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Effects of Sales Promotions on Consumer Preferences and Brand Equity Perception: with specific reference to FMCG Products

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Vaishnani, Haresh B. (2011) Effects of Sales Promotions on Consumer Preferences and Brand Equity Perception: with specific reference to FMCG Products. PhD thesis, Saurashtra University.

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The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 20.1 billion. It has a strong MNC presence and is characterized by a well-established distribution network, intense competition between the organized and unorganized segments and low operational cost. Availability of key raw materials, cheaper labour costs and presence across the entire value chain gives India a competitive advantage. Also, increase in the urban population, along with increase in income levels and the availability of new categories, would help the urban areas maintain their position in terms of consumption. At present, urban India accounts for 66% of total FMCG consumption, with rural India accounting for the remaining 34%. However, rural India accounts for more than 40% consumption in major FMCG categories such as personal care, fabric care, and hot beverages. newline Family income is one of the variables which should be considered while designing sales promotion schemes more specifically cash discount. There is significant difference between consumer preference of cash discount and free gift as sales promotion schemes. It is also very clear that consumers prefer cash discount as a sales promotion schemes compare to free gift as a sales promotion scheme. It is found that Consumer deal proneness differs according to marital status. Furthermore, it is also proved that married are more deal prone compare to Unmarried. Added to it Brand Equity perception differs according to employment categories. It is concluded that male prefers the newspaper and point of purchase material as a source to know sales promotion schemes over female. newline Overall, Sales promotion scheme on international brand, awareness spread out by word of mouth, Scheme is value added type with immediate benefit is preferred by the customers


Item Type Thesis (PhD)
Item ID 63
Creators Vaishnani, Haresh B.
Guide Bhayani, Sanjay J.
Keywords Business Management, Equity
Dewey Decimal Subjects 300 Social sciences > 380 Commerce, communications & transportation > 381 Commerce
Library of Congress Subjects H Social Sciences > HF Commerce
Department Faculties > Business Management > Department of Business Management
Affiliation with Saurashtra University
Qualification Level Doctoral
Language English
Number of Pages 409
Date February 2011
Unique ID Not Available
Registration No Not Available
Depositing User Repository Staff
Date Deposited 19 Dec 2011 07:11
Last Modified 18 Jan 2012 07:55

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