INTERNSHIP REPORT

ON
IMPACT OF SALES PROMOTION ON CONSUMER DEMAND; A
STUDY ON DETERGENT POWDER USERS OF JESSORE &
KHULNA CITY

Internship Report
(Submitted in partial fulfillment of the requirement of BBA program)

Submitted By:
Md. Rezwanur Rahman
ID-110332

Supervised By:
S. M. Arifuzzaman
Associate Professor

Submitted To:
Chairman
Research and External Affairs Committee
KHULNA UNIVERSITY
Business Administration Discipline
BBA Program

Date of Submission:
August 7th, 2016
 LETTER OF TRANSMITTAL
August 7, 2016
Chairman
Research and External Affairs Committee
Business Administration Discipline
Khulna University.
Subject: Submission of Internship Study report.

Dear Sir

With due respect; I state that as a partial requirement for the completion of my degree
in BBA program I have done my internship in Unilever Bangladesh Limited. Here is
my internship report on “The Impact of Sales Promotion on Consumer demand; A
Study Based on Detergent Powder Users of Jessore & Khulna City”.

I have tried my level best to bring productive report following all your directions and
advices carefully.
If you need any assistance regarding this report, I will always be available for this
regard.
Yours sincerely,

______________________________
(Md. Rezwanur Rahman)
ID- 110332

Supervised by:

_______________________________
(S. M. Arifuzzaman)
Associate Professor
Business Administration Discipline
Khulna University.

i
 Acknowledgements
A substantial amount of thoughts and informational inputs from diverse
resources were involved in making this paper. I convey my earnest gratitude to
everybody who had contributed towards making this internship report possible. Major
assistance was acknowledged from officials at Unilever Bangladesh Limited and
Khulna University, Bangladesh.
My heartfelt gratitude goes to my internship supervisor Mr. S.M.
Arifuzzaman, Associate Professor, Business Administration Discipline, Khulna
University for giving me confidence all the time, to carry out such a relational study
to complete my internship requirements. He ensured proper time and attentiveness,
which I needed for completing and compiling my report in as much organized way as
possible.
I like to thank the authorities of Unilever Bangladesh Limited to give me the
valued opportunity to execute my internship at their prestigious organization. The
experience and acquaintance gained at Unilever Bangladesh Limited assisted me
greatly to undertake and understand all the essentials related to my report, otherwise I
would not have performed well.
I would especially like to express gratitude to my supervisor at Unilever
Bangladesh Limited, Mr Tausif Hossain, Brand Activation Manager for Rin, for his
utmost support, assistance and encouragement that he provided to me from the very
first day. In spite of having a busy work schedule, he made sure in every possible way
that I obtain the best possible exposure and awareness during my term as an intern
under him.

Lastly I would like to show gratitude to the respondents of my survey, for

spending the time to fill up the questionnaires. This study might not have been
achievable without their precious inputs.
Thanking You.

Sincerely yours,
Md. Rezwanur Rahman
ID: 110332
21st Batch

ii
 Table of Contents

Executive Summary...............................................................................................................vi
Chapter 1-Introduction..........................................................................................................1
1.1Title of the Study.............................................................................................................2
1.2 Background of the study:................................................................................................2
1.3 Origin of the Study:........................................................................................................3
1.4 Justification of the Study:...............................................................................................3
1.5 Scope of the Study:.........................................................................................................3
1.6Limitations of The Study:................................................................................................3
1.7 Objective of the Study:...................................................................................................4
1.7.1 General Objective:...................................................................................................4
1.7.2 Specific Objectives:..................................................................................................5
1.8 Significance of the study:................................................................................................5
Chapter 2: Literature Review................................................................................................6
2.1 The role of Consumer in Marketing................................................................................7
2.2 Consumer Purchasing Behavior......................................................................................8
2.3 Context of Sales Promotion..........................................................................................10
2.3.1 Discount:...............................................................................................................13
2.3.2 Price pack:.............................................................................................................13
2.3.3 Free product samples:...........................................................................................14
2.3.4 Awards:..................................................................................................................14
2.3.5 Demonstrations and product trials.........................................................................14
2.4 Consumer Promotion:...................................................................................................15
2.5 Price Perception:...........................................................................................................15
2.6 Brand Loyalty:..............................................................................................................16
2.6.1 Relationship between consumer promotion and brand loyalty...............................17
2.6.2 Relationship between price perception and brand loyalty......................................18
Chapter 3: Methodology......................................................................................................19
3.1 Questionnaire Development:.........................................................................................19
3.2Sources of Data..............................................................................................................21
3.2.1 Primary Sources of Data.................................................................................21
3.2.2 Secondary Sources of Data.............................................................................21
Chapter 4: Data Analysis & Discussion..............................................................................22

iii
 4.1 Reliability Test:.......................................................................................................22
4.2 Frequency Analysis:................................................................................................23
4.3 T-test:......................................................................................................................25
4.4 Anova:....................................................................................................................29
4.4.1 Age wise.................................................................................................................29
4.4.2 Brand wise.............................................................................................................31
Chapter 5: Findings..............................................................................................................33
Chapter 6: Recommendation...............................................................................................35
Chapter 7: Conclusion..........................................................................................................36
Chapter 8: References..........................................................................................................37
Chapter 9: Appendix............................................................................................................43
9.1Questionnaire.................................................................................................................43
9.2 Independent Sample t-test-Group Statistics..................................................................46
9.3 Reliability tables-Case Processing summary.................................................................47
9.4 Frequency Table-Detailed variables analysis................................................................49

iv
 List of Tables

Table 1: Construct Development............................................................................................20

Table 2: Cronbach's Alpha Table.............................................................................................22
Table 3: Descriptive Statistics 1..............................................................................................23
Table 4: frequency Analysis of variables.................................................................................24
Table 5: t test- gender wise....................................................................................................26
Table 6: Anova-age wise.........................................................................................................29
Table 7: Anova-Brand wise.....................................................................................................31
Table 8: Rin Gross sales Amount.............................................................................................34
Table 9: Questionnaire...........................................................................................................46
Table 10: Group Statistics -t table...........................................................................................47
Table 11: Group Statistics -t table...........................................................................................47

v
 Executive Summary

This paper is aimed at exploring the connection among different consumer

promotions, consumer feedback & the reasons influencing their buying pattern. The
data sampling was conducted on the customers of different brands of detergents. A
planned questionnaire was used to find out the thoughts of people concerning
consumer promotion in detergent brands. An anova, frequency analysis &
independent sample t-test were run on the collected data to logically explore the
relations and their scope. It was found that consumer promotion is positively
correlated with the consumption pattern of those detergent brands. Again it is seen
that both male & female have similar types of view towards sales promotion.
Consumer promotions are projected to give positive outcomes with the people
who have positive reaction regarding consumer promotion and who might be
influenced by promotional efforts. So while deciding on consumer promotion it is
wise to think in advance that to whom the consumer promotion activity is aimed at.
This way expenditure of large amounts of capital can be avoided by spending less on
ineffective consumer promotion activity.
There were difficulties in getting data from Unilever Bangladesh Ltd as they
do not want to disclose their confidential data. Again, enough studies on this topic
weren’t done previously in the context of Bangladesh. That could have affected the
outcome.
Every effort should be given to make the consumers think that the promotion
offers that are given with the promoted brand are good enough, even when there is no
promotional activity ongoing. Another thing the companies should keep in mind that
the perceived value of the promotional offer assumed by the consumers should be
higher because it will attract more customers & will create a new customer segment.

Keywords: Consumer, Sales Promotion, Detergent, Buying Pattern

vi
 Chapter 1-Introduction

In this present era corporations have a clear understanding of the

significance of their customer satisfaction. Through serving them companies
earn growth and accelerate their progress. For finding a way to satisfy
customer a company must first have idea about the perception of their
customers. Companies can deliver marketing messages through a choice of
methods, including advertising, exposure, personal selling, public
relationships, straight marketing, sales promotion, and sponsorships and
branding. Sales promotions refer to any extra incentive manufacturers,
retailers, and even not-for-profit organizations use that could provide to
transform a brand's perceived price or value for the time being. [CITATION
Shi10 \l 1033 ]
There persist three diverse types of sales promotions [ CITATION
Koe04 \l 1033 ]. This paper will focus on consumer-oriented sales promotions.
It refers to incentives that are given directly to a firm’s consumers or potential
consumers; they are used to speed up the decision-processes of consumers
[ CITATION Wel11 \l 1033 ]. This explanation embodies the key attributes of
sales promotion. Sales promotion procedures, such as free samples,
redemptions, competitions, coupons and price incentives provide added
incentives to achieve immediate sales. These are often mentioned as value-
added techniques, because they supply instantaneous and tangible added value
to brands [ CITATION DuP03 \l 1033 ]. The reason of sales promotion is to
control the purchasing behavior of consumers by accelerating buying or
consumption, thereby providing them with an incentive to respond quickly to
the promotional offer. These incentives are generally obtainable for a limited
time period; and thus they create a sensation of immediacy, where consumers
have to take a choice quickly.
A number of papers on the influence of sales promotion on consumers’
buying behavior have been published in the past decades, such as the impact
of in-store displays on product testing and the repurchase behavior of
consumers in Malaysia ([CITATION Oly05 \l 1033 ]; the influence of free samples
on consumer trial and purchasing behavior in the United States [ CITATION
Hei11 \l 1033 ]etc. However, little research on the power of sales-promotion

1
techniques on consumer demand has been conducted in the FMCG markets of
Bangladesh. In this paper, a particular section of FMCG market which is
laundry detergent will be focused for measuring the impact of sales promotion
on consumers.

1.1 Title of the Study

This study is entitled as “Impact of Sales Promotion on Consumer

Demand; A Study on Laundry Detergent Powder Users of Jessore & Khulna
City.” Rin is considered as the fastest expanding detergent powder brands of
Unilever Bangladesh in terms of capturing market share perspective. After
getting rebranded from Wheel Power white in 2011, Rin has continuously
taken various promotional offers to enhance the brand image also capture the
newer market segments. The very recent ongoing promotional offer of Rin is
providing cell phone balance recharge with every purchase of Rin 500 gm.
detergent powder. Through this study the impact of this promotional offer
along with the offers of its competitors will be discussed in order to find the
impact of them on consumer demand.

1.2 Background of the study:

Unilever Bangladesh Ltd. occupies a major share Bangladeshi

detergent market making it the market leader. The major competing brands in
the laundry detergent market for Unilever are Keya, Chaka, Tibet & Kollol
Group. To fight this extreme competition, the above mentioned companies
frequently run consumer promotion in expectation to make extra customer
segment than the individual competitors. Though this policy worked well at
first but with the passage of time Consumer promotion became an expensive
event. Unilever has the largest brands of detergent and so the costs of
providing a customer promotional offer is also big by the similar proportion.
The consumer promotions and other dependent elements have to be
considered, to make certain that if any consumer promotional activity is
executed it is a highly effective one. Through this, valuable financial resources
have the least possible probability of being wasted. To recognize the rivalry in

2
the detergent marketplace, better consumers’ reaction & their feelings about
the brands of detergent on promotion are also measured being worth learning.
To explore market share issues, the brand loyalty element should also be
explored.

1.3 Origin of the Study:

The research paper has been prepared as a prerequisite of the

graduation requirement under the supervision of Mr. S.M.Arifuzzaman,
Associate Professor. The paper has been authorized on March 24th, 2016 and
the date of final submission is August 7th, 2016.

1.4 Justification of the Study:

This study would be useful to the companies selling detergent

powders, as it makes them understand the effects of sales promotion in
forecasting the sales of their product. It would also help them to get a clear
view about customers’ loyalty range & brand switching frequency, which will
ultimately help to make long term selling decisions, as they get to learn what
much amount to allot for promotion of the goods and help them in their plans.
It would help the learning institutions as well as to make the basis for
additional research on the concept of promotional factors.

1.5 Scope of the Study:

The scope of this study is limited to the impact of sales promotion on

consumers especially for the detergents brands of Unilever. Another area that
can be added to scope of study is the future market expansion & capturing
bigger customer share. Studies can be prepared to search the effect of sales
related promotions on Consumer Based Brand Equity Scale integrating the

3
 perception of brand personality proposed by [ CITATION Aak96 \l 1033 ] and
shown in the scale developed by [ CITATION Pap05 \l 1033 ].

1.6 Limitations of The Study:

There are large amounts of information and writings related to the topic of this
research that is available in the internet and from different other sources, but it may
not be possible to gain access to many such information. So there remains a
possibility of missing out some important aspects of the discussed. There is a major
time constraint in doing the research work and preparing the report, a much bigger
collection of information could have been dealt with if there was additional time to
study them. A minimum sample size was used for this research; if a larger sample was
taken for consideration the exploration could have been more precise. The survey was
conducted in Jessore & Khulna city which might be a potential reason for the citizens’
mind set to be similar and survey results not being very different from one another,
the results might have been different if people from suburban & rural were brought
under consideration.

Again I was provided with the necessary information at Unilever

Bangladesh Ltd, but due to the exhaustive nature of the study some were
imperfect. Some issues may be termed as limitation of the study. They are as
follows:

 Related papers and documents were not available in sufficient amount.

 Many procedural matters will be written from own observation, that can
also vary on individual persepctive.
 They do not provide all the necessary information for their confidential
purpose.
 The research is only limited to Jessore & Khulna city so the overall
condition of data market of Unilever may vary and the finding may differ in
many aspects.

1.7 Objective of the Study:

1.7.1 General Objective:

4
 Detergent is comparatively lower attachment product. Generally
buyers of detergent maintain habitual buying behavior [ CITATION Kot08 \l
1033 ]. Promotional activities play major role to make the product familiar and
create impact on customer consumption pattern. Thus promotional offers
create brand familiarity rather brand assurance. Switching of detergent brand
is very easy thus the objective of this study is to identify the relation between
sales promotion and its impact on consumption pattern of detergent consumers
in Jessore & Khulna city.

1.7.2 Specific Objectives:

The specific objectives are:

a. To examine the impact of price on consumer demand on detergent powder.
b. To find out what customers prefer based on different sales promotion.
c. To evaluate the brand loyalty of detergent powder users.
d. To recommend a possible way to attract loyal consumers.

1.8 Significance of the study:

I’ve selected this subject for my internship report because growth of sales in
Unilever Bangladesh Ltd. plays an essential role in their sustain operation as well
as economic development of this country. The importance of the study are-
a. It will provide a good view about current market situation of
detergent powder so the company can get some helpful data in doing
their forecast.
b. It will help to find out if there are any significant differences
company should maintain while going for new customer segment.
c. It can be helpful to find out impacts of different sales promotion
tools & later using them to penetrate the market more easily.
d. It will help the company to increase or reduce their budget amount
for future sales promotion.

5
 Chapter 2: Literature Review

Sales promotion has been considered as most empowering system of

promotion for affecting the buying choice. It is a profitable instrument for
makers and in addition retailer. Sales promotions have turned into a key
instrument for advertisers and its significance has been expanding deeply
throughout the years [ CITATION Manil \l 1033 ] Prices are used by retail
companies as advertising plea to attract consumers. This is publicized by the
increasing existence of product prices in the mass media and advertising
campaigns. This is aimed at providing the consumer with a comparative
element to judge the various alternatives one has at his disposal when making
a purchase [CITATION Alv05 \l 1033 ]Given the increasing significance of sales
promotion, there has been considerable interest in the effect of sales promotion
on various extents such as consumers' price perceptions, brand choice, brand
switching behavior, assessment of brand equity, consequence on brand
perception and so on [ CITATION Manil \l 1033 ]
[ CITATION Bra05 \l 1033 ] provided a revised definition for sales
promotions a variety of marketing practices designed within a tactical
marketing framework, to add additional value to manufactured goods or
service over and above the “normal” influence to accomplish exact sales and
marketing purposes, this extra value may be a short term strategic nature or it
may be piece of a longer-term franchise building program.
Producers and dealers want to realize the way various marketing
variables like price, devotion or promotions may influence their sales and
therefore the market share of the products they commercialize [CITATION
Alv05 \l 1033 ]. Research data recommends that sales promotions definitely
affect shot-term sales in a positive way. Studies have shown that price
promotions increase brand alternative within a product category [CITATION
Dod78 \l 1033 ]. However, there were studies that propose that sales promotion
affects brand awareness [ CITATION Manil \l 1033 ] Researchers have found out
that promotions, in particular price promotions, have harmful effect on brand
equity [ CITATION Mel97 \l 1033 ]In another paper, Schultz (2004) specified that
over reliance on promotions can wear away consumers' price-value
comparison. The result of a study by [ CITATION Jed99 \l 1033 ] specifies that in

6
 the long time, advertising has an affirmative effect on brand equity whereas
price promotions have a negative effect.
Similarly, [ CITATION Yoo00 \l 1033 ] , recommended that repeated price
promotions, for example price deals are linked to low brand equity, whereas
high advertising expenditure, high charges, good store representation and high
distribution intensity are related to high brand equity.
It is essential for the firm to determine noticeably the objective to be
reached through sales promotion. It is also relevant to distinguish between
immediate and continuing objectives. The immediate ones are generally aimed
at responding to the competition's promotional incentives or getting rid of
stock. Long-term intentions usually emphasis on increasing the market
allocation, the paybacks and on building an adequate image to win renowned
[CITATION Alv05 \l 1033 ].

2.1 The role of Consumer in Marketing

Marketing management is determined to persuade the level, timing and

nature of the demand to allow the organization achieve its goals. Marketing is
the key to accomplishment of any business and carries the effective
information about goods and services to the public [ CITATION Ala14 \l 1033 ],
then the role of the consumer in marketing is a serious point to observe since
they take the buying decision of the products. Thus demand is the guiding
factor which might vary from what an organization wants to supply that makes
the supply the purpose of demand. Production is not finished until the products
reaches the consumers, the end users. It is clear that for the consumers to make
a decision to buy a branded product, marketers must have succeeded in
persuading the consumers’ situation to generate and maintain demand for their
products. The buying procedure involves the purchaser to be motivated to
develop a need for certain products and then go for the product with his
knowledge of the product as a result of personal exposure from peer
group[ CITATION Dar14 \l 1033 ]
Economist stated that the consumer is influenced by assets accessible
to him, psychologist considered that internal situation such as perception,

7
 personality, and knowledge of buyer shape the buying behavior, sociologists
suggested that external situation as social group, family, reference groups,
culture, religion of purchasers influence the buying pattern of the consumer.
But in an economy with freedom of choice, the principle of consumer
authority declares that an organization’s continued existence and performance
is in course determined by the consumer, hereafter consumer behavior will
regulate the fate of the business which is why the role of consumers is
dynamic in marketing [ CITATION Kot08 \l 1033 ]
. Therefore the manager should design and develop a marketing tactic
for the products and know the buyers and their positions as well as motives
behind both the need and buying behavior of the consumers even when many
buying decisions concerned only one decision maker and other decisions may
involve several participants, as the originators, influencer, decider and users
[ CITATION Ade06 \l 1033 ].

2.2 Consumer Purchasing Behavior

The customer is confronted with different stimuli to react to in the

business sector; the stimuli incorporate the marketing mix (4Ps) close by
different strengths inside the earth. Be that as it may, the stimuli go through
basic leadership procedure of the purchaser which prompted the part of
discernible purchaser reaction in type of brand decision, merchant decision,
product decision, time of purchase and sum to be exhausted on the products
amongst others. It is convenient for the advertisers to comprehend what
happens between the stimuli and customer's reaction behavior. The purchaser
is confronted with different stimuli to react to in the business sector [ CITATION
Odu96 \l 1033 ]; the stimuli incorporate the marketing mix (4Ps) close by
different strengths inside nature. Be that as it may, the stimuli go through basic
leadership procedure of the purchaser which prompted the part of discernible
purchaser reaction in type of brand decision, merchant decision, product
decision, time of purchase and sum to be consumed on the products amongst
others. It is practical for the advertisers to realize what happens between the
stimuli and customer's reaction behavior. It was concerned the marketing mix
components, the behavior of business sector must be all around understood

8
keeping in mind the end goal to structure the business sector mix component
in an ideal way for better situating inside chose marketing portions [ CITATION
Odu96 \l 1033 ]. The buyers' qualities and their impacts serve as a noteworthy
fixing in the purchaser's perception about stimuli and their purchase basic
leadership process, consequently Hawkins et.al, (1989), expressed that the
marketing principal needs to see the customer as an issue solver because of the
way that shopper is a basic leadership unit that takes in data, forms it in light
of existing circumstance, take activities to perform fulfillment that improves
way of life. Clearly customer behavior is the spirit of marketing idea. One
ought not to dismiss certain elements which impact buyer behavior; for
example, social, individual, mental and situational variables are all extensive
way to deal with purchasing behavior affirmation that makes man an
unpredictable creature.
Interestingly, several researchers have also revealed that sales
promotion is expected to repeat purchases if consumers are contented with the
brand that is under promotion; it is more likely that they will also buy it later
after the promotion is over [ CITATION Pea09 \l 1033 ] . However, it was settled
that sales promotions should be handled with care the outcomes differ from
goods or services to consumer sets is the situational aspects play a major role
in the outcome analysis keeping in mind that almost all promotions study are
based on the context of USA markets hence the implications differ if applied
to markets of other countries.
The problems faced by sales promotions on consumer purchasing
pattern in Nigeria are that, whether consumers’ buying behavior towards sales
promotional efforts bring affirmative or negative for the goods concerned
since manufacturing firms operate under nonflexible competitions and
growing cruel challenges that formulate it almost impractical for the
organization to meet up the profitability point and logical return on investment
from shareholder resources. Many firms now focus on their efforts on
promotional strategies and methods to reach the diminishing profit problem.
As promotion is a short-term incentive is to support purchases [ CITATION Kot08
\l 1033 ]and is combined with advertising, it is not all sales promotion
procedures that are aimed at consumers, some are bound for the middle men

9
 and several to the organizations’ own sales team [ CITATION Gov06 \l 1033 ]. A
person gets occupied in making decisions of the product to buy which is now a
problem solving process that is reliant on the consumer’s level of participation
which is the level of attention on goods or services. The highly associated
products are those that are inexpensive with fewer society threat attached to
them [ CITATION Wit06 \l 1033 ]Choosing from two brands put someone in a
position to take decisions but where there is no substitute, the person is
literally forced to buy because he is left with no choice to prefer from and it
does not constitute a decision, this type of a no-choice decision is generally
termed as “Hobson’s Choice” [ CITATION Ach00 \l 1033 ] . Due to its present
economic recession in the world at large, this brought about increased
economic pressure on the consumer and a corresponding increase pressure on
the consumers’ disposal income which lead to consumers becoming more
conscious and rational in their purchasing decisions [ CITATION Bue04 \l 1033 ] .
Promotion becomes increasingly important in marketing as it serves as a way
of increasing the demand for products, as a substitute for price competition
and as a way of differentiating similar products [ CITATION Osu97 \l 1033 ].

2.3 Context of Sales Promotion

Nowadays, it is a common phenomenon for organizations to bombard

consumers with all forms of sales promotions on regular basis through print or
electronic media. This is applicable to assembling segment, saving money
areas and even the cellular telecommunications industry as well. This pattern
made individuals to build up some sort of enthusiasm for sales promotion
adverts which will keep running on the organization's merchandise or
administrations they are keen on request to exploit the price-off, exchange
reward, cash discounts, compass, blessings and even free trials. Amazingly,
amid the sales promotion, clients have a tendency to request free endowments
even before getting the products paid for. The organization understands how
consumers are important to developing effective strategies, not only for sales
promotion but for extra rudiments of the marketing communication. In their
writing [ CITATION Pea09 \l 1033 ] concluded that price endorsements do not

10
have consequences on consumers’ quality observations and promotions do not
change the long-term purchasing patterns of a well-known brand.
It is needed to search if consumers purchasing behavior towards sales
promotional attempts of the firm’s products are affirmative or negative and
what latent technique of achieving successful sales promotion activities to be
taken. It also stated to identify possibly proffer solution to accomplishing a
thriving sales promotional tactic while the study objectively seeks to know
what extent sales promotion in this organization have earned its objectives of
giving consumers with enticement s aimed at stimulating trial or continuous
consumption of the products, probably win newer consumer segment and
encourage the existing consumers [ CITATION Dar14 \l 1033 ].
Sales promotion includes almost all promotional activities other than
advertising, personal selling and public relations [ CITATION Lar02 \l 1033 ],
consider sales promotion as ‘‘an action-focused marketing event whose
purpose is to have an impact on the behavior of the firm’s
customers.’’[ CITATION Lar02 \l 1033 ] Several important aspects of sales
promotions should be highlighted to fulfill this definition. Firstly, sales
promotional activities absorb some sort of encouragement that provides an
extra incentive to purchase and it represents the major element in a
promotional plan. In his publication, [ CITATION Kot08 \l 1033 ] further added
that these incentives are added to the fundamental benefits supplied by the
brand and temporarily changes its perceived price or value. It is also primarily
regarded as an acceleration tool planned to boost up the selling process and
maximize sales volume [ CITATION Ala14 \l 1033 ] . [ CITATION Sch91 \l 1033 ]
classified sales promotions as active or passive promotions, such as coupons
require lively search on the perspective of consumers, while in-store
promotions such as ‘‘two-for-one’’ involve a limited search, limited to the
store location. Sales promotions have also been dichotomized into price- and
non-price oriented categories [ CITATION Sch91 \l 1033 ]. The end benefit of
price promotions for the consumer is a lower purchase price (e.g., coupons),
while other promotional tools focus on other benefits (e.g., value for money,
like ‘‘two-for-one’’ promotions).

11
 It was recognized in literature that simply consumers with repeat
purchases are beneficial [ CITATION Nag09 \l 1033 ]. It is not each repeat
purchasing that is linked to consumer’s promise to a brand. But consumer’s
commitment is significant for repeat purchases. Therefore, business people
need to expand marketing plans that will not only strengthen customer’s
loyalty but also promote repeat purchases. A section of the purpose of sales
promotion is not only to emphasize commitment of consumers but to support
repeat purchases. Consequences of sales promotion on consumer behavior
have been widely discussed in literature [ CITATION Nag09 \l 1033 ] Sales
promotion created effects on various features of consumer’s buying decisions
such as brand selection, purchase period, quantity and brand shifting
[ CITATION Nij01 \l 1033 ]; consumers’ sensitivity to pricing [ CITATION rid06 \l
1033 ].
Nevertheless, whether the consequences of consumer loyalty and
purchasing activities could be moderated by sales promotions has not yet been
examined extensively. Notwithstanding a broad enthusiasm for the
relationship between sales promotion and acquiring behavior, most
investigations of this kind spotlight on the impact of sales promotions on
decision at the time they are offered [ CITATION Del06 \l 1033 ]Just a couple
have researched the slack impact of sales promotions on brand inclination and
the resultant purchasing behavior once the promotion battle is cancelled.
Sales promotions might be in shape of monetary or non-monetary
ones. These types provide both utilitarian and hedonic benefit to the
purchasers. Utilitarian advantages refer to those benefits such as quality,
suitability in shopping, saving in time efforts and cost [ CITATION Luk08 \l
1033 ].Hedonic benefits refer to value expression, entertainment ,intrinsic
motivation, exploration and self-respect [ CITATION Cha00 \l 1033 ]. According
to [ CITATION Luk081 \l 1033 ] money related promotions are enticement based
and transactional in type and provide instant rewards and utilitarian benefits to
the customers. On the other hand, non-monetary promotions supply hedonic
assistances but weaker utilitarian welfares [ CITATION Kwo05 \l 1033 ].
Monetary promotional activities have been stated to be favored over
non-monetary activities across all consumer goods in terms of the capability to

12
 obtain purchase intentions [ CITATION Kwo05 \l 1033 ] [ CITATION Luk08 \l 1033 ] ;
Several studies had discussed diverse impact of sales promotion on
consumers’ buying behavior. For instance, [ CITATION Bla89 \l 1033 ]published
that consumer achieve more from price cutting when buying a renowned up-
market brand than a mass market brand. There was an argument in [ CITATION
Pau02 \l 1033 ] that price promotion draws out temporary alterations in brand
and choices of product and purchased amount for well-known brand in mature
market. These types of changes are because up-market brands are connected
with prestigious brand issues with high score of reliability, low chance of
risks, greater concerns for customer’s needs and stronger hedonic advantages [
CITATION Luk081 \l 1033 ]It is not developed in literature whether sales
promotion can enhance or weaken brand preference beyond the time they are
offered [ CITATION Luk081 \l 1033 ][ CITATION Del06 \l 1033 ].
Money related sales promotions could prompt negative effect on brand
inclination and trust. This is on the grounds that money related promotion can
redirect consideration regarding budgetary impetuses which may empower
brand exchanging behavior, build price affectability and make quality measure
less essential [ CITATION Aak96 \l 1033 ][CITATION Ail99 \l 1033 ]contended
further that sales promotion can prompt a noteworthy diminishing in brand
steadfastness. From the above discourses sales promotion appear to have
twofold edge sway on shopper behavior relying upon the purchaser level of
responsibility. A committed buyer is less approachable of sales promotional
efforts. In any case, a less dedicated consumer is remarkably impacted by sales
promotional activities (Mariole and Elina, 2005). These conflicting discoveries
propose a requirement for more research on the impact of sales promotion on
consumer dependability.

2.3.1 Discount:

Sales promotion through discount offers consumer a temporary price

decrease (occasionally even below cost amount) and hence an instant value, so
it symbolizes an unambiguous enticement to purchase [ CITATION Zmy12 \l 1033
]. It has been established through several studies ([ CITATION Per01 \l 1033 ];

13
 [ CITATION Ban99 \l 1033 ] ; [ CITATION Kop99 \l 1033 ] ; [ CITATION Smi00 \l 1033 ] )
that it promotes short-term boost in sales. Specifically, according to
([ CITATION Bla01 \l 1033 ]; [ CITATION Gil02 \l 1033 ]; [ CITATION Osm11 \l 1033 ]
affirmed that only discounts have a major impact on purchaser behavior while
buying and they are particularly useful in encouraging purchase acceleration
and product tryout. Particularly, in the case of latest or redesigned products it
will ultimately attract new customers who have not at all tried that product,
also those consumers who have tried a competitive product. These results were
partly confirmed by [CITATION Shi05 \l 1033 ]and [ CITATION Obe14 \l 1033 ],
according to them discounts are the very effective in inducing purchase
acceleration, stockpiling, spending more and drawing attention of competitive
buyers. The main drawbacks of discounts are: competitors can simply follow
the pattern and they can diminish the brand image, if they are repeatedly
applied [ CITATION Zmy12 \l 1033 ].

2.3.2 Price pack:

Price packs offer added value by providing customers an additional

amount at the unchanged price, but in enhanced packaging. The benefit of this
method of sales promotion tool is reflected in the way that customers will be
simply convinced to do a purchase of certain products six brand preference
groups, because there is no additional costing [ CITATION Smi00 \l 1033 ].
According to [ CITATION Shi05 \l 1033 ] this method is the most efficient to
persuade stockpiling and purchase acceleration. Again, since the pricing is not
lesser, this kind of sales promotion holds a lower risk of diminishing brand
image. Among other stuffs, this technique is appropriate for attracting
competitive customers [ CITATION Osm11 \l 1033 ]; [ CITATION Obe14 \l 1033 ].
The only drawback of this sort of sales promotion is that the stockpiling of
additional products can be a trouble for customers who do not have sufficient
space for storing them; hence they quit the thought of buying that product,
despite the continuation of this incentive [ CITATION Gil02 \l 1033 ].

2.3.3 Free product samples:

14
 Companies include little amounts of free goods which can be supplied
door to door, sent by mail, shared in stores, packaged with another item
[ CITATION Kot06 \l 1033 ]. They are used in encouraging consumers to try a
newer or an enhanced product, and then to perform a test buy and to become
an enduring customer of that particular product [ CITATION Riz13 \l 1033 ]. In
other description, free samples are useful to encourage purchase speeding
([ CITATION Osm11 \l 1033 ]). For latest brands or brand extensions, this is an
efficient, sometimes luxurious way for inspiring consumers to try those
([ CITATION Job06 \l 1033 ]). Also, this method of sales promotion is helpful to
draw attention of competitive buyers. Free samples create impact on consumer
behavior while buying [ CITATION Shi10 \l 1033 ], i.e., they contribute in rising
purchase, while [ CITATION Gil02 \l 1033 ]and [ CITATION Osm11 \l 1033 ]
demonstrated the contradictory outcome.

2.3.4 Awards:

These type of tools are planned to influence consideration of probable

customers, especially those who never applied certain product. Specifically,
they are intended with the aspiration that consumers recognize them as a
source of amusement. There are three major types of rewards: competitions,
lotteries and sweepstakes[ CITATION Job06 \l 1033 ]. Competitions need from
participants to show a certain degree of skill and understanding and
participation generally depends on purchases, i.e., participants is required to
prove a proof of buy. Lotteries do not need any skills or awareness, but their
conclusion depends exclusively on destiny. Sweepstakes are accessible to
customers each time when they purchase some items, and if they take
participation in them, they can win rewards. According to [ CITATION Shi05 \l
1033 ] and [ CITATION Job06 \l 1033 ], rewards are moderately fruitless in
creating any type of consumer reactions.

2.3.5 Demonstrations and product trials.

Product demonstrations comprise of showcasing products to concerned

people at the point of sales, with aim to assuring spontaneous buying.
Precisely, it is regarding displaying luxurious products which cannot be shared

15
 as free samples [ CITATION Kot06 \l 1033 ]. They are usually implemented in
stores, at fairs, exhibitions etc., even though they can also be implemented
door to door and on the Internet. According to [ CITATION Shi05 \l 1033 ] this
method is efficient in encouraging consumers to experiment products.

2.4 Consumer Promotion:

Sales promotions as we know are a very important element of

marketing promotion. Consumer promotion (e.g. coupons, contests, samples,
price packs & sweepstakes) is a component of sales promotion that is targeted
towards the ultimate buyers of consumer products [ CITATION Kot10 \l 1033 ].
Sales promotion is basically a marketing procedure engaged in maximized
increase in sales within a period of time [ CITATION Kot10 \l 1033 ]emphasized
that sales promotions consist of a short time enticement to promote purchase
or sales of a good or service; In their opinion, sale promotions include an
extensive variety of promotion implements intended to stimulate earlier or
stronger market response. [ CITATION Onu00 \l 1033 ] has stated that sales
promotions are those marketing exercises other than individual offering,
advertising and exposure that excite consumers acquiring and merchant
viability, for example, show appears, and display, exhibitions and different
non-current offering endeavors not in the standard schedule. According to
Britannica (article 21279) advertising presents a motive to purchase a product
while consumer promotion offers a short-term incentive to purchase.
Consumer promotions frequently attract brand switchers (people who are not
dedicated to a specific brand) who are looking mostly for low price and better
value. As a consequence, particularly in markets where products are highly
alike, consumer promotions can cause a short-term boost in sales. Consumer
promotion is regarded to be a tool that helps manufacturers [ CITATION Abr87 \l
1033 ] and sellers to attain their objectives of generating sales [CITATION
Alv05 \l 1033 ]. They also affirmed that the persuasion of sales promotions on
the consumer will also depend on the consumer’s distinctiveness.

2.5 Price Perception:

16
 According to [ CITATION Sch04 \l 1033 ] price perception is how
consumers see a particular product’s pricing, as high, low or reasonable. They
also specified that awareness of price inequality affects consumers’
perceptions of value and finally their eagerness to buy goods. According to
[ CITATION Moo \l 1033 ] years of exploration concerned with price show both
affirmative and negative observations provide marketplace indications.
Several studies have also portrayed the role of price perceptions as a trait to
success [ CITATION Jia052 \l 1033 ]. When the price perceptions are high this is a
symbol of positive value, prestige and status [CITATION Moo \l 1033 ]
The idea of reference pricing is related to price perceptions. It was
acknowledged by [ CITATION Sch04 \l 1033 ] that reference pricing is the pricing
the consumers use as a foundation for comparison in evaluating another price.
It is assumed through reference pricing that the price perception of a brand of
product is formed. When the consumer plans to purchase a product, he will
evaluate prices reasonably with the reference pricing to decide whether the
price is acceptable or not [CITATION Alv05 \l 1033 ] they also stated that, a result
of consumers’ comparison between the prices and the reference price,
probable losses and gains appear. The consumer recognizes again when the
reference pricing is superior to the observed price. Again, if the observed
pricing is greater than the reference pricing, the consumer experiences a loss.

2.6 Brand Loyalty:

Brand loyalty is the final preferred result of consumer knowledge

[ CITATION Sch04 \l 1033 ] . According to [ CITATION Row99 \l 1033 ] brand loyalty
is the possibility of affirmative attitudes and behaviors of customers towards a
specific brand; this could lead to repeat obtain and affirmative word of mouth.
They also stated that a loyal consumer base is an asset for a firm and it
decreases the need for seeking fresh customers. It is also a recognized fact that
holding current customers requires fewer money and effort than getting newer
ones. The powerful measure of brand value is the loyalty a company generates
among customers [ CITATION Aak96 \l 1033 ]. According to [ CITATION Que03 \l
1033 ] brand loyalty is identified to have two components, to be precise

17
 attitudinal loyalty and behavioral loyalty. Behavioral loyalty is linked to
steady purchase behavior of a specific brand; it is the consumer’s obvious
purchase behavior [ CITATION Ril97 \l 1033 ]while attitudinal loyalty provides
idea to a highly constructive attitude towards a specific brand.
In their publication [ CITATION Jon95 \l 1033 ] identified three parts of
brand loyalty: re-buy intention, primary behavior as well as secondary
behavior. According to [ CITATION Jon95 \l 1033 ]re-buy objective indicates to
future intention of the consumer to again purchase the good or service;
primary behavior indicates the sensible re-visiting behavior of a customer;
while secondary-level behaviors indicates the eagerness of a customer to
suggest the product to others and increases customer loyalty through human
relationship [ CITATION Jon95 \l 1033 ]. Loyalty is a deeply held promise to re-
buy or support a preferred product or service consistently in the future, thereby
causing repetitive same brand or similar brand set purchase pattern [ CITATION
Oli99 \l 1033 ]. It was recommended that loyalty comprises of two dimensions:
behaviors and attitudes. Behavioral dimension is characterized by significant
actions resulting from loyalty, while attitudinal dimension indicates to
formative manners as commitment i.e. a desire to sustain a cherished
relationship [ CITATION Che07 \l 1033 ]. More importantly, the consumer’s
approach toward a good/service containing attitudinal preference and
commitment has a better impact on establishing loyalty[ CITATION Che07 \l 1033
].Loyalty thus is desirous by all business managers as it has established that it
is wiser to retain a customer than to make a new one [ CITATION Rus \l 1033 ]

2.6.1 Relationship between consumer promotion and brand loyalty

According to [CITATION Alv05 \l 1033 ]promotions can have, as an effect,

the consumer acquiring a brand that he would not try otherwise. They also
acknowledged that grouping of products whose buyers are very loyal,
consumer promotion activities like coupons, sweepstakes etc. that remunerate
the loyalty could have a bigger effect. Lots of times sales promotions are taken
by new competitors to break consumers’ brand loyalty toward well-known
brands [ CITATION Sri98 \l 1033 ] . In the short run, recognized brands may be
able to overlook sales promotions from newer brands without facing severe

18
 loss of sales. Unless proper protective and counter-offensive tactics are
developed and implemented over the longer run, established brands can slowly
lose their loyal customer support. On the other hand, [ CITATION Daw04 \l 1033 ]
affirmed that repeat buying rate that buying a brand during promotion
decreases the likelihood of a subsequent purchase of that brand.

2.6.2 Relationship between price perception and brand loyalty

It was indicated by [ CITATION Alv05 \l 1033 ] that when the consumer

perceives a loss, the utility that provides (brand) will shrink, and with it the
possibility of purchasing will also go down. In contrast, if the consumer
perceives gain, he will be more interested to purchase the brand. Price
perceptions are expected to play an increased role in influencing both post-
purchase contentment and brand loyalty ([ CITATION Jia05 \l 1033 ]. According
to representative researches superior perceived prices leads to expectation of
higher perceived class and value, in turn guide to higher degrees of
satisfaction of customers, better levels of customer loyalty and preservation
and to a greater success of the organizations [ CITATION Sno04 \l 1033 ]

19
 Chapter 3: Methodology

It is exploratory research in type. For this exploratory research, we use

external primary data. This study reflects the perspectives of both male and
female consumers. We will follow convenient sampling method. Theory of
Reasoned Action will be used in this research. For constructing the research
methodology first the research design is to be constructed. Research design is
the procedure that details the procedure necessary for obtaining information
and processing that information to structure and solve research problems. In
the study we will need to follow both descriptive & exploratory of research
methods. For ascertaining the growth of detergent market of Unilever the
descriptive research method will be followed in order to find out the growth
through statistical analysis. And the exploratory research method will be used
in order to conduct the customer perception on sales promotion compared to
the other competitors. The information regarding this will be collected
discussing with customers, and no vital decision making is required but just to
give an overview is required. Therefore, for the specific point of finding
customer perception exploratory method will be used.

3.1 Questionnaire Development:

The main instrument for data collection was the questionnaire. To

identify the impact of sales promotion consumer behavior, a set of
questionnaires has been developed for collecting the feedbacks of consumers.
The variables selected for the questionnaire are Awareness of the promotion,
Response to rebate & discount, Different price packs, Contests & sampling
and brand loyalty. Items selected to measure these variables were adopted
form previous studies and literature and mostly from consulting with the
supervisor and my line manager in Unilever Bangladesh limited. The final
questionnaires consist of two parts where Part 1 includes questions to collect
respondent’s demographic information, Part 2 consists questions regarding the
different types of promotional approaches that affect consumers buying
behavior.

20
 Construct Variable Source
Opening promotional offers with laundry detergent tutkielma, 2008
delights me
Promotional offers creates interest in me about the [ CITATION Ala15 \l
brands of laundry detergent 1033 ]
Response to I go to the store more often when I know there are [ CITATION YiY11 \l
Promotion promotions in which I am interested 1033 ]
Promotional offers with detergents influence me to buy [ CITATION Ala15 \l
the product 1033 ]
Promotional offers increase my curiosity to experience [ CITATION
the product Nag15 \l 1033 ]
Price discounts make me to go for trial of the detergent [ CITATION Bla01 \l
1033 ]
Price discounts makes me rush to buy the product [ CITATION
Hoe91 \l 1033 ]
Rebates and Rebates make me to visit the store and have the [ CITATION
Discount Offer experience of the product Neh13 \l 1033 ]
I am more likely to buy a product when they give a free [ CITATION Bur98 \l
item to try with the product 1033 ]
Rebates make me feel that price may be cut off for small [ CITATION
quantity of products so it makes me have the product Nag15 \l 1033 ]
Price packs make me more interested to buy one [ CITATION
Nag15 \l 1033 ]
Price Packs make me interested to look for different [ CITATION Riz13 \l
brands 1033 ]
Buy one get one free offer makes me more interested to [ CITATION Riz13 \l
Price Pack buy the product 1033 ]
Small price packs make it useful for small purpose. [ CITATION
Nag15 \l 1033 ]
Bigger size packs make it comfortable for family use [ CITATION
Nag15 \l 1033 ]
Promotional contests makes me more interested to [ CITATION Yan10 \l
experience the product 1033 ]
Free samples makes the brand more popular [ CITATION Shi05 \l
1033 ]
Free demonstration makes it more popular [ CITATION Shi05 \l
Demonstration
1033 ]
I am more likely to buy a product after seeing a [ CITATION Yan10 \l
demonstration of the product being used 1033 ]
I am more likely to buy a product after seeing a sample [ CITATION Yan10 \l
of the product being used 1033 ]
Brand Loyalty I intend to buy this brand in near future [ CITATION
Kum09 \l 1033 ]
I consider this Brand my first choice in this category [ CITATION
Ahm13 \l 1033 ]
I say positive things about this brand to other people [ CITATION Erd04 \l
1033 ]
I will not look for alternative brands if this brand is [ CITATION dAs01 \l
available 1033 ]
After buying a product on promotion, I usually buy the [ CITATION
product again after the promotion is over Kum09 \l 1033 ]

21
 I would recommend this brand to someone who seeks my [ CITATION
advice Ahm13 \l 1033 ]
Detergent price rebate made me to use it [ CITATION Bla01 \l
1033 ]
Contests and offers made me to buy it [ CITATION Yan10 \l
1033 ]
Buying Promotional offers influence me on my purchase [ CITATION Ala15 \l
Behavior decision 1033 ]
Sales promotion creates impact on my brand loyalty [ CITATION Yoo00 \l
1033 ]
Different price packs induced me to experience it with [ CITATION Riz13 \l
my convenience 1033 ]
Table 1: Construct Development

22
 3.2 Sources of Data

There are two sources through which data will be collected. They are given below.

3.2.1 Primary Sources of Data

The primary data for this study was collected from the customers of
laundry detergent living in different parts of Jessore & Khulna metropolitan
areas. The before & after promotion purchasing or switching frequency will be
main observance. Besides they will be observed on other needed areas and
given a questionnaire to fill up. Along with them the practical experience of
working in Unilever and the direct communication with the Brand Activation
Manager, Territory Managers & Area Sales Managers can play a great role. In
addition to them the Unilever database and Expert opinion is also considered
importantly. The required data for this research was collected from the regular
customers of detergents. There was not any specific sample frame available
for this research so convenience sampling was used, as it is also cheap and
easy techniques of sampling. The sample structure for this study consisted of
shoppers at different shopping places and stores etc. and also the parents of
students were included. In the shopping malls the researcher surveyed the
citizens who seemed to be appropriate respondent for this kind of survey. The
parents of nursery school students, who pass time waiting for their kids
outside the school campus, were also our respondents, because they usually
have enough time to spare and can give valuable inputs. Over all there were
300 people who participated in the survey.
Respondents were requested to indicate their conformity or disparity with several
statements on a five point Likert scale from 1=strongly disagree to 5=strongly agree.

3.2.2 Secondary Sources of Data

The Quarterly sales reports published by Unilever, the official

documents and the reports of zonal trade marketing are significant among the
secondary sources of data. Bangladesh Bureau of statistics is another source of

23
secondary data in order to compare the detergent market industry of our
country.

24
 Chapter 4: Data Analysis & Discussion

4.1 Reliability Test:

Reliability statistics of the variables are shown in the Appendix Table

2. It has been seen that the constructs have reliable statistics. The test was
implemented to determine the extent of agreement between the respondents in
case of each dimension. Cronbach’s Alpha of more than 0.60 ([CITATION Nun94
\l 1033 ] is reliable. Here on 31 variables the reliability test shows that the
alpha was .954 which is way higher than the qualification line.

Variables Cronbach’s Alpha

Overall .954
Table 2: Cronbach's Alpha Table

25
4.2 Frequency Analysis:

Main items representing their underlying factors were aggregated. The

mean is applied as a measure of central tendency, which has indicated that all
values were near about to the mid-point in the Likert Scale of 1 to 5 where 1
represents strongly disagree and 5 represents strongly agree. It indicates that
customer satisfaction is slightly higher than the mid-point & it also tops the
mean column. The lowest value was 3.4333 for Price Pack but it has also
tendency towards the positive side. So, it can be concluded that the impact of
sales promotion on consumer behavior has a tendency towards being positive.
There were 300 respondents whose views were recorded during the survey.
Among the respondents 103 were male & 197 were female.
For all of the six constructs, the Mean Values ranges 3.4333 to
3.5600.That indicates that the consumers tend to stay positive towards sales
promotion. It also indicates that the construct as well as the variables can
create positive impacts while collecting feedbacks about sales promotion.
N Mean Std. Deviation
Response to Promotion 300 3.4667 .80522
Discount 300 3.4667 .82167
Price Pack 300 3.4333 .87947
Contest 300 3.4667 .76256
Loyalty 300 3.5611 .82068
Buying Behavior 300 3.5600 1.07685
Table 3: Mean & standard Deviation

Here in the below mentioned table the detailed mean & std. deviation
through frequency analysis where we can see the tendency of respondents to
each different variables. In all the variables the respondents tend to answer
towards the positive response.

N Mean Std.
Deviation
Opening promotional offers with laundry detergent 300 3.5333 1.17764
delights me
I go to the store more often when I know there are 300 3.5667 1.23178
promotions in which I am interested.
Promotional offers creates interest in me about the brands 300 3.3333 1.19456
of laundry detergent
Promotional offers with detergents influence me to buy 300 3.4333 1.28494
the product
Promotional offers increase my curiosity to experience 300 3.4667 1.31198
the product

26
 Price discounts make me to go for trial of the detergent 300 3.6667 1.07676
Price discounts makes me rush to buy the product 300 3.5333 1.25997
I am more likely to buy a product when they give a free 300 3.3333 1.24930
item to try with the product
Rebates make me to visit the store and have the 300 3.3667 1.35586
experience of the product
Rebates make me feel that price may be cut off for small 300 3.4333 1.25864
quantity of products so it makes me have the product
Price Packs make me interested to look for different 300 3.4333 3.4333
brands
Price packs make me more interested to buy one 300 3.3000 1.44347
Buy one get one free offer makes me more interested to 300 3.7000 1.27098
buy the product
Small price packs make it useful for small purpose 300 3.2333 1.08758
Bigger size packs make it comfortable for family use 300 3.5000 1.41066
Promotional contests makes me more interested to 300 3.5667 1.23178
experience the product
Free samples makes the brand more popular 300 3.5333 1.20571
I am more likely to buy a product after getting a free 300 3.3667 1.25331
sample
Free demonstration makes the brand more popular 300 3.2667 1.29143
I am more likely to buy a product after seeing a 300 3.6000 1.17385
demonstration of the product being used
I intend to buy this product in near future 300 3.5000 1.20617
I consider this Brand my first choice in this category 300 3.2333 1.31071
I say positive things about this brand to other people 300 3.6000 1.14501
I won’t look for alternative brands if this brand is 300 3.5667 1.11791
available
After buying a product on promotion, I usually buy the 300 3.6333 1.14159
product again after the promotion is over
I would recommend this brand to someone who seeks my 300 3.8333 1.18754
advice
Detergent price rebate make me to use it 300 3.4667 1.31198
Contests and offers make me to buy it 300 3.5333 1.38635
Promotional Offers creates impact on my Brand Loyalty 300 3.7000 1.10184
Different price packs induces me to experience it with my 300 3.5000 1.23359
convenience
Promotional Offers creates impact on my consumption 300 3.6000 1.17385
pattern
Table 4: frequency Analysis of variables

27
4.3 T-test:

Independent Samples t Test-Gender wise

Levene's Test
for Equality of
Variances t-test for Equality of Means

95% Confidence
Std.
Interval of the
Sig. Mean Error
Difference
(2- Differenc Differen
F Sig. t df tailed) e ce Lower Upper

Response Equal
to variances .202 .654 -.886 298 .377 -.08674 .09794 -.27949 .10601
Promotion assumed

Equal
209.08
variances not -.889 .375 -.08674 .09761 -.27916 .10568
3
assumed

Discount Equal
variances 1.651 .200 .286 298 .775 .02858 .10006 -.16834 .22550
assumed

Equal
224.29
variances not .294 .769 .02858 .09723 -.16302 .22018
9
assumed

Price Pack Equal

variances .035 .851 .327 298 .744 .03499 .10710 -.17577 .24575
assumed

Equal
207.88
variances not .327 .744 .03499 .10695 -.17585 .24584
1
assumed

Sample Equal
variances .672 .413 .244 298 .807 .02267 .09287 -.16009 .20543
assumed

Equal
217.58
variances not .248 .804 .02267 .09123 -.15714 .20248
4
assumed

Brand Equal .001 .980 -.216 298 .829 -.02160 .09995 -.21830 .17509
Loyalty variances
assumed

28
 Equal
204.02
variances not -.215 .830 -.02160 .10048 -.21972 .17652
6
assumed

Buying Equal
Behavior variances .711 .400 -.438 298 .662 -.05737 .13111 -.31539 .20066
assumed

Equal
216.98
variances not -.445 .657 -.05737 .12893 -.31149 .19676
0
assumed
Table 5: t test- gender wise

For the promotion factor we can see that the sig. value is .654 which is
larger than .05, that means should use the t-value given in first line in the
table, which refers to equal variances assumed. Now for the eta square test that
will show the proportion of variance of dependent variable in this case the
promotion explained by the independent variable and that is gender here. So
from the data statistics table we get the number of male N1=103 & number of
female N2=197. The value of t2 is (-.886)2
t2
Eta squared=
t 2+( N 1+ N 2−2)
(−.886) 2
So, Eta squared= = 0.003
(−.886 ) 2+(103+197−2)
The guideline (proposed by Cohen, 1988) for the interpretation of this
value is: .01=small effect, .06=moderate effect, .14=large effect. For our
Promotion variable effect size of 0.003 is very small. It is expressed as a
percentage only 0.3 per cent of the variance in promotion is explained by
gender.

H1: There is difference between Male & Female on promotion impact

Here, null hypothesis H01 is accepted because the value of sigma (2

tailed) is .377 which is greater than .05. So it means that there is no difference
between male &female on promotion impact. Since null hypothesis is
accepted here, the value is not statistically significant.

29
 For the discount factor we can see that the sig. value is 0.200 which is
larger than .05, that means should use the t-value given in first line in the
table, which refers to equal variances assumed. Here the eta squared value is .
001. It is expressed as a percentage only 0.1 per cent of the variance in
discount is explained by gender.

H2: There is difference between Male & Female on discount impact

Now in the discount construct row presented in the output above the
Sig. (2-tailed) value is 0.775. Here, null hypothesis H02 is accepted because the
value of sigma (2 tailed) is 0.775 which is greater than .05. So it means that
there is no difference between male & female on discount impact. Since null
hypothesis is accepted here, the value is not statistically significant.
Similarly for the price pack construct we can see that the sig. value is
0. 851 which is larger than .05, that means should use the t-value given in first
line in the table, which refers to equal variances assumed. Here the eta squared
value is .001. It is expressed as a percentage only 0.1 per cent of the variance
in price pack is explained by gender.

H3: There is difference between Male & Female on price pack impact

Now in the price pack construct row presented in the output above the
Sig. (2-tailed) value is 0. 744. This value is above the required cut-off of .05,
which means that there is no difference between male & female on price pack
impact. Since null hypothesis is accepted here, the value is not statistically
significant.

Then for the sample construct we can see that the sig. value is 0. 413
which is larger than .05, that means should use the t-value given in first line in
the table, which refers to equal variances assumed. Here the eta squared value
is .002. It is expressed as a percentage only 0.2 per cent of the variance in
sample is explained by gender.

H4: There is difference between Male & Female on sample impact

30
 Now in the sample construct row presented in the output above the Sig.
(2-tailed) value is 0. 807. As this value is above the required cut-off of .05,
which means that there is no difference between male & female on sample
impact. Since null hypothesis is accepted here, the value is not statistically
significant.
.
After that for the brand loyalty construct we can see that the sig. value
is 0. 980 which is larger than .05, that means should use the t-value given in
first line in the table, which refers to equal variances assumed. Here the eta
squared value is .003. It is expressed as a percentage only 0.3 per cent of the
variance in brand loyalty is explained by gender.

H5: There is difference between Male & Female on brand loyalty impact

In the brand loyalty construct row presented in the output above the
Sig. (2-tailed) value is 0. 829. As this value is above the required cut-off of .
05, we can state that null hypothesis is accepted here & alternative hypothesis
is rejected. There is no statistically significant difference in the mean brand
loyalty scores for males and females.
Finally for the buying pattern factor we can see that the sig. value is 0.
400 which is larger than .05, that means should use the t-value given in first
line in the table, which refers to equal variances assumed. Here the eta squared
value is .001. It is expressed as a percentage only 0.1 per cent of the variance
in buying pattern is explained by gender.

H6: There is difference between Male & Female on buying pattern impact

In the buying pattern variable row presented in the output above the
Sig. (2-tailed) value is 0. 662. As this value is above the required cut-off of .
05, we can conclude that null hypothesis is accepted here & alternative
hypothesis is rejected. There is no statistically significant difference in the
mean buying pattern scores for males and females.

31
4.4 Anova:

4.4.1 Age wise

ANOVA-age wise

Sum of
Squares df Mean Square F Sig.

Response to Between Groups 63.604 4 15.901 .981 .418

Promotion Within Groups 4783.063 295 16.214

Total 4846.667 299

Discount Between Groups 24.422 4 6.106 .359 .838

Within Groups 5022.244 295 17.025

Total 5046.667 299

Price Pack Between Groups 42.611 4 10.653 .548 .701

Within Groups 5739.055 295 19.454

Total 5781.667 299

Sample Between Groups 44.614 4 11.153 .765 .549

Within Groups 4302.053 295 14.583

Total 4346.667 299

Loyalty Between Groups 45.298 4 11.324 .464 .762

Within Groups 7204.369 295 24.422

Total 7249.667 299

Buying Behavior Between Groups 75.708 4 18.927 .650 .627

Within Groups 8592.292 295 29.126

Total 8668.000 299

Table 6: Anova-age wise

A one-way anova analysis of variance was conducted to explore the

impact of age on response to promotion construct. Subjects were divided into
five groups according to their age (Group 1: 1-25; Group 2: 26-35; Group 3:
36-45; Group 4: 46-55; Group 5: <55).at 95% confidence interval level The
sig. value for promotion factor is .418 which is higher than .05. So, there was
not enough statistically significant difference in response to promotion scores
for the five age groups [F (4, 295) =.981, p=.418]. Actual difference in mean
scores between the groups was quite small. The effect size, calculated using
eta squared, was .01. Post-hoc comparisons using the Tukey HSD test
indicated that the mean score for Group 1 is slightly different from Group 2, 3,
4 & 5.

32
Again A one-way between-groups analysis of variance was conducted to explore the
impact of age on discount construct. The sig. value for discount factor is .838 which is
higher than .05. So, there was no statistically significant difference in scores for the
five age groups [F (4, 295) =.359, p=.838]. The effect size, calculated using eta
squared was .01. Post-hoc comparisons using the Tukey HSD test also indicated that
there is no significant difference among different age groups.
For price pack construct, Subjects were divided into five groups
according to their age (Group 1: 1-25; Group 2: 26-35; Group 3: 36-45; Group
4: 46-55; Group 5: <55).at 95% confidence interval level The sig. value for
price pack construct is .701 which is higher than .05. So, there was no
statistically significant difference in price pack scores for the age groups [F (4,
295) =.548, p=.701]. The effect size, calculated using eta squared was .01.
Post-hoc comparisons using the Tukey HSD test also indicated that there is no
significant difference among different age groups.
Similarly for sample construct, at 95% confidence interval level the
sig. value for promotion construct is .549 which is higher than .05. So, there
was not enough statistically significant difference in sample scores for the five
age groups [F (4, 295) =.765, p=.549]. The effect size, calculated using eta
squared was .01. Post-hoc comparisons using the Tukey HSD test also
indicated that there is no significant difference among different age groups.
Now for brand loyalty construct, the sig. value is .762 which is higher
than .05. So, there was no statistically significant difference in brand loyalty
scores for the five age groups [F (4, 295) =.464, p=.762]. The effect size,
calculated using eta squared was .01. Post-hoc comparisons using the Tukey
HSD test also indicated that there is no significant difference among different
age groups.
Finally, for buying behavior construct, the sig. value is .627 which is
higher than .05. So, there was no statistically significant difference in buying
behavior scores for the age groups [F (4, 295) =.650, p=.627]. The effect size,
calculated using eta squared was .01. Post-hoc comparisons using the Tukey
HSD test also indicated that there is no significant difference among different
age groups.

33
4.4.2 Brand wise

ANOVA-Brand wise

Sum of
Squares df Mean Square F Sig.

Response to Between Groups 23.484 5 4.697 .286 .920

Promotion Within Groups 4823.183 294 16.405

Total 4846.667 299

Discount Between Groups 44.399 5 8.880 .522 .760

Within Groups 5002.268 294 17.015

Total 5046.667 299

Price Pack Between Groups 44.599 5 8.920 .457 .808

Within Groups 5737.067 294 19.514

Total 5781.667 299

Sample Between Groups 39.281 5 7.856 .536 .749

Within Groups 4307.386 294 14.651

Total 4346.667 299

Loyalty Between Groups 81.257 5 16.251 .667 .649

Within Groups 7168.409 294 24.382

Total 7249.667 299

Buying Between Groups 45.603 5 9.121 .311 .906

Behavior Within Groups 8622.397 294 29.328

Total 8668.000 299

Table 7: Anova-Brand wise

A one-way between-groups analysis of variance was conducted to

explore the impact of brands on response to promotion construct. Subjects
were divided into six groups according to their brand preference (Group 1:
Rin; Group 2: Wheel; Group 3: Tibet; Group 4: Keya ; Group 5: Chaka; Group
6: Fast Wash).at 95% confidence interval level The sig. value for promotion
factor is 0.920 that is higher than 0.05. So, there was not enough statistically
significant difference in promotion scores for the six age groups. [F (5, 294)
=.286, p=.920]. The effect size, calculated using eta squared, was .01. Post-
hoc comparisons using the Tukey HSD test also indicated that there is no
significant difference among different brands of detergent powder user groups.
A one-way between-groups analysis of variance was conducted to
explore the impact of brands on discount construct. At 95% confidence
interval level the sig. value for discount factor is 0.760 which is higher than

34
 0.05. So, there was not enough statistically significant difference in discount
scores for the six brand preference groups [F (5, 294) =.522, p=.760]. The
effect size, calculated using eta squared, was 0.01. Post-hoc comparisons using
the Tukey HSD test also indicated that there is no significant difference among
different brands of detergent powder user groups.
For price pack construct, at 95% confidence interval level the sig.
value for discount factor is .808 which is higher than .05. So, there was not
enough statistically significant difference in price pack scores for the six brand
preference groups. [F (5, 294) =.457, p=.808]. The effect size, calculated using
eta squared, was .01. Post-hoc comparisons using the Tukey HSD test also
indicated that there is no significant difference among different brands of
detergent powder user groups.
Similarly for sample construct, at 95% confidence interval level, the sig. value
for discount factor is .749 which is higher than .05. So, there was no statistically
significant difference in sample scores for the six brand preference groups [F (5, 294)
=.536, p=.749]. The effect size, calculated using eta squared, was .01. Post-hoc
comparisons using the Tukey HSD test also indicated that there is no significant
difference among different brands of detergent powder user groups.
Now for brand loyalty construct, at 95% confidence interval level the sig.
value for discount factor is .667 which is higher than .05. So, there was not enough
statistically significant difference in brand loyalty scores for the six brand preference
groups. [F (5, 294) =.649, p=.667. The effect size, calculated using eta squared, was .
01. Post-hoc comparisons using the Tukey HSD test also indicated that there is no
significant difference among different brands of detergent powder user groups.
Finally for buying behavior construct, at 95% confidence interval level the sig.
value for discount factor is 0.906 which is higher than 0.05. So, there was not enough
statistically significant difference in scores for the brand preference groups. [F (5,
294) =.311, p=.906. The effect size, calculated using eta squared, was .01. Post-hoc
comparisons using the Tukey HSD test also indicated that there is no significant
difference among different brands of detergent powder user groups.

35
 Chapter 5: Findings

We have seen from the above mentioned consumer based analysis that
in the observed cases there are no gender wise significant differences remain.
It is also seen that there are no significant differences among age groups as
well as different users of different brands of detergent powder. Again it can be
seen that both male & female have positive tendency towards sales promotion.
The data that has been collected from Unilever Bangladesh Limited also
reflect the same thing. In 2014, there was no consumer promotion done for
Rin Detergent Powder. In 2015, there was a small price off sales promotion &
in 2016 there was a big cell phone account recharge promotion been taken.
According to the survey data analysis it is found that consumer
promotions are positively related with brand loyalty. If people are influenced
to buy a promoted brand it is also likely that ultimately they will consciously
or unconsciously become loyal to that brand offering more promotions. So for
this group of people higher number of successful consumer promotions can
prove to be beneficial in both short and long term.
Overall few respondents of the survey have a negative view of consumer
promotion. This could be because they are already loyal or have got used to a
particular brand that they don’t like switching. So the existing companies
might take and putting in good effort to make a deal with them.
We’ve come to know from the data provided by Unilever that the
recently run cell phone recharge campaign for Rin detergent powder was
enthusiastically accepted its customer segment & in return Unilever got a
handsome amount of sales return.

It is believed by Unilever that if the perceived value of the item given

on sales promotion is higher; then the consumers will get attracted more to the
campaign. According to them the perceived value of their 2016 recharge
promotion should be higher than their any other detergent powder campaign.
The reason they provided is in the recharge campaign the company rewarded
back almost 30% of the buying amount of every pack of Rin 500 gm. The
sales growth rate comparing to previous time also emerged by double digit &
it was assumed that the brand also made a new customer section for Rin to get

36
a better market share allocation than it used to cover. So this paper agrees with
the decision made by [CITATION Dod78 \l 1033 ] that sales promotions certainly
affect shot-term sales in a positive way. Again from our survey result we can
see that most of our respondents agree to carry on buying even after the
promotion is over mentioned by [ CITATION Pea09 \l 1033 ]

Unilever has assumed to cannibalize its own house brand Wheel by Rin
detergent powder & every year the cannibalization rate supposed to be 3%-
5%. The reason for this assumption is whenever they want to expand the
market of Rin detergent powder; they are trying to grab customers using other
brands of detergent powders. So, in order to capture new segment Unilever
predicts that it might lose customers from its other house brands. Again,
during a sales promotion, it is believed that people using other brands might
get attracted to the promotion & switch the brands for staying longer even
after the promotion is over. For these reasons, Unilever assume the
cannibalization process.

Chapter 6: Recommendation

From the study we get to know that there are no significant differences
between gender groups when it comes to reacting to sales promotion. But to
make a decision whether providing more consumer promotion with detergents
is a good plan or not, the market should not be looked at as one single total.
The detergent market is very large and encompasses diverse groups of people
who think and behave differently. People have clearly different ways of
thinking; therefore, marketers usually deal with different groups of customer
differently. The same should be the case when deciding about consumer
promotions. To make decisions easier yet effective customers have to be
thought of as belonging to two groups. One that gets influenced by consumer
promotion and buy the product; other who do not act on the stimuli of
consumer promotion. Unilever has enough learning to easily segment the
customer base into the two groups mentioned above. This study mainly aimed
to find out the relationship between sales promotion and consumer demand of

37
Rin in Bangladeshi context. So, further study can be conducted to see the
picture in other context.

38
 Chapter 7: Conclusion

When it comes to consumer promotions, common views of people about

consumer promotion and price perceptions have a great impact on product
quality perceptions. Again consumer might find themselves satisfied with
sales promotion message but company’s interaction should be concrete so that
ultimately sales get boosted. Consumer promotions usually use limited
monetary resources which need to be spent wisely. To make a consumer
promotion successful large amounts of sales are needed to cover up the costs
involved in providing it.
According to Unilever, their sales of detergent powder goes higher in the
monsoon season than winter. Therefore, the sales promotions should be taken
more during the winter to pick up the sales.
Sales promotion might increase the sales volume during or after a certain
period of campaign but it doesn’t ensure long term loyalty. So all such related
factors that could have an impact on the consumer promotion, perceived value
& brand loyalty should be considered very important while getting engaged in
a sales promotion.
The perceived value of the brands on promotion is positively related to
brand loyalty of that brand. This means that if there is a promotion offer (in
this case mobile phone recharge) people should perceive the overall
achievement by them is good enough. If they think otherwise, then their
promotion efforts will produce negative results in terms of product quality
perceptions and brand loyalty. So Unilever should consider the relationship
between sales promotion and consumption level of customer to better satisfy
market need. This will ultimately increase their sales and help to achieve goal.

39
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45
 Chapter 9: Appendix

9.1Questionnaire

Impact of Sales Promotion on Consumer Behavior; A Study Based on Detergent

Powder
(This research is being conducted by some academicians. Provided Data will be used
for academic purpose and will be kept confidential.)

Questionnaire

PART I: GENERAL INFORMATION

1. Age: a. 18-25 b.26-35 c.36-45 d.46-55 e.

>55

2. Sex: a. Male b. Female

3. Signature:

4. Which detergent powder do you use?

a. Rin b. Keya
c. Wheel d. Chaka
e. Tibet f. Fast Wash

PART II: SOCIAL FACTORS

In this questionnaire, 5 = Strongly Agree, 4 = Agree, 3 = Neutral,

2 = Disagree, and 1 = Strongly Disagree

Please put (√) mark in the boxes that best matches with you:

Q# Particulars 5 4 3 2 1

5. Opening promotional offers with laundry detergent

delights me
6. I go to the store more often when I know there are
promotions in which I am interested.
7. Promotional offers creates interest in me about the
brands of laundry detergent
8. Promotional offers with detergents influence me to
buy the product

46
9. Promotional offers increase my curiosity to experience
the product.
10 Price discounts make me to go for trial of the
. detergent

11 Price discounts makes me rush to buy the product

.

12 I am more likely to buy a product when they give a

. free item to try with the product

13 Rebates make me to visit the store and have the

. experience of the product

14 Rebates make me feel that price may be cut off for

. small quantity of products to make me have the
product.
15 Price Packs make me interested to look for different
. brands

16 Price packs make me more interested to buy one.

.

17 Buy one get one free offer makes me more interested

. to buy the product

18 Small price packs make it useful for small purpose.

.

19 Bigger size packs make it comfortable for family use.

.

20 Promotional contests makes me more interested to

. experience the product

21 Free samples makes the brand more popular

.

22 I am more likely to buy a product after getting a free

. sample

23 Free demonstration makes the brand more popular

.

24 I am more likely to buy a product after seeing a

. demonstration of the product being used

25 I intend to buy this brand in near future

.

26 I consider this Brand my first choice in this category

47
 .

27 I say positive things about this brand to other people

.

28 I won’t look for alternative brands if this brand is

. available

29 After buying a product on promotion, I usually buy

. the product again after the promotion is over

30 I would recommend this brand to someone who seeks

. my advice

31 Detergent price rebate make me to use it

.

32 Contests and offers make me to buy it

.

33 Promotional Offers creates impact on my Brand

. Loyalty

34 Different price packs induces me to experience it with

my convenience.

35 Promotional Offers creates impact on my

. consumption pattern
Table 8: Questionnaire

Thank you very much for your cooperation

48
9.2 Independent Sample t-test-Group Statistics

Group Statistics

Sex of the
Respondent N Mean Std. Deviation Std. Error Mean

Promotion Male 103 3.4097 .79970 .07880

Female 197 3.4964 .80852 .05760

Discount Male 103 3.4854 .77338 .07620

Female 197 3.4569 .84758 .06039

Price Pack Male 103 3.4563 .87824 .08654

Female 197 3.4213 .88211 .06285

Sample Male 103 3.4816 .73535 .07246

Female 197 3.4589 .77814 .05544

Brand Loyalty Male 103 3.5469 .83118 .08190

Female 197 3.5685 .81716 .05822

Buying Pattern Male 103 3.5223 1.04045 .10252

Female 197 3.5797 1.09749 .07819

Table 9: Group Statistics -t table

49
9.3 Reliability tables-Case Processing summary
Case Processing Summary
Response to Promotion N %

Cases Valid 300 100.0

Excludeda 0 .0

Total 300 100.0

Reliability Statistics

Cronbach's Alpha N of Items

.656 5

Case Processing Summary

Discount
N %

Cases Valid 300 100.0

Excludeda 0 .0

Total 300 100.0

Reliability Statistics

Cronbach's Alpha N of Items

.678 5

Case Processing Summary

Price Pack
N %

Cases Valid 300 100.0

Excludeda 0 .0

Total 300 100.0

Reliability Statistics

Cronbach's Alpha N of Items

.699 5

Case Processing Summary

Contest
N %

Cases Valid 300 100.0

Excludeda 0 .0

Total 300 100.0

Reliability Statistics

Cronbach's Alpha N of Items

.598 5

50
 Case Processing Summary
Response to Promotion N %

Cases Valid 300 100.0

Excludeda 0 .0

Total 300 100.0

Reliability Statistics

Cronbach's Alpha N of Items

Case Processing Summary

Brand Loyalty
N %

Cases Valid 300 100.0

Excludeda 0 .0

Total 300 100.0

Reliability Statistics

Cronbach's Alpha N of Items

.782 6

Case Processing Summary

Buying Behavior
N %

Cases Valid 300 100.0

Excludeda 0 .0

Total 300 100.0

Reliability Statistics

Cronbach's Alpha N of Items

.916 5

Case Processing Summary

In total
N %

Cases Valid 300 100.0

Excludeda 0 .0

Total 300 100.0

Reliability Statistics

Cronbach's Alpha N of Items

.954 31

51
52
9.4Frequency Table-Detailed variables analysis
Opening promotional offers with laundry detergent delights me

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 20 6.7 6.7 6.7

Disagree 50 16.7 16.7 23.3

Neutral 40 13.3 13.3 36.7

Agree 130 43.3 43.3 80.0

Strongly Agree 60 20.0 20.0 100.0

Total 300 100.0 100.0

I go to the store more often when I know there are promotions in which I am interested.

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 20 6.7 6.7 6.7

Disagree 60 20.0 20.0 26.7

Neutral 20 6.7 6.7 33.3

Agree 130 43.3 43.3 76.7

Strongly Agree 70 23.3 23.3 100.0

Total 300 100.0 100.0

Promotional offers creates interest in me about the brands of laundry detergent

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 20 6.7 6.7 6.7

Disagree 80 26.7 26.7 33.3

Neutral 20 6.7 6.7 40.0

Strongly Agree 140 46.7 46.7 86.7

Agree 40 13.3 13.3 100.0

Total 300 100.0 100.0

Promotional offers with detergents influence me to buy the product

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 30 10.0 10.0 10.0

Disagree 60 20.0 20.0 30.0

Neutral 20 6.7 6.7 36.7

Agree 130 43.3 43.3 80.0

Strongly Agree 60 20.0 20.0 100.0

Total 300 100.0 100.0

53
 Opening promotional offers with laundry detergent delights me

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 20 6.7 6.7 6.7

Disagree 50 16.7 16.7 23.3

Neutral 40 13.3 13.3 36.7

Agree 130 43.3 43.3 80.0

Strongly Agree 60 20.0 20.0 100.0

Promotional offers increase my curiosity to experience the product

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 30 10.0 10.0 10.0

Disagree 60 20.0 20.0 30.0

Neutral 20 6.7 6.7 36.7

Agree 120 40.0 40.0 76.7

Strongly Agree 70 23.3 23.3 100.0

Total 300 100.0 100.0

Price discounts make me to go for trial of the detergent

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 20 6.7 6.7 6.7

Disagree 30 10.0 10.0 16.7

Neutral 30 10.0 10.0 26.7

Agree 170 56.7 56.7 83.3

Strongly Agree 50 16.7 16.7 100.0

Total 300 100.0 100.0

Price discounts makes me rush to buy the product

Frequency Percent Valid Percent Cumulative Percent

Valid Strongoy Disagree 20 6.7 6.7 6.7

Disagree 70 23.3 23.3 30.0

Neutral 10 3.3 3.3 33.3

Agree 130 43.3 43.3 76.7

Strongly Agree 70 23.3 23.3 100.0

Total 300 100.0 100.0

I am more likely to buy a product when they give a free item to try with the product

Frequency Percent Valid Percent Cumulative Percent

54
 Opening promotional offers with laundry detergent delights me

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 20 6.7 6.7 6.7

Disagree 50 16.7 16.7 23.3

Neutral 40 13.3 13.3 36.7

Agree 130 43.3 43.3 80.0

Strongly Agree 60 20.0 20.0 100.0

Valid Strongly Disagree 30 10.0 10.0 10.0

Disagree 70 23.3 23.3 33.3

Neutral 10 3.3 3.3 36.7

Agree 150 50.0 50.0 86.7

Strongly Agree 40 13.3 13.3 100.0

Total 300 100.0 100.0

55
 Rebates make me to visit the store and have the experience of the product

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 40 13.3 13.3 13.3

Disagree 60 20.0 20.0 33.3

Neutral 10 3.3 3.3 36.7

Agree 130 43.3 43.3 80.0

Strongly Agree 60 20.0 20.0 100.0

Total 300 100.0 100.0

Rebates make me feel that price may be cut off for small quantity of products so it makes me have the
product

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 20 6.7 6.7 6.7

Disagree 80 26.7 26.7 33.3

Neutral 10 3.3 3.3 36.7

Agree 130 43.3 43.3 80.0

Strongly Agree 60 20.0 20.0 100.0

Total 300 100.0 100.0

Price Packs make me interested to look for different brands

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 30 10.0 10.0 10.0

Disagree 60 20.0 20.0 30.0

Neutral 20 6.7 6.7 36.7

Strongly Agree 130 43.3 43.3 80.0

Agree 60 20.0 20.0 100.0

Total 300 100.0 100.0

Price packs make me more interested to buy one

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 50 16.7 16.7 16.7

Disagree 60 20.0 20.0 36.7

Neutral 10 3.3 3.3 40.0

Agree 110 36.7 36.7 76.7

Strongly Agree 70 23.3 23.3 100.0

Total 300 100.0 100.0

56
 Rebates make me to visit the store and have the experience of the product

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 40 13.3 13.3 13.3

Disagree 60 20.0 20.0 33.3

Neutral 10 3.3 3.3 36.7

Agree 130 43.3 43.3 80.0

Strongly Agree 60 20.0 20.0 100.0

Buy one get one free offer makes me more interested to buy the product

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 20 6.7 6.7 6.7

Disagree 60 20.0 20.0 26.7

Agree 130 43.3 43.3 70.0

Strongly Agree 90 30.0 30.0 100.0

Total 300 100.0 100.0

Small price packs make it useful for small purpose

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 20 6.7 6.7 6.7

Disagree 70 23.3 23.3 30.0

Neutral 50 16.7 16.7 46.7

Agree 140 46.7 46.7 93.3

Strongly Agree 20 6.7 6.7 100.0

Total 300 100.0 100.0

Bigger size packs make it comfortable for family use

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 40 13.3 13.3 13.3

Disagree 50 16.7 16.7 30.0

Neutral 20 6.7 6.7 36.7

Agree 100 33.3 33.3 70.0

Strongly Agree 90 30.0 30.0 100.0

Total 300 100.0 100.0

Promotional contests makes me more interested to experience the product

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 20 6.7 6.7 6.7

57
 Rebates make me to visit the store and have the experience of the product

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 40 13.3 13.3 13.3

Disagree 60 20.0 20.0 33.3

Neutral 10 3.3 3.3 36.7

Agree 130 43.3 43.3 80.0

Strongly Agree 60 20.0 20.0 100.0

Disagree 60 20.0 20.0 26.7

Neutral 20 6.7 6.7 33.3

Agree 130 43.3 43.3 76.7

Strongly Agree 70 23.3 23.3 100.0

Total 300 100.0 100.0

58
 Free samples makes the brand more popular

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 10 3.3 3.3 3.3

Disagree 80 26.7 26.7 30.0

Neutral 20 6.7 6.7 36.7

Agree 120 40.0 40.0 76.7

Strongly Agree 70 23.3 23.3 100.0

Total 300 100.0 100.0

I am more likely to buy a product after getting a free sample

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 30 10.0 10.0 10.0

Disagree 60 20.0 20.0 30.0

Neutral 30 10.0 10.0 40.0

Agree 130 43.3 43.3 83.3

Strongly Agree 50 16.7 16.7 100.0

Total 300 100.0 100.0

Free demonstration makes the brand more popular

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 30 10.0 10.0 10.0

Disagree 80 26.7 26.7 36.7

Neutral 20 6.7 6.7 43.3

Agree 120 40.0 40.0 83.3

Strongly Agree 50 16.7 16.7 100.0

Total 300 100.0 100.0

I am more likely to buy a product after seeing a demonstration of the product being used

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 10 3.3 3.3 3.3

Disagree 70 23.3 23.3 26.7

Neutral 20 6.7 6.7 33.3

Agree 130 43.3 43.3 76.7

Strongly Agree 70 23.3 23.3 100.0

Total 300 100.0 100.0

59
 I intend to buy this product in near future

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 20 6.7 6.7 6.7

Disagree 70 23.3 23.3 30.0

Agree 160 53.3 53.3 83.3

Strongly Agree 50 16.7 16.7 100.0

Total 300 100.0 100.0

I consider this Brand my first choice in this category

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 40 13.3 13.3 13.3

Disagree 70 23.3 23.3 36.7

Neutral 10 3.3 3.3 40.0

Agree 140 46.7 46.7 86.7

Strongly Agree 40 13.3 13.3 100.0

Total 300 100.0 100.0

I say positive things about this brand to other people

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 10 3.3 3.3 3.3

Disagree 60 20.0 20.0 23.3

Neutral 40 13.3 13.3 36.7

Agree 120 40.0 40.0 76.7

Strongly Agree 70 23.3 23.3 100.0

Total 300 100.0 100.0

I won’t look for alternative brands if this brand is available

Frequency Percent Valid Percent Cumulative Percent

Valid Disagree 80 26.7 26.7 26.7

Neutral 40 13.3 13.3 40.0

Agree 110 36.7 36.7 76.7

Strongly Agree 70 23.3 23.3 100.0

Total 300 100.0 100.0

60
 After buying a product on promotion, I usually buy the product again after the promotion is over

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 10 3.3 3.3 3.3

Disagree 70 23.3 23.3 26.7

Agree 160 53.3 53.3 80.0

Strongly Agree 60 20.0 20.0 100.0

Total 300 100.0 100.0

I would recommend this brand to someone who seeks my advice

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 10 3.3 3.3 3.3

Disagree 50 16.7 16.7 20.0

Neutral 30 10.0 10.0 30.0

Agree 100 33.3 33.3 63.3

Strongly Agree 110 36.7 36.7 100.0

Total 300 100.0 100.0

Detergent price rebate make me to use it

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 20 6.7 6.7 6.7

Disagree 70 23.3 23.3 30.0

Neutral 50 16.7 16.7 46.7

Agree 70 23.3 23.3 70.0

Strongly Agree 90 30.0 30.0 100.0

Total 300 100.0 100.0

Contests and offers make me to buy it

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 40 13.3 13.3 13.3

Disagree 40 13.3 13.3 26.7

Neutral 30 10.0 10.0 36.7

Agree 100 33.3 33.3 70.0

Strongly Agree 90 30.0 30.0 100.0

Total 300 100.0 100.0

61
 Promotional Offers creates impact on my Brand Loyalty

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 10 3.3 3.3 3.3

Disagree 50 16.7 16.7 20.0

Neutral 30 10.0 10.0 30.0

Agree 140 46.7 46.7 76.7

Strongly Agree 70 23.3 23.3 100.0

Total 300 100.0 100.0

Different price packs induces me to experience it with my convenience

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 20 6.7 6.7 6.7

Disagree 60 20.0 20.0 26.7

Neutral 40 13.3 13.3 40.0

Agree 110 36.7 36.7 76.7

Strongly Agree 70 23.3 23.3 100.0

Total 300 100.0 100.0

Promotional Offers creates impact on my consumption pattern

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Disagree 20 6.7 6.7 6.7

Disagree 50 16.7 16.7 23.3

Neutral 20 6.7 6.7 30.0

Agree 150 50.0 50.0 80.0

Strongly Agree 60 20.0 20.0 100.0

Total 300 100.0 100.0

62