Marketing

Common
Research: Rebate
Perceptions
Presented By:
Adithya Raj
Gaurav Kumar
Nishant
Chaubisa
Surbhi Agarwal
Urpreet Kaur
Soni
Vipul Gupta
INTRODUCTION
• Rebate – kind of promotional
tactic to increase unit sales and
discriminate among consumers

• Rebates offer consumers an

opportunity to receive a
monetary reward for buying a
promoted product, provided
they expend some effort to
receive the reward.
Research Problem

• Gain an insight on “common

rebate perceptions”.

• Examine:
– rebate-induced purchases
– rebate redemption
Insight of Research

• Problem Identification:
– determine the factors underlying
consumer perception of rebates.

• Scope of the Research:

– Respondents were students of
ABS
– Age groups between 20-30
Insight of Research

• Type of Research:
– descriptive research

• Data Collection:
– Primary Data collected through
help of questionnaire
– Secondary Data included Articles
from internet, Business journals
Insight of Research
• Sample Size:
– 60 questionnaires were
distributed uniformly
– 50 samples units were chosen
(else being incomplete)
Insight of Research
• Scale used in questionnaire:
– five point Likert Scale
– 1 represents “STRONGLY AGREE”
– 5 represents “STRONGLY DISAGREE”
Data Analysis
• Why Factor Analysis:
– allow us to test theories involving
variables which are hard to measure
directly.
– help us establish that sets of
questionnaire items (observed variables)
are in fact all measuring the same
underlying factor.
– so can be combined to form a more
reliable measure of that factor.
Interpreting SPSS
Output

– A value of 0 indicates diffusion in

the pattern of correlations (hence,
factor analysis is likely to be
inappropriate).
– 1 indicates factor analysis should
yield distinct and reliable factors.
– (p < 0.001)- factor analysis is
Communalities
Analysis

– Reflect common variance in data

structure
– 62.3% of the variance associated
with question 1 is common, or
shared variance
Factor Extraction

– 3 Eigen values greater than 1.

– Hence 3 factors can be obtained
Factor Loadings

– Shows percentage of variance

explained (so, factor 1 explains
23.780% of total variance).
Rotated Component
Matrix

– Factor 1 –
• Complicated_process
• Could_be_easier
• Consumer_benefit
• Sincere_manufacturer
Rotated Component
Matrix
– Factor 2:
• Pursuade_customers
• Slowmoving_items
• Buy_more

– Factor 3:
• Consumer_demand
• Consumer_welfare
CONCLUSION
– Rebates are effective in
• obtaining new users
• brand switching
• repeat purchases among current
users.

– Play an important role in market

transformation

– Act as a catalyst to jump-start

markets
RECOMMENDATIONS
– Manufacturers give rebates usually on
products that are less used by
consumers hence they should take care
to give rebates on fast moving goods.

– Manufacturers should give rebates which

are not only beneficial to them but also
helpful to customers.

– Rebates sometimes seem to be very

useful but there is not as much profit as
it seems so that we can consider them.

– Manufacturers should offer rebate that

are beneficial to consumers, they should
offer differential rebates.
RECOMMENDATIONS
• Make sure that manufacturers provide
quality products with rebate offers; they
should not be eye washers.

• Business exists due to customers, but

customers’ welfare is not the primary
motive of business.

• Todays manufacturers are very shrewd in

designing the rebate, they very well take
into consideration the need of the
consumers.