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CHAPTER-1

INTRODUCTION

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RESEARCH EXTRACT

Introduction:

Sales prootion consists o! a "ariet# o! copanies$ Sponsored

prootional acti"ities t%at suppleent &ot% ad"ertisin' and personal set

up$ T%ese acti"ities are ipersonal and can &e directed at industrial

&u#ers( interediaries or consuers$

Sales prootion consists o! a di"erse collection o! incenti"e tools(

ostl# s%ort ter( desi'ned to stiulate )uic*er or 'reater purc%ase o!

particular products or ser"ices consuers o! t%e trade$

Sales prootion tools "ar# in t%eir speci!ic o&+ecti"es$ Incenti"e

t#pe prootions are used to attract ne, &u#ers( to re,ard lo#al custoers

and to increase t%e repurc%ase rates o! t%e occasional users$ Sales

prootion o!ten attracts t%e &ranc% s,itc%ers( &ecause users o! ot%er

&rands and cate'ories do not al,a#s notice or act on a prootion$

In usin' t%e sales prootion a copan# ust esta&lis% its

o&+ecti"es( select t%e tools de"elop t%e pro'ra( a pretest t%e pro'ra(

ipleent and control it and e"aluate t%e results$

O&+ecti"e:

To understand and anal#e "arious !actors in!luencin' sales

prootion pro'ra in %oe appliances .TE/E0ISION industr#$

To *no, t%e !actors ,%ic% in!luence t%e purc%ase decision2

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To easure t%e sales prootion e!!ecti"eness in %oe appliances

. TE/E0ISION Industr#$

It attracts t%e &rand s,itc%ers and increases t%e sales "olue$

Scope o! stud#

T%e scope o! t%e stud# 'i"es an idea to de"elop t%e sales prootion

acti"ities in %oe appliances .Tele"ision industr#$ It in"ol"es t%e

e"aluation o! t%e present prootional acti"ities$ 3it% t%e %elp o! t%e stud#

,e can 'i"e su''estion re'ardin' sale prootion and ser"ices o!!ered

t%e %oe appliances .Tele"ision industr#$ T%e stud# &rin's an a,areness

o! t%e sales prootional acti"ities ad"ertisin' in an accepted edia$

Researc% et%odolo'#

Researc% desi'n is t%e arran'eent o! condition !or collection

and anal#sis o! data in a anner t%at ais to co&ine rele"ance to t%e

researc% purpose ,it% econo# in procedures$ T%e researc% desi'n used

!or t%is stud# is Descripti"e Researc%$ It !ocuses on t%e accurate

description o! t%e "aria&les in t%e pro&le odel$ An# source o!

in!oration can &e used in a descripti"e stud#( alt%ou'% ost studies o!

t%is nature rel# on secondar# data source o! sur"e# researc%$ T%e

saplin' desi'n !ollo,ed in t%e sur"e# is siple rando pro&a&ilit#

saplin' in ,%ic% eac% population eleent %as a *no,n and e)ual

c%ance o! selection$

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Saple unit:

4enerall# custoers as a source o! priar# data collection %a"e &een

sur"e#ed !or t%e purpose o! o&tainin' in!oration$

Saple sie

5or t%is researc% ,or* due to tie constraint t%e saple sie ta*en is

678$

Saplin' procudure:

Consuers %a"e &een sur"e#ed t%rou'% t%e )uestionnaire in

personnel$

Contri&ution o! t%e stud#

T%e ain purpose o! t%e stud# is to *no, t%e e!!ecti"eness o! t%e

prootional acti"ities in t%e %oe appliances .TE/E0ISION industr#$ 5ro

t%e stud# ,e e9pect to *no, to ,%at e9tent t%e prootional acti"it#

&ene!ited to t%e industr# and ,%at t%e t%in's are t%at custoer e9pects to

do !ro t%e industr# to ipro"e sales$

T%e e!!ecti"eness o! prootional acti"ities %elps t%e copan# to

increase t%e sales and encoura'e t%e repeat purc%ase$ 3e also tr# to know

the awareness of the sales promotional activities as advertising plays an

important role in sales promotion.

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INTRODUCTION

AC;4ROUND O5 THE STUD 5 de$lati(/ serice al&es> a(d 6 de$i(i(/ c!(ser d&ra0les,

5orw"t6 7* (2442!

The a&th!r "r!"!ses a(d tests Tech(!l!/ical ada(ces e'te(d the a$ter.sales

serices "!rt$!li! $r!# traditi!(al serice e(c!&(ters t! !ice. a(d 0it.0ased

serices, Tech(!l!/+ e(a0les serice !r/a(iati!(s t! tra(sce(d

/e!/ra"hical as %ell as c&lt&ral 0!&(daries, It #i/ht ee( res&lt i(

/e!/ra"hical c!(er/e(ce) !$te( treated s+(!(+#!&sl+ %ith c&lt&ral

c!(er/e(ce, I( this "a"er) %e address this iss&e, This "a"er e'a#i(es the

i(teracti!( 0et%ee( "erceied serice "er$!r#a(ce a(d (ati!(al c&lt&ral

characteristics i( the $!r#ati!( !$ c&st!#er satis$acti!( $!r three t+"es !$a$ter.sales serice c!(tact #!des, The res&lts s&//est that) i( c!(trast t! the

traditi!(al $ace.t!.$ace serice e(c!&(ter) the "erceied *&alit+@satis$acti!(

relati!(shi" is "artic&larl+ #!derated 0+ (ati!(al c&lt&re i( the case !$ a(

a$ter.sales serice c!(tact #!de #ediated 0+ tech(!l!/+

Huan0 8& 'hran H(244:!

This st&d+ i(esti/ates the e$$ects !$ c&st!#er serice *&alit+ i(

i(stallati!() re"air) a(d 0illi(/) 0ra(d.adertisi(/ e'"e(dit&res) a(d real

"rice c!#"etitie(ess R=) "rice c!#"etitie(ess ad;&sted $!r c!(ser

c!($ide(ce i( the ec!(!#+ !( c&st!#er al&e a#!(/ reside(tial l!cal

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tele"h!(e c&st!#ers, A//re/ate #!(thl+ data !er a 29.#!(th "eri!d $!r a

c!#"a(+ !$$eri(/ l!cal tele"h!(e serice are a(al+ed &si(/ hierarchical

rais@Wi(ste( AR1 re/ressi!( tech(i*&es i(c!r"!rati(/ a""r!"riate la//ed

al&es !$ the "redict!rs, Each !$ the "redict!rs) i(ter"reted !( the #ar/i()

si/(i$ica(tl+ i#"act "erce"ti!(s !$ c&st!#er al&e relatie t! the c!#"a(+-s

tele"h!(e serice, ri(ci"les !$ i(cide(ce a(d ce(tralit+ as related t! the

a(al+sis !$ i(cide(ce.0ased s, /e(eral "!"&lati!( #eas&res are i(tr!d&ced,

The!retical a(d "ractical i#"licati!(s $!r the st&d+ a(d #a(a/e#e(t !$

c&st!#er al&e are disc&ssed,

l"a Ro0el"o& /allen;er0 Ro;ert (244:

The a&th!r "r!"!ses a(d tests ?Ba(a/e#e(t literat&re is al#!st &(a(i#!&s

i( s&//esti(/ t! #a(&$act&rers that the+ sh!&ld i(te/rate serices i(t! their

c!re "r!d&ct !$$eri(/, The literat&re) h!%eer) is s&r"risi(/l+ s"arse i(

descri0i(/ t! %hat e'te(t serices sh!&ld 0e i(te/rated) h!% this i(te/rati!(

sh!&ld 0e carried !&t) !r i( detaili(/ the challe(/es i(here(t i( the tra(siti!(t! serices, Re"!rts !( a st&d+ !$ 11 ca"ital e*&i"#e(t #a(&$act&rers

deel!"i(/ serice !$$eri(/s $!r their "r!d&cts, F!c&ses !( ide(ti$+i(/ the

di#e(si!(s c!(sidered %he( creati(/ a serice !r/a(iati!( i( the c!(te't !$

a #a(&$act&ri(/ $ir#) a(d s&ccess$&l strate/ies t! (ai/ate the tra(siti!(,

A(al+sis !$ *&alitatie data s&//ests that the tra(siti!( i(!les a deli0erate

deel!"#e(tal "r!cess t! 0&ild ca"a0ilities as $ir#s shi$t the (at&re !$ the

relati!(shi" %ith the "r!d&ct e(d.&sers a(d the $!c&s !$ the serice !$$eri(/,

The re"!rt c!(cl&des ide(ti$+i(/ i#"licati!(s !$ !&r $i(di(/s $!r $&rther

research a(d "ractiti!(ers

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CHAPTER->

&'S'%&()

*'T)++-+/

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RESEARCH =ETHODO/O4