To Evaluate the Multiple Effects of Retail Promotion on Brand Loyal and Brand Switcher Shoppers

Name:                   Anjan Kumar Paul (2007 – 2009)

Title:                    To Evaluate the Multiple Effects of Retail Promotion on Brand Loyal and Brand Switcher Shoppers

Summary

Objective of the Study

I           To Understand shoppers, buyers behaviours.

II          To study the multiple effects of retail promotion on brand loyals & brand switcher Shoppers.

III         To know the footfall

IV        To Know the Basketsize

Recommendations

After conducting the survey we find out that the HUL has gaining more response than other companies by the customers but there are some products which donot gaining proper response because the price of these products is not according to the pocket of the middle class customers. These products are Annapurna Atta, Lux Haute pink & Ponds white beauty range.

• After much discussion it can be said that the Indian society has accepted the new shopping format. This should be taken as a positive sign and the big-players who should capitalize on this by introducing superstores similar to Tesco-Extra or Wal-mart which not only supply home groceries but all commodities and appliances.
• Store franchises should be offered to current Kariana-owners (corner-shops). This is likely to create more jobs and improve the Kariana standards in terms of hygiene, atmosphere and service. This is likely to benefit everyone i.e. traders, supermarkets and consumers. In-addition supermarkets would automatically gain significant market share as those shops would already have a customer base. Consequently this would help supermarkets gain public confidence and positive media attention.
• Further government intervention is required to promote healthy competition. Presently, supermarkets are banned in two states of India. Such extreme actions would have caused redundancies for thousands along with losses to supermarkets in millions. Hence, to overcome such severe situations supermarkets should be restricted to a certain area. E.g. only one supermarket in the radius of 15-20 miles. This would save jobs and at the same time small-shop-traders may continue their businesses in local/smaller high-streets.
• For supermarkets to gain maximum market-share they need to fully satisfy customer needs regardless of their demographics. This study has found that different demographics have varied implications towards supermarkets which have made it difficult for supermarkets to target the right customers. They should realize that each consumer category has different needs as comfort might be perceived differently by separate categories. So if older consumers preferred home-deliver then it should be introduced.
• Lack of interest in processed food by consumers, which can be avoided by specializing in fresh-food supermarkets.
• Since generation-Y is the future of this market, online-selling might be another option as internet usage is more popular with youngsters.
• Due to time constrains only two focus-groups were held. More qualitative discussions with diverse demographic should be surveyed allowing to identify the preferences and perception of a larger sample.
• To gain more suitable insights interviews and higher-level of qualitative research would be beneficial. Hence, in future it is recommended to survey people with appropriate knowledge who will be able to identify aspects that the retail-sector lacks and factors affecting its performance.

Conclusions

Now to conclude I can say that HUL is the company which is ruling the FMCG market. Almost all the products of the company has got the brand loyals and brand switchers also like to try the new launches of the company as they continuosly knowing it from diffenrnt promotion campaigns.

In context of promotion affairs of the company my findings are totally in favour of company‘s promotion strategy. The company is doing very well in its promotion strategy but there is a need of new everytime.

Being a beginner I found it very convenient to understand the methodology adopted by the company to make its products known to its existing as well as potential buyers to have its products known both in   ‘Mind & Heart’.

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The above article is a summary extract from the dissertation projects of the MBA and BBA students of Skyline College. Skyline, situated in Delhi and Gurgaon (NCR) is a premier institute providing management education specialising in MBA and BBA degrees and specialist courses for travel and tourism as well as mass communication.