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I extend the immense gratitude to the Head of the Department Mr.S.Jayakumar for his
motivation, inspiration, and encouragement for the completion for my project.
The valuable and unflinching requital support in this Endeavor Mrs.K.Vidhya my internal
guide whose assistance was immeasurable to the completion of this project.
I express my earnest gratitude to Mr.M. Magesh CEO of Magnanim system Pvt Ltd,
Puducherry for giving me an opportunity to do a project in this reputed organization.
I also thank all the customers of Magnanim system Pvt ltd, puducherry who were
instrumental in the completion of this project.
I would also like to thank all the staff of the organisation for helping me directly and
indirectly to conclude this work. Last, but not the least, my heart felt gratitude to my parents,
relatives and my friends for their constant encouragement, support, help and valuable advice to
make this project a success.
TABLE OF CONTENTS
LIST OF TABLES
LIST OF CHARTS
CHAPTER PAGE
TITLE
NO. NO.
1 INTRODUCTION 1
2 REVIEW OF LITERATURE 6
3 OBJECTIVES OF THE STUDY 13
4 RESEARCH METHODOLOGY 14
5 DATA ANALYSIS AND INTERPRETATION 18
6 FINDINGS, SUGGESTIONS &
RECOMMENDATIONS OF THE STUDY 45
7 CONCLUSION 47
8 LIMITATION AND SCOPE OF THE STUDY 48
ANNEXURES
1. QUESTIONNAIRE - 50
2. BIBLIOGRAPHY - 53
ABSTRACT
This project entitled “A study on Sales Promotion with reference to Magnanim system
Pvt Ltd in puducherry” is intended to determine the sales increase, purchasing behaviour of the
customer, product competitor and market potential.
Primarily the well defined objectives are framed according to the study. Then
questionnaire is prepaed based on the defined objectives. The prepared questionnaire is used to
get the direct response from the customers.
The response given by the customers are analyzed and interpret using different types of
statistical tools such as percentage analysis, weighted average method.
From the analysis some general findings are araised and that are more related with the
framed objectives for this study. According to the findings the suggestion and recommendations
are given and the conclusions are also based on the findings which will be more helpful for the
organization.
Table No. List Of Tables Page No.
1.3 Registered/Headoffice :
25, First floor,
Needarjappaiyar Street,
Puducherry-605001
Phone: 0413-4201112
Telefax : 0413-4209050
Mobile: 98947-82229/32828
1.4 Nature of gains :
Servicing of- Computer motherboards
-Add-on cards
-Chip level
Monitors
Printer
Scanners
Optical drives
Magnetic Drives
Power supplies
UPS.
1.5 Applicable for Replacement:
Mother board-Ram-CPU
Hard disk
Color/Mono monitor
Keyboard-mouse
Floppy Drive
Printer
Display cards
Ethernet card
Network cable/ connectors
Scanner
Power cards
Switch mode power supply
CD ROM Drive
Sound cards
Speakers
Hubs
UPS
1.6 Installation & configuring:
Softwre
Network
Structured cabling
Server tuning
Troubleshooting
1.7 Data recovery:
All media recovery
Crash proof
Virus affected recovery
Logical/ physical recovery
Data wiping
1.8 Sales:
Computer systems
Printers
Software
Acessories
Digital Equipments
1.9 Support:
Free on-line troubleshooting
On-line support
Annual maintenance support
Per call maintenance
Free E-mail solutions
E-management solutions
Couputer consultancy
Network designing
Upgrade soultions
NEED FOR STUDY
This survey is to identify and focus on the sales promotion of Magnanim system.
To accomplish this, a survey was conducted to gather the impartial information about the
sales promotion. The study was conducted for the below needs.
REVIEW OF LITERATURE
INTRODUCTION
In a time when customers are exposed daily to a nearly infinite amount of promotional
messages, many marketers are discovering that advertising alone is not enough to move members
of a target market to take action, such as getting them to try a new product. Instead, marketers
have learned that to meet their goals they must use additional promotional methods in
conjunction with advertising.
Other marketers have found that certain characteristics of their target market (e.g., small but
geographically dispersed) or characteristics of their product (e.g., highly complex) make
advertising a less attractive option. For these marketers better results may be obtained using
other promotional approaches and may lead to directing all their promotional spending to non-
advertising promotions.
Finally, the high cost of advertising may drive many to seek alternative, lower cost
promotional techniques to meet their promotion goals.
Sales promotions are used widely in many industries and especially by marketers selling to
consumers. We will see that the objectives of sales promotion are quite different than advertising
and are specifically designed to encourage customer response.
DEFINITION
An activity designed to boost the sales of a product or service. It may include an advertising
campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps,
arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary
price reductions, door-to-door calling, telemarketing, personal letters on other methods".
What is Sales Promotion?
Sales promotions are often confused with advertising. For instance, a television
advertisement mentioning a contest awarding winners with a free trip to a Caribbean island may
give the contest the appearance of advertising. While the delivery of the marketer’s message
through television media is certainly labeled as advertising, what is contained in the message,
namely the contest, is considered a sales promotion. The factors that distinguish between the two
promotional approaches are:
1. whether the promotion involves a short-term value proposition (e.g., the contest
is only offered for a limited period of time), and
2. the customer must perform some activity in order to be eligible to receive the
value proposition (e.g., customer must enter contest). The inclusion of a timing
constraint and an activity requirement are hallmarks of sales promotion.
Sales promotions are used by a wide range of organizations in both the consumer and
business markets, though the frequency and spending levels are much greater for consumer
products marketers. One estimate by the Promotion Marketing Association suggests that in the
US alone spending on sales promotion exceeds that of advertising.
A producer must also guard against the possible negative effect of discounting on a
brand's reputation.
Disanta Ojah:
Sales promotions can be directed at either the customer, sales staff, or distribution channel
members (such as retailers). Sales promotions targeted at the consumer are called consumer sales
promotions. Sales promotions
targeted at retailers and wholesalers are called trade sales promotions. Some sale promotions,
particularly ones with unusual methods, are considered gimmicks by many.Consumer sales
promotion techniques
Price deal: A temporary reduction in the price; this includes a happy hour
Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on
the package.
Price-pack deal: The packaging offers a consumer a certain percentage more of the product
for the same price (eg: 25% more free).
Coupons: coupons have become a standard mechanism for sales promotions.
Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for
delivery.
On-shelf couponing: Coupons are present at the shelf where the product is available.
Checkout dispensers: On checkout the customer is given a coupon based on products
purchased.
On-line couponing: Coupons are available on line. Consumers print them out and take them to
the store.
Rebates: Consumers are offered money back if the receipt and barcode are mailed to the
producer.
Contests/sweepstakes/games: The consumer is automatically entered into the event by
purchasing the product.
Pauline Douglas
Sales promotion is very much a social science, that takes into consideration that humans are
fundamentally creatures of habit, and will take a new product or service into their lives based
upon the following principals:
SECONDARY OBJECTIVES:
1. To find out sales increase in competetive market.
2. To find tools and techniques of sales promotion that is used in the organisation.
3. To analyze the purchasing behaviour of the customer.
4. To analyze the product competitor in the market.
CHAPTER 4
RESEARCH METHODOLOGY
Primary data
The data which are collected as fresh for the first time and thus happen to be original in
character is called primary data.
The primary data was collected from the customers of Magnanim systems through a direct
structured questionnaire. Respondent has filled the questionnaire.
Type of universe
The first step in developing any sample is clearly defining the set of objectives, technically
called the universe, to be studied. Here the universe is the customer of Magnanim systems.
Sampling plan
Due to enormity of the cost and time involved in collecting information from all the
respondents, it becomes a complusion to choose represent sample of population. Sample plan
explains the sampling unit, sample size and sampling method.
Sampling method
Sampling method followed by the investigator is simple random sampling method.
Size of sample
It refers to the number of items to be selected from the universe to constitute a sample. Here
100 customers of Magnanim systems in puducherry were selected as size of sample.
Sample design
When population elements are selected for inclusion in the sample based on the case of
access, it is called convenience sampling method for the convenience of the researcher.
4.5 Questionnaire construction
In constructing questionnaire, care was taken to investigate the difficulties that the
respondent may face while answering them. It was prepared keeping in view the objective of the
study. During the constructing care was taken to avoid questions, which may lead to
misinterpretation. The question thus constructed was a structured one so as to collect all the
relevant information. The questions were arranged in a logical order/sensible sequence. The
questionnaire consists of a variety of questions presented to the employees for their response.
Dichotomous questions and multiple choice questins were used in constructing the questionnaire.
Percentage Method :
The percentage method was extensively used for findings various details. It is used for
making comparison between two or more serices of data. It can be generally calculated.
XW = WX / X
Here
Steps:
- Multiply the weights (W) by the variables (X) to obtain WX
- Add all WX to obtain WX
- Divide WX by sum of the weights (X) to get weighted average.
Chi-square test
The chi-square test has been used to find the relationship between variables, as it is
applicable for cross-tabulated data
This test has been used to determine whether or not there is any association statistically,
between the variables in data collected.
The chi-square contingency table has been used, as it is appropriate for the hypothesis of
independence between two nominally scaled variables.
Male 84 84
Female 16 16
90
80
70
60
50
40
30
20
10
0
male female
Inference
From the above table shows that 84% respondents are belongs to male and
16% respondents are belongs to female.
TABLE NO.5.2
50
45
40
35
30
25
20
15
10
5
0
Below-25 25-35 35-45 above-45
Inference
From the above table shows that 49% respondents are belongs to 25–35, 28% respondents
are belongs to below-25, 15% respondents are belongs to 35-45 and 8% respondents are
belongs to above-45.
TABLE NO.5.3
No. of
Qualification Respondents Percentage
32 32
Below 12th
21 21
Dip/IT
44 44
UG
3 3
PG
100 100
Total
45
40
35
30
25
20
15
10
5
0
Below 12 Dip/IT UG PG
Inference
From the above table shows that 44% of respondents are belongs to under graduate, 32% of
respondents are belongs to below 12th, 21% of respondents are belongs to Dip/IT, 3% of
respondents are belongs to PG.
TABLE NO.5.4
No. of
Occupation Respondents Percentage
Student 28 28
Professional 17 17
Self employed 32 32
House wife 12 12
Government 11 11
35
30
25
20
15
10
0
student professional self house wife government
employed
Inference
From the above table shows that 32% of respondents are belongs to self employed,
28% of respondents are belongs to students, 17% of respondents are belongs to professional, 12%
of respondents are belongs to house wife, 11% of respondents are belongs to government job.
TABLE NO.5.5
PURCHASE FROM MAGNANIM SYSTEM PRODUCT ALREADY
80
70
60
50
40
30
20
10
0
Yes No
Inference
From the above table shows that 29% of respondents are purchased the product
already, 71% of respondents are not purchased the product already.
TABLE.NO.5.6
No. of
Opinion Respondents Percentage
Friends & relations 83 83
Advertisement 6 6
Magazine 4 4
Newspaper 7 7
Total 100 100
90
80
70
60
50
40
30
20
10
0
Friends & Advertisement Magazine Newspaper
relations
No. of
Opinion Respondents Percentage
Branded system 21 21
Assembled system 67 67
Printer 12 12
Total 100 100
70
60
Branded system
50
40 Asse mbled
30 system
20 Printer
10
0
Inference
From the above table shows that 67% of respondents are buying only assembled
system, 21% of respondents are buying ony branded system, 12% of respondents are buying ony
printer.
TABLE.NO.5.8
No. of
Opinion Respondents Percentage
Attractiveness 18 18
Perfection 7 7
Immediate response 49 49
After sales service 14 14
FreePackage 3 3
Gifts 1 1
Offer 2 2
Discount 2 2
Refund offer 4 4
Total 100 100
50 Attractiveness
45
Perfection
40
Immediate
35
response
30 After sales
service
25 FreePackage
20
Gifts
15
10 Offer
5 Discount
0 REfund offer
Inference
From the above table shows that 49% of respondents are choose immediate
response, 18% of respondents are choose Attractiveness, 14% of respondents are choose After
sales service.
TABLE.NO.5.9
No. of
Opinion Respondents Percentage
Low price 32 32
Seasonal offer 4 4
Good quality 54 54
Money refund offer 4 4
Product warranties 3 3
After sales service 1 1
Free internet
2 2
package
Total 100 100
Low price
60
seasonal offer
50
Good quality
40
30 Money refund
offer
20 Product
warranties
10 After sales
service
0 Free internet
package
Inference
From the above table shows that 54% of respondents are purchasing next year for
good quality of product, 32% of respondents are purchasing next year for low price of product.
TABLE.NO.5.10
No. of
Opinion Respondents Percentage
More quality with exiting
5 5
price
More quality with low price 68 68
Exiting quality with low
7 7
price
Good service with exiting
16 16
price
Good service with low price 4 4
Total 100 100
40 Exiting quality
with low price
30
20 Good service
with exiting
10 price
0 Good service
with low price
Inference
From the above table shows that 68% of respondents are like more quality with
low price, 16% of respondents are like good service with exiting price, 7% of respondents are
like Exiting quality with low price, 5% of respondents are like moe quality exiting price, 4% of
respondents are like good service with low price.
TABLE.NO.5.11
No. of
Opinion Respondents Percentage
Coupans 2 2
Free internet package 1 1
Seasonal offer 3 3
Free software 2 2
Money refund offer 84 84
Product Warranties 8 8
Total 100 100
90
Coupans
80
70 Free internet
package
60
Seasonal offer
50
40 Free software
30
Money refund
20 offer
10 Product
Warranties
0
Inference
From the above table shows that 84% of respondents are said only money
refund offer for differing from competitons, 8% of respondents are said only
product warrantiesr for differing from competitons
TABLE.NO.5.12
No. of
Opinion Respondents Percentage
Good service 59 59
Good product 26 26
Discount 5 5
Product warranties 1 1
Seasonal offer 2 2
Free package 2 2
Coupans 1 1
Money refund offer 4 4
Total 100 100
Good service
60
Good product
50
Discount
40
Product
30 warranties
seasonal offer
20
Free package
10 Coupans
0 Money refund
offer
Chart No: 5.12
Inference
From the above table shows that 59% of respondents are said good service,
No. of
Opinion Respondents Percentage
Television 4 4
Newspaper 2 2
Online 24 24
Word of mouth 70 70
Total 100 100
70
60
50
Television
40 Newspaper
30 Online
20 Word of mouth
10
0
Inference
From the above table shows that 70% of respondents are belongs to word of mouth, 24%
of respondents are belongs to online, 4% of respondents are belongs to television, 2% of
respondents are belongs to newspaper.
TABLE.NO.5.14
70
Offer
60
50 Money refund
offer
40 Product
30 warranties
Free gift
20
10 Discount
0
No. of
Opinion Respondents Percentage
Below-10 93 93
10-40 3 3
40-80 1 1
80-100 3 3
Total 100 100
100
80
Below-10
60
Oct-40
40-80
40
80-100
20
Inference
From the above table shows that 93% of respondents are buy below – 10, 3% of
respondents are buy 10-40, 1% of respondents are buy 40-80, 3% of respondents are buy
80-100.
TABLE.NO.5.16
No. of
Opinion Respondents Percentage
Below-10 92 92
10-40 3 3
40-80 2 2
80-100 3 3
Total 100 100
100
80
Below-10
60
Oct-40
40-80
40
80-100
20
Inference
From the above table shows that 92% of respondents are replace the product below – 10,
3% of respondents are replace the product 10-40, 2% of respondents are replace the product
40-80 , 3% of respondents are replace the product 80-100.
TABLE.NO.5.17
No. of
Opinion Respondents Percentage
Highly Satisfied 21 21
Satisfied 64 64
Dissatisfied 2 2
Highly Dissatisfied 2 2
None 11 11
Total 100 100
70
Highly
60 Satisfied
50 Satisfied
40 Dissatisfied
30
Highly
20 Dissatisfied
10 None
Inference
From the above table shows that 64% of respondents are satisfied the company product,
21% of respondents are highly satisfied the company product, 2% of respondents are dissatisfied
the company product, 2% of respondents are highly dissatisfied the company product, 11% of
respondents are none the company product.
TABLE.NO.5.18
No. of
Opinion Respondents Percentage
Highly Satisfied 24 24
Satisfied 51 51
Dissatisfied 9 9
Highly Dissatisfied 2 2
None 14 14
Total 100 100
60
Highly
50 Sa tisfied
Sa tisfied
40
Dissatisfied
30
20 Highly
Dissatisfied
10 None
Inference
From the above table shows that 51% of respondents are satisfied the company
service, 24% of respondents are highly satisfied the company service, 9% of respondents are
dissatisfied the company service, 2% of respondents are highly dissatisfied the company service,
14% of respondents are none the company service
TABLE.NO.5.19
No. of
Opinion Respondents Percentage
Highly Satisfied 23 23
Satisfied 62 62
Dissatisfied 2 2
Highly Dissatisfied 2 2
None 11 11
Total 100 100
70
Highly Satisfied
60
50 Satisfied
40 Dissatisfied
30
Highly
20 Dissatisfied
10 None
Inference
From the above table shows that 62% of respondents are satisfied the company
quality, 23% of respondents are highlysatisfied the company quality, 2% of respondents are
dissatisfied the company quality, 2% of respondents are highlydissatisfied the company quality,
11% of respondents are none the company quality.
TABLE.NO.5.20
No. of
Opinion Respondents Percentage
Highly Satisfied 18 18
Satisfied 66 66
Dissatisfied 1 1
Highly Dissatisfied 4 4
None 11 11
Total 100 100
70
Highly Satisfied
60
50 Satisfied
40
Dissatisfied
30
Highly
20 Dissatisfied
10 None
Inference
From the above table shows that 66% of respondents are satisfied the company price,
18% of respondents are highlysatisfied the company price, 1% of respondents are dissatisfied
the company price, 4% of respondents are highlydissatisfied the company price, 11% of
respondents are none the company price.
TABLE.NO.5.21
No. of
Opinion Respondents Percentage
Highly satisfied 15 15
Satisfied 71 71
Dissatisfied 2 2
Highly Dissatisfied 2 2
None 10 10
Total 100 100
80
Highly satisfied
70
60 Satisfied
50
Dissatisfied
40
30 Highly
20 Dissatisfied
10 None
0
Inference
From the above table shows that 71% of respondents are satisfied the company
reliability, 15% of respondents are highlysatisfied the company reliability, 2% of respondents are
dissatisfied the company reliability, 2% of respondents are highlydissatisfied the company
reliability, 10% of respondents are none the company reliability.
TABLE.NO.5.22
No. of
Opinion Respondents Percentage
To a great extent 3 3
To some extent 20 20
None 77 77
Total 100 100
80
70
60 Ta a great
50 extent
40 To some
extent
30
None
20
10
0
Inference
From the above table shows that 20% of respondents are some extent in the development
of selling the product, 3% of respondents are great extent in the development of selling the
product, 77% of respondents are said none in the development of selling the product.
TABLE.NO.5.23
100
80
60 Yes
40 No
20
Inference
From the above table shows that 98% of respondents are said no for desirable
qualities that we lack, 2% of respondents are said yes desirable qualities that we
lack.
TABLE.NO.5.24
100
80
60 Yes
No
40
20
Inference
From the above table shows that 97% of respondents are said yes for purchasing
the product in next year, 3% of respondents are said no for purchasing the product in next year.
TABLE.NO.5.25
TO FIND RANK FACTORS IN MAGNANIM SYSTEM WHICH RANKED BY CUSTOMERS
(Using weighted average Method)
Inference
From the Table it is inferred that customers prefers Quality as first rank.
TABLE.NO.5.26
OCCUPATION OF THE RESPONDENTS * PURCHASING TYPE OF PRODUCT
INTERPRETATION:
From the above analysis, the chi-square values 11.57 and asymptotic significant value is
above 0.05. Hence, there is no evidence to reject the null hypothesis. Thus we conclude that
Occupation of the respondent is independent Purchasing type of products.
TABLE.NO.5.27
TOOL PREFER TO PURCHASING PRODUCT * BUYING SYSTEM IN ONE YEAR
H0: Tool prefer to Purchasing Product is independent of Buying system in one year
Chi-Square Tests
INTERPRETATION:
From the above analysis, the chi-square value is 12.233, and asymptotic significant value
is above .05. Hence, there is no evidence to reject the null hypothesis. Thus we conclude that tool
prefer to Purchasing Product is independent of Buying system in one year.
CHAPTER 6
Most of the customers are students and self employed persons were purchased the
product.
Most of the respondents taken are female 16%, and male 84%.
Most of the customers (67%)were prefer assembled system is best for using.
Most of the public doesn’t know about the products marketed by the Magnanim
systems.
It is found that 83% of the respondents came to know about Magnanim systems
product through friends & relatives and advertisements. None of them
had found Magnanim systems through Magazine and Newspaper.
Most of the customers(49) were chose magnanim systems product for immediate
response.
54% of the customers are satisfied with the overall satisfaction of Magnanim systems
products and also to purchase next year.
Most of respondents are expected more quality with low price of the product.
84% of customers are money refund offer is best one to differ from the competator
and also to increase the sales.
Most of the customers(93%) are purchasing the product below – 10 only.
It is found that customers are satisfied with quality,good product, price and not
satisfied with the service of the Magnanim systems products.
SUGGESTIONS AND RECOMMENDATIONS
From the study, it is clear that most of the customers are satisfied with there product, price
and quality. This study is also cearly states that the customers are expecting to improve their
service. So the company can take an action to improve the service. The customers are giving
more important for more quality with price of the product. A good quality of service create
weightage of the concern.
CHAPTER-8
LIMITATIONS OF THE STUDY
QUESTIONNAIRE
1. NAME :
2. GENDER :
Male Female
3. AGE :
Below-25 25-35 35-45 above 45
4. EDUCATIONAL QUALIFICATION :
Below +2 Dip/IT UG PG other
5. OCCUPATION :
Student professional self employes
house wife government staff others
6. Have you made any purchase from magnanim system product already
Yes No
7. How do you know about the magnanim system product
Friends & relations Advertisement Magazine Newspaper
11. What is the benefit you expect from magnanim system for your next purchase
Low price Coupans Seasonal offer
Good quality Money refund offer Product Warranties
After sales service service Free internet package
12. Which factor do you expect more from magnanim system product
More quality with exiting price.
More quality with low price.
Exiting quality with low price.
Good service with exiting price.
Good service with low price.
13. How do magnanim system differ from competitons for sales promotion
Coupans Free internet package Seasonal offer
Free software Money refund offer Product Warranties
15. Which media do you prefer is most effective for delivering our message
Television newspaper magazine online word of mouth
19. Rate the magnanim system performance in todays competetive environment when
compared to other competitor.
Highly Satisfied Dissatisfied Highly None
Satisfied Dissatisfied
Product
Service
Quality
Price
Reliability
20. Is there any change in the development of selling the product compared with last year.
To a great extent To some extent None
21. Are there any desirable qualities that a competitor have, that we lack.
Yes No
If yes, give suggestion
--------------------------------------------------------
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22. Would you like to purchase magnanim system product in next year.
Yes No
If No, mention the reason
---------------------------------------------------
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BIBLIOGRAPHY
Marketing Management – Philip Kotler.
Principle of management - Philip Kotler.
Kothari C.R., Research methodology, Tata Mc Graw-Hill Publishing
Company Ltd., 1982.
WEBSITES:-
www.google.com
www.magnanimsystems.com