1

CHEPTER-1

1.1 INTRODUCTION ABOUT THE TOPIC
Sales promotion describes promotional methods using special short-term techniques to
persuade members of a target market to respond or undertake certain activity. As a reward,
marketers offer something of value to those responding generally in the form of lower cost of
ownership for a purchased product (e.g., lower purchase price, money back) or the inclusion of
additional value-added material (e.g., something more for the same price).
Sales promotions are often confused with advertising. For instance, a television
advertisement mentioning a contest awarding winners with a free trip to a Caribbean island may
give the contest the appearance of advertising. While the delivery of the marketers message
through television media is certainly labeled as advertising, what is contained in the message,
namely the contest, is considered a sales promotion. The factors that distinguish between the two
promotional approaches are:
1. whether the promotion involves a short-term value proposition (e.g., the contest is only
offered for a limited period of time),
2. Andthe customer must perform some activity in order to be eligible to receive the value
proposition(e.g.,customer mustenter contest).
3. The inclusion of a timing constraint and an activity requirement are hallmarks of sales
promotion.
Sales promotions are used by a wide range of organizations in both the consumer and
business markets, though the frequency and spending levels are much greater for consumer
products marketers. One estimate by the Promotion Marketing Association suggests that in the
US alone spending on sales promotion exceeds that of advertising.
Building Product Awareness Several sales promotion techniques are highly effective in
exposing customers to products for the first time and can serve as key promotional
components in the early stages of new product introduction. Additionally, as part of the effort
to build product awareness, several sales promotion techniques possess the added advantage
2

of capturing customer information at the time of exposure to the promotion. In this way sales
promotion can act as an effective customer information gathering tool (i.e., sales lead
generation), which can then be used as part of follow-up marketing efforts.
Creating Interest Marketers find that sales promotions are very effective in creating
interest in a product. In fact, creating interest is often considered the most important use of
sales promotion. In the retail industry an appealing sales promotions can significantly
increase customer traffic to retail outlets. Internet marketers can use similar approaches to
bolster the number of website visitors. Another important way to create interest is customers
to experience a product. Several sales promotion techniques offer the opportunity for
customers to try products for free or at low cost.
Providing Information Generally sales promotion techniques are designed to move
customers to some action and are rarely simply informational in nature. However, some sales
promotions do offer customers access to product information. For instance, a promotion may
allow customers to try a fee-based online service for free for several days. This free access
may include receiving product information via email.
Stimulating Demand Next to building initial product awareness, the most important use of
sales promotion is to build demand by convincing customers to make a purchase. Special
promotions, especially those that lower the cost of ownership to the customer (e.g., price
reduction), can be employed to stimulate sales.
Reinforcing the Brand Once customers have made a purchase sales promotion can be
used to both encourage additional purchasing and also as a reward for purchase loyalty (see
loyalty programs below). Many companies, including airlines and retail stores, reward good
or preferred customers with special promotions, such as email special deals and surprise
price reductions at the cash register.
Sales promotion can be classified based on the primary target audience to whom the promotion is
directed.
CLASSIFICATION
Consumer Market Directed - Possibly the most well-known methods of sales promotion
are those intended to appeal to the final consumer. Consumers are exposed to sales
3

promotions nearly everyday, and as discussed later, many buyers are conditioned to look for
sales promotions prior to making purchase decisions.
Trade Market Directed Marketers use sales promotions to target all customers including
partners within their channel of distribution. Trade promotions are initially used to entice
channel members to carry a marketers products and, once products are stocked, marketers
utilize promotions to strengthen the channel relationship.
Business-to-Business Market Directed A small, but important, sub-set of sales
promotions are targeted to the business-to-business market.

1.2 INDUSTRY PROFILE
Spices Industries is a leading wholesale manufacturer and exporter of a wide spectrum of spices,
blended spices and allied products in india. We specialize in delivering tailor-made spices mixes
as per the requirements of our customers. Spices products have been appreciated by buyers and
consumers around the world.

With over a decade of presence in the spices industry, the company has restructured its business
carefully with innovative techniques and technologies. The company has embarked its identify in
the industry with its spices which has delighted the taste-buds of millions in the past 10 years.

Product range:
Indian spices are known all over the world for their exquisite tastes, flavor, variety, Spices have
formed an integral part of Indian and international cuisine for centuries, lending their wonderful
taste and flavor to the food.

We offer a variety of spices mixes that match the taste requirements of any palate. Our range of
products is a perfect blend of spices mixed in accurate proportion to give it an e4xotic taste. We
have a wide range of spice mixes which we export worldwide. We have listed some of range
products which we manufacture.



4

Turmeric powder
Red chilli powder
Coriander powder
Black pepper powder
Sambar powder
Idli chili powder
Rasam powder
Curry powder
Chicken masala
Mutton masala
Fish masala
Garam masala
Chana masala
Tea masala
Mixed masala
Any spice powder can be formulated as per your requirements on receipt of sample.

Quality assurance
We observe top quality standards and hygiene during the manufacturing and packaging of
our products.we get our raw materials direct from the farms and centers. The spices are then
grinded at a normal temperature so that its is retained. The entire production process is
completely automated with international standards.

For export the products are tested by the spices board of india and SGS lab for its
aflatoxin-4 levels and 5 levels. We lay tremendous emphasis on the packaging of our products so
they reach their destination in the best condition without losing their nutrition , taste , texture .
our infrastructure coupled with a talented team of technicians and production teams ensure that
we manufacture spice mixes commensurate with international standards.



5

Production process
We provide the following production process to our clients in line with their requirements:
Automated pre-cleaning facilities to remove dust, stalk , mud balls, big stones and fariegn
materials
De-stoned facilities to remove stones which are of the same size of the products or smallers
stones to ensure purity of the product
During & Roasting of spices to reduce moisture and micro contamination and also to enhance
flavor
Pulverizing facilities to crush the spices in the machine in various stages into fine powder
Blending facilities for mixing products
In-House microbiological and physical analysis of spices
Elimination of all contamination in ground spices using magnets at all stages from cleaning
to grinding spices.
Packaging
The intrinsic vaslue of spices mixws is dependent mainly on the flavor of the products.
Packaging plays vital role in maintaining the freshness of spices.
We offer spices mixes in diffirent packaging range from; 5gms, 10gms, 25gms, 50ms, 100gms,
200gms, 500gms, 1kg ect.
We also offer bulk packaging of 25kg, 40 kg in HDPF bags. We also specialize in brand
development and design development of consumer packaging for our clients. We also have the
capability to adept our packaging to suit all special requirements of our buyers.

Export
We have a network of clients spread all over the globe. Our client consists of high profile
and quality conscious clients. The overwhelming response of our clients has encouraged us to
elevate our standard of excellence.

We have exported some our products like curry powder, mixed spices powder, red pepper
powder to countries to another countries. Along with our standard range of spices, we can also
procure other spices that meet the specific requirements of our global clients.
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We are also exploring lucrative business opportunities in countries such as japan,
malaysia,Singapore,and etc.

Our strength
Over a decade of experience in the industry. No one understands spice mixes better than we
do
Superior technology to maintain nutrition, taste, texture and spice mixes
Obsession with quality and hygiene, with zero human contact
Safety imbibed in every product
Expertise backed by innovation
Superior packaging for improved convenience & brand awerness
Good quality and low price of the products.


















7

1.3COMPANY PROFILE:
LAKSHMI BRAND MASALA ,ahousehold name in tirunelveli and in several areas
Today,was established in 1996 with a merger investment and in a small space in surandaiin
Tirunelveli district. the owner is started his career as a turmericmerchant and tries to expand his
kingdom in the area of making pure spice powders and masala powders.
In fact it was a concept selling since tamilnadu housewives were clearly conservative in
their approach towards cooking. Indeed they were right because the oriental culinary expertise of
our women were known from time immemorial.
The journey of mr.durairaj undertook was not smooth but with lot of bumps and potholes.
Today NO.1 it is because of maintaining product superiority year After year through the use of
sophisticated machinery and the expertise of the proper training personnel.
Absolute hygienic work place, matching standards have been created And the process &
products are constantly upgraded to meet the emerging for demends. Every Aspect, be
introducing new technology or attractive package.
As part of the business strategy, the company upgrades the quality of Its raw materials
through highest degree of purification accurate processing and precise package with standard
quality control measures at every stage with full fledged indigenously built sophisticated new
technologies.

ACTIVITIVES:
Manufacturer, distribution of over 40 varieties of spice, spice mixes and other food
products.









8

1.4 PRODUCT PROFILE

Spice powders

Chilly powders

Turmeric powders

Coriander powders

Pepper powders

Aniseed powders

Cumin powders

Curry powders

Briyani masala

Channa masala

Chilly chicken masala

Chilly chicken 65

Egg kuruma masala

Fish fry masala

Garam masala
9

Pickles

1.4.2 PRODUCT DETAILES:

Aniseed powders:
The sweetish taste and very pleasant aroma of aniseed brings great value to tamilnadu
cuisine . very well known in the tamilnadu house for it is digestive properties this spice is used to
make food more aromatic. Availability:20g,50g,100g,

Pepper powders:
Diamond but to buy the black pepper the so called black gold in those days. Known for
its aroma and flavour black pepper is the king of spices today. Lkshmi brand pepper powders
comes to you with all the spiciness and flovour, directly procured from the spice.

Cumin powders:
Cumin is yet another spice which is a hot favorite in most Indian preparations.it is known
for its taste makeingabilities .a little nof cumin powders makes any dish, taste and aromatic. Be it
jaljira, pavbhaji or sambar-jeera is a must.

Chat masala:
A pinch of chat masala adds new flavour to your favorite drink or it can give you new
taste to salads and fruits. Iakshmi brand chat masala by its original pure spices gives you
additional flavour and taste. Ingrements: dry mango, black salt, coriander,..

Coriander masala:
Any vegetable/meat preparation is not complete without coriander powders.. Indian
housewives are so addicted to this magic powders. They would feel something wanting in this
coriander powders is used. Widely used all over the area.


10

Sundavathal:
Ingredients:sundakki,salt below 30, curd, spices etc, availability:20g,50g, 100g,
200g,500g,

Garam masala:
Indian masala preparation are known for its hotness. These preparation becomes
wholesale only when you add lakshmi brand garam masala into it. Lakshmi brand garam masala
truly transcends the souvergnity of nation.

Pickles:
Lakshmi brand offers you a variety of pickles lime, cut mango, gric, tomato, and mixed
vegetables to match the uniqueness of our area itself.

Chilly powder:
Chilly and salt are twin sisters of kitchen .any preparation without these two does not
look so hot. Used widely all area in tirunelveli.

1.4.3 DISTRIBUTION AREA :

PULIANGUDI

TENKASI

SAMBAVAR VADAKRAI

ALANGULAM

V.K.PUDUR


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SENKOTTAI

KADAIYANALLUR

KELLAPOVOOR

POVOORCHATRAM

KADAYAM

SANKARANKOVIL



















12

1.5 OBJECTIVES OF THE STUDY
1. To find out the sales promotion in lakshmi brand products.
1. To find out sales increase in competitive market.
2. To find tools and techniques of sales promotion that is used in the organization.
3. To analyze the purchasing behaviour of the customer.
4. To analyze the product competitor in the market.
5. To suggest the way to improve the organization

1.6STATEMENT OF PROBLEM
Sales promotion is marketing activities,other then personal selling,advertising and
publicity that stimulate consumer purchase the products. An activity designed to boost the sales
of a product or service. . It may include an advertising campaign, increased PR activity, a free-
sample campaign,setting up competitions with attractive prizes, offering free gifts and etc. This
project aimed at analyzing the various promotion activitives used for attract the customer then
increase the sales of the organization.











13

CHAPTER 2
REVIEW OF LITERATURE
2.1. LITERATURE REVIEW
In a time when customers are exposed daily to a nearly infinite amount of promotional messages,
many marketers are discovering that advertising alone is not enough to move members of a
target market to take action, such as getting them to try a new product. Instead, marketers have
learned that to meet their goals they must use additional promotional methods in conjunction
with advertising.
Other marketers have found that certain characteristics of their target market (e.g., small but
geographically dispersed) or characteristics of their product (e.g., highly complex) make
advertising a less attractive option. For these marketers better results may be obtained using
other promotional approaches and may lead to directing all their promotional spending to non-
advertising promotions.
Finally, the high cost of advertising may drive many to seek alternative, lower cost
promotional techniques to meet their promotion goals.
Sales promotions are used widely in many industries and especially by marketers selling to
consumers. We will see that the objectives of sales promotion are quite different than
advertising and are specifically designed to encourage customer response.
Sales promotion also looks to a variety of Media Strategies to gain consumer awareness and
familiarity, such as advertising (newspaper, magazine, radio and t.v., direct marketing (snail mail
advertising and telemarketing) and the new medium of the internet (internet marketing and web
design).
DEFINITION
An activity designed to boost the sales of a product or service. It may include an advertising
campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps,
14

arranging demonstrations or exhibitions, setting up competitions with attractive prizes,
temporary price reductions, door-to-door calling, telemarketing, personal letters on other
methods".
What is Sales Promotion?
Sales promotion describes promotional methods using special short-term techniques to
persuade members of a target market to respond or undertake certain activity. As a reward,
marketers offer something of value to those responding generally in the form of lower cost of
ownership for a purchased product (e.g., lower purchase price, money back) or the inclusion of
additional value-added material (e.g., something more for the same price).
Sales promotions are often confused with advertising. For instance, a television advertisement
mentioning a contest awarding winners with a free trip to a Caribbean island may give the
contest the appearance of advertising. While the delivery of the marketers message through
television media is certainly labeled as advertising, what is contained in the message, namely the
contest, is considered a sales promotion. The factors that distinguish between the two
promotional approaches are:
1. Whether the promotion involves a short-term value proposition (e.g., the contest is only
offered for a limited period of time), and
2. The customer must perform some activity in order to be eligible to receive the value
proposition (e.g., customer must enter contest). The inclusion of a timing constraint and an
activity requirement are hallmarks of sales promotion.

Sales promotions are used by a wide range of organizations in both the consumer and business
markets, though the frequency and spending levels are much greater for consumer products
marketers. One estimate by the Promotion Marketing Association suggests that in the US alone
spending on sales promotion exceeds that of advertising.
15

Consumer Sales Promotion
Consumer sales promotions encompass a variety of short-term promotional techniques
designed to induce customers to respond in some way. The most popular consumer sales
promotions are directly associated with product purchasing. These promotions are intended to
enhance the value of a product purchase by either reducing the overall cost of the product (i.e.,
get same product but for less money) or by adding more benefit to the regular purchase price
(i.e., get more for the money).
While tying a promotion to an immediate purchase is a major use of consumer sales promotion,
it is not the only one. As we noted above, promotion techniques can be used to achieve other
objectives such as building brand loyalty or creating product awareness. Consequently, a
marketers promotional toolbox contains a large variety of consumer promotions.
A producer must also guard against the possible negative effect of discounting on a brand's
reputation.
DisantaOjah:
Sales promotionscan be directed at either the customer, sales staff,ordistribution channel
members (such as retailers). Sales promotions targeted at the consumer are called consumer sales
promotions. Sales promotions targeted at retailers and wholesalers are called trade sales
promotions. Some sale promotions, particularly ones with unusual methods, are considered
gimmicks by many.Consumer sales promotion techniques.
Price deal: A temporary reduction in the price; this includes a happy hour
Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on
the package.
Price-pack deal: The packaging offers a consumer a certain percentage more of the product
for the same price (eg: 25% more free).
Coupons: coupons have become a standard mechanism for sales promotions.
Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery.
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On-shelf couponing: Coupons are present at the shelf where the product is available.
Checkout dispensers: On checkout the customer is given a coupon based on products
purchased.
On-line couponing: Coupons are available on line. Consumers print them out and take them to
the store.
Rebates: Consumers are offered money back if the receipt and barcode are mailed to the
producer.
Contests/sweepstakes/games: The consumer is automatically entered into the event by
purchasing the product.
Pauline Douglas
Sales promotion is very much a social science, that takes into consideration that humans are
fundamentally creatures of habit, and will take a new product or service into their lives based
upon the following principals:
a. Introduction b. Perception c. Familiarity d. Trust
The challenge of Sales Promotion is to influence and modify a consumers purchasing habits
by developing the perception, familiarity and trust around a new product or service. The
objective is the gaining of new and repeat customers.

It is considered that if a consumer is introduced to a product or service three times, they will
have gained enough familiarity to trial a product or service. It is further considered that if a
consumer purchases a product or service three times, they will have gained the trust to integrate
the product or service into their regular buying habits.
Consumers are introduced to new products and services in one, or all of the following ways
(in order of importance and impact)

a. Word of Mouth b. Point Of Sale c. Media Promotion
a.Word of mouth promotion (reputation) is by far the most powerful form of sales
promotion - particularly if introduced by a person that the consumer knows and trusts, such as a
17

friend or family member. Sales Representatives and Sales Assistants also play a key role to the
verbal promotion of products and services
.
b.Point of Sale (POS) Promotion is the next most powerful way in which consumers
will be brought face to face with a new product or service. The challenge is to gain the interest
and trust of the consumer through carefully thought out packaging, display and pricing.

Many food, beverage and cosmetic industries will combine the power of word of mouth and
POS promotion, to incorporate a "Sampling Promotion" to enhance the effectiveness of Sales.

Sales promotion also looks to a variety of Media Strategies to gain consumer awareness and
familiarity, such as advertising (newspaper, magazine, radio and t.v., direct marketing (snail mail
advertising and telemarketing) and the new medium of the internet (internet marketing and web
design).

When launching or re-launching a product or service, these factors should be taken into
consideration for future success.
Article by Pauline Dougla.
Peattie.k International journal of service industries management
Sales promotion as part of the communication mix is virtually ignored within the services
marketing literature, in comparison with personal selling and "above-the-line" advertising.
However, "below-the-line" techniques have been growing in their extent, credibility and
sophistication during the last two decades. They have now reached the point where they deserve
consideration in relation to other areas of marketing practice beyond their fast-moving consumer
goods (FMCG) origins. The different tools which make up the promotional toolkit have also
reached a point where they deserve individual consideration instead of being bundled together.
Seeks to demonstrate how one such tool, the promotional competition, represents a significant
opportunity for services marketers. Reviews the literature relating to sales promotion to build a
case for the suitability of competitions for services marketing, and presents the findings of a
18

survey of 188 services-sponsored competitions to explore the nature and extent of competitions'
use in practice

From Andrew Johnson, Director-General of The VA
Ensuring a positive experience for the recipient of a gift voucher can make all the difference in
the success a sales promotion since brand identity will be reflected by the quality of service and
gift that are delivered. The goal of a gift voucher or gift card should be to make a lasting and
positive impact through sales promotion and one way of ensuring that the recipient will be left
with something special to remember is to use and experience gift vouchers.
Several members of The VA provide chance in a lifetime experiences as gift-vouchers and I
thought that this would be a great opportunity to highlight the benefits of utilising experiential
sales promotions as a means of building enduring relationships with the consumer.

Red Letter Days was a pioneer of the concept of offering gift experience vouchers that promise
exciting days out and the opportunity to try unusual activities the gift with a difference for both
corporate and consumer markets.

Zachary Soreff, director of sales & marketing at Red Letter Days explains the value of an
experiential reward: Experiences offer a more interactive and tuned-in way of promoting a
product which, in turn, allows audiences to become more integrated with the brand. They are a
popular tool for sales promotion because we are engaging customers emotionally with the brands
by giving them a memory to cherish.
There is certainly an emotional touch point for any company, whether it is speed and
excitement to attract the younger market or comfort and luxury to attract a more refined
audience. It is the job of the experiential provider to discover the activity or experience that will
best represent the brand to its intended audience.



19

Tim Bishop of eXhilaration explains that by aligning your brand with a relevant
experience you can help to create a more exciting perception of your business in the customers
mind.
Exhilaration are experts in providing vouchers for adrenaline experiences such as Ferrari
driving, bungee jumping and adventure weekends but also offer less extreme pursuits including
spa days and gourmet cruises. The impact of sending someone over a mountain with nothing
but a bit of elastic to hold onto will certainly be a lasting one he continued, but not necessarily
one that everybody would enjoy.

The Full Experience Company offers a wide choice with its trademarked Smart Box gift
packages. The secret to its success, explains Benoit Linossier, managing director, is that the
Smart Box appears to be worth a lot more than it really costs, which just goes to show that a gift
does not necessarily have to rely on its monetary worth to be appreciated and valued.

A great example of how experiential vouchers can add value to a sales promotion without
pushing up the costs is the campaign that The Full Experience ran with Nokia in France. Benoit
explained: By offering an Adventure Smart Box instead of a discount, customers were
encouraged to purchase a top of the range mobile phone instead of the cheaper alternative as they
felt that they were getting a lot more for their money with an experience. This demonstrates just
how valuable experiential gifts can be; that essentially, its the memories that really count.










20

CHAPTER-3

3.1 RESEARCH METHODOLOGY

Research methodology is way to systematically solve the research problem. It is a plan of
action for a research project and expains in detail how data are collected and analyzed.

A clear objective provides the basis of design of the project. Since the main objective of
this study is to identify the customers preference, expectation and perception. It was decided to
use descriptive research design include, surveys and fact-finding enquires of different kinds,
which found out to be the most suitable design in order to carry out the project

3.1.1 MEANING OF RESEARCH
Research is an art of scientific investigation. Research is an organized enquiry designed and
carried out to provide information for solving a problem.

3.1.2 RESEARCH DESIGN
A Research design is plan that specifies the objectives of the study, method to be adopted in
the collection of the data, tools in analysis of data and helpful to frame hypothesis. A research
design is the arrangement of condition for collection and analysis of data in a manner that aims
to combine relevance to research purpose with economy.
Research design is needed because it facilitates the smooth sailing of the various project
operations, thereby making the project as efficient as possible yielding mazimal information with
minimal expenditure of effort time and money. Also it minimizes bias and maximizes the
reliability of the data collected.

3.1.3 PERIOD OF STUDY
The study is for a period of February 2013 to June 2013
21


3.1.4 NATURE AND SOURCE OF DATA

Primary data
The data which are collected as fresh for the first time and thus happen to be original in
character is called primary data.
The primary data was collected from the customers of lakshmi brand proeducts through a direct
structured questionnaire. Respondent has filled the questionnaire.
Secondary data
The secondary data are those data which are collected from published documents news
dailies , magazines, journals, websites, company records and books etc.

3.1.5 SAMPLING SIZE AND TECHNIQUE
3.1.5.1 Sampling plan
Due to enormity of the cost and time involved in collecting information from all the
respondents, it becomes a complusion to choose represent sample of population. Sample plan
explains the sampling unit, sample size and sampling method.

3.1.5.2 Sampling method
Sampling method followed by the investigator is simple random sampling method.

3.1.5.3 Size of sample
It refers to the number of items to be selected from the universe to constitute a sample.
Here 100 customers of lakshmi brand spice products were selected as size of sample.

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3.1.5.4 Sample design
When population elements are selected for inclusion in the sample based on the case of
access, it is called convenience sampling method for the convenience of the research.

3.1.6 STATISTICAL TOOLS USED
To arrange and interpret the collected data the following statistical tools were used .
1. Percentage Method
2. Weighted Average Method.
3. Chi-square test

3.1.6.1 Percentage Method :
The percentage method was extensively used for findings various details. It is used for
making comparison between two or more serices of data. It can be generally calculated.

Percentage of customers is given by
(Number of customers / total customers) * 100


3.1.6.2 Weighted Average Method:
In weighted average method, the weighted average can be calculated by the following
formula



Here
XW represents the weighted average
X1,X2,X3Xn represents the value for variable values
W!,W2, W3.Wn represents the weightage given to the variable.
XW = WX / X
23


Steps:
- Multiply the weights (W) by the variables (X) to obtain WX
- Add all WX to obtain WX
- Divide WX by sum of the weights (X) to get weighted average.

3.1.6.3 Chi-square test
The chi-square test has been used to find the relationship between variables, as it is
applicable for cross-tabulated data
This test has been used to determine whether or not there is any association statistically,
between the variables in data collected.
The chi-square contingency table has been used, as it is appropriate for the hypothesis of
independence between two nominally scaled variables.
Chi square(
2
)= (O
ij
-E
ij
)
2
/ E
ij
Where O
ij
= Observed frequency of the cell in ith roe and jth column
E
ij
= Expected frequency of the cell in ith row and jth column


3.2 LIMITATIONS OF THE STUDY

1. Some false information may be given by the customers regarding their expectations.
2. The data collected was only for a period of six months and not enough for research to
make a detailed analysis with accuracy.
3. The unavailability of some of the data due to its confidential nature has also affected
the study.
4. Analysis made is only based on the number of respondents.
5. Some of the people are not willing to filling the questionnaire
. 6. Population size is infinite, but I was collected data only from 100 customers.



24

CHAPTER IV
DATA ANALYSIS AND INTERPRETATION
TABLE 4.1
GENDER OF THE RESPONDENT
Gender No. of Respondents Percentage

Male
63 63

Female
37 37

Total
100 100

CHART 4.1
4.1GENDER OF THE RESPONDENT


INTERPRETATION
From the above table shows that 63% respondents are belongs to male and 37% respondents
are belongs to female.




63
37
1 2
Gender of the respondenet
Percentage
25

TABLE 4.2
AGE OF THE RESPONDENT
Age
No. of
Respondents Percentage

Below-25
28 28

25-35
49 49

35-45
15 15

Above-45
8 8

Total
100 100

CHART NO4.2
AGE OF THE RESPONDENT

INTERPRETATION:
From the above table shows that 49% respondents are belongs to 2535, 28% respondents
are belongs to below-25, 15% respondents are belongs to 35-45
0
10
20
30
40
50
Below-25 25-35 35-45 above-45
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TABLE NO.4.3
QUALIFICATION OF THE RESPONDENT









CHART-4.3
QUALIFICATION OF THE RESPONDENT

0
5
10
15
20
25
30
35
40
45
Below 12 Dip/IT UG PG

INTERPRETATION
Qualification
No. of
Respondents Percentage

Below 12
th

32 32

Dip/IT
21 21

UG
44 44

PG
3 3

Total
100 100
27

From the above table shows that 44% of respondents are belongs to under graduate, 32% of
respondents are belongs to below 12th, 21% of respondents are belongs to Dip/IT, 3% of
respondents are belongs to PG.

TABLENO.4.4

OCCUPATION OF THE RESPONDENT



CHART NO.4.4

OCCUPATION OF THE RESPONDENT

Occupation
No. of
Respondents Percentage
Student 28 28
Professional 17 17
Self employed 32 32
House wife 12 12
Government 11 11
Total 100 100
28

INTERPRETATION
From the above table shows that 32% of respondents are belongs to self employed, 28% of
respondents are belongs to students, 17% of respondents are belongs to professional, 12% of
respondents are belongs to house wife, 11% of respondents are belongs to government job.


TABLE 4.5

HOW TO YOU KNOW ABOUT THE LAKSHMI BRAND PRODUCTS



CHART 4.5

HOW TO YOU KNOW ABOUT THE LAKSHMI BRAND PRODUCTS
0
5
10
15
20
25
30
35
student profossional self employed house wifegovernment
Opinion
No. of
Respondents Percentage
Friends & relations 63 63
Advertisement 21 21
Magazine 7 7
Newspaper 9 9
Total 100 100
29



INTERPRETATION

From the above table shows that 83% of respondents are known the lakshmi brand
products through Friends & relation, 7% of respondents are known the lakshmi brand
products through newspaper, 4% of respondents are known the lakshmi brand through
magazine, 6% of respondents are known the lakshmi brand through Advertisment.


TABLE4.6
WHY DID YOU CHOOSE THE LAKSHMI BRAND PRODUCT


Opinion

No
of respontents

Percentage
Attractiveness

34 34
Quality

22 22
Taste 19 19
63
21
7
9
1 2 3 4
opinion
30


Price

20 20
Free package

5 5

Total

100 100

CHART 4.6
WHY DID YOU CHOOSE THE LAKSHMI BRAND PRODUCT

INTERPRETATION
From the above table shows that 34% of respondents are choose attractiveness, 22% of
respondents are choose quality, 19% of respondents are choose taste.



TABLE.NO.4.7

DIFFER FROM COMPETITONS FOR SALES PROMOTION

34%
22%
19%
20%
5%
OPINION
Attractiveness Quality Taste Price Free package
31

Sales promotion
activitives
No. of
Respondents Percentage

Coupans
15 15

Free package 20 20

Discount 8 8

Low price 29 29

Money refund offer 9 9

Samples 19 19

Total 100 100

CHART.NO.4.7

DIFFER FROM COMPETITONS FOR SALES PROMOTION


INTERPRETATION

From the above table shows that 29% of respondents are said only low price for
differing from competitors, 19% of respondents are said only samples for
differing from competitors.

Coupan
15%
Free package
20%
discount
8%
Low price
29%
Money refund
offer
9%
Samples
19%
OPIN ION
32


TABLE4.8

MESSAGE IS BEING RECEIVED FROM OUR ADVERTISING

Opinion
No. of
Respondents Percentage

Good quality 59 59

Good product 26 26

Discount 5 5

Low price 1 1

offer 2 2

Free package 2 2

Coupans 1 1

Good taste 4 4
Total 100 100

CHART.4.8
MESSAGE IS BEING RECEIVED FROM OUR ADVERTISING

33


INTERPRETATION

From the above table shows that 59% of respondents are said good quality
,and 26% respondents are said good product,5%of respondents are said discount.

TABLE 4.9
MEDIA IS MOST EFFECTIVE FOR DELEIVERING OUR MESSAGE

Opinion
No. of
Respondents Percentage

Television 4 4

Newspaper 2 2

Online 24 24

Word of mouth 70 70

Total 100 100

CHART4.9
MEDIA IS MOST EFFECTIVE FOR DELEIVERING OUR MESSAGE

59%
26%
5%
1%
2%
2%
1% 4%
PERCENTAGE
Good quality Good product Discount Low price
Offer Free package Coupan Good taste
34



INTERPRETATION

From the above table shows that 70% of respondents are belongs to word of mouth, 24% of
respondents are belongs to online, 4% of respondents are belongs to television, 2% of
respondents are belongs to newspaper.



TABLE4.10
WHICH TOOL IS PREFER TO PURCHASE OUR PRODUCT










4%
2%
24%
70%
OPINION
Television Newspaper Online Word of mouth
Opinion
No. of
Respondents Percentage

Offer 24 24

Coupan 2 2

Samples 2 2

Free gift 3 3

Discount 69 69

Total 100 100
35

CHART 4.10
WHICH TOOL IS PREFER TO PURCHASE OUR PRODUCT




INTERPRETATION

From the above table shows that 69% of respondents are said discount is
best tool, 24 % of respondents are said offer is best tool, 2 % of respondents are said coupan is
best tool, 2 % of respondents are said samples is best tool, 3 % of respondents are said free gift is
best tool.






TABLE 4.11
Lakshmi brand products buy in one year

Offer
24%
Coupan
2%
Samples
2%
Free
package
3%
Discount
69%
OPINION
36

Opinion
No. of
Respondents Percentage
Below-10 93 93
10-40 3 3
40-80 1 1
80-100 3 3
Total 100 100

CHART4.11
LAKSHMI BRAND PRODUCTS BUY IN ONE YEAR


INTERPRETATION

From the above table shows that 93% of respondents are buy below 10, 3% of
respondents are buy 10-40, 1% of respondents are buy 40-80, 3% of respondents are buy 80-
100.


93%
3% 1% 3%
OPINION
Below-10 Oct-40 40-80 80-100
37


TABLE 4.12
Lakshmi brand products performance based on product


Opinion
No
of respontents

Percentage
Highly Satisfied

10 10
Satisfied

40 40
Dissatisfied

30

30
Highly dissatisfied

16 16
None

4 4
Total

100 100

CHART.4.12
Lakshmi brand products performance based on product

38


INTERPRETATION

From the above the table 40 percent of respondents satisfied the product performance and 10
percent of respondents highly satisfied and 16 percent of respondents highly dissatisfied of the
product performance compared with competitor.


TABLE 4.13
Lakshmi brand products performance based on service


Opinion
No
of respontents

Percentage
Highly Satisfied

5 5
Satisfied

52 52
Dissatisfied

22

22
Highly dissatisfied

12 12
None 9 9
10%
40%
30%
16%
4%
OPINION
Highly satisfied satisfied dissatisfied highlydissatisfied none
39


Total

100 100

CHART 4.13
Lakshmi brand products performance based on service


INTERPRETATION

From the above the table 52 percent of respondents satisfied the product service and 5 percent of
respondents highly satisfied and 12 percent of respondents highly dissatisfied of the product
service compared with competitor.



TABLE 4.14
Lakshmi brand products performance based on quality


Opinion
No
of respontents

Percentage
Highly Satisfied 22 22
5%
52%
22%
12%
9%
OPINION
Highly satisfied Satisfied Dissatisfied Highlydissatisfied none
40


Satisfied

54 54
Dissatisfied

10

10
Highly dissatisfied

8 8
None

6 6
Total

100 100

CHART 4.14
Lakshmi brand products performance based on quality


INTERPRETATION

From the above the table 54 percent of respondents satisfied the quality product and 22 percent
of respondents highly satisfied and 8 percent of respondents highly dissatisfied of the product
quality compared with competitor.

22%
54%
10%
8%
6%
OPINION
Highly dissatisfied Satisfied dissatisfied Highly dissatisfied None
41


TABLE 4.15
Lakshmi brand products performance based on samples


Opinion
No
of respontents

Percentage
Highly Satisfied

20 20
Satisfied

50 50
Dissatisfied

16 16
Highly dissatisfied

10 10
None

4 4
Total

100 100

CHART 4.15
Lakshmi brand products performance based on samples


20%
50%
16%
10%
4%
OPINION
Higly satisfied Satisfied Dissatisfied HiglyDissatisfied None
42

INTERPRETATION

From the above the table 50 percent of respondents satisfied the company give the samples and
20 percent of respondents highly satisfied and 10 percent of respondents highly dissatisfied of
the samples compared with competitor


TABLE 4.16
Lakshmi brand products performance based on offers


Opinion

No
of respontents

Percentage
Highly Satisfied

16 16
Satisfied

48 48
Dissatisfied

20 20
Highly dissatisfied

12 12
None

4 4
Total

100 100

CHART 4.16
Lakshmi brand products performance based on offers
43


INTERPRETATION
From the above the table 48 percent of respondents satisfied the company give the offers to the
customer and 16 percent of respondents highly satisfied and 4 percent of respondents highly
dissatisfied of the offers compared with competitor.


TABLE 4.17
Lakshmi brand products performance based on Advertisment


Opinion
No
of respontents

Percentage
Highly Satisfied

15 15
Satisfied

43 43
Dissatisfied

20 20
Highly dissatisfied

15 15
None

7 7
16%
48%
20%
12%
4%
OPINION
Highly satisfied Satisfied Dissatisfied Highly dissatisfied none
44

Total

100 100

CHART4.17
Lakshmi brand products performance based on Advertisment


INTERPRETATION

From the above the table 43 percent of respondents satisfied the company give the advertisment
and 15 percent of respondents highly satisfied and 15 percent of respondents highly dissatisfied
of the advertisment compared with competitor.

TABLE 4.18
DO YOU THINK WHO IS YOUR COMPETITOR

Opinion

No of respontents Percentage
Aachi 16

16
Sakthi 59

59
15%
43%
20%
15%
7%
OPINION
Highly satisfied Satisfied Dissatisfied Highly dissatisfied None
45

Ruchi 15

15
Tirupathi 6

6
swamys 4

4
Total 100

100

CHART 4.18
DO YOU THINK WHO IS YOUR COMPETITOR


INTERPRETATION
From the above table shows that 59 percent of respondents are said sakthi ,16 percent
respondents are said aachi, 15 percent of respondents are said ruchi is the competitor of the
lakshmi brand products.



TABLE 4.19
WHY YOU PREFER THIS COMPANY AS YOUR COMPETITOR
0%
16%
0%
59%
0%
15%
0%
6%
0% 4%
0%
100%
PERCENTAGE
Aachi Sakthi Ruchi Tirupathi swamys TOTAL
46


Opinion

No of respontents Percentage
Quality 65

65
low price 19

19
Offers 11

11
samples 3

3
Free package

2

2
Total 100

100

CHART 4.19
WHY YOU PREFER THIS COMPANY AS YOUR COMPETITOR


INTERPRETATION
65%
19%
11%
3% 2%
OPINION
Quality Low price Offers Samples Free package
47

From the above table shows that 65% of respondents are good quality of product, 19% of
respondents are low price of product. so the company prefer to the competitor of lakshmi brand
products.

TABLE 4.20
SATISFICATION LEVEL OF LAKSHMI BRAND PRODUCTS


Opinion

No of respontents

Percentge
Highly Satisfied

13 13
Satisfied

63 63
Dissatisfied

21 21
Highly dissatisfied

2 2
None

1 1
Total

100

100


CHART 4.20
SATISFICATION LEVEL OF LAKSHMI BRAND PRODUCTS

48


INTERPRETATION

From the above the table 63 percent of respondents satisfied the customer and 16 percent of
respondents highly satisfied and 4 percent of respondents highly dissatisfied of the customer
lakshmi brand products
TABLE 4.21
SUGGESTION TO IMPROVE THE SALES OF LAKSHMI BRAND PRODUCTS



Opinion


No of respontents

Percentge
Increase advertisment

16 13
Reduce price levels

59 59
Increase offers

21 21
increase gifts

2 2
Increase samples 1 2
13%
63%
21%
2% 1%
OPINION
Highly satisfied satisfied Dissatisfied highly dissatisfied none
49


Total

100

100


CHART 4.21
SUGGESTION TO IMPROVE THE SALES OF LAKSHMI BRAND PRODUCTS


INTERPRETATION
From the above table shows that 59 percent of respondents are given the suggestion to
reduce price level , 21 percent of respondents increase offers, 16 percent respondents are said
increase advertisement.


STATISTICAL TOOLS

CHI-SQUARE ANALYSIS

1. To find the relationship between effective media to delivered the message and message
received from advertising.
16%
59%
21%
2%
2%
OPINION
Increase advertisment Reduce price levels Increase offers
Increase gifts Increase ssmples
50

Null hypothesis: H
0
There is no significant difference between effective media to delivered the
message and message received from advertising.
Alternative hypothesis: H
1
There is significant difference between effective media to delivered
the message and message received from advertising.


Observed frequency:

Effective
media
message
from
advrtising


television


newspaper


online


Word of
mouth


Total
Good quality 2 1 15 41 59
Good product 1 1 4 20 26
Discount 0 0 2 3 5
Low price 1 0 0 0 1
Offers 0 0 0 2 2
Free package 0 0 2 0 2
Coupan 0 0 1 0 1
Good taste 0 0 0 4 4
Total 4 2 24 70 100


Expected frequency:
2.36 1.18 14.16 41.30
1.04 0.52 6.24 18.2
0.2 0.1 1.2 3.5
0.04 0.02 0.24 0.7
0.08 0.04 0.48 1.4
51

0.08 0.04 0.48 1.4
0.04 0.02 0.24 0.70
0.16 0.08 0.96 2.8




Chi-square table
S.NO Oi Ei Oi-Ei (Oi-Ei)2 (Oi-Ei)2/E
1 2 2.36 -0.36 0.129 0.05
2 1 1.18 -0.18 0.03 0.02
3 15 14.16 0.84 0.70 0.04
4 41 41.30 -0.3 0.09 0.002
5
1 1.04 -0.04 0.0016 0.001
6 1 0.52 0.48 0.23 0.44
7 4 6.24 -2.24 5.01 0.80
8 20 18.2 1.8 3.24 0.17
9 0 0.2 -0.2 0.04 0.2
10 0 0.1 -0.1 0.01 0.1
11 2 1.2 0.8 0.64 0.53
12 3 3.5 -0.5 0.25 0.07
13 1 0.04 0.96 0.9216 23.04
14 0 0.02 -0.02 0.0004 0.02
15 0 0.24 -0.24 0.05 0.20
16 0 0.7 -0.7 0.49 0.7
17 0 0.08 -0.08 0.0064 0.08
52

18 0 0.04 -0.04 0.0016 0.04
19 0 0.48 -0.48 0.2304 0.48
20 2 1.4 0.6 0.36 0.257
21 0 0.08 -0.08 0.0064 0.08
22 0 0.04 -0.04 0.0016 0.04
23 2 0.48 1.52 2.31 4.81
24 0 1.4 -1.4 1.96 1.4
25 0 0.04 -0.04 0.0016 0.04
26 0 0.02 -0.02 0.0004 0.02
27 1 0.24 0.76 0.5776 2.40
28 0 0.70 -0.70 0.49 0.7
29 0 0.16 -0.16 0.0256 0.16
30 0 0.08 -0.08 0.0064 0.08
31 0 0.96 -0.96 0.9216 0.96
32 4 2.8 1.2 1.44 0.51
TOTAL 38.44






CHI-SQUARE TEST
Level of significance = 5%
Chi-square = (O i E i)
2
/E i
Degrees of freedom =(r-1) (c-1) = (8-1) (4-1) =21
i.Calculated value =38.44
53

ii.Tabulated value =32.471
iii.Calculated value > Tabulated value

Therefore, H
0
is rejected
CONCLUSION:
There is significant difference between effective media to delivered message and message
received from advertising.




















54









2. To find the relationship between occupation and expect from lakshmi brand products.
Null hypothesis: H
0
There is no significant difference between occupation and expact from
lakshmi brand products.
Alternative hypothesis: H
1
There is significant difference between occupation and expact from
lakshmi brand products.

Observed frequency:

Occupation

expect
from
products


students


professional

Self
employed


House
wife

Government
employees

Total
Low price 5 7 18 0 2 32
Coupan 1 1 1 1 0 4
Offers 2 1 1 0 0 4
Quality 17 6 12 10 9 54
Free
package
1 1 0 1 0 3
Gifts 1 1 0 0 0 2
Samples 1 0 0 0 0 1
Total 28 17 32 12 11 100
55







Expected frequency:
8.96 5.44 10.24 3.84 3.52
1.12 0.68 1.28 0.48 0.44
1.12 0.68 1.28 0.48 0.44
15.12 9.18 17.28 6.48 5.94
0.84 0.51 0.96 0.36 0.33
0.56 0.34 0.64 0.24 0.22
0.28 0.17 0.32 0.12 0.11




Chi-square table
S.NO Oi Ei Oi-Ei (Oi-Ei)2 (Oi-Ei)2/E
1 5 8.96 -3.96 15.68 1.75
2 7 5.44 2.44 5.95 1.09
3 18 10.24 8.24 67.89 6.62
4 0 3.84 -3.84 14.74 3.83
5 2 3/52 -1.52 2.31 0.65
6 1 1.12 -0.12 0.01 0.008
7 1 0.68 0.32 0.10 0.14
56

8 1 1.28 -0.28 0.07 0.05
9 1 0.48 0.52 0.27 0.56
10 0 0.44 -0.44 0.19 0.43
11 2 1.12 0.88 0.77 0.68
12 1 0.68 0.32 0.10 0.14
13 1 1.28 -0.28 0.07 0.05
14 0 0.48 -0.48 0.23 0.47
15 0 0.44 -0.44 0.19 0.43
16 17 15.12 2.12 4.49 0.29
17 6 9.18 -3.18 10.11 1.10
18 12 17.28 -5.28 27.87 1.61
19 10 6.48 4.48 20.07 3.09
20 9 5.94 4.94 24.40 4.10
21 1 0,84 0.16 0.02 0.02
22 1 0.51 0.49 0.24 0.47
23 0 0.96 -0.96 0.92 0.95
24 1 0.36 0.64 0.40 1.1
25 0 0.33 -0.33 0.10 0.30
26 1 0.56 0.44 0.19 0.33
27 1 0.34 0.66 0.43 1.26
28 0 0.64 0.36 0.12 0.18
29 0 0.24 -0.24 0.05 1.04
30 0 0.22 0.22 0.04 0.18
31 1 0.28 0.28 0.51 1.82
32 0 0.17 0.17 0.02 0.11
33 0 0.32 0.32 0.10 0.31
57

34 0 0.12 0.12 0.01 0.08
35 0 0.11 0.11 0.01 0.09
TOTAL 35.32




CHI-SQUARE TEST
Level of significance = 5%
Chi-square = (O i E i)
2
/E i
Degrees of freedom =(r-1) (c-1) = (7-1) (5-1) =24
i.Calculated value =35.32
ii.Tabulated value =36.415
iii.Calculated value < Tabulated value

Therefore, H
0
is accepted
CONCLUSION:
There is no significant difference between occupation and expect from lakshmi brand products.










58





















WEIGHTED AVERAGE METHOD

TABLE 4.13

Lakshmi brand products performance based on product

S.NO particulars Points(wi) No of
respondents(fi)
wifi
1

Highly satisfied 5 10 50
59

2

Satisfied 4 40 160
3 Neutral 3 30

90
4

Dissatisfication 2 16 32
5

Highly dissatisfied 1 4 4
TOTAL

100 wifi=336


XW= wifi /fi =336 /10

XW= 3.36












INTERPRETATION

The table 4.13 show that the calculated value is (3.36) nearest to 4 .so majority of respondents
are satisfied product performance compared with competitors.


60







WEIGHTED AVERAGE METHOD

TABLE 4.14

Lakshmi brand products performance based on service

S.NO Particulars Points(wi) No of
respondents(fi)
wifi
1

Highly satisfied 5 5 25
2

Satisfied 4 52 208
3 Neutral 3 22

66
4

Dissatisfication 2 12 24
5

Highly dissatisfied 1 9 9
TOTAL

100 wifi=332


XW= wifi /fi =332 /100

XW= 3.32


61













INTERPRETATION

The table 4.14 show that the calculated value is (3.32) nearest to 4 .so majority of respondents
are satisfied product service compared with competitors.






WEIGHTED AVERAGE METHOD

TABLE 4.15

Lakshmi brand products performance based on quality

S.NO Particulars Points(wi) No of
respondents(fi)
Wifi
1 Highly satisfied 5 22 110
62


2

Satisfied 4 54 216
3 Neutral 3 10

30
4

Dissatisfication 2 8 16
5

Highly dissatisfied 1 6 6
TOTAL

100 wifi=378


XW= wifi /fi =378 /100

XW= 3.78











INTERPRETATION

The table 4.15 show that the calculated value is (3.78) nearest to 4 .so majority of respondents
are satisfied product quality compared with competitors.


63








WEIGHTED AVERAGE METHOD

TABLE 4.16

Lakshmi brand products performance based on samples

S.NO Particulars Points(wi) No of
respondents(fi)
Wifi
1

Highly satisfied 5 20 100
2

Satisfied 4 50 200
3 Neutral 3

16 48
4

Dissatisfication 2 10 20
5

Highly dissatisfied 1 4 4
TOTAL

100 wifi=372


XW= wifi /fi =372 /100

XW=3.72

64










INTERPRETATION

The table 4.16 show that the calculated value is (3.72) nearest to 4 .so majority of respondents
are satisfied the company give samples compared with competitors








WEIGHTED AVERAGE METHOD

TABLE 4.17

Lakshmi brand products performance based on offers

S.NO Particulars Points(wi) No of
respondents(fi)
Wifi
1

Highly satisfied 5 16 80
65

2

Satisfied 4 48 192
3 Neutral 3

20 60
4

Dissatisfication 2 12 24
5

Highly dissatisfied 1 4 4
TOTAL

100 wifi=360


XW= wifi /fi =360 /100

XW= 3.60














INTERPRETATION

The table 4.17 show that the calculated value is (3.60) nearest to 4 .so majority of respondents
are satisfied the company give offers compared with competitors.
66









WEIGHTED AVERAGE METHOD

TABLE 4.18

Lakshmi brand products performance based on advertisment

S.NO Particulars Points(wi) No of
respondents(fi)
Wifi
1

Highly satisfied 5 15 75
2

Satisfied 4 43 172
3 Neutral 3

20 60
4

Dissatisfication 2 15 30
5

Highly dissatisfied 1 7 7
TOTAL

100 wifi=344


XW= wifi /fi =344 /100

XW= 3.44
67











INTERPRETATION

The table 4.18 show that the calculated value is (3.44) nearest to 4 .so majority of respondents
are satisfied the companys advertisment compared with competitors.






CHAPTER V

5.1.FINDINGS OF THE STUDY

Most of the customersself employed and house wife persons were purchased the
product.
Most of the respondents are male.
It is found that 63% of the respondents came to know about Lakshmi brand products
through friends & relatives and advertisements. None of them had found through

Newspaper.
68


Most of the customers(34) were choose lakshmi brand product for attractiveness of
the product.
70% of respondents word of mouth is used delivered the message to the customer..
Most of respondents are discount is the best tool of purchase the product .
84% of customers are low price is best one to differ from the competitor and also to
increase the sales.
Most of the customers(93%) are purchasing the product below 10 only.
It is found that customers are satisfied with quality,good product,
price,samples,offers, advertisement satisfied with the service of the Lakshmi brand
products .
Most of the customers are satisfied lakshmi brand products.
From chi square there is no significant difference between effective media to
delivered the message and message received from advertising.
From weighted average most of the respondents satisfied product performance
compared with competitor.
Most of the respondents are satisfied the companys advertisement, offers, samples,
quality, taste compared with competitors.



5.2 .SUGGESTIONS & RECOMMENDATIONS

Based upon the finds the following suggestions is made

The company give more advertisement for promote the products..
Most of the customers are like more quality with low price. So the company can increase
the quality and reduce the price of the product.
Maximum number of customers are discount is the best tool to differ with competitor. So
the company can utilize this tool and meet the competitor.
69

Most of the customers are feeling that to increase the quality of the product. So the
company may take necessary actions for check the quality and to satisfied the customers.
Most of the customers were choose lakshmibrand product for attractiveness of the
product. So the company can give importance of good quality with low price .






















5.3 CONCLUSIONS

70

The study on sales promotion in lakshmi brandpvt., Ltd., is study with care and special effects
have been taken to make the study as specific as possible. The methodology typical proof to
show that the study is sceintific.

From the study, it is clear that most of the customers are satisfied with there product, price and
quality. This study is also clearly states that the customers are expecting to improve their quality
of the product. So the company can take an action to improve the quality and attract the
customer. The customers are giving more important for more quality with lowprice of the
product. A effective tool used for promote the product and increase the sales.






















71












BIBLIOGRAPHY

Marketing Management Philip Kotler.
Principle of management - Philip Kotler.
Kothari C.R., Research methodology, Tata McGraw-Hill Publishing
Company Ltd., 1982.


WEBSITES:-

www.retailmarketingblog.com
www.lakshspices.com
www.articlesbase.com/advertising-and-sales-promotion-1005018.html
www.retailindia.com
www.businessperspectives.org





72


























ANNEXURE

A STUDY ON SALES PROMOTION IN LAKSHMI BRAND SPICE PRODUCTS

QUESTIONNAIRE
73

1. NAME :
2. GENDER :
Male Female
3. AGE :
Below-25 25-35 35-45 above 45

4. EDUCATIONAL QUALIFICATION :
Below +2 Dip/IT UG PG others

5. OCCUPATION :
Student professional self employees
house wife government staff others

6. How do you know about the lakshmi brand products
Friends & relations Advertisement Magazine Newspaper

7. Why did you choose the lakshmi brand products
Attractiveness quality taste
price Free package


8. What is the benefit you expect from lakshmi brand products for you next purchase
Low price Coupans offer
Good quality free packages gifts
taste

9. How do lakshmi brand products differ from competitors for sales promotion
Coupans Free package discount
74

low price Money refund offer samples

10. What message is being received from our advertising
Good quality Good product Discount low price
offer Free package Coupan good taste
11. Which media do you prefer is most effective for delivering our message
Television newspaper magazine online word of mouth

12. Which tool do you prefer to purchase our product
Offer coupan samples Free gift Discount

13. How many products you buy in one year from lakshmi brand products
Below-10 10-40 40-80 80-100 Above-100

14. Rate the lakshmi brand products performance in todays competitive environment when
compared to other competitor.
OPINION HIGHLY
SATISFIED

SATISFIED

DISSATISFIED
HIGHLY
DISSTISFIED

NONE
Product

Service

Quality

Samples

Offers

Advertisement


15. Do you think who is your competitor?
AachiSakthiRuchitirupthiswamys

16. Why you prefer this company as your competitor?
Quality lowe price Offer samples Free package
75


17. What is the benefit you expect from lakshmi brand products for you next purchase
Low price Coupan offer
Good quality free packages gifts
taste


18.Over all satisfication level of lakshmi brand products?
Highly satisfied Satisfied neutral Highly dissatisfied
highly dissatisfied


19.What is your suggestion to improve these sales of lakshmi brand products?
Increase advertisement reduce price level Increase offers
Increase gifts Increase samples

20. Any suggestion
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