SUMMER INTERNSHIP REPORT

“A STUDY ON THE IMPACT OF SALES PROMOTION ON THE

MARKETING OF NEW PRODUCT AND SERVICES AT
DIGITAL MARVELLED PRIVATE LIMITED”

FOR
THE PARTIAL FULFILLMENT OF THE AWARD OF THE
DEGREE OF “BACHELOR OF BUSINESS ADMINISTRATION”
FROM GGSIP UNIVERSITY, NEW DELHI

ARMY INSTITUTE OF MANAGEMENT & TECHNOLOGY

GREATER NOIDA, U.P. -201310

BATCH: 2020–23

SUBJECT: BBA-311

SUBMITTED BY: - SUBMITTED TO:

NIKHIL KUMAR TIWARI DR. MRITUNJAY KUMAR
CERTIFICATE OF TRAINING – INDUSTRY MENTOR

1
SUPERVISOR CERTIFICATE – FACULTY MENTOR

2
 This serves as confirmation that Mr. Nikhil Kumar Tiwari, a BBA 2020-23 student at
the Army Institute of Management & Technology in Greater Noida, has finished his
project under my guidance.

In order to partially fulfil the requirements for the award of the degree of Bachelor of
Business Administration from GGSIPU, Delhi, he worked on the project titled "A
STUDY ON THE IMPACT OF SALES PROMOTION ON THE MARKETING
OF NEW PRODUCT AND SERVICES AT DIGITAL MARVELED PRIVATE
LIMITED" during this time.

To the best of my knowledge, no university has requested the candidate's project work
in order to issue a degree. His behavior and performance have been excellent.

Signature______________ Date
_________________
Dr. Mritunjay Kumar
AIMT Greater Noida

DECLARATION CERTIFICATE BY THE CANDIDATE

3
I hereby declare that the work, which is being presented in this project entitled “A STUDY

ON THE IMPACT OF SALES PROMOTION ON THE MARKETING OF NEW

PRODUCT AND SERVICES AT DIGITAL MARVELLED PRIVATE LIMITED”, is

an authentic record of my own work carried out by me under the supervision and guidance of

Dr. Mritunjay Kumar project guide, Army Institute of Management and Technology,

Greater Noida. This project was undertaken as a part of the major project report as per the

curriculum of GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, DELHI for

the partial fulfillment of BBA from ARMY INSTITUTE OF MANAGEMENT AND

TECHNOLOGY. I have not submitted the matter embodied here in this project for the

award of any other Degree/Diploma.

Student Name: - Mr. Nikhil Kumar Tiwari

Enrollment No.: - 01518401720

ACKNOWLEDGEMENT

4
I wish to show my sincere gratitude to all those who made this study possible. First
of all, I am thankful to the helpful staff and the faculty of Army Institute of
Management and Technology Greater Noida. One of the most important tasks in
every good study is its critical evaluation and feedback which was performed by
my faculty guide Dr. Mritunjay Kumar.

I am very thankful to my faculty as well as Industry mentor for investing his

precious time to discuss and criticize this study and explained the meaning of
different concepts and how to think when it comes to problem discussions and
theoretical discussions. My sincere thanks go to my Institute, friends and family,
who supported and encouraged me.

Mr. Nikhil Kumar Tiwari

AIMT Gr. Noida

Executive Summary

5
Digital Marveled aims to serve as a central point for online reading and publication. Read
books, periodicals, comic books, e-papers, and other media both online and offline. For
reading on tablets, smartphones, and the web, it provides the best content. On the same site,
you may find widely read newspapers, magazines, comic books, novels, and journals. Read
articles from some of the most prestigious newspapers, magazines, and comic books
published in India.

Marketing communications that are intended to increase event sales or attendance are the
primary focus of sales promotion. It is frequently remarked that sales promotion makes a
horse drink while advertising draws attention to it. The participants' preferences for a wide
variety of events and event activities may change over time. Sales promotions, on the other
hand, draw people's attention to a specific event or set of events at a specific time and place
while offering an incentive to attend that event.

Sales promotions typically consist of some special deals or discounts that entice participants
and other interested parties to reserve seats or make other arrangements for the event.
Although the short-term objective of sales promotion is to boost sales, it has a significant
potential to affect how customers and attendees view the event, the event organizers, and
event management businesses. Consequently, it can have a lasting effect. Sales promotions
are increasingly utilized to reinforce brand values in the present. They no longer just
increase sales of short-term efforts.

TABLE OF CONTENT

6
Certificate of Training – Industry Mentor…………………………………………2

Supervisor Certificate – Faculty mentor…………………………………………….......3

Certificate of Originality……………………………………………………………….4

Acknowledgement……………………………………………………………………....5

Executive Summary……………………………………………………………….....….6

Table of content…………………………………………………………………………7

List of figures……………………………………………………………………...….8 -
9

List of tables……………………………………………………………………….10 - 11

Chapter 1 – Introduction………………………………………………………....13 - 15

Chapter 2 - Literature review…………………………………………………….17 - 18

Chapter 3 – Objective…………………………………………………………………20

Chapter 4 - Research methodology………………………………………………22 - 23

Chapter 5 - Data analysis…………………………………………………….…..25 - 45

Chapter 6 - Findings and observation……………………………………………47 - 48

Chapter 7 - Conclusions & recommendation…………………………………….50 - 51

References…………………………………………………………………………52 - 53

Annexure………………………………………………………………………… 54 - 62

Plagiarism Report………………………………………………………………………63

7
 LIST OF FIGURES

Figure 5.1 Age of respondents……………………………………………….

Figure 5.2 Gender of the respondents……………………………………………………

Figure 5.3 Location of the respondents………………………………………………….

Figure 5.4 Occupation of the respondents…………………………………………………

Figure 5.5 – Income of the respondents…………………………………………………….

Figure 5.6 - Respondent’s Education level…………………………………………………

Figure 5.7 - Purchase of e-media subscription …………………………………………………….

Figure 5.8 - Source of knowing about e-media………………………………………………

Figure 5.9 -Aware of digital marveled? ……………………………………………...............

Figure 5.10 Like the pricing strategy of digital

marveled?.................................................

Figure 5.11 Type of sales promotion at Digital marveled………………………………….

Figure 5.12 Accurate information of promotional offers………………………………...

Figure 5.13. If Digital marveled is to be endorsed by celebrity, will it affect your

purchasing decision? ..........................................................................................................

Figure 5.14 Promotional tools are more effective for Digital

Marveled……………………

Figure 5.15 Go for any alternative brands if this brand is

unavailable……………………………………

Figures5.16 Want digital marveled to launch any new

product?................................................

Figures 5.17 Will sales promotion make our new products more appealing or

8
desirable?.......

Figures5.18 More likely to purchase a new product if it is on

sale………………………….

Figures 5.19 Sales promotions make new product more accessible to a wider

range of

consumers…………………………………………………………………………………………

…………………………………………….

Table 5.20 More likely to purchase subscriptions if it is on sale compared to when it is

not on sale……………………………………………………………………………………

9
 LIST OF TABLES

Table 5.1 Age of respondents……………………………………………….

Table 5.2 Gender of the respondents……………………………………………………

Table 5.3 Location of the respondents………………………………………………….

Table 5.4 Occupation of the respondents…………………………………………………

Table 5.5 – Income of the respondents…………………………………………………….

Table5.6 - Respondent’s Education level………………………………………………….

Table 5.7 - Purchase of e-media subscription …………………………………………………….

Table 5.8 - Source of knowing about e-media………………………………………………

Table 5.9 -Aware of digital marveled? ……………………………………………...............

Table 5.10 Like the pricing strategy of digital

marveled?.................................................

Table 5.11 Type of sales promotion at Digital marveled………………………………….

Table 5.12 Accurate information of promotional offers………………………………...

Table 5.13. If Digital marveled is to be endorsed by celebrity, will it affect your

purchasing decision? ..........................................................................................................

Table 5.14 Promotional tools are more effective for Digital

Marveled……………………

10
Table 5.15 Go for any alternative brands if this brand is

unavailable……………………………………

Table 5.16 Want digital marveled to launch any new

product?................................................

Table 5.17 Will sales promotion make our new products more appealing or

desirable?.......

Table 5.18 More likely to purchase a new product if it is on sale………………………….

Table 5.19 Sales promotions make new product more accessible to a wider

range of

consumers…………………………………………………………………………………………

…………………………………………….

Table 5.20 More likely to purchase subscriptions if it is on sale compared to when it is

not on sale……………………………………………………………………………………

11
CHAPTER
12
 01

INTRODUCTION

1.1 Introduction to industry

India's advertising market was valued at least $1 billion USD yearly and had expanded by an
average of 30% per year by the middle of the 1990s. The press continued to be India's
principal form of advertising despite the arrival of satellite TV and other new media in the
1990s. Although it only got an estimated 56% of the overall recorded advertising expenditure
in 1998, compared to television's estimated 36% share, its share of the total advertising
expenditure decreased from an estimated 75% in 1985 to nearly 60% in 1997.

E-newspapers have historically received the vast bulk of advertising revenue in the industry,
and some estimates suggest that this tendency persisted until the 1990s. The membership-
based Indian Newspaper Society, for instance, asserted that English magazines produced 63%
of the overall ad income in 1998. The Press and Advertisers Year Book reports that in 1990,
just 46% of advertising dollars were spent on English periodicals, down from a ratio of 60:40
in favour of the English language press in the middle of the 1980s. However, the percentage
for the press as a whole remained more or less constant.

13
Leading Indian-language newspapers are considered to have fared better than their English-
language rivals amid the drop in advertising spending in the late 1990s. This is at least in part
due to the fact that they have developed into a market for new categories of small, local
advertisers, whose contribution to the revenue of the language press is typically overlooked in
overall statistics gathered through surveys of significant, metro-based advertising agencies.
Specialized companies are rarely able to meet the advertising needs of such clients, and they
are hardly ever related to general economic trends.

1.1.1 Changing Advertising Patterns

The company's expansion into FM and television, especially the latter, was fuelled by profits
from advertising in the radio sector. From around 50% in 1945 to just over 25% by 1952,
radio advertising's network share dropped. However, despite the fact that money had to be
distributed among an expanding number of stations and despite the fact that many radio
stations had to operate at a loss, radio's overall revenue increased every year.

As a result of this advancement, the way radio was perceived changed significantly. Instead
of magazines and a few major newspapers, which had historically been their main
competitors for what was essentially national advertising, local AM stations now compete
more directly with both local newspapers and with each other for local accounts. By the
beginning of the 1950s, the United States was home to around one-third of all radio stations
in the world.

For FM, such problems would have been welcome. The bulk of advertisers considered FM to
be only another sort of radio, and a somewhat dull one at that. Because most AM stations
gave advertisers a free pass on their FM operations, it was particularly difficult for
independent FM stations to sell advertising time. Total FM advertising revenues didn't reach

14
$1 million until 1948, and even then, the FM sector as a whole was losing money. This dire
economic outlook signalled disaster for many stations. As broadcasters concentrated on
exciting television and reliable AM, FM seemed to utterly disappear.

1.2 About Digital Marveled

It has been one year and six months since Digital Marveled Private Limited was founded on
July 20, 2021. Located in India is where it is registered.

In a condition of activity, the company. The MCA lists it as a company limited by shares with
a paid-up capital of Rs. 50,000 and an authorised capital of Rs. 50,000,000.

Two directors have some sort of affiliation with the company. Currently, Amrita Sinha and
Abhay Kumar are co-working on a film.

It is a hub for online reading and writing. Read books, comics, e-zines, and other material
both online and offline. On tablets, smartphones, and the web, it provides the best reading
material. All of the most well-known newspapers, magazines, comic comics, novels, and
journals are present on the same platform. Read articles from some of India's most esteemed
publications.

In addition to those mentioned above, English, Hindi, Marathi, Malayalam, Tamil, Telugu,
Punjabi, Gujarati, and Kannada are also included. There are numerous genres that magazines
publish in, including news, Bollywood, entertainment, health, art and architecture,
automobile, and many more. Some of the most well-known magazine brands on a national
and worldwide scale are among them.

Numerous of these publications—magazines, books, and comics—are no longer available in

print and can only be accessed via the Digital Marveled. Our collection of eBooks features a

15
variety of fascinating Books from respected publishers that are best-sellers on their own. This
includes, among other things, books on the various academic subjects taught in schools,
children's literature, books on health and wellness, astrology, novels, and books on personal
and professional growth.

Users can present their ideas on the platform that Digital Marveled offers. Subscribers may
publish their works (Poems, Stories).

CHAPTER
02
16
 LITERATURE REVIEW

2.1 Related works and earlier research

Abstract

The concept for this study came from one of the goals for the growth of the retail sector in
Indonesia. This study aims to consolidate and assess the existing literature on sales
marketing, store ambience, hedonic purchasing incentive, and unplanned purchases. The
design of the study is guided by a literature review. In order to conduct this study, authors
selected articles from prominent management and business periodicals that had been
published during the last ten years. Keywords include hedonistic shopping motivation, store
atmosphere, sales advertising, and impulsive purchase.

Division into Genres in Literature

17
1. The effect of sales promotions on impulse purchases Sales promotions affect unplanned
purchases, according to Weerathunga & Pathmini's (2016) research. While (Amanah, Dita
dan Pelaw, 2015) give a few examples of excellent sales promotions that led to unforeseen
purchases.

2. The effect of shopping habits on impulsive purchases According to a different study

(Deviana & I Gst Ayu Kt. Giantari, 2016), shopping habits have a significant influence on
impulsive purchasing. Lifestyle buying has a positive influence and a sizable impact on
impulsive purchases, claim Chusniasari and Prijati (2015).

Further research by (Cahyono, Khuzaini, & Hermono Widiarto, 2012) demonstrates that
shopping behaviors have a major influence on impulsive purchases.
3. Tryastiti & Astiti's 2016 research found that a store's environment has a significant impact
on impulsive purchasing. A positive relationship between impulsive purchases and four
aspects of the shop environment has been found in additional research (Ukpabi, 2015).

4. Lustful shopping Motivational factors and an unplanned purchase Lumintang and Fenny
Felicia's (2012) research shows that hedonic purchasing incentives have a significant
influence on impulsive purchases, with consumers being more inclined to buy when hedonic
impulsive behavior is present. This is because when someone is shopping for hedonistic
purposes, they are less likely to consider a product's advantages, which raises the chance of
impulse buys.

5. In line with this, a study by Paramita (2015) shows that customers are more likely to make
impulsive purchases when encouraged by hedonic factors like pleasure. This is due to the fact
that when a customer's hedonic desire for buying is higher, they are more likely to make
impulsive purchases.

6. According to Hedonic purchasing incentives have a significant impact on impulsive

purchases (Chusniasari & Prijati, 2015). Hedonic purchasing motivations have a significant
impact on impulsive purchases, according to studies (Asnawati & Sri, 2018).

18
Coupons have a favorable impact on customer purchasing behavior.

Studies conducted in the past (McDougall and Fry, 1974; Biswas and Blair, 1991) have
shown that a refund offer was accepted and seen as useful when the promoter should obtain
it. Few scholars have intentionally "discounted the influence of pricing controls on the price
of consumer price discount," according to one study (Janiszewski and Cunha 2004; Yadav
1994). Retailers regularly promote different price cuts in an effort to sway customers'
favorable perceptions of costs and buying habits. Discount offers great opportunities for
predicting how consumers would respond to sales promotions (e.g., Dickson and Sawyer,
1984; Blattberg and Neslin, 1990).

CHAPTER
03
19
 OBJECTIVE

3.1 Primary Objective

 To assess the effectiveness of promotional tactics in raising customer awareness

3.2 Secondary objective

 To evaluate Digital's promotional tactics, which were praised for their higher
profitability

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CHAPTER
04

21
 RESEARCH METHODOLOGY

4.1 GENERAL

This section of the study's methodology framework outlines the numerous steps that were
taken to carry out the study. The brief talk includes, among other things, the research design,
study population, sample methodologies, data collection techniques, and data analysis
methods.

4.2 The kind of data utilized

In this study, primary and secondary data were also utilized.

4.2.1

Google forms are used to collect primary data. Primary data were employed since they made
it possible for the researcher to gather current data that matched the study's goals.

4.2.2 Secondary information is gathered through reading a variety of books, articles, research
papers, etc.

4.3 The tool for gathering data

22
Google forms are used to collect data. 83 answers in total were received.

4.4 Sampling Procedure

Convenience sampling

4.5 Data analysis software

Microsoft Excel and IBM SPSS Statistic version 25 were both utilized for the statistical
analysis of the data. The mean was calculated using Microsoft Excel, which was also used to
create numerous graphs and tables. Cross tables were created using SPSS.

23
CHAPTER
05

24
 DATA ANALYSIS

1. Age of the respondents

Figure 5.1: Age of the respondents.

Age bracket Percentage

Below 18 17.1 %
18-24 17.1 %
24-30 24.3%
30-36 21.4%
36 and above 20%

Table 5.1: Age of the respondents.

25
Interpretation - According to figure 5.1 above, a significant portion of respondents
(24.3%) fell into the 24- to 30-year-old age range, followed by the 30- to 36-year-old age
range (21.4%), the under-18 age range (17.1%), the 18-24 age range (17.1%), and the over-
36 age range (20%). The fact that a large percentage of mature respondents filled out the
questionnaire demonstrates the accuracy of the data.

2. Gender of the respondents.

Figure 5.2: Gender of the respondents.

Gender Percentage

Male 44.8%
Female 48.3%
Prefer not to say 10.9%

Table 5.2: Gender of the respondents.

26
Interpretation - Above figure 5.2, reveals that high percentage of 48.3% respondents were
Female gender and 44.8% of the respondents were female rest prefer not to say.

3. Location of the respondents

Figure 5.3 -Location of the respondents

Location Percentage
Metro city 55.4%
Non- Metro city 44.6%

Table 5.3: Location of the respondents

Interpretation - Above figure 5.3 reveals that high percentage of 55.4% respondents are

27
from metro city, 44.6% respondents are from non metro city. This shows that most of the
respondents are from metro cities.

4. Occupation of the respondents

Figure 5.4 - Occupation of the respondents

Occupation Percentage

Student 7.2%
Housewife 4%
Private employee 39.8%
Government employee 36.1%
Unemployed 10.8%
Self employed 2.1%

Table 5.4 - Occupation of the respondents

28
 Interpretation - Above figure 5.4 reveals that 7.2% of the respondents are students,
2.1% are self- employed, 36.1% of the respondents are government employee, 39.8%
of the total respondents are private employee, 4% of respondents are housewife and
rest 10.8% respondents are unemployed.

5. Income of the respondents

Figure 5.5 – Income of the respondents

Income Percentage

Less than 1 lakh 24.3%

1- 3 lakh 14.3%
3 -5 lakh 31.4%
5 -7 lakh 27.1%
More than 7 lakh 2.9%

29
 Table 5.5 – Income of the respondents

Interpretation- Above figure 5.5 reveals that 31.4% of respondents earn 3-5 lakh per
annum , 27.1% of respondents earn 5-7 lakh per annum, 24.3% respondents earn less than 1
lakh per annum, 14.3% earn 1-3 lakh per annum and rest 2.9% earns more than 7 lakh.

6. Respondent’s Education level

Figure 5.6 - Respondent’s Education level

Qualification Percentage

High school 37.3%

Bachelor 13.3%
Masters 47%
P hd 2.4%

Table 5.6 - Respondent’s Education level

Interpretation - Above figure 5.6 reveals that high percentage of 31.4% respondents are post
graduates, 31.4% respondents are graduates, 22.9 % of the respondents are doctorate. This

30
shows that most of the respondents are educated.

7. Have you ever purchased any e-media subscription?

Figure 5.7 – Purchase of e-media subscription.

Options Percentage

Yes 54.2%
No 45.8%

Table 5.7 - Purchase of e-media subscription.

Interpretation – Above figure 5.7 reveals that 54.2% of the respondents have purchased e-

31
media subscription and rest 45.8% have not purchased.

8. From where did you got to know about that e-media product?

Figure 5.8 - Source of knowing about e-media

Source Percentage

Search engine 33.7%

Ad 2%
Referral 7.7%
Social media 49.4%
Another website 7.2%

Table 5.8 - Source of knowing about e-media

32
Interpretation - Above figure 5.8 reflects that about 50% of respondents knew about digital
marveled through social media, 33.7 % respondent’s get to know from search engine and rest
others get to know from rest of the sources.

9. Are you aware of digital marveled?

Figure 5.9 Aware of digital marveled?

Options Percentage

YES 48.2%
NO 16.9%
MAYBE 34.9%

Figure 5.9 Aware of digital marveled?

Interpretation- Above figure 5.9 reveals that most of the respondents are aware of digital
marveled that is 48.2% of respondents. 16.9% of respondents are unaware of digital

33
marveled.

10. Do you like the pricing strategy of digital marveled?

Figure 5.10 Like the pricing strategy of digital marveled?

Options Percentage

Yes 78.3%
No 10.8%
Maybe 10.8%

Table 5.10 Like the pricing strategy of digital marveled?

34
Interpretation – Above figure 5.10 reveals that 78.3% of respondents like the pricing
strategy of digital marveled. 10.8% respondents don’t like the pricing strategy of digital
marveled.

11. Which of the following sales promotions on digital marveled are

you aware of?

Figure 5.11 Type of sales promotion at Digital marveled.

TYPES OF SALES PROMOTION Percentage

3 for 2 mix and match 32.5%

Price discount 8.4%
Buy 1 get 1 free 43.4%
Coupons and vouchers 16.9%
Odd pricing 36.1%

Table 5.11Type of sales promotion at Digital marveled.

35
Interpretation- In the above figure 43.4% of respondents are aware of buy 1 get 1 free,
36.1% are aware of odd pricing, 32.5% are aware of 3 for 2 mix and match.

12. Does the Displays and Promotional offers informed to you by digital marveled
were accurate?

Figure 5.12 Accurate information of promotional offers

Options Percentage

Yes 47%

No 39.8%

Maybe 13.3%

Table 5.12 Accurate information of promotional offers

Interpretation- Above figure reflects that 47% respondents think that the promotional offers

36
which were told to them were accurate. Rest didn’t find it accurate.

13. If Digital marveled is to be endorsed by celebrity will it affect your

purchasing decision?

Figure 5.13. If Digital marveled is to be endorsed by celebrity, will it

affect your purchasing decision?

Options Percentage

YES 44.6%
NO 42.2%
MAYBE 13.3%

Table 5.13. If Digital marveled is to be endorsed by celebrity, will it affect

your purchasing decision?

37
Interpretation – Above figure reflects 44.6% of respondents say that if digital marveled will
be endorsed by any celebrity it will affect their purchasing decision.

14. Which promotional tools are more effective for Digital Marveled?

Figure 5.14 Promotional tools are more effective for Digital

Marveled.

Promotional Tools
Percentage
Public selling 36.1%
Direct marketing 36.1%
Public relations 21.7%
Sales promotion 6%

Table 5.14 Promotional tools are more effective for Digital Marveled

38
Interpretation- Above figures shows that mostly preferred promotional tools are public
selling and direct marketing.

15. Will you look for any alternative brands if this brand is unavailable?

Figure 5.15 Go for any alternative brands if this brand is unavailable?

Options Percentage

Yes 21.7%
No 33.7%
Maybe 44.6%

Table 5.15 Go for any alternative brands if this brand is unavailable?

Interpretation- Above figure shows that most of the respondents are not clear about whether

39
they will stay or will switch to another brand if this brand will be available.

16. Do you want digital marveled to launch any new product?

Figure 5.16 Want digital marveled to launch any new product?

Options Percentage

Yes 42.2%
No 8.4%
Maybe 49.4%

Table 5.16 Want digital marveled to launch any new product?

40
Interpretation – Above figure shows that most of the respondents that is 42.2% want digital
marveled to launch its new product.

17. Will sales promotion make our new products more appealing or
desirable?

Figure 5.17 Will sales promotion make our new products more appealing or
desirable?

Options Percentage
Yes 22.9%
No 10.8%
Maybe 66.3%

Table 5.17 Will sales promotion make our new products more appealing or
desirable?

41
Interpretation – Above figure shows that most of the respondents thinks that sales
promotion will make the new product more appealing and desirable.

42
18. Are you more likely to purchase a new product if it is on sale compared to when it
is not on sale?

Figure 5.18 More likely to purchase a new product if it is on sale.

Options Percentage
Yes 42.2%
No 15.7%
It depends 42.2%

Table 5.18 More likely to purchase a new product if it is on sale.

Interpretation – Above figure shows that most of the respondents are more likely to
purchase a new product if it is on sale.

43
19. Do you think sales promotions make new product more accessible
to a wider range of consumers?

Figure 5.19 Sales promotions make new product more accessible to a

wider range of consumers

Options Percentage
Yes 44.6%
No 39.8%
Maybe 15.7%

Table 5.19 Sales promotions make new product more accessible to a

wider range of consumers

Interpretation – Above figure shows that most of the respondents thinks that sales
promotion makes new product more accessible to a wider range of consumers.

44
20. Are you more likely to purchase subscriptions if it is on sale
compared to when it is not on sale?

Figure 5.20 More likely to purchase subscriptions if it is on sale compared to when it

is not on sale.

Options Percentage

Yes 45.8%
No 8.4%
Maybe 45.8%

Table 5.20 More likely to purchase subscriptions if it is on sale compared to when it is

not on sale.

Interpretation – Above figure shows that most of the respondents are more likely to
purchase a new product if it is on sale.

45
21. Please do Rate this survey.

Figure 5.21 Survey rating

Most of the respondents have rated this survey 9 out of 10.

1 Represents Poor
10 Represents Excellent

46
CHAPTER
06

47
 FINDINGS AND OBSERVATION

6.1 According to table 5.11 and figure 5.11, 43.4% of respondents are aware of the buy
one gets one free promotion, 36.1% are aware of odd pricing, and 32.5% are aware of the
three for two mix and match promotion.

6.2 According to table 5.12 and figure 5.12, 47% of respondents believe that the
promotional offers that were made to them were true. Rest didn't believe it to be
accurate.

6.3 According to table 5.8 and figure 5.8, almost 50% of respondents learned about digital
marveled through social media, 33.7% of respondents learned about them through
search engines, and the remaining respondents learned about them through other
sources.

6.4 According to table 5.13 and figure 5.13, roughly 44.6% of respondents indicate that
their decision to buy a product will be influenced if it is supported by a celebrity.

6.5 While the majority of respondents approve of Digital Marveled's pricing policy, some
of the respondents do not.

6.6 According to table 5.15 and figure 5.15, the majority of respondents are unsure of
whether they will stick with this brand or choose to switch to another one if it
becomes available.

48
6.7 Public selling and direct marketing are the most often used promotional tactics,
according to table 5.14 and figure 5.14.

6.8 According to table 5.16 and figure 5.16, the majority of respondents, or 42.2%, want
the debut of digital marvels.

49
CHAPTER
07

50
 CONCLUSIONS & RECOMMENDATION

Conclusion

The poll found that India has undoubtedly increased its use of sales promotions over
time. Such programmes have a promising future in many different product categories.
Sales promotion no longer stands out as a significant differentiator among firms, at least
not in large urban regions, as nearly all companies now offer equivalent freebies and
gifts. Therefore, marketers must now come up with some original sales promotion
techniques in order to differentiate themselves from competitors. Right present,
promotions like buy one get one free and price cuts are extremely effective at attracting
buyers to a product. We have seen that making use of these promotional techniques can
momentarily increase sales and stimulate first purchases. Depending on the time of year
and the strategies, these advertising tactics should be consistent and updated
occasionally.
The advantage of e-advertising platforms has created a situation where sales promotion
serves as a silent salesperson. Therefore, in the digital age, sales advertising is essential for
influencing consumer behavior. Regardless of your end goal, incentive method, or marketing
channel, sales promotions are a tried-and-true tactic to catch your audience's attention and
enhance your sales process.

You can increase sales while achieving other critical business goals by employing attractive
sales strategies including scarcity, urgency, exclusivity, and optimal timing.

Recommendation

It is best to use all kind of sales promotions for a company like digital marveled since they
will bring in both their current and potential new customers, which will increase sales.
Because coupons and e-vouchers are adaptable and can be sent in a variety of ways, such as

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through their website, social media accounts, print materials like receipts, or product
packaging, Digital Marveled may be better able to target their customers by employing them.
Coupons are a great way to thank loyal customers or inspire new ones to make larger
purchases. You can increase sales and meet other important business goals at the same time
by employing attractive sales strategies including scarcity, urgency, exclusivity, and right
timing. I would suggest using the Review, Test, and Improve method with Digital Marveled.

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 REFERENCES AND BIBLIOGRAPHY

Buying More and Consuming It Faster: How Promotion Affects Consumption. 1998. Journal
of Marketing Research, volume 35, number 3, pages 390–382, by K.L. Ailawadi and S.A.
Neslin.

In Marketing Review 5, no. 2, B. Ardley wrote an article titled "Marketing Managers and
Their Life World: Explorations in Strategic Planning Using the Phenomenological
Interview," which was printed on pages 111–27.

"Stigma by Association in Coupon Redemption: Looking Cheap as a Result of Others," by

J.J. Argo and K.J. Main, 2008, Journal of Consumer Research, vol. 35, no. 4, pp. 559–72.

L. Ashworth, P.R. Darke, and M. Schaller. Nobody Wants to Look Cheap: Trade-Offs
Between Social Disincentives and the Economic and Psychological Incentives to Redeem
Coupons, Journal of Consumer Psychology, Vol. 15, No. 3, 2005, pp. 295–306

By Sucheta Gera, "Role of Sales Promotion Techniques in Developing Consumer

Preferences: A Study of FMCG Products of Selected Brands in the City of Dehradun,
Uttarakhand," 23.06, June 23, 2021, 1448–62, Journal of the University of Shanghai for
Science and Technology.

http://dx.doi.org/10.51201/jusst/21/06465.

53
D. Agarwal published a study in 1996 that combined a game theoretic analysis with empirical
data to show how brand loyalty affects advertising and trade promotions. Marketing Science

Strategies for Competitive Price Discrimination in a Vertical Channel Using Aggregate Retail
Data D. Besanko, J.-P. Dube, and S. Gupta. 2003. Management Science.

The article by Faragher and Brito is titled "Sales Promotions: Prescriptive Definitions and the
Managers View."

Sedin and Marni edited the proceedings from the 1997 World Marketing Congress. Journal of
the Academy of Marketing Science Proceedings.

By Sucheta Gera, "Role

of Sales Promotion
Techniques in
Developing Consumer
Preferences: A Study of
FMCG Products of
Selected Brands in the
City of Dehradun,
Uttarakhand," 23.06,

54
June 23, 2021, 1448–62,
Journal of the University
of Shanghai for Science
and Technology

http://dx.doi.org/
10.51201/jusst/
21/06465.

D. Agarwal published a
study in 1996 that
combined a game
theoretic analysis with
empirical data to show
how brand loyalty

55
affects advertising and
trade promotions.
Marketing Science

Strategies for
Competitive Price
Discrimination in a
Vertical Channel Using
Aggregate Retail Data D.
Besanko, J.-P. Dube, and
S. Gupta. 2003.
Management Science

The article by Faragher

and Brito is titled "Sales

56
Promotions: Prescriptive
Definitions and the
Managers View."

Sedin and Marni edited

the proceedings from
the 1997 World
Marketing Congress.
Journal of the Academy
of Marketing Science
Proceedings:
53
References
ACNielsen. (2002)
AC<ielsen 2002 Trade

57
Promotion Practices
Study. Available at:
http://
www2.acnielsen.com/
pubs/
2003_q2_ci_tpp.shtml.
Agarwal D. (1996) Effect
of Brand Loyalty on
Advertising and Trade
Promotions: A Game
Theoretic Analysis with
Empirical Evidence.
Marketing Science 15:
86-108

53

58
References
ACNielsen. (2002)
AC<ielsen 2002 Trade
Promotion Practices
Study. Available at:
http://
www2.acnielsen.com/
pubs/
2003_q2_ci_tpp.shtml.
Agarwal D. (1996) Effect
of Brand Loyalty on
Advertising and Trade
Promotions: A Game
Theoretic Analysis with
Empirical Evidence.

59
Marketing Science 15:
86-108

53
References
ACNielsen. (2002)
AC<ielsen 2002 Trade
Promotion Practices
Study. Available at:
http://
www2.acnielsen.com/
pubs/
2003_q2_ci_tpp.shtml.
Agarwal D. (1996) Effect
of Brand Loyalty on

60
Advertising and Trade
Promotions: A Game
Theoretic Analysis with
Empirical Evidence.
Marketing Science 15:
86-108

61
 ANNEXURE

Google Form Questionnaire

A RESEARCH ON THE IMPACT OF SALES PROMOTION ON THE MARKETING OF

NEW PRODUCT AND SERVICES AT DIGITAL MARVELLED PRIVATE LIMITED.
Greetings!! I hope you’re doing well.
Thanks for taking out your time to fill this form it will not take more than 5 minutes.

I'm a BBA student at Army Institute of Management and Technology and we wish to
understand the impact of sales promotion at DIGITAL MARVELED. The data will be used
for only study purposes and will not be disclosed to anyone.

Kindly fill in all details carefully, thank you.

* Required

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PLAGARISM REPORT

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