CHAPTER 1 INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION Sales promotion refers to many kinds of incentives and techniques directed towards consumers and traders with the intention to produce immediate or short term sales effects. Sales promotion includes incentive- offering and interestcreating activities which are generally short-term marketing events other than advertising, personal selling, publicity and direct marketing. The purpose of sales promotion is to stimulate, motivate and influence the purchase and other desired behavioral responses of the firms customers. Sales promotion offers a direct inducement to act by providing extra worth over and above what is built into the product as its normal price. These temporary inducements are offered usually at a time and place where the buying decision is made. These promotions are directs inducements. In spite of directness, sales promotions are fairly complicated and rich tool of marketing with innumerable creative possibility limited only by the imagination of promotion planners. Sales promotion is often referred to by the name of extra purchase value and below-the-line-selling. Today companies are offering some sort of a promotion scheme. These sectors range from automobiles to beverages, from financial services to foods, from household durables to services, from household products to business products, from personal care to textiles and apparel. Sales promotion is any initiative undertaken by an organization to promote an increase in sales. 1.2 STATEMENT OF THR PROBLEM Roobini is the well known oil of K.T.V. Health Food Private Limited, Chennai. K.T.V Health Food Private Limited company which fulfils the oil needs of large number of commercial and residential customers. Among the products of other companies, varieties of oil are also sold in K.T.V Health Food Private Limited company. Many organizations do not get the returns for their investments what they expect. This may be due to the managements failure to communicate adequately to the dealer. K.T.V. Health Food Private Limited company offers promotional measures and benefits to attract and retain their dealers. Though the dealers are provided with the
1

promotional measures at K.T.V. Health Food Private Limited, most of the dealers does not have awareness about it. Lack of promotional measures awareness might cause dissatisfaction, resulting in dealers turnover and also it reduces the sales. So this study aims to analyse the effectiveness of sales promotion in K.T.V Health Food Private Limited. 1.3 OBJECTIVES OF THE STUDY Primary objectives The study has been under taken to analyze the sales promotion of K.T.V. Health Food Private Limited, Chennai. Secondary objectives To examine the awareness about sales promotion of Roobini oil. To analyse the influencing factor to purchase Roobini oil. To study the expectations of customers when purchasing Roobini oil. To make comparison of sales promotional measures of various oil products. To analyse the opinion of dealers towards sales promotion. To make suggestions for the improvement of sales of Roobini oil.

1.4 SCOPE OF THE STUDY This study helps to find out effectiveness the Sales promotion of K.T.V. Health Food Private Limited, Chennai. This Study helps to analyse the satisfaction towards sales promotional measures. This study helps to know the awareness about sales promotion of Roobini oil. Thus it will lead to improve the organizations performance. 1.5 LIMITATIONS OF THE STUDY The time frame for such a massive project was not sufficient. The quality of data collected may be affected by reluctant nature of respondents to respond clearly to some questions. The researcher had covered an area of a single part of the Chennai. Covering such a large area within span of three months was quite difficult. The sample size taken for the study is limited.

1.6 REVIEW OF LITEARTURE

2

Wansink and Deshpande (1994)

in their report on Effects of Sales

Promotions on Consumer Preferences and Brand Equity Perception to FMCG products in London Cornell university, states that utilitarian benefits such as monetary savings, added value, increased quality, and convenience, as well as hedonic benefits such as entertainment, exploration, and self expression were made consumers to buy more and more and they have examined consumer response to sales promotions. Meyer (1993)
2

in his report on The Promotion Effect on Consumer During

Consumption stated that consumption is an endogenous decision variable driven by promotion and promotion-induced stockpiling resulting from forward-looking behavior. There are some recent empirical papers addressing the promotion effect on consumer stockpiling behavior under price or promotion uncertainty. Hastak (1979)
3

in his report on Sales Promotion Schemes in Consumer

Research Center, Australia stated that promotions are associated with purchase acceleration in terms of an increase in quantity purchased and, to a lesser extent, decreased inter purchase timing. Sales promotion have a positive effect on trading by creating a short-term sales provide greater tractions Srinivasan (1996)
4

in his article on Short and Long Term Effects of Sales

Promotions stated that sales promotions are difficult to standardize because of legal, economic, and cultural differences Multinational firms should therefore understand how consumer response to sales promotions differs between countries or states or province. Vishal Patel and Jitendra Rajai (2008-2010)
5

in their report on Role of

Sales Promotion on FMCG stated that Sales Promotion has ceased to be major differentiator at least in the metros, with almost all companies offering similar free sample and gifts. As a result now marketers have to find out some innovative ways of sales promotion to differentiate from competitors. Currently Price off and Bye one get one free offers are very effective to attract the consumers towards the products.

1.7 RESEARCH METHODOLOGY

1.7.1 Sources of Data The study undertaken is mainly based on the primary data i.e. structured questionnaire is designed. The study also contains secondary data i.e. data from authenticated websites and journals for the latest updates just to gain an insight for the views of various experts. 1.7.2 Presentation of Data The data collected is then coded in the tables to make the things presentable and more effective. The results are shown by tables which will help in easy and effective understanding of data. 1.7.3 Statistical Tools In this study, the techniques used for interpreting the results are Percentage analysis, Weighted average and Chi-Square Test. 1.7.4 Hypothesis Framed There is no significant relationship between Business experience and customer service opinion. 1.7.5 Sampling Design The data were collected by convenient sampling method and the sample size taken for this study was 120 respondents. 1.7.6 Period of Study The study was conducted in the study area for one month from 1.1.2012 to 31.3.2012. 1.7.7 Area of the Study This study was conducted in the area of Chennai.

1.8 CHAPTERIZATION
4

The project titled A Study on Sales Promotion in K.T.V Health Food Private Limited, Chennai is organized into five chapters. Chapter 1 It consists of Introduction, Statement of the Problem, Objectives of the Study, Scope of the Study, Limitations of the Study, Review of Literature, Research Methodology and Chapterization. Chapter 2 It deals with Profile of the Company and Profile of the Industry. Chapter 3 It presents Theoretical view of Sales Promotion. Chapter 4 It presents the Analysis and Interpretation of Data. Chapter 5 It consists of Summary of Findings, Suggestions and Conclusion.

FOOTNOTES 1. Wansink and Deshpande, Effects of Sales Promotions on Consumer Preferences and Brand Equity Perception to FMCG Products, unpublished project report, London Cornell University, United Kingdom, 1994. 2. Meyer, The Promotion Effect on Consumer During Consumption, unpublished project report, American university, America, 1993. 3. Hastak, Sales Promotion Schemes in Consumer Research Center Australia Journal of marketing communication, Australia, August 1979, vol. 26; pp 579-591. 4. Srinivasan, Short and Long Term Effects of Sales Promotions, Singapore, International Journal of Business promotion, August 1996, vol-3, pp.23 31. 5. Vishal Patel and Jitendra Rajai, Role of Sales Promotion on FMCG, unpublished project report, N.R. Institute of Business Management, Ahmedabad, 2010.

CHAPTER 2

INDUSTRY PROFILE AND COMPANY PROFILE 2.1 INTODUCTION Oils constitute an important component of food expenditure in Indian households. Historically, India has been a major importer of oils with almost 30-40% of its requirements being imported till 1980s. In 1986, the Government of India established the Technology Mission on Oilseeds and Pulses (TMOP) in order to enhance the production of oil seeds in the country. 2.2 INDUSTRIAL PROFILE The TMOP launched special initiatives on several critical fronts such as improvement of oilseed production and processing technology, additional support to oilseed farmers and processors besides enhanced customs duty on the import of edible oils. Consequently, there was significant increase in oil seeds area, production, and yield until the late-1990s. However, in order to fulfill its obligation towards various trade agreements and also meet the increasing demand-supply deficits, India began to reduce import restrictions on edible oils in the late 1990s, and it was gradually brought under Open General License. This led to a significant slump in the domestic oil seeds market, as edible oil prices fell sharply in line with the low international prices prevailing at that time. Subsequently the duty structure was modified so as to maintain a duty differential between crude and refined varieties in order to protect the domestic industry. Nevertheless, due to high import dependence, domestic edible oil price movement, and this has resulted in volatility in the key credit metrics of rated edible oil companies. At the same time, ICRA notes that edible oil companies with benefits of large-scale integrated operations, multi-product offerings and recognizable branded presence in retail market s have fared better as compared to small/medium scale domestic oil seed crushers. 2.2.1 IMPORTANCE OF OIL IN THE COUNTRYS ECONOMY Oil seeds and oil are two of the most sensitive essential commodities. India is one of the largest producers of oilseeds in the world and their sector occupies an important position in the agricultural economy and accounting for the estimated production of 24.88 million tones of nine cultivated oilseeds during the year 20092010. India contributes about 6-7% of the world oilseeds production. Export of oil

meals, oilseeds and minor oils has increased from 5.6 million tons in the financial year 2005-06 to 6.2 million tons in the financial year 2010-11. In terms of value, realization has gone up from Rs. 5514 crores to Rs. 14116 crores. India accounted for about 6.3% of world oil meal export during last year. 2.2.2 TYPES OF OILS COMMONLY IN USE IN INDIA India is fortunate in having a wide range of oilseeds crops grown in its different agro climate zones, Groundnut, Mustard/Rapeseed, Sesame, Safflower, Linseed, Niger seed/Castor, are the major traditionally cultivated oil seeds. Soya bean and sunflower have also assumed importance in recent years. Coconut is most important amongst the plantation crops. Table 2.1 PRODUCTION OF OIL SEEDS (In lakh Tonne) Oil Year (Nov-Oct) 2001-2002 2002-2003 2003-2004 2004-2005 2005-2006 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011 Source Ministry of Agriculture. Directorate of Vanaspati, Vegetable Oil and Fats. Estimated production based on 4th advance estimates (dated 19.7.2011 declared by Ministry of Agriculture) Production of Oil seeds 206.63 148.39 251.86 243.54 279.79 242.89 297.55 277.19 248.83 311.01 Net availability of edible oils from all domestic sources 61.46 71.40 71.40 72.47 83.16 73.70 86.54 81.83 88.23 74.94 (Nov-Sep) Availability of Edible oils (from domestic and import sources) 106.68 124.30 124.30 117.89 126.04 115.87 142.62 166.39 167.69 To be estimated

Efforts are being made to grow oil palm in Andhra Pradesh, Karnataka, Tamil Nadu, in additional to Kerala and Andaman & Nicobar Islands the rice bran oil and cottonseed oil are the most important. In addition, oilseeds of tree and forest origin, which grow mostly in tribal inhabited areas, are also a significant source of oils. Figures pertaining to estimated production of major cultivated oilseeds, availability of edible oils from all domestic sources (from Domestic and Import Sources) during the last few years are as under. 2.2.3 CONSUMPTION PATTERNS OF OILS IN INDIA India is a vast country and inhabitants of several of its regions have developed specific preference for certain oils largely depending upon the oils available in the region. For example, people in the South and West prefer groundnut oil while those in the East and Vanaspati has an important role in our edible oil economy. Its production is about 1.2 million tones manually. It has around 10% share of the edible oil market. It has the ability to absorb a heterogeneous variety of oils, which do not generally find direct marketing opportunities because of consumers preference for traditional oils such as ground nut oil, mustard oil, sesame oil etc. For example, newer oils like soya bean, sunflower, rice bran, and cottonseed and oils from oilseeds of tree and forest origin had found their way to the edible pool largely through vanaspati route. Of late, things have changed. Through technological means such as refining, bleaching and deodouraisation, all oils have been rendered practically colorless, odorless and tasteless and, therefore, have become easily interchangeable in the kitchen, like those of cottonseed, sunflower, palm oil, or its liquid fraction (palmolein), soya bean and rice bran. These tend to have a strong and distinctive taste preferred by most traditional customers. The share of raw oil, refined oil and vanaspati in the total edible market is estimated at 35%, 55% and 10% respectively. About 50% of domestic demand of edible oils is met through imports out of which palm oil constitutes about 80% of imports. Therefore, the consumption of refined palm oil (RBD palmolein) and in blending with other oils has increased substantially over the years specially in hotels, restaurants and in preparation of wide varieties of food products.

2.2.4 MAJOR FEATURES OF OIL ECONOMY There are two major features, which have very significantly contributed to the development of this sector. One was the setting up of the technology mission on oilseeds in 1986. This gave a thrust to Governments efforts for augmenting the production of oilseeds from about 11.3 million tons in 1986-87 to 24.8 million tons in 1998-1999. There was some setback in 1999-2000 because of the un-seasonal rain followed by weather. The production of oilseeds declined to 20.7 million tons in 19992000. However, the oilseeds production went up to 27.98 million tons in 2005-06. As per the 4th advance estimate by Ministry of Agriculture dated 19.7.2011, the production of nine major oil seeds is estimated to be about 31.10 million tons during 2010-2011 (October-November). The other dominant feature which has had significant impact on the present status of edible oilseeds/oil industry has been the program of liberalization under which the governments economic policy allowing greater freedom to the open market and encourages healthy competition and self regulation rather than protection and control. Controls and regulations have been relaxed resulting in a highly competitive market dominated by both domestic and multinational players. 2.3 COMPANY PROFILE-K.T.V HEALTH FOOD PRIVATE LIMITED History The success story began with the establishment of the K.T.V. Health Food Pvt. Ltd. in 1996. Since then, the company has made incredible strides in the edible oil market with its flagship brand "ROOBINI". Driven by the goal to provide quality sunflower oil at competitive prices, Roobini within a short span of time, has become the most preferred brand. Development As per the report ROOBINI is ranked 82th among India's hundred biggest Fast Moving Consumer Goods (FMCG) by A.C. Nielsen Retail Audit for the period September 2001 - August 2002. This comprehensive retail audit was done based on a variety of parameters including sales, top-of-the mind recall and trust. Not long ago, an ORG-MARG survey also had rated ROOBINI as number four in the FMCG (edible oils) category in South India. ROOBINI has become a member of the US based National Sunflower Association (NSA), whose aim is to promote quality sunflower products across the globe keeping the health of the people in mind.
9

Target Marketing ROOBINI finds a place in every discerning home, thanks to highly sophisticated and rigorous processes adopted to refine crude sunflower oil. A unique distribution network ensures that the end consumer always keeps company with health and happiness. ROOBINI's state-of-the-art production unit is situated at kodungaiyur, about 13km from Chennai, India.The storage capacity at the plant for crude sunflower oil is 5500 tonnes. The plant uses automatic continuous technology for processing in order to maintain the highest standards of hygiene.The crude oil is systematically purified in well defined stages, "Neutralisation, Bleaching, Deodourization and De-waxing". All processes are digitally monitored. Machinery at the plant is inspected periodically and preventive maintenance of equipments and lines is done to avoid damages and untimely breakdowns. In observance to stipulated standards, routine calibration of meters and control device are done.Quality control at ROOBINI is foolproof with continuous checks during raw material, processing and end product stages, following Good Labouratory Practice (GLP) guidelines 2.3.1 MANPOWER A well educated in-plant safety committee on vigilance ensures the safety of the machinery and the personnel. ROOBINI has employed qualified and experienced personnel on all fronts in its production unit. Local workforce is inducted to work on basic operation after adequate training. All labour welfare amenities are provided to our skilled manpower. 2.3.2 SOCIAL RESPONSIBILITY ROOBINI understands its social responsibilities. That is why, K.T.V. Health Food Pvt. Ltd. focuses on environment friendly waste disposal with a top of the line effluent treatment plant built in house. ROOBINI adopts safe and healthy practices to protect the environment.

2.4 Conclusion

10

International standards for vegetable oils are evolving. They provide a valuable internationally accepted database which, apart from being useful for assessment of product quality, is vital for verifying oil authenticity. Clearly, Codex standards will assume increasing significance under the recently concluded GATT agreement; it is therefore incumbent upon Member Governments to seek to ensure that the standards are up to date and accurate to the extent possible.

CHAPTER 3

11

SALES PROMOTION- A THEORETICAL VIEW 3.1 INTRODUCTION Sales promotion is the final element in the marketing mix. After the nature of product is decided, its price is fixed and the methods of distribution are decided, the manufactures has to take effective steps in meeting the consumers in the markets. In the present consumer oriented markets it is the duty of manufacturers to know what is required by the consumer. It is also their duty to make the customers know where, when how and at what prices. The products would be available. 3.2 THREE TYPE OF SALES ACTIVITY 1. Mass impersonal selling methods (Advertising). 2. Face to face personal selling (Salesman ship). 3. Activities other than personal selling and advertising such as point of purchase display (P.O.P.) show and exhibitions, demonstrations and other non securing selling efforts. This form of activity is called Sales Promotion. 3.3 TYPES OF PROMOTION BLENDS 3.3.1 Pull Blend A pull blend is one in which mass impersonal, sales efforts are given the greatest emphasis. The purpose of pull blend is to pre-sell to the final consumers so that they demand the product at the retail level of distribution. The firm adopting this strategy would spend more on advertising and sales promotion rather than in personal selling. These efforts pull down the product from the manufacturer. 3.3.2 Push Blend A push blend emphasizes personal selling. Naturally firms adopting this method develop a strong sales force at both the distributor and the dealer level. This method would tend to push the product through the channel of distribution. Traditionally sales promotions have been used by marketer to increase sales in the short term. However, in the last few decades this communication tool has evolved and now is considered from a strategic point of view. For this reason, it is necessary to realize new studies in this area and study how consumers evaluate sales promotions.

12

Sales promotions have grown in both importance and frequency over the past few decades. Although an accurate estimate for total sales promotions expenditures does not exist, it is sure that the trend is up. Sales promotion serves three essential roles: It informs, persuades and reminds prospective customers about a company and its products. Even the most useful product or brand will be a failure if no one knows that it is available. As we know, channels of distribution take more time in creating awareness because a product has to pass through many hands between a producer and consumers. Therefore, a producer has to inform channel members as well as ultimate consumers about the attributes and availability of his products. The second purpose of promotion is persuasion. The cut throat competition among different products puts tremendous pressure on their manufacturers and they are compelled to undertake sales promotion activities. The third purpose of promotion is reminding consumers about products availability and its potential to satisfy their needs. 3.4 TYPES OF SALES PROMOTION Consumer Oriented Sales Promotion Trade Oriented Sales Promotion

3.4.1 CONSUMER ORIENTED SALES PROMOTION Sales promotion consists of a diverse collection of incentive tools, mostly short-term designed to stimulate quicker and/or greater purchase of particular products/services by consumers or the trade. Tools for Consumer Oriented Sales Promotion To increase short term sales To induce trial To reduce inventory To establish a brand name To make cross selling To cope up with competition To avoid advertising clutter

13

Factors Influencing Consumer Oriented Sales Promotion Mainly four factors should be taken into account while determining the sales promotion program. Target market Nature of product Stage of product life cycle Budget available for promotion 3.4.2 TRADE ORIENTED SALES PROMOTION Trade Oriented Sales Promotion aimed to motivate channel member of the company and to encourage them to push companys product. Trade Oriented Sales Promotion includes dealer contest and incentives, trade allowances. Point-of-purchase displays, sales training programs, trade shows, cooperative advertising, and other programs designed to motivate distributors and retailers to carry a product and make an extra effort to push it to their customers. 3.5 SALES PROMOTIONS EFFECTIVENESS Considering the increased spending investment on Promotions, as well as the costs involved, Manufactures and Distributors need to know how much of this activity is really effective. Once the strategy has been established, we have to determine the incentive or benefit we plan to offer to consumers so that they can perceive a better product value. 3.6 CONCLUSION Sales Promotion is a Marketing activity, limited in time, whose primary goal is to make a direct impact on the behavior of the consumers or on the intermediaries. Promotions should be designed and conducted within the context of a global Marketing plan.

CHAPTER 4 DATA ANALYSIS AND INTERPRETATION

14

4.1 INTRODUCTION This chapter deals with the analysis of the data collected during the study. This analysis is made in order to find out the effectiveness of sales promotion of the Roobini Oil of K.T.V. Health Food Private Limited, Chennai. This analysis is carried out on the various factors like Cash discount , Name board , Free gift , Extra units, Tour arrangement ,Party , Coupon , price off , Lucky Draws , Extra Quantity , satisfaction of the Roobini Oil of K.T.V. Health Food Private Limited, Chennai. The data analysed are interpreted and presented in this part. 4.2 GENDER OF RESPONDENTS The gender of the respondents is shown in the Table 4.1 TABLE 4.1 GENDER OF RESPONDENTS

S.No 1 2 Male

Gender

No of Respondents 111 9 120

Percentage of Respondents 92 8 100

Female Total

Source: Primary Data Inference It is observed from Table 4.1 that 92 per cent of respondents are male and 8 per cent of respondents are female

CHART 4.1 GENDER OF RESPONDENTS

15

Female 8%

Male 92%

4.3 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS The educational qualification of the respondents were classified and presented in the Table 4.2.

16

TABLE 4.2 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS S.No Qualification No of Respondents Percentage of Respondents 1 2 3 SSLC Graduate Others Total Source: Primary Data Inference It is observed from the Table 4.2, 49 per cent of the respondents are Graduates, 39 per cent of the respondents are SSLC, and 12 per cent of the respondents answered other (Professional, diploma, non graduate). 47 59 14 120 39 49 12 100

CHART 4.2 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

17

50
40 30 20 10 0 SSLC Graduate Others

4.4 BUSINESS EXPERIENCE OF THE RESPONDENTS

18

The Business experience of the respondents were classified and presented in the Table 4.3. TABLE 4.3 BUSINESS EXPERIENCE OF THE RESPONDENTS S.No Business Experience No of Respondents Percentage of Respondents 1 2 3 1-5 years 6-10 years More than 10 years Total Source: Primary Data Inference It is observed from the Table 4.3, 36 per cent of the respondents have experience for 1-5 years, 34 per cent of the respondents have experience for more than 10 years, and 30 per cent of the respondents have experience for 6-10 years. 43 36 41 120 36 30 34 100

CHART 4.3
19

BUSINESS EXPERIENCE OF THE RESPONDENTS

36 35 34 33 32 31 30 29 28 27 1-5 years 6-10 years More than 10 years

4.5 ITEM OF OIL PRODUCTS

20

The item of oil products kept by the respondents is shown in Table 4.4 TABLE 4.4 ITEM OF OIL PRODUCTS

S.No

Item of Oil Products

No of Respondents

Percentage of Respondents 33 9 40 8 4 6 100

1 2 3 4 5 6

Gold Winner Sundrop Roobini Fortune Other All of these Total

39 11 48 10 5 7 120

Source: Primary Data

Inference It is observed from the Table 4.4 that 40 per cent of the respondents have Roobini Oil, 33 per cent of the respondents have Gold Winner, 9 per cent of the respondents have Sundrop, 8 per cent of the respondents have Fortune, 4 per cent of the respondents have other oil products and 6 per cent of the respondents have all these products.

CHART 4.4
21

ITEM OF OIL PRODUCTS

40 40 35 30 25 20 15 10 5 0 Gold Sundrop Roobini Fortune winner Other All of these 9 8 6 4 33

4.6 SOURCE OF INFORMATION

22

The source of information about Roobini Oil to the respondents is analyzed and presented in Table 4.5 TABLE 4.5 SOURCE OF INFORMATION

S.No

Source

No of Respondents

Percentage of Respondents 52 31 13 4 100

1 2 3 4

Advertisement Family Friends Others Total

62 37 16 5 120

Source: Primary Data

Inference It is observed from Table 4.5 that 52 per cent of the respondents came to know about Roobini Oil from Advertisement, 31 per cent of the respondents from family and 13 per cent of the respondents from friends and 4 per cent of the respondents from others.

23

CHART 4.5 SOURCE OF INFORMATION

60

50

40

30

Percentage of respondents

20

10

0 Advertisement Family Friends Others

4.7 REASON FOR BUYING ROOBINI OIL

24

The Reason for which the respondents buy the Roobini Oil is presented in Table 4.6 TABLE 4.6 REASON FOR BUYING ROOBINI OIL

S.No

Opinion

No of Respondents

Percentage of Respondents 6 32 23 39 100

1 2 3 4

Quality Price Brand Image High Margin Total

7 39 27 47 120

Source: Primary Data

Inference It is observed from Table 4.6 that 39 per cent of the respondents buy Roobini Oil for high margin, 32 per cent of the respondents for Price, 23 per cent of the respondents for Brand image, 6 per cent of the respondents buy Roobini Oil for quality.

25

CHART 4.6 REASON FOR BUYING ROOBINI OIL

40 35 30 25 20 15 10 5 0 Quality Price Brand image High margin Percentage of respondents

4.8 MONTHLY PURCHASE OF ROOBINI OIL

26

The Monthly Purchase of Roobini Oil by the respondents is presented in Table 4.7

TABLE 4.7 MONTHLY PURCHASE OF ROOBINI OIL

S.No

Monthly Purchase

No of

Percentage of

Respondents Respondents 1 Less than 10 boxes 20 16

11-20 boxes

27

22

21-30 boxes

29

25

Above 30 boxes

44

37

Total Source: Primary Data

120

100

Inference It is observed from Table 4.7 that 37 per cent of the respondents buy above 30 boxes of Roobini Oil per Month, 25 per cent of the respondents buy 21-30 boxes, 22 per cent of the respondents buy 11-20 boxes and 16 per cent of the respondents buy less than 10 boxes of Roobini Oil per Month.

CHART 4.7
27

MONTHLY PURCHASE OF ROOBINI OIL

40 35 30 25 20 15 10 5 0 Less than 10 boxes 11-20 boxes 21-30 boxes Above 30 boxes Percentage of respondents

4.9 MODE OF PAYMENT

28

The mode of payment of Roobini Oil by the respondents is analyzed and presented in Table 4.8 TABLE 4.8 MODE OF PAYMENT

S.No

Mode of Payment

No of Respondents

Percentage of Respondents 32 16 52 100

1 2 3

Cash Cheque Credit Total

38 20 62 120

Source: Primary Data Inference It is observed from Table 4.8 that 52 per cent of the respondents buy Roobini Oil for Credit, 36 per cent of the respondents for cash, 16 per cent of the respondents mode of payment is cheque.

CHART 4.8

29

MODE OF PAYMENT

Cash 32%

Credit 52%

Cheque 16%

4.10 MONTHLY NET SALE OF ROOBINI OIL

30

The monthly net sale of Roobini Oil for one month is presented in Table 4.9 TABLE 4.9 MONTHLY NET SALE OF ROOBINI OIL

No of S.No 1 2 3 4 Monthly Net Sale Below Rs 10,000 11,000-15,000 16,000-20,000 Above Rs 20,000 Total Source: Primary Data Inference Respondents 3 29 11 77 120

Percentage of Respondents 2 25 9 64 100

It is observed from Table 4.9 that 64 per cent of the respondents have a monthly net sales of Above Rs 20,000, 25 per cent of the respondents answered Rs 11,00015,000 ,9 per cent of the respondents answered Rs 16,000-20,000 and 2 per cent of the respondents answered only below Rs10,000 towards monthly net sale of Roobini Oil .

CHART 4.9
31

MONTHLY NET SALE OF ROOBINI OIL

70

60

50

40 Percentage of respondents 30

20

10

0 Below Rs 10,000 11,000-15,000 16,000-20,000 Above Rs 20,000

4.11 SALES PROMOTION AWARENESS

32

The opinion of the respondents that whether they aware about the sales promotion of Roobini Oil is presented in Table 4.10 TABLE 4.10 SALES PROMOTION AWARENESS

S.No

Sales Promotion Awareness

No of Respondents

Percentage of Respondents 93 7 100

1 2

Yes No Total

112 8 120

Source: Primary Data Inference It is observed from Table 4.10 that 93 per cent of the respondents were aware about the sales promotion of Roobini Oil and 7 per cent of the respondents were not aware about the sales promotion of the Roobini Oil.

CHART 4.10

33

SALES PROMOTION AWARENESS

No 7%

Yes 93%

4.12 AWARENESS ABOUT TYPE OF SALES PROMOTION OF ROOBINI OIL

34

The opinion of respondents towards awareness about the type of sales promotion of Roobini Oil is presented in Table 4.11 TABLE 4.11 AWARENESS ABOUT TYPE OF SALES PROMOTION OF ROOBINI OIL

No of S.No 1 2 3 4 5 6 Type of Sales Promotion Cash discount Name board Free gift Extra units Tour arrangement Party Total Source: Primary Data Respondents 26 47 13 7 8 11 112

Percentage of Respondents 23 42 12 6 7 10 100

Inference It is observed from the Table 4.11 that 42 per cent of the respondents have only aware about the Name board sales promotion of the Roobini Oil, 23 per cent of the respondents aware about cash discount, 12 per cent of the respondents aware about Free gift, 10 per cent of the respondents aware about party, 7 per cent of the respondents aware about the tour arrangement, 6 per cent of the respondents aware about the extra units of Roobini Oil.

35

CHART 4.11 AWARENESS ABOUT TYPES OF SALES PROMOTION OF ROOBINI OIL

45 40 35 30 25 20 15 10 5 0 Cash discount Name broad Free gift Extra units Tour arrangement Party

4.13 OPINION TOWARDS SALES OF ROOBINI OIL IN 2010-11

36

The Opinion of respondents towards sales of Roobini Oil in the year 2010-11 was classified and presented in the following Table 4.12. TABLE 4.12 OPINION TOWARDS SALES OF ROOBINI OIL IN 2010-11 No of Respondents S.No 1 2 3 4 Opinion Excellent Very good Fair Poor Total Source: Primary Data 9 41 53 17 120 Percentage of Respondents 8 34 44 14 100

Inference From the Table 4.12, it is inferred that respondents opinion towards sales of Roobini Oil in the year 2010-11. 44 percent of the respondents answered fair, 34 percent of the respondents answered very good, 14 percent of the respondents answered poor, 8 percent of the respondents answered excellent towards sales of Roobini Oil.

37

CHART 4.12 OPINION TOWARDS SALES OF ROOBINI OIL IN 2010-11

45 40 35 30 25 20 15 10 5 0 Excellent Very good Fair Poor PERCENTAGE

4.14 TYPE OF CUSTOMERS OF ROOBINI OIL

38

Opinion of respondents toward the customers of Roobini Oil is analyzed and presented in Table 4.13 TABLE 4.13 TYPE OF CUSTOMERS OF ROOBINI OIL

S.No

Type of Customers

No of Respondents

Percentage of Respondents

1 2

Low Income people Middle Income people Total

73 47 120

61 39 100

Source: Primary Data Inference It is observed from the Table 4.13, 61 per cent of the respondents are low income customers and 39 per cent of the respondents are middle income customers for the Roobini Oil.

39

CHART 4.13 TYPE OF CUSTOMERS OF ROOBINI OIL

Middle Income people 39% Low Income people 61%

4.15 OPINION TOWARDS CUSTOMER SERVICE

40

Respondents opinion about customer service offered by the company is classified and presented in the following Table 4.14. TABLE 4.14 OPINION TOWARDS CUSTOMER SERVICE No of S.No 1 2 3 4 Excellent Very good Fair Poor Total Source: Primary Data Opinion Respondents 25 34 35 26 120 Percentage of Respondents 21 28 29 22 100

INFERENCE It is observed from the Table 4.14, 29 per cent of the respondents having fair opinion towards the customer service of the company, 28 per cent of the respondents having very good opinion, 22 per cent of the respondents having poor opinion, 21 per cent of the respondents having excellent opinion towards the customer service of the company.

41

CHART 4.14 OPINION TOWARDS CUSTOMER SERVICE

30

25

20

15

10

0 Excellent Very good Fair Poor

42

4.16 SUGGESTION GIVEN TO CUSTOMERS TO PURCHASE A CERTAIN BRAND The response of the respondents that whether they suggest customers to purchase a certain brand is presented in Table 4.15 TABLE 4.15 SUGGESTION GIVEN TO CUSTOMERS TO PURCHASE A CERTAIN BRAND

No of S.No Opinion Respondents

Percentage of Respondents

1 2

Yes No Total

97 23 120

81 19 100

Source: Primary Data Inference It is observed from the Table 4.15 that 81 per cent of the respondents give suggestion to purchase a certain brand and 19 per cent of the respondents do not give suggestion to purchase a certain brand to their customers.

43

CHART 4.15 SUGGESTION GIVEN TO CUSTOMERS TO PURCHASE A CERTAIN BRAND

No 19%

Yes 81%

44

4.17 REASON FOR GIVING SUGGESTION TO PURCHASE A CERTAIN BRAND The opinion of respondents towards the reason for giving suggestion to purchase a certain brand is presented in Table 4.16. TABLE 4.16 REASON FOR GIVING SUGGESTION TO PURCHASE A CERTAIN BRAND

S.No

Reason for Giving Suggestion

No of Respondents

Percentage of Respondents

1 2 3 4

High margin Quality Customer relationship No reason Total

28 22 43 4 97

29 23 44 4 100

Source: Primary Data Inference It is observed from Table 4.16 that, 44 per cent of the respondents answered customer relationship is the reason for a giving suggestion to purchase a certain brand, 29 per cent of the respondents answered high margin, 23 per cent of the respondents answered quality product and 4 per cent of the respondents answered no reasons.

45

CHART 4.16 REASON FOR GIVING SUGGESTION TO PURCHASE A CERTAIN BRAND

45 40 35 30 25 20 15 10 5 0 High margin Quality Customer relationship No reason

46

4.18 CUSTOMERS EXPECTATION TOWARDS VARIOUS SCHEMES The response of the respondents that whether the customer expects for various schemes is presented in Table 4.17 TABLE 4.17 CUSTOMERS EXPECTATION FOR VARIOUS SCHEMES

S.No

Opinion

No of Respondents

Percentage of Respondents 95 5 100

1 2

Yes No Total

114 6 120

Source: Primary Data Inference It is observed from Table 4.17 that 95 per cent of the respondents replied that customers look for various schemes and 5 per cent of the respondents replied that customers were not look for various schemes.

47

CHART 4.17 CUSTOMERS EXPECTATION FOR VARIOUS SCHEMES

No 5%

Yes 95%

48

4.19 EXPECTATION OF CUSTOMERS TOWARDS SALES PROMOTION SCHEMES The expectation of customers towards sales promotion schemes is presented in Table 4.18 TABLE 4.18 EXPECTATION OF CUSTOMERS TOWARDS SALES PROMOTION SCHEMES No of S.No Sales Promotion Schemes Respondents Percentage of Respondents 1 2 3 4 Coupon Price off Lucky draws Extra quantity Total Source: Primary Data Inference It is observed from the Table 4.18 that 43 per cent of the respondents answered that customers expect for extra quantity scheme, 33 per cent of the respondents answered that customers expect for price off only, 14 per cent of the respondents answered that customers expect for lucky draws, 10 per cent of the respondents answered that customers expect for coupon schemes. 12 37 16 49 114 10 33 14 43 100

49

CHART 4.18 EXPECTATION OF CUSTOMERS TOWARDS SALES PROMOTIONAL SCHEMES

45 40 35 30 25 20 15 10 5 0 Coupon Price off Lucky draws Extra quantity

50

4.20 DEALERS MEETING IS CONDUCTED BY THE COMPANY The opinion of the respondents towards dealers meeting is presented in Table 4.19 TABLE 4.19 DEALERS MEETING IS CONDUCTED BY THE COMPANY

S.No

Opinion

No of Respondents

Percentage of Respondents

1 2

Yes No Total

102 8 120

85 15 100

Source: Primary Data Inference It is observed from Table 4.19 that 85 per cent of the respondents answered that the dealers meeting is conducted by the company and 15 per cent of the respondents answered dealers meeting is not conducted by the company.

51

CHART 4.19 DEALERS MEETING IS CONDUCTED BY THE COMPANY

No 15%

Yes 85%

52

4.21 FREQUENCY OF DEALERS MEETING The Respondents response towards frequency of dealers meeting is analyzed and presented in Table 4.20 TABLE 4.20 FREQUENCY OF DEALERS MEETING

S.No

Frequency

No of Respondents

Percentage of Respondents 39 53 8 100

1 2 3

Six months once Yearly once Never Total

40 52 9 102

Source: Primary Data

Inference It is observed from the Table 4.20 that 53 per cent of the respondents attended the dealers meeting yearly once, 39 per cent of the respondents attended the dealers meeting six months once, 8 per cent of the respondents answered that they never attended the meeting.

53

CHART 4.20 FREQUENCY OF DEALERS MEETING

60

50

40

30

Percentage of respondents

20

10

0 Six months once Yearly once Never

54

4.22 TRADE PROMOTION The opinion of the respondents towards Trade Promotions of various Oil Products like Roobini, Gold Winner, Sundrop and Fortune is analysed and presented in this part. 4.22.1 TRADE PROMOTION OF ROOBINI OIL The opinion of the respondents towards the Trade promotion of Roobini Oil is Presented in Table 4.21 TABLE 4.21 TRADE PROMOTION OF ROOBINI OIL

S.No

Trade promotion

No of Respondents

Percentage of Respondents 69 10 18 3 100

1 2 3 4

Extra margin Credit facility Extra units Promotional expenses Total

83 12 22 3 120

Source: Primary Data

Inference It is observed from the Table 4.21 that 69 per cent of the respondents stated that extra margin is offered as trade promotion for Roobini Oil, 18 per cent of the respondents stated that Extra units offer is given, 10 per cent of the respondents stated that credit facility is given and 3 per cent of the respondents stated that Promotional expenses is offered as trade promotion for Roobini Oil.

55

CHART 4.21 TRADE PROMOTION OF ROOBINI OIL

70 60 50 40 30 20 10 0 Extra margin Credit facility

Extra units

Promotional expenses

56

4.22.2 TRADE PROMOTION OF GOLD WINNER OIL The opinion of the respondents towards the Trade promotion of Gold Winner Oil is presented in Table 4.22 TABLE 4.22 TRADE PROMOTION OF GOLD WINNER OIL

No of S.No 1 2 3 4 5 Trade promotion Extra margin Credit facility Extra units Promotional expenses Gifts Total Source: Primary Data Respondents 77 5 6 12 20 120

Percentage of Respondents 64 4 5 10 17 100

Inference It is observed from the Table 4.22 that 64 per cent of the respondents replied that Extra margin is offered as trade promotion for Gold Winner Oil, 17 per cent of the respondents replied that special gifts are given, 10 per cent of the respondents replied that Promotional expenses are given, 5 per cent of the respondents replied that Extra units are given, 4 per cent of the respondents replied that credit facility is given as trade promotion for Gold Winner Oil.

57

CHART 4.22 TRADE PROMOTION OF GOLD WINNER OIL

70 60 50 40 30 20 10 0 Extra margin Credit facility Extra units Promotional expenses Gifts

58

4.22.3 TRADE PROMOTION OF SUNDROP OIL The opinion of the respondents towards the Trade promotion of Sundrop Oil is presented in Table 4.23 TABLE 4.23 TRADE PROMOTION OF SUNDROP OIL

No of S.No 1 2 3 4 5 Trade promotion Extra margin Credit facility Extra units Promotional expenses Gifts Total Source: Primary Data Respondents 12 16 32 7 53 120

Percentage of Respondents 10 13 27 6 44 100

Inference It is observed from the Table 4.23 that 44 per cent of the respondents answered Gifts are offered as trade promotion for Sundrop Oil, 27 per cent of the respondents answered Extra units, 13 per cent of the respondents answered credit facility, 10 per cent of the respondents answered Extra margin, 6 per cent of the respondents answered Promotional expenses is offered as trade promotion for Sundrop Oil.

59

CHART 4.23 TRADE PROMOTION OF SUNDROP OIL

45 40 35 30 25 20 15 10 5 0 Extra margin Credit facility Extra units Promotional expenses Gifts

60

4.22.4 TRADE PROMOTION OF FORTUNE OIL The opinion of the respondents towards the Trade promotion of Fortune Oil is presented in Table 4.24 TABLE 4.24 TRADE PROMOTION OF FORTUNE OIL

No of S.No 1 2 3 4 5 Trade promotion Extra margin Credit facility Extra units Promotional expenses Gifts Total Source: Primary Data Respondents 23 4 5 72 16 120

Percentage of Respondents 19 3 4 60 14 100

Inference It is observed from the Table 4.24 that 60 per cent of the respondents answered promotional expenses is offered for Fortune Oil, 19 per cent of the respondents answered Extra margin, 14 per cent of the respondents answered gifts, 4 per cent of the respondents answered Extra units, 3 per cent of the respondents answered credit facility is given as trade promotion for Fortune Oil.

61

CHART 4.24 TRADE PROMOTION OF FORTUNE OIL

60 50 40 30 20 10 0 Extra margin Credit facility Extra units Promotional expenses Gifts

62

4.23 SATISFACTION TOWARDS SALES PROMOTION OF ROOBINI OIL The opinion of the respondents towards the satisfaction towards sales promotion of Roobini Oil is presented in Table 4.25 TABLE 4.25 SATISFACTION TOWARDS SALES PROMOTION OF ROOBINI OIL

No of S.No 1 2 3 4 Satisfaction level Highly Satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Total Source: Primary Data Respondents 32 33 49 6 120

Percentage of Respondents 26 28 41 5 100

Inference It is observed from the Table 4.25 that 41 per cent of the respondents replied that they were Neither satisfied nor dissatisfied with sales promotion of Roobini Oil, 28 per cent of the respondents replied Satisfied, 26 per cent of the respondents replied Highly Satisfied and 5 per cent of the respondents replied Dissatisfied with the sales promotion of Roobini Oil.

63

CHART 4.25 SATISFACTION TOWARDS SALES PROMOTION OF ROOBINI OIL

45 40 35 30 25 20 15 10 5 0 Highly Satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied

64

4.24 OPINION TOWARDS SALES PROMOTION The opinion of the respondents towards sales promotion is analysed and presented in this part. 4.24.1 SALES PROMOTION AFFECTS COMPANYS SALES VOLUME The opinion of the respondents towards the sales promotion affects companys sales volume is presented in Table 4.26 TABLE 4.26 SALES PROMOTION AFFECTS COMPANYS SALES VOLUME S.No 1 2 3 4 5 Opinion Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total Source: Primary Data No of Respondents 60 22 2 8 28 120 Percentage of Respondents 50 18 3 6 23 100

Inference The Table 4.26 shows that 50 per cent of the respondents strongly agreed that the sales promotion affects the sales volume of the company, 23 per cent of the respondents strongly disagreed, 18 per cent of the respondents agreed, 6 per cent of the respondents disagreed, 3 per cent of the respondents neither agreed nor disagreed that the sales promotion affects companys the sales volume.

65

CHART 4.26 SALES PROMOTION AFFECTS COMPANYS SALES VOLUME

50 45 40 35 30 25 20 15 10 5 0 Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree

66

4.24.2 SALES PROMOTION INCREASES THE PROFITABILITY OF THE ORGANIZATION. The opinion of the respondents towards the sales promotion helps to increase the profitability of the organization is presented in Table 4.27 TABLE 4.27 SALES PROMOTION INCREASES THE PROFITABILITY OF THE ORGANIZATION S.No 1 2 3 4 Opinion Strongly Agree Agree Disagree Strongly Disagree Total Source: Primary Data No of Respondents Percentage of Respondents 73 20 3 24 120 61 17 2 20 100

Inference

The Table 4.27 shows that 61 per cent of the respondents strongly agreed that the sales promotion increases the profitability of the Organisation, 20 per cent of the respondents strongly disagreed, 17 per cent of the respondents agreed, 2 per cent of the respondents disagreed that the sales promotion increases the profitability of the Organisation.

67

CHART 4.27 SALES PROMOTION INCREASES THE PROFITABILITY OF THE ORGANIZATION

70 60 50 40 30 20 10 0 Strongly Agree Agree Disagree Strongly Disagree

68

4.24.3 SALES PROMOTION INCREASES THE MARKET SHARE OF THE COMPANY The opinion of the respondents towards the sales promotion helps to increase the market share of the company is presented in Table 4.28 TABLE 4.28 SALES PROMOTION INCREASES THE MARKET SHARE OF THE COMPANY No of S.No 1 2 3 4 5 Opinion Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total Source: Primary Data Respondents 52 16 4 2 46 120 Percentage of Respondents 43 14 3 2 38 100

Inference The Table 4.28 shows that 43 per cent of the respondents strongly agreed that the sales promotion increases the market share of the company, 38 per cent of the respondents strongly disagreed, 14 per cent of the respondents agreed, 3 per cent of the respondents Neither agreed nor disagreed that the sales promotion helps to increase the market share, 2 per cent of the respondents disagreed that the sales promotion increases the market share of the company.

69

CHART 4.28 SALES PROMOTION INCREASES THE MARKET SHARE OF THE COMPANY

45 40 35 30 25 20 15 10 5 0 Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree

70

4.24.4 SALES PROMOTION

ENHANCES

THE

ORGANIZATION TO

MAINTAIN RELATIONSHIP WITH THE CUSTOMERS. The opinion of the respondents towards the sales promotion can enhance the Organisation to maintain relationship with the customers presented in Table 4.29 TABLE 4.29 SALES PROMOTION ENHANCES THE ORGANIZATION TO MAINTAIN RELATIONSHIP WITH THE CUSTOMERS

No of S.No 1 2 3 4 5 Opinion Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree TOTAL Source: Primary Data Respondents 26 38 28 9 19 120

Percentage of Respondents 21 32 23 8 16 100

Inference The Table 4.29 shows that 32 per cent of the respondents agreed that the sales promotion enhances the organisation to maintain relationship with customers, 23 per cent of the respondents Neither agreed nor disagreed, 21 per cent of the respondents Strongly agreed,16 per cent of the respondents strongly disagreed, 8 per cent of the respondents disagreed that the sales promotion enhances the organizational relationship with the customers.

71

CHART 4.29 SALES PROMOTION ENHANCES THE ORGANIZATION TO MAINTAIN RELATIONSHIP WITH THE CUSTOMERS

35 30 25 20 15 10 5 0 Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree

72

4.24.5 DEGREE OF COMPETITIVENESS DETERMINES THE SALES PROMOTION. The opinion of the respondents towards the Degree of competitiveness determines the sales promotion of the company is presented in Table 4.30 TABLE 4.30 DEGREE OF COMPETITIVENESS DETERMINES THE SALES PROMOTION Opinion Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree TOTAL Source: Primary Data No of Respondents 12 3 7 46 52 120 10 3 6 38 43 100 Percentage of Respondents

S.No 1 2 3 4 5

Inference The Table 4.30 shows that 43 per cent of the respondents strongly disagreed the degree of competitiveness determines the sales promotion of the company, 38 per cent of the respondents disagreed, 10 per cent of the respondents strongly agreed, 6 per cent of the respondents Neither agreed nor disagreed, 3 per cent of the respondents agreed that the degree of competitiveness determines the sales promotion of the company.

73

CHART 4.30 DEGREE OF COMPETITIVENESS DETERMINES THE SALES PROMOTION

45 40 35 30 25 20 15 10 5 0 Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree

74

4.24.6 SALES PROMOTION CAMPAIGN CREATES CONSUMER AWARENESS The opinion of the respondents towards the sales promotion campaign creates consumer awareness is presented in Table 4.31 TABLE 4.31 SALES PROMOTION CAMPAIGN CREATES CONSUMER AWARENESS S.No 1 2 3 4 5 Opinion Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree TOTAL Source: Primary Data No of Respondents 94 5 3 12 6 120 79 4 2 10 5 100 Percentage of Respondents

Inference The Table 4.31 shows that 79 per cent of the respondents strongly agreed that the sales promotion campaign creates consumer awareness, 10 per cent of the respondents disagreed, 5 per cent of the respondents strongly disagreed, 4 per cent of the respondents agreed, 2 per cent of the respondents neither agreed nor disagreed that the sales promotion campaign creates consumer awareness.

75

CHART 4.31 SALES PROMOTION CAMPAIGN CREATES CONSUMER AWARENESS

80 70 60 50 40 30 20 10 0 Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree

76

4.24.7 TELEVISION ADVERTISING PLAYS AN IMPORTANT PART IN SALES PROMOTIONAL ACTIVITIES. The opinion of the respondents towards television advertising plays an important part in providing information about sales promotion activities is presented in Table 4.32 TABLE 4.32 TELEVISION ADVERTISING PLAYS AN IMPORTANT PART IN SALES PROMOTIONAL ACTIVITIES S.No 1 2 3 Opinion Strongly Agree Agree Disagree TOTAL Source: Primary Data No of Respondents 112 2 6 120 Percentage of Respondents 93 2 5 100

Inference The Table 4.32 shows that 93 per cent of the respondents strongly agreed that Television plays an important part in providing information about sales promotion, 5 per cent of the respondents strongly disagreed and 2 per cent of the respondents agreed that Television plays an important part in providing information about sales promotional activities.

77

CHART 4.32 TELEVISION ADVERTISING PLAYS AN IMPORTANT PART IN SALES PROMOTIONAL ACTIVITIES

100 90 80 70 60 50 40 30 20 10 0 Strongly Agree Agree Disagree

78

4.25 CUSTOMERS EXPECTATION WHEN PURCHASING OIL The customers expectation when purchasing Oil is ranked by the respondents, According to their response analysis is done using weighted average method. It is presented in the Table 4.33 TABLE 4.33 CUSTOMERS EXPECTATION WHEN PURCHASING OIL S.No FACTORS NO OF RESPONDENTS TOTAL WEIGHTED SCORE AVERAGE I II III IV V VI RANK

1 2 3

Taste Quality Company Image

108 72 138

155 90 75

60 124 48

36 63 93

42 46 46

23 15 15

424 410 410

3.53 3.42 3.45

II V IV

4 5 6

Price Packaging Smell

90 186 126

115 75 60

84 92 72

54 36 69

62 36 30

12 21 31

417 446 388

3.475 3.72 3.23

III I VI

Inference It is observed from the Table 4.14 that the rating of various factors when purchasing oil products by the customers. The Packing of the oil products has been ranked first by the respondents, Taste has been ranked second, Price has been ranked third, Company image has been ranked fourth, Quality has been ranked fifth and smell has been ranked sixth.

79

4.26 RELATIONSHIP BETWEEN THE BUSINESS EXPERIENCE AND CUSTOMER SERVICE OPINION. The relationship between the business experience and customer service opinion is analysed using Chi-Square test and presented in the Table 4.34 The hypotheses framed for this analysis are Null hypothesis H0: There is no significant relationship between Business experience and customer service opinion. Alternative hypothesis H1: There is significant relationship between Business experience and customer service opinion. TABLE 4.34 RELATIONSHIP BETWEEN THE BUSINESS EXPERIENCE AND CUSTOMER SERVICE OPINION. BUSINESS EXCELLENT EXPERIENCE Oi 1-5 YEARS 6-10 YEARS ABOVE 10 YEARS TOTAL Critical value 10 8 7 25 : 12.6 Ei 8 8 9 25 VERY GOOD Oi 13 12 9 34 Ei 12 10 12 34 FAIR Oi 15 6 14 35 Ei 12 11 12 35 POOR Oi 5 10 11 26 Ei 9 8 9 26 43 36 41 120 TOTAL

Calculated value: 7.382

Inference Since the critical value is greater than calculated value, the null hypothesis is accepted. So, there is no significant relationship between Business experience and customer service opinion.

80

CHAPTER-5 SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION 5.1 INTRODUCTION This project report is titled as A study on sales promotion in K.T.V. Health Food Private Limited, Chennai. The objectives of the study are to analyse the sales promotion of K.T.V Health Food Private Limited. The researcher collected the data from the respondents through questionnaire method. The data were analysed through percentage analysis, weighted average method and chi-square test. The summary of findings, suggestions and conclusion are given in this chapter.

5.1 SUMMARY OF FINDINGS 92 per cent of respondents are male. 49 per cent of the respondents are Graduates. 56 per cent of the respondents have experience for 6-10 years. 40 per cent of the respondents have stock of Roobini oil. 52 per cent of the respondents came to know about Roobini oil from Advertisement. 39 per cent of the respondents buy Roobini oil for High Margin. 37 per cent of the respondents purchase above 30 boxes of Roobini Oil per Month. 52 per cent of the respondents buy Roobini Oil for Credit. 64 per cent of the respondents have a monthly Net Sales of Above Rs 20,000. 93 per cent of the respondents were aware about the sales promotion of Roobini Oil. 42 per cent of the respondents have only aware about the Name Board sales promotion of the Roobini oil. 44 percent of the respondents answered fair opinion towards sales of Roobini Oil in the Year 2010-11. 61 per cent of the respondents have low class customers. 44 per cent of the respondents having fair opinion about the customer service of the company. 81 per cent of the respondents given suggestion to their customers to purchase a certain brand.

81

 44 per cent of the respondents answered customer relationship is the reason for giving suggestion to purchase a certain brand. 95 per cent of the respondents replied that customers are expecting various sales promotion schemes. 43 per cent of the respondents answered that customers expect extra quantity scheme. 85 per cent of the respondents answered that the dealers meeting is conducted by the company. 53 per cent of the respondents attended the dealer meeting Yearly once. 69 per cent of the respondents stated that Extra Margin offer is given as trade promotion of Roobini Oil. 64 per cent of the respondents replied that Extra Margin is offered as a trade promotion of Gold Winner Oil. 44 per cent of the respondents answered Gifts are offered as trade promotion of Sundrop Oil. 60 per cent of the respondents answered Promotional Expenses are given as trade promotion of Fortune Oil. 41 per cent of the respondents replied that they were Neither satisfied nor dissatisfied with sales promotion of Roobini Oil. 50 per cent of the respondents Strongly Agreed that the sales promotion affects the sales volume of the company. 61 per cent of the respondents Strongly Agreed that the sales promotion increases the profitability of the organization. 43 per cent of the respondents Strongly Agreed that the sales promotion increases the market share of the organization. 32 per cent of the respondents Agreed that the sales promotion can enhance the organization to maintain relationship with customers. 43 per cent of the respondents Strongly Disagreed the degree of competitiveness determines the sales promotion of organization. 79 per cent of the respondents strongly Agreed that the sales promotion campaign creates consumer awareness. 93 per cent of the respondents Strongly Agreed that Television plays an important part in providing information about sales promotion.

82

 The Packaging of the oil products is ranked first by the respondents. A significant relationship exists between Business experience and customer service opinion. 5.2 SUGGESTIONS From the findings of the study the following suggestions were given by the researcher The company may take more care to maintain a better quality of oil in the market The company may deny credit sales to prevent from bad debts The company may concentrate more on Television Advertisement to increase the Monthly Sales of Roobini oil. The company may provide extra units of products as sale promotion. The K.T.V Health food PVT LTD may concentrate on Middle Income People also. The company may provide feedback coupons and improve the awareness of the consumers about the sales promotional measures. 5.3 CONCLUSION The company offers free gifts, discounts, offers and such other varieties of promotional activities for Roobini Oil to enhance all class of peoples. To maintain a good market share the Company needs to take additional actions to improve promotional activities that would make the existing customers as loyal customers. The researcher concludes that sales promotion of Roobini oil is in low level only. The company should take more steps to increase their sales and target on right customer with good products through unbeatable services.

83