Publication

Abstract : The study aims to analyze "Effectiveness of sales promotion in FMCG retail stores in coimbalore city. The objective of the study was to find out the effectiveness of the sales promotion provided by FMCG retail stores. The type of research used for this study was descriptive research design. A well structured questionnaire was designed and data was collected from major FAMCG retail stores of Coimbatore. Customers were questioned about their awareness level, frequency of shopping, attitude towards sales promotion and their preferred scheme. Proportionate stratified random sampling technique was used to select the samples due to the availability of number of stores in different retail formats. The sample size was 106. The study reveals that price discounts and buy one and get one provided by these stores are most effective. It was found that customers are highly loyal and they do not prefer to the switch stores based on the promotion. This study will help the retailers to evaluate their promotion strategies to give a better promotion which would attract the customers.