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Customer decided to buy a product when a need is identify. This can be psychological or
functional. A psychological need is a desire to possess a product and usually it is an emotional
step. Functional need is however a real need. When customer decides to buy, he starts finding
resources. This can be advertisements in newspapers, TV channels, Radio, Internet or Yellow
pages. It can be a reference from colleagues or other users. It can also be based on earlier
experience of buying decision.

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Activities aimed at reaching the consumer at his home or in his office may be called consumer
sales promotion. Success in sales depend on consumer¶ co-operation, consumer sales new
customers, to introduce new products and to promote established products.

The following are the various sales promotion schemes used at the consumers¶ level.

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These are conducted to attract new customer or to introduce new product. The consumer
are asked to state in a few words why they prefer a product. They will select the best and
prizes will be given to successful consumer.
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If the purchaser is not satisfied with the product, a part or all of the purchaser¶s money
will be refunded. It is stated on the package. Sometimes, the money will be refunded of
10 top cover or 10 empty bottles or 10 packages are send back to the manufactures.

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It stimulates sales during a slump season. It gives a temporary discount to the consumers,
goods are offered at a rate less than the labeled rate. Fans are sold in a reduction rate in
rainy season.

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cDealer promotion is trade promotion. Manufacturers use a number of techniques to
secure the co-operation of wholesalers, retailers or the middlemen. These activities,
which increase the interest and enthusiasm of distributors, are called or distributer sales
promotion.

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Apart from the regular discounts, special discounts are also allowed to the dealers for a
specified quantity of purchase. This special discount is over the regular discount. For
instance a regular discount Rs 10 per case is allowed; and if the dealer purchases 100
cases at a time, he will be given a discount of Rs 12 per case RS 2 extra for the purchase
of 100 cases.

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Manufactures give attractive and useful articles to dealers against their order. The articles
are transistor, radio, television set, clock etc. Some manufactures offer free holiday
family tours to dealers who place more orders, rally fan co arranges for free holiday
tours to those who sell the maximum fans in a year.

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This is an indirect way of boosting the sales. This type of contest is conducted at the level
of retailers and wholesalers. this method is aimed at stimulating distributors, dealer,
sales-staff etc.
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Listen dealer is an advertisement. It gives a list of dealers who stock the product or who
are engaged in its promotion. For example, the advertisement of Bombay Dyeing in
newspapers carries the name of the stockiest of their product. The consumer can buy the
product form anyone of the listed dealers. This method induces the dealers to stock the
product; and consumer encouraged to buy the products from listed dealers.

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The activities of sales force must be induced. In the channel of distribution the role of sales mane
is very important. The ideas of sales force promotion is take the sales efforts more effective.

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The idea behind these is to educated, inspire and reward salesman. Encouragement is
given to them during the discussion. Now selling techniques are described to them and
discussed in the conference.

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The manufacturer sets a target of sales for a year. If the sales force sell the products
above the targeted sales, bonus is offered of them, This is an encouragement incentive
given to the given to the sales people to sell more products to cross the quota or targeted
sales.