STUDY OF CONSUMER ORIENTED SALES PROMOTION IN FMCG SECTOR

Tushar N. Chole
MGMs Institute of Management, Aurangabad, Maharashtra.

STUDY OF CONSUMER ORIENTED SALES PROMOTION IN FMCG SECTOR

Form 17th May 2013 till 30th June 2013.

Patanjali Ayurveda Kendra Pvt Ltd.

By: Tushar N. Chole (MR13406) Guided By : Dr. G. G. Saha

Why this project topic

This project was assigned by company. I want to STUDY CONSUMER ORIENTED SALES PROMOTION IN FMCG SECTOR.

Objectives of the Project Study

To study consumer preferences with respect to sales promotion in FMCG sector.

To examine tradeoffs, relative importance of different attributes while responding to a sales promotion offer.
To study the effect of sales promotions in FMCG sector To study consumer behavior in purchase of Patanjalis Products.

Research Methodology
Research Design : Research design selected for this project is Descriptive. Data collection Method : Primary Data Collection Method : -Survey method was used for primary data collection. -We used questionnaire as an instrument for survey method. Structured questionnaire. -Type of questionnaire: Open ended and closed ended. Secondary Data Collection method : -Published Sources such as Journals, Internet, and Books etc. -Unpublished Sources such as Company Internal reports prepare by them. -Websites of Patanjali & some other sites are also searched to find Data.

Sampling Detail
1.Target population : The population for this research study consists of the residence of Aurangabad & Jalana.
2.Sampling unit : 3. Sample size : In this study the sampling unit is individual consumer. 1000 consumers.

4.Sampling method : The sample is selected by using convenience sampling method.

Data Analysis
1. Which category PATANJALI PRODUCTS do you use?
Medicine
Food Products Super foods Ayurvedic Body Care Ayurvedic Publications

900
950 700 800 350

1000 500 0

900

950

700

800
350

Medicine

Food Products

Super foods

Ayurvedic Body Care

Ayurvedic Publications

2. How often do you use PATANJALI PRODUCT?

Daily 800

once/week or more 2 to 3 times a month once/month every 2-3 months

162 23 10 5

1000 500 0

800 162
Daily

23

10

5
every 2-3 months

once/week 2 to 3 times once/month or more a month

3. How likely are you to use/purchase PATANJALI PRODUCT again?

Definitely Probably Might or might not Probably not
969 26 5

Definitely not
Never used

1500 1000 500 0

969 26
Definitely Probably

5
Might or Probably Definitely Never used might not not not

4. Would you recommend PATANJALI PRODUCT to others?

Definitely
Probably Might or might not Probably not Definitely not
974
22 4

1500 1000 500 0 Definitely 974

22 Probably

4
Might or might not Probably not Definitely not

5. How likely are you to use/purchase PATANJALI PRODUCT again?

Definitely
Probably Might or might not Probably not Definitely not Never used
969
26 5

1500 1000 500 0

969
26
Definitely Probably

5
Might or Probably Definitely Never used might not not not

6. Price of the PATANJALI PRODUCT is suitable to the quality of product company provide?
Less price high quality
high price low quality low price low quality high price high quality
1000

1500 1000 500 0

Less price high quality high price low quality low price low quality high price high quality

1000

7. What recommendations would you offer for improving PATANJALI PRODUCT? - Most of the Patanjalis customers are facing problems like products are not available. - To increase the stock . - Make the products available in to the market.

No. 1

Date 17-05-13

Work 1. Over-View of Broacher of Patanjali. 2. Reference list Over-View. 3. Discussion of Project with Mr.Milind S. ShuklaSir . 1.Discussion with Mr. SatishSolunke (Marketing Executive), Mr. S. Shinde (Marketing Executive),Mr.Tekawade (Marketing Executive). 2. Over-View of Infrastructure of office. 1. Visit to Bajajnagar in Waluj area (new area ). 2. Open10 new outlets. 3.Discussion about day work. 1.Visit to Chavni area. 2. Open new 11 outlets. 3.Discussion about day work. 1. Discussion of Project with my project guide Dr.Goutam Saha Sir. 1. Visit to 3 outlets in Phulambri area. 2. Discussion with the outlet oweners. 1. Delivery of order in Bajajnagar in Waluj area 1.Visit to Nandanvan colony. 2.Open 5 new outlets and took orders from 7 old outlets. 3.Discussion about day work. 1. Visit to Sultanpur to meet a person who want to open Swadeshi Kendra in that area. 2.Vist to Khultabad to Discuss the problems facing bye the outlet owners. 1. Delivery of order in Chavni area. 1. Visit to N-1 area and Ambedkarnagar. 2. Open 8 new outlets. 3. Discussion about day work. 1. Delivery of order in Nadanvan colony. 1. Holidy 1. Discussion of Project with my project guide Dr.Goutam Saha Sir. 1. Visit to Kumbharwad ,Gulmandi , RangarGalli area. 2. Open13 new outlets. 3. Discussion about day work.

18-05-13

19-05-13

LIST OF DAILY WORK

20-05-13

5 6 7 8

21-05-13 22-05-13 23-05-13 24-05-13

25-05-13

10 11

26-05-13 27-05-13

12 13 14 15

28-05-13 29-05-13 30-05-13 31-05-13

16 17

01-06-13 02-06-13

18 19 20 21

03-06-13 04-06-13 05-06-13 06-06-13

22 23 24 25

07-06-13 08-06-13 09-06-13 10-06-13

26

11-06-13

27 28 29

12-06-13 13-06-13 14-06-13

30 31 32 33

15-06-13 16-06-13 17-06-13 18-06-13

1. Delivery of order in N-1 area and Ambedkarnagar. 1. Visit to Bajajnagar in Walujarea 2. Open 2 new outlets. 3. Discussion about day work. 1. Delivery of order inKumbharwad ,Gulmandi , RangarGalli area. 1. Delivery of order inBajajnagar in Walujarea . 1. Holidy 1. Visit to Ranjangaon inWalujarea 2. Open 9 new outlets. 3. Discussion about day work. 1. Visit to Palashi&Adgaonsarakto meet a people who want to open SwadeshiKendra in that area 2.Discussion about day work. 1. Visit to Ladsawangi&Karmadto meet a people who want to open SwadeshiKendra in that area 2.Discussion about day work. 1. Visit to Warudkazi, Golatgaon&Gadejalgaonto meet a people who want to open SwadeshiKendra in that area 2.Discussion about day work. 1. Visit to Khodpura&rajabajar. 2. Open 10 new outlets. 3. Discussion about day work. 1. Visit to Harsul&Jatwada Area. 2. Open 5 new outlets& reopen 8 dead outlets 3. Discussion about day work. 1. Holiday 1. Work in main office. 2. Discussion about day work. 1. Work in office. 2. Discussion with Mr. SatishSolunke (Marketing Executive), Mr. S. Shinde (Marketing Executive), Mr.Tekawade (Marketing Executive) about market. 1. Discussion of Project with my project guide Dr.GoutamSahaSir. 1. Delivery of order in Khodpura&rajabajar. 1. Delivery of order in Ranjangaon inWaluj area 1. Visit to N-6, N-7, N-9 area. 2. Open 10 new outlets. 3. Discussion about day work. 1. Holiday 1. Visit to N-11, N-12 area. 2. Open 10 new outlets. 3. Discussion about day work. 1.Work in godown of kalda corner. 2. Discussion about day work. 1.Work in godown of kalda corner. 2. Discussion about day work. 1.Work in godown of kalda corner. 2. Discussion about day work. 1. Delivery of order in Harsul&Jatwada Area 1. Visit to Bajajnagar in Waluj area (new area ). 2.Discussion about day work. 1. Holidy Discussion withMr.Milind S. Shukla Sir . 1. survey ,Questionnaire& interview wid Customer. 2.Discussion about day work. 1. survey ,Questionnaire& interview wid Customer. 2.Discussion about day work. 1. survey ,Questionnaire& interview wid Customer. 2.Discussion about day work.

34 35

19-06-13 20-06-13

36 37 38 39 40 41 42 43 44 45

21-06-13 22-06-13 23-06-13 24-06-13 25-06-13 26-06-13 27-06-13 28-06-13 29-06-13 30-06-13

My Achievements during the Project

-During the Project I open 93 new outlets
-Regain 33 Dead outlets

-Generate business of Rs12 lakhs

Findings
Quality as the most influencing factors in the purchase decision while price is also an important for purchase decision. Schemes always attract more and more consumers towards particular brand. Simultaneously it gives idea about the factors which consumers look most in the product before they make final decision. Price off and extra quantity is the two main offers/schemes which consumers have came across at the time of purchase.

People are ready to buy products of brand which suits their budget means more quantity + less cost + quality.
Extra quantity with less or same price, more satisfaction, quality and other factors influence consumers to switch over to other brands. People are more quality and price oriented. Consumer remember that name of the product by the company name and also from the past performance of that company Demand is too much for Patanjalis products in market, because of that shortage problem occurs in market regularly.

Suggestion
- Patanjalis Product has less price and high quality so more and more consumer buy Patanjalis products. Demand is too much for Patanjalis products in market, because of that shortage problem occurs in market regularly. So, I suggest that Patanjalis should increase the productivity and make sure that there will be no shortage of product in market.