Sales promotions have become a vital tool for marketers and its importance has been increasing significantly over the years. The present study is conducted to examine the consumer perception and preference towards various popular sales promotion schemes such as price offs, coupons, free gifts, sweepstakes, hire purchase and exchange offers, that are practiced in India. The study examines the effectiveness of price based and non-price based promotion practices with respect to consumer durables such as Refrigerator, Air Conditioner, Colour Television and Washing machine. A questionnaire survey was conducted with a sample size of 762 customers visiting retail outlets in Bangalore city (India) at the time of sales promotion schemes. Statistical analysis conducted to present the findings that help marketers to design appropriate and effective sales promotion schemes in consumer durable market.

About the Author

An MBA with over 25 years of Sales and Marketing experience in Consumer Electronics, Appliances, Cookware and Ecommerce Industries. Associated with launch and development of Indian, Japanese and European brands in the Indian markets. Presently he is a Sales and Marketing Consultant based out of Hyderabad.

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