various sales offer irrespective whether the product is required by them or not this is not true as compared to

their higher income counterparts. Higher income groups also give importance to their overall buying experience rather than just getting influenced by the sales offer thus they are more concerned about the services offered to them by the front end employees at the point of purchase. Moreover higher income rely highly on word-of-mouth from their peers regarding various sales offer whereas lower income groups rely much more on television advertisement. From the above conclusive results various firms should use television advertisement as an mass media option and should promote sales offer in high end magazines so as to get attention from higher income groups. Moreover they should also lay heavy stress on training of front end employees rather than relying making the sales offer more lucrative. In this way they will promote a better buying experience along with spreading a positive word-of-mouth.

Age also plays a crucial role in order to reach a conclusion as far as effectiveness of sales promotion is concerned. To begin with lower age groups (teenagers) and higher age group customers are the most frequent buyers of electronic goods. Similarly higher age group are much more brand conscious and hence tend to buy products under sales offer being put forward by their preferred brands mostly. However mostly higher age groups have a negative attitude towards bundled gift sales promotion though it is the most preferred sales promotion strategy by firms and by customers in general. Higher ager group as well as middle age group customers tend to think intelligently of people who buy under a sales offer. This shows that customers do tend to get influenced by various sales promotional offers. Higher age groups also rely on shopping festivals as the right time to buy electronic goods. Thus from this we can conclude that sales promotion offers released by the company should be modeled keeping into mind the age group of the target market since teenagers and higher income groups are the most frequent buyers of electronic goods the sales promotional tool should take into account their needs ,motives and wants. Moreover innovative sales offer rather than just normal bundled gifts sales promotion should be bought out by firms and that too mostly at shopping festivals time., As this is the time when most purchases are done by potential customers.

After concentrating on various demographic parameters we need to concentrate on the attitudes and perceptions of customers for proper designing of a sales promotion strategy. As per our hypothesis testing we have the following silent features:

Customers are attracted to words like free and sale Customers are attracted to specific brand sales offer. Customers have tendency to specific retail outlets while looking forward towards various sales offers Loyalty cards are an moderately effective sales strategy as cards are mostly not used at point of purchase Customers do not proactively seek information to a high extent. Customers rely highly on past experience rather than just relying on the attractiveness of the sales offer Customers are pleased, contended and satisfied when they buy products under a sales offer.

From the above major points we can conclude that mostly sales promotion strategy should look forward in attracting customers by usage of words like free sand sale. Firms should offer sales promotions at location or specific retail outlets which are preferred by potential customers rather than implementing it any location without taking customer preference into account. Since customers are not proactively seeking information regarding sales offer firms or brands have to themselves proactively try to disperse as much information as possible to their potential customers regarding the various sales offer they are offering. However currently customers are satisfied, pleased and contended while purchasing products under various sales offer showcasing that sales promotion offers are effective currently.

We now have to reach conclusive results regarding the interaction between variables. To begin with, customers which are frequent buyers of electronic goods have a high attraction towards specific brand sales. So any firm should go for brand building rather than just relying on sales promotion to attract potential customers for a successful promotion. Customers who are proactive in seeking information are also interested in purchasing during shopping festivals thus, brands should release sales offer and do more advertising during the time period of shopping festivals in order to attract much more potential clients. However, as mentioned above there is a strong relation between customers being contended, pleased and satisfied when purchasing products under a sales offer. In order to back the information and data provided by customers we also took the data from the sales force and after analyzing the information we found that as per sales personnel, bundled gifts are the most preferred choice which is consistent with response of the customers. Moreover, customers are attracted towards sales promotion strategy thus it can be considered an effective way of increasing sales. Also, there is an increase in sales during shopping festivals as the number of sales promotion strategies implemented during this period are higher proving that sales promotion strategy tend to be effective in increasing sales.