STUDY OF CONSUMER ORIENTED SALES

PROMOTION IN FMCG SECTOR

Tushar N. Chole

MGM’s Institute of Management,

Aurangabad, Maharashtra.

STUDY OF CONSUMER ORIENTED SALES PROMOTION

IN FMCG SECTOR

Patanjali Ayurveda Kendra Pvt Ltd.

Form 17th May 2013 till 30th June 2013.

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 Patanjali’s 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 -Unpublished Sources such as Company Internal reports prepare by them.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. 

 

1.Target population : The population for this research study

consists of the residence of Aurangabad & Jalana.

 2.Sampling unit : In this study the sampling unit is

individual consumer. 3. Sample size : 1000 consumers. 4.Sampling method : The sample is selected by using

convenience sampling method.

Sampling Detail

Data Analysis 1. Which category PATANJALI PRODUCTS do you

use? Medicine 900

Food Products 950

Super foods 700

Ayurvedic Body Care 800

Ayurvedic Publications 350

Medicine Food Products

Super foods Ayurvedic Body Care

Ayurvedic Publications

0200400600800

1000 900 950700 800

350

2. How often do you use PATANJALI PRODUCT?

Daily 800once/week or more 1622 to 3 times a month 23

once/month 10every 2-3 months 5

Daily once/week or more

2 to 3 times a month

once/month every 2-3 months

0200400600800

1000 800

16223 10 5

3. How likely are you to use/purchase PATANJALI PRODUCT again?Definitely 969

Probably 26

Might or might not 5

Probably not

Definitely not

Never used

Definitely Probably Might or might not

Probably not

Definitely not

Never used

0200400600800

10001200 969

26 5

4. Would you recommend PATANJALI PRODUCT to others? Definitely 974

Probably 22

Might or might not 4

Probably not

Definitely not

Definitely Probably Might or might not

Probably not Definitely not0

200400600800

10001200 974

22 4

Chart Title

5. How likely are you to use/purchase PATANJALI PRODUCT again?Definitely 969

Probably 26

Might or might not 5

Probably not

Definitely not

Never used

Definitely Probably Might or might not

Probably not

Definitely not

Never used

0

400

800

1200 969

26 5

6. Price of the PATANJALI PRODUCT is suitable to the quality of product company provide?

Less price high quality 1000

high price low quality

low price low quality

high price high quality

Less price high quality

high price low quality

low price low quality

high price high quality

0200400600800

10001200 1000

7. What recommendations would you offer for improving PATANJALI PRODUCT?

- Most of the Patanjali’s customers are facing

problems like products are not available.

- To increase the stock .

- Make the products available in to the market.

No. Date Work1 17-05-13 1. Over-View of Broacher of Patanjali.

2. Reference list Over-View.3. Discussion of Project with Mr.Milind S. ShuklaSir .

2 18-05-13 1.Discussion with Mr. SatishSolunke (Marketing Executive), Mr. S. Shinde (Marketing Executive),Mr.Tekawade (Marketing Executive).2. Over-View of Infrastructure of office.

3 19-05-13 1. Visit to Bajajnagar in Waluj area (new area ).2. Open10 new outlets.3.Discussion about day work.

4 20-05-13 1.Visit to Chavni area.2. Open new 11 outlets.3.Discussion about day work.

5 21-05-13 1. Discussion of Project with my project guide Dr.Goutam Saha Sir.

6 22-05-13 1. Visit to 3 outlets in Phulambri area.2. Discussion with the outlet oweners.

7 23-05-13 1. Delivery of order in Bajajnagar in Waluj area8 24-05-13 1.Visit to Nandanvan colony.

2.Open 5 new outlets and took orders from 7 old outlets.3.Discussion about day work.

9 25-05-13 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.

10 26-05-13 1. Delivery of order in Chavni area.11 27-05-13 1. Visit to N-1 area and Ambedkarnagar.

2. Open 8 new outlets.3. Discussion about day work.

12 28-05-13 1. Delivery of order in Nadanvan colony.13 29-05-13 1. Holidy14 30-05-13 1. Discussion of Project with my project guide Dr.Goutam

Saha Sir.

15 31-05-13 1. Visit to Kumbharwad ,Gulmandi , RangarGalli area.2. Open13 new outlets.3. Discussion about day work.

LIST OF DAILYWORK

16 01-06-13 1. Delivery of order in N-1 area and Ambedkarnagar.17 02-06-13 1. Visit to Bajajnagar in Walujarea

2. Open 2 new outlets.3. Discussion about day work.

18 03-06-13 1. Delivery of order inKumbharwad ,Gulmandi , RangarGalli area.19 04-06-13 1. Delivery of order inBajajnagar in Walujarea .20 05-06-13 1. Holidy21 06-06-13 1. Visit to Ranjangaon inWalujarea

2. Open 9 new outlets.3. Discussion about day work.

22 07-06-13 1. Visit to Palashi&Adgaonsarakto meet a people who want to open SwadeshiKendra in that area2.Discussion about day work.

23 08-06-13 1. Visit to Ladsawangi&Karmadto meet a people who want to open SwadeshiKendra in that area2.Discussion about day work.

24 09-06-13 1. Visit to Warudkazi, Golatgaon&Gadejalgaonto meet a people who want to open SwadeshiKendra in that area2.Discussion about day work.

25 10-06-13 1. Visit to Khodpura&rajabajar.2. Open 10 new outlets.3. Discussion about day work.

26 11-06-13 1. Visit to Harsul&Jatwada Area.2. Open 5 new outlets& reopen 8 dead outlets3. Discussion about day work.

27 12-06-13 1. Holiday28 13-06-13 1. Work in main office.

2. Discussion about day work.29 14-06-13 1. Work in office.

2. Discussion with Mr. SatishSolunke (Marketing Executive), Mr. S. Shinde (Marketing Executive), Mr.Tekawade (Marketing Executive) about market.

30 15-06-13 1. Discussion of Project with my project guide Dr.GoutamSahaSir.

31 16-06-13 1. Delivery of order in Khodpura&rajabajar.32 17-06-13 1. Delivery of order in Ranjangaon inWaluj area 33 18-06-13 1. Visit to N-6, N-7, N-9 area.

2. Open 10 new outlets.3. Discussion about day work.

34 19-06-13 1. Holiday35 20-06-13 1. Visit to N-11, N-12 area.

2. Open 10 new outlets.3. Discussion about day work.

36 21-06-13 1.Work in godown of kalda corner.2. Discussion about day work.

37 22-06-13 1.Work in godown of kalda corner.2. Discussion about day work.

38 23-06-13 1.Work in godown of kalda corner.2. Discussion about day work.

39 24-06-13 1. Delivery of order in Harsul&Jatwada Area40 25-06-13 1. Visit to Bajajnagar in Waluj area (new area ).

2.Discussion about day work.41 26-06-13 1. Holidy42 27-06-13 Discussion withMr.Milind S. Shukla Sir .43 28-06-13 1. survey ,Questionnaire& interview wid Customer.

2.Discussion about day work.44 29-06-13 1. survey ,Questionnaire& interview wid Customer.

2.Discussion about day work.45 30-06-13 1. survey ,Questionnaire& interview wid Customer.

2.Discussion about day work.

My Achievements during the Project

-During the Project I open 93 new outlets

-Regain 33 Dead outlets

-Generate business of Rs12 lakhs

FindingsQuality 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 Patanjali’s products in market, because of that shortage problem occurs in market regularly.

Suggestion

- Patanjali’s Product has less price and high quality so more and more consumer buy Patanjali’s products. Demand is too much for Patanjali’s products in market, because of that shortage problem occurs in market regularly.

So, I suggest that Patanjali’s should increase the productivity and make sure that there will be no shortage of product in market.