A

PROJECT REPORT ON

SALES PROMOTION SCHEMES

Submitted

In partial fulfillment of the requirements for the degree of

BACHELOR OF BUSINESS ADMINISTRATION

By

KORIPALLY SURESH REDDY

Hall Ticket no: 108120684110

Guided by
MRS. GOWTHAMI

DAVID MEMORIAL DEGREE COLLEGE

TARNAKA, HYDERABAD - 500007

( Affiliated to Osmania University, Hyderabad )

2020 - 2023
 PROJECT REPORT ON

SALES PROMOTION SCHEMES

Submitted

In partial fulfillment of the requirements for the degree of

BACHELOR OF BUSINESS ADMINISTRATION

By

KORIPALLY SURESH REDDY

Hall Ticket No: 108120684110

Guided by
MRS, GOWTHAMI

DAVID MEMORIAL DEGREE COLLEGE

TARNAKA, HYDERABAD - 500007

( Affiliated to Osmania University, Hyderabad )

2020 - 2023
 ABSTRACT

The study deals with effectiveness sales promotional activities of Bantia

Furnitures. This study was conducted to measure the effectiveness of advertisement in
creating brand wariness and brand image, and also to know the impact of sales
promotion activities the customers.

From the study it was found that Bantia Furnitures was able to create significance
level of brand awareness among the potential customers, and it was the most preferred
brand among its customers. Friends are one of the influencing factors in the
purchasing decision took by the customers it was suggested to review the adverting
message and to launch move offers to meet the varied needs of different sections of
the people.

Sales promotions are a marketing tool for manufacturers as well as for retailers.
Manufacturers use them to increase sales to retailers (trade promotions) and
consumers (consumer promotions). Our focus will be on retailer promotions, which
are used by retailers to increase sales to consumers. Typical examples of retailer
promotions are temporary price reductions (TPRs), features, and displays. Sales
promotions have an important role in the marketing programs of retailers. A large
percentage of retailer sales is made on promotion, as illustrated by the numbers in
Figure 1. Also, retailer promotions address consumers at the point of sale. Thus, while
advertising in classic media is becoming less effective, communication through
promotions reaches the consumer at the place and time where most purchase decisions
are made. The Point of Purchase Advertising Institute (POPAI) finds in a study from
1999 that the in-store decision rate of consumers in Germany, for example, is 55 %,
meaning that more than half of all purchase decisions are made in stores, as opposed
to before the shopping trip.
S.NO CHAPTER PG.NO

1
INTRODUCTION 1-12

2 REVIEW OF LITERATURE 13-18

INDUSTRY PROFILE & COMPANY PROFILE 19-36

3

DATA ANALYSIS AND INTERPRETATION 37-83

4

84-89
FINDINGS, SUGGESTIONS AND CONCLISION
5

6
BIBLIOGRAPHY 90
6

7 QUESTIONNAIRE 91-98
CHAPTER – 1
 INTRODUCTION
“Marketing is a social and managerial process by which individuals and groups obtain what they
need and want, through creating, offering and exchanging products of value with others”.
- Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the ownership and
possession of goods and services. It is that part of economics which deals with the creation of time,
place and possession utilities and that phase of business activity through which human wants are
satisfied, by the exchange of goods and services for some valuable consideration.
- American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product and service
specifications and then in turn helping to make it possible for more and more of consumers to enjoy
more and more of these products and services.

Marketing consists of analyzing marketing opportunities, researching and selecting target markets,
designing marketing strategies, planning marketing programs and organizing, implementing and
controlling marketing effort.
Companies have to identify long and short term marketing opportunities and research the selected
market by measuring and forecasting attractiveness of the given market. Having selected the market,
the companies need to develop a differentiating and positioning strategy for the target market. The
marketing strategy must be transformed into marketing programs by deciding on marketing
expenditures and the marketing mix. The final step is organizing the marketing resources and
implementing and controlling the marketing plan.

Sales promotion definition

A sales promotion is a marketing strategy in which a business uses a temporary campaign or offer to
increase interest or demand in its product or service.

There are many reasons why a business may choose to use a sales promotion (or ‘promo’), but the
primary reason is to boost sales. Sales boosts may be needed to reach a quota as a deadline
approaches, or to raise awareness of a new product.
 Marketing Mix
Marketing mix is the set of marketing tools that a firm uses to pursue its marketing objectives in the
target market.
McCarthy has popularized a four factor classification of marketing tools known as the 4P’s of the
marketing mix. They are:
 Product
 Price
 Place
 Promotion

Product:
Product stands for the firm’s tangible offer to the market, including the product quality, design,
features, branding and packing. It deals with new product development, product life cycle, product
mix, product lines, branding and associated services to a product. From the customer’s point of view,
it helps in satisfying the customer’s needs and wants.

Price:
Price is the monetary value of the product. Price deals with selecting the pricing objectives, setting
the price, discounts, allowances, payment policies and credit terms. It is very important to the
customers as it decides the cost the customer has to pay to gain the product value.

Place:
This marketing tool stands for the various activities the company undertakes to make the product
accessible and available to the customer. It involves market size, channel selection and management,
storage and physical distribution with the ultimate purpose of efficiently supplying the company’s
offer to the target market. To the customer, this marketing tool refers to convenience.

Promotion:
Promotion stands for various activities the company undertakes to communicate and promote its
products to the target market. It involves communication programs i.e. direct marketing, advertising,
sales promotions, public relations and motivation of sales force. To the customer this tool provides
knowledge and information.
The Promotion Mix of a company includes the following tools;

Advertising:
It is any paid form of non-personal presentation and promotion of ideas, goods or services by an
identified sponsor.

Direct Marketing:
It refers to the use of mail, telephone and other non-personal contact tools to communicate with or
solicit a response from specific customers and prospects.

Personal Selling:
Face to face interaction with one or more prospective purchasers for the purpose of making a sale
refers to personal selling.

Public Relations and Publicity:

It refers to the variety of programs designed to promote and or protect a company’s image or its
individual products.

Sales Promotions:
The short-term incentive to encourage trial or purchase of a product or service refers to sales
promotion. Whereas advertising offers a reason to buy; sales promotion offers an incentive to buy.
Since sales promotion directly push up the sales, increasing number of companies are undertaking
sales promotion activities.

Sales Promotion
Sales promotion refers to the short-term incentives to encourage sales of a product or service. It
consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate quicker
and greater purchase of products or services by consumers.

Purpose of Sales Promotion

Sales promotion tools vary in their specific objectives. They may be used to attract new customers, to
reward loyal customers and to increase the repurchase rates of occasional users. Sales promotion
usually targets brand switchers because non-users and users of other brands do not always notice a
promotion. Sales promotions are thus also seen as a tool for breaking down loyalty to other products.
Sales promotions also let manufacturers adjust to short term changes in supply and demand and
differences in customer segments. They also let manufacturers to experiment by varying prices. Sales
promotions also lead to greater consumer awareness of prices.
To use sales promotion, a company must set objectives, select the right tools, develop the best
program and implement it and evaluate the results.

Objectives of Sales Promotion

The specific objectives set for sales promotions will vary with the type of the target market. For
consumer promotions, objectives include encouraging purchasing of larger sized units, building trial
among non-users and attracting switchers away from the competitor’s brands. For trade promotions,
objectives may include; including retailers to carry new items and higher level of inventory,
encouraging off-seasonal buying, of-setting competitive promotions, building brand loyalty of
retailers and gaining entry into new retail outlets. The sales force promotions help in encouraging
support of a new product or model, encouraging more prospecting and stimulating off-seasonal sales.
But most importantly, sales promotion should be focused on consumer relationship building.

Sales Promotion Tools

Many tools can be used to accomplish sales promotion objectives. Descriptions of the main
promotional tools are as follows;

Consumer Promotion Tools

The main consumer promotion tools are as follows;

 Samples:
 They are offers of a trial amount of a product. It consists of inviting prospective purchasers to
try the product without cost or at a lower cost in the hope that they will buy the product.
Samples may be free or discounted.

 Coupons:
Coupons are certificates that give buyers a saving when they purchase a specified product. Coupons
can be mailed, placed in advertisements or included with other products.

 Rebates:
Rebate is also known as cash refund offers. Rebates are offers to refund part of the purchase
price of a product to its customers who send a proof of purchase to the manufacturer.
These are like coupons except that the price reduction occurs after the purchase and not
at the point of sale.

 Price Packs:
Cents-off deals or price packs offer consumers savings by way of reducing prices that
are marked by the producer directly on the package.

 Premiums:
These are the goods offered either free or at a low cost as an incentive to buy a
product. Premiums may be in-pack or on-pack (outside the pack).

 Prizes:
They are offers of chance to win something such as cash, trips or goods – by luck or through
extra efforts. Contests of talent and sweepstakes or draws the most popular prize offering
promotions.

 Tie-in Promotions:
Tie-in promotions involve two or more brands or companies that team up on coupons, refunds or
contests to increase their pulling powers.

 Cross Promotions:
 Cross promotions involve using one brand to advertise non-competing brand.

 Advertising Specialties:
These are useful articles imprinted with an advertiser’s name, given as gifts to consumers.

 Patronage Rewards:
They are cash or other awards for the regular use of company’s products or services. They are
values (in cash otherwise) that are proportional to one’s patronage of a certain vendor or a group
of vendors. They aim at building brand loyalty.

 PoP Promotions:
Point of purchase (PoP) includes displays and demonstrations that take place at the point of
purchase or sale.

Trade Promotion Tools

More money is spent by companies on trade promotion (58%) than on consumer promotions (42%).
The major trade promotion tools are as follows;

 Discounts:
It is also known as price-off or off-invoice or off-list. Discounts price cut off the list price on a
particular quantity purchased during a stated time.

 Allowances:
They are the amount offered in return for an agreement by the retailer to feature the
manufacturer’s products in some way; displays, advertising or otherwise.

 Free Goods:
Free goods are the extra merchandise offered to middlemen who buy a specific amount of a
product.
 Companies also offer push money and specialty advertising items to the middlemen.

Business Promotion Tools

Companies spend huge amount on promotions focused on industrial consumers. The major
business promotion tools are as follows;

 Trade Shows and Conventions.

 Sales Contests.

Clearly, sales promotions play an important role in the total promotion mix. To use it well, the
marketer must define the sales promotion objectives, select the best tools, design the sales promotion
program, pretest and implement the program and evaluate its results.
 REASEARCH DESIGN

Title of the Study

The title of the study is – “A STUDY ON SALES PROMOTION SCHEMES AT Bantia Furnitures
Pvt Ltd”.

Statement of the Problem

The project is mainly undertaken to study the sales promotional strategies at Bantia Furnitures Pvt
Ltd. The intention of the study is to find what attributes needs further improvement in order to
make the product more preferable in the market.

The main aim of the study is to uncover new relationship and identify any problem that may arise
in future. Hence, exploratory research is been conducted. Exploratory research as its name implies
endeavors of exploring the possibility of doing research on a subject where due to lack of existing
knowledge framing and testing the hypotheses is difficult. In today’s crowed marketplace where
products and services are touting themselves to be the best, it is vital to stand out in the crowd. The
study was undertaken to explore how a company or brand can ensure a store that stands out and not
get lost in the crowd.
 Objectives of the Study

1. To study the various promotional strategy adopted by Bantia Furnitures Pvt Ltd.

2. To find out the footage of Bantia Furnitures Pvt Ltd. With respect to other players in the market.

3. To observe and understand the practice followed by Bantia Furnitures Pvt Ltd.

4. To find out the communication linkages and de-linkages in the organization.

5. To study the activities of each and every department of the organization.

Scope of the Study

This project was undertaken for a specific period in Bantia Furnitures Pvt Ltd., New BEL Road,
RMV II Stage; Bangalore. It is an exercise that is well planned into the curriculum giving the
researcher a valuable opportunity to understand the working dynamics of the organization and to
experiment and exhibit the recently acquired management and administration skills.

The prospect of the furniture sector in India seems positive. The Indian furniture industry has
awakened to interesting times! The last ten years have seen changes in the shop windows of furniture
retailers. Consumers today no longer look for mere practicality in furniture, instead, they look for
theme furnishing, i.e. lifestyle living. Realizing the tremendous market potential and to make the
most of it, the study was undertaken.

Methodology of the Study

A variety of methods of study have been adopted by the researcher to fulfill the objectives of
the study.

 In order to have a better grasp of the study, the researcher chose to become a keen
observer, studying the various aspects of the organization.
  To have a broader perspective of the study, the researcher attended the Lifestyle
Exhibition at Palace Grounds wherein the products of Bantia Furnitures Pvt Ltd. were
displayed.
 In order to fund out the market realities, the researcher visited the showrooms of certain
companies having almost similar product profile as that of Bantia Furnitures Pvt Ltd. To
name a few Quezel, Veneto Cosines, Trident Inter Wood, etc.
 With a view to understand the crunch of the matter and to find out the ground realities,
the researcher formed a schedule specifically for the set of respondents. The researcher
met the respondents personally, interviewed them and made them to fill the questionnaire.

The researcher has done the research in the following manner;

a) Type of the research undertaken is analytical.
b) Technique used is random sampling.
c) Sample size taken is 50.
d) Sources of data used include both primary as well as secondary data.
e) Tool used for the research is questionnaire.
f) Plan of analysis are tables and graphs.
SOURCES OF DATA

Primary Data Secondary Data

Questionnaire Newsletter
Observation Journals
Interviews Magazines
Visits to other Newspapers
Companies Information Books
Through Departmental heads Websites
 Limitations of the Study

Every study is bound by limitations and as such this is no exceptions.

1. “Change is Constant” rule of nature. Hence, the study undertaken may not hold good for
longer duration.

2. The study was conducted under the assumption that the information given by the respondents
is authentic.

3. The analysis and suggestion are given only with respect to marketing aspects as technical
suggestion with respect to the product could not be given.

4. Confidential matters were not disclosed by the company.

5. There were time constraints.

CHAPTER – 2
 Review of literature
Ilchul Kim &Dongsub Han, Schultz, Don E (2004) focused on the importance
ofIntegratedMarketingCommunication(IMC)wheresalespromotions,personalizedmarketing, publicity events
are gaining importance over traditional marketing channels.Areas where English-speaking population is less,
thus thereis a lack of any socialmedia platform, these activity are gaining more pace among the marketing
practices ofcompanies.Studies indicate that some countries are following these practices in otherforms since
many years andinsomecountries this is avery andinnovativewayadvertisingtheproduct.

BtoB(2008)proposedfiverulesforthebetterandefficientsocialmediamarketing.Fewoftheimportantrules are
 Definingthebusinessobjectivesandselectingtherighttoolstoachievethose

 Makingateamofemployyestocommunicatetheonlinecustomers

 Choosingarighttopicandpassionatecontributorstospeakabouttheproductandmarketingstrateg
yofthecompany

LeungAda,&DeborahMurray,(2009)studiedvariouswaystopromotetheentrepreneurial activities at therural

area ofUS. Their paper discusses about thechallenges at the rural level like poor infrastructure and
information network, low riskappetite of potential entrepreneurs, and reduction in the young population
because
ofmigrationtourbanareasetc.Theseissuesmaybetackledbyofferingtheentrepreneurialtrainingtoyoungpeople,sha
ringthesuccessstories;networkingplatformfortheaspiringentrepreneursandopeninganincubationcenterformthe
m.

NeelameghanA(2009)describedtheusefulnessofthemobileconnectivitywithbroadband connection to the users

of rural area where there is a lack of basic educationfacilities. Various telephone service providers tries to
overcome the barriers with thesingleobjectiveofprovidingeducationtoalltheruralchildren.Itwasemphasizedthat

those who are committed to work towards the improvement of rural children should
getbenefitfromsuchinitiativetoimprovetheoverallliteracyrateamongtheruralchildren.

Hensel Kyle &DeisMicheal (2010) explained that there is a significant impact of use ofsocial media on the
success of businesses. The traditional marketing techniques are notso relevant in this changing times and the
mass marketing with the help of social mediamustbeutilized to gainthe competitive advantage
overcompetitors.
Simpson-Bint (2010) put up a very valid point of guiding the developers of content ofsocial media. Even
though the numbers of social media sites are increasing rapidly, it isimportant for the company
representatives to write sensible content about the productand company. They should produce the quality
driven blogs and marketing content
toinfluencethecustomers.Badcontentbyinexperiencedbloggermayhamperthecompany image to a un-
acceptance level. So proper training should be given to thesesocial media representatives to improve the
content quality. This will help the brand in asignificantmanner.

Massey, Chan Fiona S (2011) analyzed the impact of the advertising on the socialmedia and its impact on
the market from 2006 to 2010 in Hongkong, and postulated thefuture of the Indian market after the
emergence of 3G enabled smart phones in
theregion.Themarketingmanagersmustbeusingthenewfasterandimprovisedtechnologyto
improvetheeffectivenessofthe marketingcampaign.

HuttonGraeme,Fosdick,Maggie(2011)examinedthegrowthofsocialmediaplatform across the developed and

developing countries. It tried to draw the pattern inthe behavior ofconsumers, which is motivated by the
emergence ofsocial medianetworks.

Agnihotri Raj et al. (2012) tried to create a theoretical framework for the salespeople touse the social media
effectively. It proposes that the social media should create valueandperceptionof theproduct,whichis
usedtoachievethebusinessgoals.The strategy may be designed in keeping the sales objective in mind and may
vary frombusinesstobusiness.

Narayanan Madhavan et al. (2012) focuses on the usefulness of the social media forthe business activities
of media companies. Social medias are helpful for spreading theinformation in much faster rate and to wider
audiences. Corporate activities related tomarketing or promotion can be benefitted by various social
platforms like Facebook,Linkedinetc.

Sharma Nishi (2012) analyzed on the growth of banking service automation for theoverall growth of the
economy.The author proved statistically that, the rate of growth ofe-banking
isverylessintheruralpartoftheIndiawhichmakes68.84%oftotalpopulation as per census 2011. Thesuggestions
havebeengiventoimprovethebankinginfrastructureandoverallsatisfactionleveloftheruralconsumers.

Kumar Mukund (2012) analyzed the effect of awareness campaign in rural areas ofBihar, India. Total 6
villages were considered for the study and using statistical analysisit was proved that, promotion by
companies about products plays very important role increating the awareness among rural people. Such kind
of focused marketing activitiescan help companies to come up with right promotional strategies to enter into
the ruralmarket.

Sinha Vinita et al. (2012) tried to study the work related behavior of people throughtheir activities on the
social media platforms. Now days, companies are analyzing thecustomers behavior on social media
platforms to design the right strategy to present theproducttothem.

KaurRimpi (2013) studied the use of Internet on the banking transactions. It is

evidentthatwiththeuseofInternetpenetrationanditsapplicationinvariousbankingtransactions, reduces the
transaction cost to significantly low level with higher
efficiency.SoInternetconnectivityhasreducedtheoverallcoststructureofthebankingindustry.

GuptaShruti,JaiswalAnandKumar(2013)putforwardthepointthat,onlytheadvertising and marketing

practices targeted at urban area customers may not lure thecustomers from rural area. The authors proposed
the alternative marketing programs forthe Bottomof Pyramidcustomers.

Sandes Fabio Shimabukuro, and Urdan Andre Torres (2013) studied that how overlast few years the
electronic word of mouth (eWOM) has gained popularity for themarketer and among the consumers.
Companies are trying to connect the customers byshowcasing the products and their benefits online and
customers are giving positive ornegative feedback about the same. The study proved that, by managing the
negativefeedbackthecompanymayprotectitsbrandimage,butitisgenerallydifficulttomanipulate
thecustomerbuyingdecision.

RamolaPremalatha, John Jayaseelan(2014) surveyed a non-metro city of Tamilnadu,India, where the

objective was to find out the demographic factors that influence theacceptance of the online banking
transactions. This survey was conducted on the
200customersofprivatebankanditwasprovedstatisticallythatfiveoutofsevenfactorsare responsible for the
intention of use of internet banking’ those are age,
gender,income,educationalqualificationandtypeofaccountheld bycustomers.
Velmurugan, ManivannanSenthil&Velmurugan, MasaSakthi(2014) tried to find outthe awareness and
the ease with which the consumers are using the 3G mobiles.Internet in India is not yet widely used, but the
high growth rate of smart phone mayincrease thepenetrationof3GInternetconnectivity.

GuptaRuchita,&JainKaruna(2014)investigatedhowtoimprovethemobileconnectivity in the rural area. In

India around 70% of the population still live in the non-urban area where the mobile connectivity is still low.
There are certain factors likeservice transparency and finding the opinion leader, etc. which may drive the
growth ofthe mobile connection in that area. The study reveals other factors to help the serviceprovidersto
increasetheirfootholdin theruralarea.

Fernando, Angeline Gautami, SuganthiL&SivakumaranBharadhwaj et al.

(2014)investigatedhowgreenwashedadvertisements(misleadinggreenadvertisements)impacts
consumers’ online opinion. A 12 months study in 2009 on blogs and newsarticlesaboutthegreen
washingrevealed twosignificantthemes;
 Marketingcommunicationcredibility

 Impactonnaturalenvironment

GoodrichKendall,deMooijMarieke(2014)questionedtheeffectivenessoftheelectronic (eWOM) in
influencing the consumer buying decision. Culture plays a veryimportance role in creating the trust among
the social media users. Areas, which aremore believer of collectivism, tend to trust less on such online
platforms. They are moreinfluenced by the opinions of their family and friends. Also the nature and
frequency ofcomplaintsabouttheproductpurchasedonlinealsovarieswiththecultureofcommunity.

VermaSanjeev(2014) focused on the importance of blogging in effective marketing ofproducts of Indian

companies. Blogging can be used to incite emotions among thepotential customers and increase the customer
engagement. Blogs can play importancepart in convincing the customers about the utility of the product.
There is a need tocreate an effective framework with the help of blogs for connection and
communicationwith thecustomers.

KapurMamta, Dawar, Sanjay, AhujaVineet R (2014) emphasized that there is lot ofscope for the
corporates to enter into the rural market and earn a handsome profit.There are some obstacles like bad
infrastructure, diversity in the market area
eventhoughtheyaresmallerinsizeetc.Interviewingthebusinessmenfromvariousindustries.Thefollowingstrategie
scanbeuseful
 Effectivedistributiontechniques

 Usinganetworkoflocalplayers

 In-depthanalysistofindoutthepotentialcustomersthroughmarketsurveys,

 Networkingwithothercannelpartners

 Helpthevendorstoimprovetheiroperations

 Createtheloyaltyofcustomerstowardsyourproduct

 Winthetrustthecustomersthroughwelfareschemes
AgarwalVarsha (2015) emphasized that social media is an important tool for improvingthe
entrepreneurial capabilities of todays youth. It will help to upgrade the process
ofteachingandobviouslywillbemorehelpfulforthevariousinstitutions.Internetgivesyouanunlimitedsou
rceofsecondaryresearchthatcanhonetheeducationalqualification and skill sets.It will open various
sources of communication and datasharing.

AkarEzgi, Nasir V. Aslihan(2015) studied the purchase behavior of the customers

wholiketodothepurchaseonlinethoughvariousecommercesitesandthefactorsresponsible for it. It also
highlighted the importance of social network for creating theawareness about he product, which is a
critical factor apart from the consumer orproductcharacteristics.

Carlson Ashley & Lee C. Christopher (2016) studied the responsiveness of the
youngcollegegoing consumersto wardstheadvertisement andpromotiononthesocialmedia. The young
consumers who are well versed with the new technologies and arevery active on various social
media platforms like Twitter, Facebook, Instagram andother similar sites can be easily approached
by companies to pitch their products. Thesurvey respondents studied and it was found out that
electronic word of mouth is aneffectivemediumforspreadingthefollowership ofaparticularbrand.

Fulgoni, Gian M (2016) realized from the researches and views of various contributorsin the social
strategy marketing competition that various brands are using the socialmedia to create a strong
brand image of the product and brand. Companies startedusing social media as an important tool for
their marketing practices which are also costeffective ascomparedto otheravenuesof marketing.

Ajay Singh, &TarunSinghal( (2020) explained that the social media is a great
helpinghandforthecompaniestoconnectandcommunicatewiththeexistingandpotential
customers.Authors showed concern towards the use of social media currently, as theusers are using
the media platforms for expressing the dissatisfaction about the productand services.This is
throwing a challenge in front of companies to use the mediaconstructivelyto
decreasethenegativeimage oftheproductandcompany.

The Effect of Sales Promotion on Brand Awareness and Brand Loyalty: Assessment of Walia
Beer Brand Management Practices

Fikirte Belachew Tufa (31 Mar 2022) Sales promotions have become one of the preferred
methods of marketing communication. However, there is a debate whether or not sales
promotion has a positive effect on brand awareness and brand loyalty. So the purpose of
this study was to examine the effect of sales promotion on brand awareness and brand
loyalty; and the relationship between brand awareness and brand loyalty. The research has
employed explanatory research design to identify any causal links between sales
promotions with brand awareness and brand loyalty. Primary data were collected from a
sample of 389 Walia beer consumers using convenient sampling technique; and data were
collected using a five-point Liker-type scale ranging from 'strongly disagree' (1) to 'strongly
agree' (5). Data were entered into SPSS 20 and analysis of the measurement and structural
models were made using AMOS 20. The finding revealed that sales promotion has positive
and significant effect on brand awareness and brand loyalty; and awareness has positive
effect on brand loyalty. This indicates that beyond its usual immediate impact on sales
volume, sales promotion has effect on branding.
 CHAPTER – 3

INDUSTRY PROFILE & COMPANY PROFILE

INDUSTRY PROFILE
A Look into the Indian Economy and Furniture Industry

India is the fourth largest economy in the world and it’s the largest democracy with second
largest GDP among emerging economies. World Bank’s President James D. Wolfensohn
confirmed that India is not the world’s 4th largest economy after USA, China and Japan in
PPP (Purchasing Power Parity). It is also one of the ten fastest growing economies in the
world.

With 1 billion populations, India remains on the fastest growing economies and even in
the present worldwide economic slowdown, has maintained GDP Growth rate of nearly 6%.

India today is 7th most attractive destination for foreign direct investments, after US,
China, Brazil, Mexico and Germany. Besides, India offers higher rate of returns and
profitability than anywhere else in the world.

Out of 1 billion population the upper and middle class constitutes 20% or 200 million
people (or 30 to 40 million houses). By rent per capita:

 2 percent of Indian has a per capita income in excess of 14,500 Euros, which means
20 million people.
 8 percent of Indians have a per capita income of more than 3,900 Euros, which means
80 million people.
 10 percent of Indians have a per capita income in excess of 3,200 Euros, this is about
100 million people

Overall Economic Scenario

1. The Indian market has been enormous with a large base.

2. Levels of affluence are high- with the number of individuals in the “high: income
demographic group doubling each year, according to NCAER statistics.

3. The actual “disposable” income at the disposal of the affluent Indian is as high as three to
five times higher as the official statistics, on account of the very large proportion of
unaccounted (“black”) money income.
4. The market has, due to exposure to overseas products and lifestyles, displayed the
willingness and ability to purchase overseas brands and products at high prices.
5. Customs duties and tariffs have been drastically reduced, in keeping with government
policy to open up the economy – a policy which has stayed constant despite changes in
government. All the products in the INDEX product range are now permitted for import
 into India under OGL or the Open General License, which implies that no special import
license is required for import.
6. Despite the cut in duties, the rate of customs duties is fairly substantial which makes the
prices of products higher in India. There is a huge demand for furniture, hardware and
fittings, DIY equipment, lighting and consumer non-durable and appliances.
7. While the Indian middle class still does not have as high a rate of obsolescence as the
US, and tend to use their furniture for several years before changing or upgrading, the
actual size of this segment makes investment in this market more than worthwhile. The
affluent classes however, do have high rate of obsolescence of interior decoration
products and redecorate constantly.
8. All the above factors put together make manufacturers and retailers of a wide range of
consumer durables. Several overseas companies have already entered the market and
have been extremely well received by the market.

Indian Furniture Industry

The furniture sector in India only makes a marginal contribution to the formation of GDP,
representing just a small percent (about 0.5%), which indicates a huge potential for growth.
It is estimated that the furniture industry comprises 25% of the construction industry and
hardware comprises 40% of total furniture industry, out of this 20% is replacement and 20%
is new.

Wood and wooden products, furniture and fixtures carry a weight of 27.01% in the total
manufacturing sector.

The furniture industry employs a total of around 30,000 workers. The future on the
furniture sector in India seems positive. Talking about production, several agreements have
been signed between local producers looking for technology and European and Asian
companies trying to reach a potential opportunity in costs.

From the commercial point of view, India shows good perspective to sell furniture in the
following years. First of all, because its size and secondly due to the newly acquired taste as
a result of exposure to western furniture style.
 India is one of the largest consumers of wood in South East Asia. Until a few years ago
the county had considerable quantities of available tropical woods.“ready to uses” species
became scarcer due to unconditional and inappropriate exploitation and also due to growing
concern about the environment.

In India, natural rubber plantations covers 520,000 hectares with another 6,000 hectares
replanted almost every year since 1994. Kerala state (South India) produces 95% of the total
supply of rubber wood in India.

India imports wood (logs) especially from Malaysia, Indonesia, Myanmar, Ivory Cost,
Cameroon, Nigeria, Ghana, South Africa and New Zealand and to some extend from South
America.

Most soft and hard woods are imported from Russia, Scandinavia and other South East
Asian counties. MDF is imported from Europe, and there is also a small local production.
Veneered panel are becoming more popular in India and are imported from the European
Union and the USA.

The total size of Indian furniture industry is estimated at Rs. 350 thousand million but
almost 85% of this is unorganized. The remaining 15% is organized and is believed to be
growing at a steady pace of 12% to 15% per annum.

The share of the wooden furniture market is estimated at Rs. 600 million. Woodworking
industry of India is one of the fastest growing in the county’s economy. Much of this growth
has been fuelled by the increasing access to modern machinery and technology through
easier import policies as a result of India’s entry into the WTO in the year 1990s. There is a
noticeable shift in the preference towards mechanized mass production and the up gradation
of technology.

The Emerging Trend

Though technology has made inroads in the industry with increasing stress on the use of
machines, overall scenario reveals that almost 80% of the products supplied in local markets
by indigenous manufacturers are labor intensive and handmade.
 Residential or household furniture accounts for over 60% of the overall domestic and
leading manufacturers have begun to realize the necessity of proper distribution system in
this area.

Among other sectors where the demand is spiraling upwards is office furniture. Growth of
IT an IT- enabled sector such as BPO’s has created a huge demand in metros and Class II
cities all over India. The old economy businesses are also undergoing a makeover and this is
reflected through changing looks of the offices.

Metal and plastic furniture production is gaining wider prominence but wood still remains
to be the most favored medium.
 COMPANY PROFILE

Bantia Furniture most trusted company is in the business for last 65 years. Today it has
more than 2 lakh sft of area for its various showrooms at Secunderabad, Kukatpally,
Dilsukhnagar, Jubliee hills, Kompally and Attapur. The latest addition in Bantia Furnitures
family has been at A.S.Rao.Nagar which comprises of 40,000 sft of display area and most
centrally located.

Bantia Furnitures manufacturers and imports furniture from world over the range of furniture
includes sofas, Dining tables, Center tables, Beds, recliners, mattresses, Shoe racks,
T.V.units, Office tables, Executive chairs, etc.

Surendar Bantia managing Director says “ Today whenever someone wants to buy furniture
the first name that comes to his/her mind is Bantia Furnitures because of our consistent
endeavor and personal sourcing our quality and prices cannot by matched by any other
furniture store” adding to this Amit Bantia Executive Director states that “we go personally
travel all over the World and lay down our specifications with various manufacturers and
purchase in bulk quality that is what makes us most affordable and quality furniture store”

All the products are especially manufactured by various manufacturers all over the World as
per our specification and standards sofa have various range from leatherette sofa, Leather
sofa, Fabric sofa, recliner sofa, Lounger sofa, sleek sofa, carved sofa etc to fit various
requirements of each individual. The range starts from Rs: 10,000 to Rs: 5.5 lakhs in various
combinations.

Dining tables are for four seater, six seater, eight seater and ten seaters. They are teakwood,
rubber wood, MDF, steel, Stainless steel, Glass, Marble etc. The price starts from Rs: 4,000
to Rs: 1,50,000 Beds comes in various sizes from single, Queen size, King size and in
various combinations like wood, MDF, Steel wrought iron etc. The starting range is from
3000 to 65,000. It also comes with storage, Hydrolic lifting system, pull out draw system etc.

To complimentBeds we also import spring mattress which provides the ultimate comfort.
The prices are unbelievable low starting from Rs: 6500 for 8” spring mattress.
Center tables/Coffee tables are made of glass, Steel, Bend glass, Wood, MDF etc. It comes
in various sizes to suit the requirements of a small apartment to a large house.
Recliner sofas and individual recliners are in PU, leatherite and leather.
Today Bantia Furniture is regarded as the biggest and most trusted brand in furniture and
spread over twin cities from Secunderabad, Kukatpally, Dilsukhnagar, Jubliee Hills,
Kompally,Attapur and A.S.Rao Nagar.

MANUFACTURING FACILITIES:
The specialized home solution offers complete units for every room. The array of products
includes:
 Modular Kitchens\
a) Eco friendly laminated in different colors. Shutters come in membrane, medium
density fiber (MDF) and pre-laminated particle board.
b) Different kinds of pull out baskets, to name a few D-tray, Swivel tray, magic
corner.
 Wardrobes
 Wall units
 Crockery units
 Living room furniture
 Designer doors
 Shoe racks
 Loft coverings
 Dressing units
 Kids units.

Managing space at work:

The modular solutions of the office strive to create a comfortable workplace, allow easy
maneuverability of work area and infuse a high degree of visual appeal. The range of
solutions includes:

 Modular Workstations:
Eco friendly laminated modular office systems include desk, storage cabinet,
pedestal, partitions and key board.
  The working desk system – is available in variety of shapes and sizes.

 Partition system with fully integrated cable management partitions (two

levels of cable raceways).

 Partition thickness will be available in 75mm thickness.

 Partition is made up of Mild Steel (MS) with required powder coated color.

 Various heights and lengths of partitions are available.

 Multiple choice of fabric, laminate, metal perforated sheets, accessories

panel, glass, etc.
 Filling storage units
 Pedestals
 Keyboard and CPU trolleys
 Discussion tables
 Conference tables
 Training tables
 Other office furniture.

Managing Turnkey Projects:

Though home and office furnishing is the niche area, value added services are provided to
give customer solution and thus turnkey projects are undertaken.
Turnkey projects include:

 Architectural services
 Civil construction
 Project co-ordination
 False-ceiling
 Networking
 Electrical work.
Some of its Clients are:
1. Rockewell Studio, Bangalore
2. Credence Audio Systems, Bangalore
3. Honeywell Ltd., Bangalore
4. Cepha Imagining Pvt. Ltd., Bangalore
5. Black and White Studio, Bangalore
6. Siddharth Engineering Pvt. Ltd., Bangalore
7. Kurl-on-Ltd., Bangalore
8. Manjushree College of Nursing, Bangalore
9. Atlas Copco-Bangalore
10. Rahul Cargo Pvt. Ltd. – Bangalore
11. Daedalus Consulting Pvt. Ltd. – Bangalore.
Employee Strength –
A total of 61 personnel including executives and shop floor workers are working for the
company.

DEPARTMENTS

The researcher encompassed the study of four departments namely Accounts and
Administration, Designing, Production and Marketing. The basis for departmentalization
was functional.

ACCOUNTS AND ADMINISTRATION DEPARTMENT

This department is headed by Mr. Yesudas. Two executives assist him.

This department is broadly concerned with the acquisition and use of funds by the
company. It also analyze, plan and control the company’s financial affairs. Moreover, the in
house administration of the company is also taken care of. It includes maintenance of
showroom and a look into the requirements and problems of day to day administration. It
also keeps a track of things with regard to civil construction, architectural services,
networking, project co-ordination, electrical work, etc. It is also concerned with bank facility
availed by the employees. Apart from all these, it also takes into account the installation part
at the customer site after the dispatch of the product. In a nutshell this department deals with
the trouble shooting of any problem.

DESIGNING DEPARTMENT
This department is headed by Mr. Albert. Eight creative designers assist him. The team of
designer tailor makes the products according to the needs of the customers. Two aspects
namely affordability and aesthetics are focused upon. Major activities undertaken in this
department are as follows:
 Setting the normal design –
According to the initial measurement told by the customer, a normal design is set.
Once the normal design is finalized by the customer, a designer accompanied by
marketing personnel visits the construction site and takes the final measurement.
Then according to it a design is set and the price quotations are made.
  Setting the production design –
When the deal is finalized and after receiving 50% of the amount from the customer,
the designers make the production design. This design clearly demarcates the
technicalities so that it becomes easier for the production personnel to understand.

 Innovative designs –
The team of designers also trigger out the brain cells to create innovative designs.

PRODUCTION DEPARTMENT
This department is headed by Mr. Prashanth. Four supervisors are in charge of four different
activities such as quality control, product analyzing, production and dispatch.

 Quality Control:
This sub department is mainly concerned with the inspection of raw materials. The
raw materials are supplied mainly by four companies namely Novapan, Spacewood, Bhutan
Board and Nepal Board and Nuwood. For bulk orders, direct purchase is made from the local
companies such as Marino Ply, Greenlam, Virlam and Kalachandra.
The raw materials obtained are with respected with regard to requirements and
specifications.
 Product Analyzing:
This sub-department is mainly concerned with targeting and scheduling. After receiving
the production design, it targets as to when the work needs to be completed and
 schedules the whole process. Again, after completion of production process and before
dispatch, the product is thoroughly inspected here.

 Production:

26 persons comprising of machine operators and helpers are involved in this sub-
department. It consists of five operations namely cutting, molding, edge bending, boring
and hot press and post formed.

I. Operation : Cutting

Machine Used No. of Person Involved

1. BEAMSAW 5 persons :
2 operators
3 helpers

2. PANELSAW

II. Operation : Molding

Machine Used No. of Person Involved

1. SPINDLE MOULDER 4 persons :
1 operator
1 gauge setting
2 for loading and unloading

III. Operation : Edge bending

 Machine Used No. of Person Involved
1. THROUGH EDGE 3 persons :
BENDING 1 operator
2 helpers

IV. Operation : Boring

Machine Used No. of Person Involved
1. BORING 3 operators

V. Operation : Molding
Machine Used No. of Person Involved
1. HOT PRESS 3 operators

2. POST FORMED 3 operators

‫٭‬Important Note :
Within 4 hours after cutting the panel, it needs to be covered.

 Dispatch:
After the product is analyzed, it is ready for dispatch. Usually, at least once carpenter
goes to the customer site for installation.

MARKETING DEPARTMENT

This department deals with the springboard of all activities. This department is split into
two divisions – one dealing with home furnishings and the other dealing with office
furnishings.
 Home Furnishings:
This department is headed by Mr. Eugene Joseph. Eight marketing executives assist him. Let
us discuss the 4P’s of marketing mix with regard to the company.

1. Product:
Modular kitchens, wardrobes, wall units, crockery units, living room furniture,
designer doors, shoe racks, loft coverings, dressing units, kids units.

What is Modular Kitchens?

The accent today is on ergonomics – a kitchen that’s a comfort to use and be in. Modular
kitchens are planned around the workflow triangle of refrigerator – cooker-sink:
minimizing distances between these makes cooking a more economical and energy
saving process. For a dream kitchen, one must be able to pinpoint needs, aspirations,
likes and dislikes. Then the manufacturers step in and do the rest. Color preferences,
textures and materials work at the psychological level to affect one’s perception of a
space. Modular kitchen also have accessories like napkin holders and storage shelves
mounted on racks that can be run along the length of the kitchen wall.

Why use Modular Kitchen?

I. They look good and optimize space.

II. Are fully re-locatable.
III. Are made of durable material.
IV. Selection of different materials for different uses is a difficult decision to make which
easily solved by modular kitchen.
V. A modular kitchen takes care of things like exhaust hoods/ chimneys which are
otherwise ignored. Replacement/ repairs are easy.
VI. Kitchen work/ equipment/ utensils get proper definition, role and place to function.
VII. Can be expanded or reduced in size at later stages. Have low maintenance and high
durability.
VIII. Require simple ground preparation and services.
IX. Can be constructed in a time period as short as 6 to 8 weeks from order.
X. Person gets motivated to work in such kitchens.
2. Place:
 Located at Bangalore, India’s melting pot of international cultures, the company is at
a strategically advantageous position to offer its clients furniture that reflects the
emerging global denizens.
The corporate office and showrooms is situated at New BEL Road, RMV II Stage;
Bangalore.

3. Price:

The products are customized so the price also doffers accordingly. The products
offered are basically made either from prelim, MDF or membrane. Each product has
a different rate. Prelim is priced at Rs. 650 per sq. ft. The pricing policy adopted is
cost plus a percentage of profit. While quoting the price of a product, height and
width is considered irrespective of depth. If the depth exceeds the standard norm of 2
ft. then only it is considered.

4. Promotion:

The Company has a showroom of its own. The showroom is opened for all the seven
days of a week from 9 a.m. to 9 p.m. Paper insertion are placed in leading
newspapers such as Times of India, Business Standard, Deccan Herald and Prajavani.
Telemarketing is also done. Display stalls are put up near upcoming construction of
apartments. The Company also participates in exhibitions. The recent one is, being
the participant of the Life Style Show on Palace Ground at Mekhri Circle.

Office Furnishings:
This department is headed by Mr. Rajesh. Two marketing executives assist him.
The products dealt with are – modular workstations, filing storage units, pedestals,
keyboard and CPU trolleys, conference tables, training tables and other office furniture. An
important facet dealing with the promotion of a product is corporate presentations. The target
group here is the corporate. Other than that there is no major change with regard to place,
price and promotion.
 HR ASPECTS
Though the company does not have a separate HR Department as it is in the embryonic
stage but the HR aspects are taken care of by Mr. Eugene Joseph.

 Leave Facility :

All employees are entitled to 12 days of casual leave and 2 days of sick leave
(monthly). In case of a long leave, say a week or more than that, one needs to inform it
before 10- 12 days. In case of emergency, a prior intimation before 2 days is sufficient.
One can also avail the facility of working on holidays and taking leave on the week days.

 Recruitment :

The Company spells out its requirements to the consultancies about the suitable
candidates. Usually, Mr. Eugene or Mr. Rajesh or Mr. Yesudas takes the interview of the
candidates.

 Training :

A selectedcandidateis put on training for about 15 days. During this period, he is not
given individual project.

 Job Rotation :

Job rotation is adopted by the company so that there is development of multi-

faceted skills to fill in vacancies and to cope with increasing work load. Movement is
effected in the same grade
 THE WHOLE PROCESS AT A GLANCE

Clients come to the showroom

↓
Initial Measurement is given

↓
Designers design the product

↓
Quotation is made

↓
Negotiation is made

↓
Color combination is chosen by the customer

↓
50% of the amount is given as advance by the customer

↓
Signing of the estimation form
Both the company and client will keep a copy of it

↓
Production drawing is made

↓
Production department

↓
Delivery and installation
 SWOT Analysis
Strength Weakness

 Customized products  A new entrant in the market

 Reasonable price
 Quality
Opportunity Threats

 Growth of furniture industry seems  A lot many players are existing in

positive the market
 Huge potential

Future Plans:

The company has shown excellent growth since inception and is growing at a rapid pace.
All these contribute for the company’s future expansion plan.

 It is going to open showrooms on Kerala. The 1st one is coming up in Cochin.

 It is going to open 4 more showrooms in Bangalore.

 Will involve 10 dealers in Bangalore.

CHAPTER- 4
 DATA ANALYSIS AND INTERPRETATION
Table No. 1
Table representing the sex of the marketing executives

Sex No. of Respondents Percentage

Male 6 20%
Female 24 80%
Total 30 100%

Analysis
 80% ofthe respondents are male.
 20% of the respondents are female.

Interpretation
 Majority of the marketing executive are male.

Graph 1
Sex of the Marketing Executives
 Table No. 2
Table representing the pricing of products
Prices No. of Respondents Percentage
High ─ ─
Reasonable 16 54%
Competitive 14 46%
Low ─ ─
Total 30 100%

Analysis
 54% of the respondents are of the opinion that the products are reasonable.
 46% of the respondents are of the opinion that the prices of the products are
competitive.
 None of the respondents feel that the prices of the products are either high or
low.

Interpretation
 Majority of the respondents opine that the prices of the products are reasonable.
 The prices of the products are reasonable though they are competitive.

Graph 2
Pricing of Products
 Table No. 3
Table representing the major competitors of
BantiaFurnitures Pvt Ltd. with regard toHome furnishing
Major Competitor No. of Respondents Percentage
No dominant player 24 80
Godrej 4 13
Trident Inter Wood 2 7
Total 30 100

Analysis

 Majority of the respondentsi.e. 80% opines that there is no dominant player in

the market.
 13% of the respondents are of the opinion that the Godrej is the major
competitor.
 Trident Inter wood is considered as the major competitor by 7% of the
respondents.

Interpretation
 Though brand names like Godrej and Trident Inter Wood came into the picture
but the fact reveals that there is no dominant player in the market. So everyone is
competing with each other.

Graph 3
Major Competitors
 Table No. 4
Table representing the competitor’s strength
Strength No. of Respondents Percentage
Quality ─ ─
Brand Image 24 80
Pricing ─ ─
Promotional Activities 6 20
Total 30 100

Analysis
 80% of the respondents are of the opinion that the competitor’s strength is brand
image.
 20% of the respondents opine that promotional activities are the strength of the
competitors.
 None of the respondents feel that quality and pricing are the strength of the
competitors.

Interpretation
 Majority of the respondents opines that brand image is the strength of the
competitors.

Graph 4
The Competitor’s Strength
 Table No. 5

Table representing the quality of the products of Bantia

Furnitures with respect to other competitors

Rating No. of Respondents Percentage

Good 17 57
Very good 13 43
Fair ─ ─
Poor ─ ─
Total 30 100

Analysis

 Majority of the respondents i.e. 57% are of the opinion that the products are of
good quality with respect to other competitors.
 43% of the respondents opine that the products are of very good quality with
respect to the other competitors.
 None of the respondents are of the opinion that the products are of fair or poor
quality with respect to other competitors.

Interpretation

 Majority of the respondents is of the opinion that the products are of good quality
and is at par with other competitors having brand names.
 Graph 5

Quality of the products of Bantia Furnitures with respect

to other competitors
 Table No. 6
Table representing kind of products sold more per month
Products No. of Respondents Percentage
Modular kitchen 27 90
Modular kitchen and 3 10
Wardrobe
Total 30 100

Analysis
 90% of the respondents are of the opinion that modular kitchens are sold more
per month.
 10% of the respondents are of the opinion that modular kitchen and wardrobes
are sold more per month.

Interpretation
 Majority of the respondents is of the opinion that modular kitchens are sold more
per month.

Graph 6
Kinds of products sold more per month
 Table No. 7

Table representing the merits of the products of Bantia

Furnitures that differentiates it from others

Merits No. of Respondents Percentage

Reasonable price 10 33
Quality 7 24
Customized product 10 33
Finishing 3 10
Total 30 100

Analysis

 33% of the respondents are of the opinion that reasonable pricing and a
customized product differentiates the products of Bantia Furnitures from that of
others.
 24% of the respondents are of the opinion that quality is the differentiating factor.
 10% of the respondents are of the opinion that finishing is the differentiating
factor.

Interpretation

 Reasonable pricing and customized products differentiates the products of Feror

dek from that of others.
 In fact, all the merits such as reasonable pricing, customized products, quality and
finishing contributes in differentiating the products from others.
 Graph 7

Merits that differentiates the products of Bantia

Furnitures Pvt Ltd.
 Table No. 8

Table representing the factors which play a major role in

demand generation

Factors Ratings

5 4 3 2 1
Price of the product 4 3 0 1 1

Awareness about the product 3 1 0 4 1

Delivery of the product ordered 1 0 5 1 2
Presentation about the product 0 2 0 3 4
Design of the product 1 3 4 0 1

5 - Very important, 4 - Important, 3 - Makes little difference,

2 - Not important, 1 – Does not make any difference.

Analysis

 Price of the product gets the maximum of 5 rating.

 Design of the product and the price of the product get the maximum of 4 rating.
 Delivery of the product ordered gets the maximum of 3 ratings.
 Awareness about the product gets the maximum of 2 rating.
 Presentation about the product gets the maximum of 1 rating.

Interpretation

 Price of the product plays a major role in the demand generation.

 Design of the product plays an important role in demand generation.
 Delivery time of the product ordered can make a little difference in demand
generatio
 Graph 8

Factors playing a major role in demand generation

 Table No. 9

Table representing the promotion of the products of

Bantia Furnitures Pvt Ltd.

Promotions No. of Respondents Percentage

Paper insertion 7 24
Telemarketing 10 33
Display stalls ─ ─
Participating in exhibition 10 33
Direct mail ─ ─
Presentations ─ ─
Showrooms 3 10
Total 30 100

Analysis

 24% of the respondents are of the opinion that paper insertions are used as
promotion of the product.
 33% of the respondents opine that telemarketing is the means of promotion of the
products.
 33% of the respondents feel that participating in exhibition has promoted the
product.
 10% of the respondents are of the opinion that showrooms are used as promotion
of the product.

Interpretation

 The company adopts a variety of promotional methods such as paper insertion,

telemarketing, display stalls, participating in exhibition, direct mail, presentations
and showrooms.
 Graph 9

Methods of promoting the products

 Table No. 10
Table representing the discount if given on
repeat purchase
Discounts Given No. of Respondents Percentage
Yes 27 90
No 3 10
Total 30 100

Analysis
 90% of the respondents are of the opinion that the discount is given on repeat
purchase.
 10% of the respondents are of the opinion that discounts are not given on repeat
purchase.

Interpretation
 Majority of the respondents is of the opinion that discounts are given on repeat
purchase.

Graph 10
Discounts given on repeat purchase
 Table No. 11

Table representing the percentage of discounts given on

repeat purchase

Percentage of Discount No. of Respondent Percentage

2 – 5% 20 66
6 – 10% 5 17
11 – 15% ─ ─
16 – 20% ─ ─
None 5 17
Total 30 100

Analysis

 66% of the respondents are of the opinion that 2-5% discount is given on repeat
purchase.
 17% of the respondents opine that 6-10% of discount is given on repeat
purchase.
 17% of the respondents are of the opinion that no discount is given on repeat
purchase.

Interpretation

 Majority of the respondents are of the opinion that 2-5% discount is given on
repeat purchase.
 The company does not adhere to any stringent norm while giving discount on
repeat purchase as there is difference of opinion among the respondents.
 Graph 11

Percentage of discount given on repeat purchase

 Table No. 12
Table representing the way of marketing of the products
Way No. of Respondents Percentage
Direct marketing 30 100
(Showroom)
Retailers ─ ─
Dealers ─ ─
All of the above ─ ─
Total 30 100

Analysis
 100% of the respondents are of the opinion that the marketing of products are
through direct marketing.

Interpretation
 The products are marketed through direct marketing and dealers and retailers are
not involved in the marketing process.

Graph 12
The way of marketing of the products

Table No. 13
 Table representing the target consumers
Target No. of Respondents Percentage
Upper class 27 90
Middle class 3 10
Lower class ─ ─
Total 30 100%

Analysis
 90% the target customers are from upper class.
 10% of the target customers are from middle class.

Interpretation

 The target consumers are the upper class and the middle class.

Graph 13
The target consumers

Table No. 14
Table representing the kind of incentives received by the employee
 Kind of incentives No. of Respondents Percentage
Commission ─ ─
Schemes ─ ─
Free gifts ─ ─
Recognition 17 57
Nothing at present 13 43
Total 30 100

Analysis
 100% of the respondents are of the opinion that no incentives are given at
present.

Interpretation
 No incentives are given to the marketing personnel at present.

Graph 14
Kind of incentives received by the marketing personnel
Percentage

Table No. 15
Table representing the awarenessofBantiaFurnitures
Opinion No.ofRespondents Percentage
 Yes 47 94

No 3 6

Total 50 100

Analysis
 From the above graph it was found that 94 % of the respondents
wereaware of Bantia Furnitures and 6 % of the respondents were not
aware of Bantia Furnitures.

Graph 15

ShowsawarenessofBantia Furnitures
100

90

80

70

60

50

40

30

20

10

0
Yes No
Awareness
 Table No. 16
Table representing the awarenessofBantia
Furnituresadvertisement
Opinion No.ofRespondents Percentage

Yes 39 78

No 11 22

Total 50 100

Analysis
 From the above graph it was found that 78 % of the respondents
wereaware of Bantia Furnitures advertisement and 22 % of the
respondents were notawareof Bantia Furnituresadvertisement.

Graph 16
AwarenessofBantia Furnituresadvertisement
Percentage

90

80

70

60

50

40

30

20

10

0
Yes No
awarenessofvestaIce-creamsadvertisement
 Table No. 17
Table representing Awareness of sale promotional
techniques used by Vesta Ice-Creams
Opinion No.ofRespondents Percentage

Yes 0 0

No 50 100

Total 50 100

Analysis

 Fromtheabovegraphitwasfoundthat100%oftherespondentswerenotaware
of Bantia Furnitures and 6 % of the respondents were no aware of
Bantia Furnitures.

Graph 17
Awareness of sale promotional techniques used by
Vesta Ice-Creams
120

100
Percentage

80

60

40

20

0
Yes No
Awarenessofsalepromotionaltechniques usedbyVestaIce-Creams
 Table No. 18
Table representing the Televisionadvertisement
promotessales
Opinion No.ofRespondents Percentage

Yes 42 84

No 8 16

Total 50 100

Analysis

 From the above graph it was found that 84 % respondents agree to

thestatement,16%respondents disagreetothestatement.

Graph 18

Televisionadvertisementpromotessales
Percentage

90

80

70

60

50

40

30

20

10

0
Yes No
Televisionadvertisementpromotessales
 Table No. 19
Table representing theMouthto
mouthadvertisementpromotes sales

Opinion No.ofRespondents Percentage

Yes 50 100

No 0 0

Total 50 100

Analysis

 Itisclearthat100% respondents Agreeto the statement.

Graph 19
Mouthto mouthadvertisementpromotes sales
Percentage

120

100

80

60

40

20

0
Yes No
Mouthtomouthadvertisementpromotessales
 Table No. 20
Table representing the
Newspaperandradioadvertisementpromotes sales
Opinion No.ofRespondents Percentage

Yes 46 92

No 4 8

Total 50 100

Analysis

 Above graph shows that 92% respondents Strongly agree to the

statementand8 % Disagree.

Graph 20

Newspaperandradioadvertisementpromotessales
Percentage

100

90

80

70

60

50

40

30

20

10

0
Yes No
Newspaperandradioadvertisementpromotessales
 Table No. 21
Table representing the
Socialmediaadvertisementpromotessale
Opinion No.ofRespondents Percentage

Yes 50 100

No 0 0

Total 50 100

Analysis

 From the above graph it was found that 100% respondents agree to
thestatement.

Graph 21

Socialmediaadvertisementpromotessales
Percentage

120

100

80

60

40

20

0
Yes No
Socialmediaadvertisementpromotessales
 Table No. 22
Table representing the Packagingofthe product
Opinion No.ofRespondents Percentage

Excellent 16 32

Good 18 36

Poor 10 20

Bad 6 12

Total 50 100

Analysis

 From the above graph it was found that 36% respondents rate good for
thebrandimageoftheproduct,32%excellent,20%poorand12%ratebad.

Graph 22

Packagingoftheproduct
40

35
Percentage

30

25

20

15

10

0
Excellent Good Poor Bad
Packagingofthe product
 Table No. 23
Table representing the Special pricing is an
effective sales promotionaltechnique
Opinion No.ofRespondents Percentage

Stronglyagree 20 40

Agree 8 16

Disagree 12 24

Stronglydisagree 10 20

Total 50 100

Analysis

 The study shows that 40% respondents Strongly agree to the

statement,24%Disagree,20%asStronglydisagreeand16%asAgree.

Graph 23

Special pricing is an effective sales

promotionaltechnique
45

40
Percentage

35

30

25

20

15

10

0
Stronglyagree Agree Disagree Stronglydisagree
Specialpricingisaneffectivesalespromotionaltechnique
 Table No. 24
Table representing the
Demonstrationisaneffectivesalespromotional technique

Opinion No.ofRespondents Percentage

Stronglyagree 18 36

Agree 16 32

Disagree 10 20

Stronglydisagree 6 12

Total 50 100

Analysis

 Above graph states that 36% respondents Strongly agree to the

statement,32%Agree,20%Disagreeand12%Stronglydisagree.

Graph 24

Demonstrationisaneffectivesalespromotionaltechnique
Percentage

40

35

30

25

20

15

10

0 Stronglyagree Agree Disagree Stronglydisagree

Demonstrationisan effectivesalespromotionaltechnique
 Table No. 25
Table representing the Gifts asaneffectivesales
promotionaltechnique

Opinion No.ofRespondents Percentage

Stronglyagree 18 36

Agree 23 46

Disagree 2 4

Stronglydisagree 7 14

Total 50 100

Analysis
 Abovegraphpointsoutthat46%respondentsAgreetothestatement,36%Strongly
agree,14%Stronglydisagreeand4%Disagree.

Graph 25

Giftsasaneffectivesalespromotional technique

50

45
Percentage

40

35

30

25

20

15

10

0
Stronglyagree Agree Disagree Stronglydisagree
Giftsasaneffectivesalespromotionaltechnique
 Table No. 26
Table representing the Qualityprovidedbythe
company

Opinion No.ofRespondents Percentage

Satisfied 18 36

Highlysatisfied 12 24

Neutral 12 24

Dissatisfied 8 16

Total 50 100

Analysis

 We Can see that 36% of the respondents are satisfied with the
Qualityprovided by the company, 24% highly satisfied, 24% neutral
and 16% aredissatisfied.

Graph 26

Qualityprovidedbythecompany
40

35
Percentage

30

25

20

15

10

0
Satisfied Highlysatisfied Neutral Dissatisfied
Qualityprovidedbythecompany
 Table No. 27
Table representing the Availabilityoftheproduct
Opinion No.ofRespondents Percentage

Highlysatisfied 9 18

Satisfied 25 50

Neutral 11 22

Dissatisfied 5 10

Total 50 100

Analysis

 Theabovegraphshowsthat50%respondentsaresatisfiedwiththeavailability
of product, 18% highly satisfied, 22% neutral and 10%
dissatisfiedtheavailability.

Graph 27

Availabilityoftheproduct
60
Percentage

50

40

30

20

10

0
Highlysatisfied Satisfied Neutral Dissatisfied
Availabilityofthe product
 Table No. 28
Table representing the Salesdevelopmentscheme
affectpurchasedecision
Opinion No.ofRespondents Percentage

Stronglyagree 11 22

Agree 15 30

Neutral 15 30

Disagree 9 18

Total 50 100

Analysis

 Fromtheabovegraphitwasfoundthat30%oftherespondentsagree,30%withneutr
al,22%stronglydisagree,and18%disagree.

Graph 28

Salesdevelopmentschemeaffectpurchasedecision
Percentage

35

30

25

20

15

10

0
Stronglyagree Agree Neutral Disagree
Salesdevelopmentschemeaffectpurchasedecision
 Table No. 29
Table representing the Discountfacilities
Opinion No.ofRespondents Percentage

Highlysatisfied 12 24

Satisfied 23 46

Dissatisfied 9 18

Noopinion 6 12

Total 50 100

Analysis

 Fromtheabovegraphitwasfoundthat46%aresatisfiedwiththediscountfacili
ties provided by the company, 24% highly satisfied, 18% dissatisfied
and12%havenoopinion.

Graph 29

Discountfacilities
50
45
Percentage

40
35
30
25
20
15
10
5
0
Highlysatisfied Satisfied Dissatisfied Noopinion
Discountfacilities
 Table No. 30
Table representing youwillRecommend toothers

Opinion No.ofRespondents Percentage

Stronglyagree 18 36

Agree 26 52

Disagree 4 8

Stronglydisagree 2 4

Total 50 100

Analysis
 From the above graph it was found that 52% respondents agree that
theywill recommend to other, 36% strongly agree, 8% disagree and 4%
stronglydisagree.

Graph 30

YouwillRecommendtoothers
60
Percentage

50

40

30

20

10

0
Stronglyagree Agree Disagree Stronglydisagree
Recommendationtoothers
 Table No. 31
Table representing the Availingfreesamples
Opinion No.ofRespondents Percentage

Good 23 46

Average 19 38

Bad 4 8

Verybad 4 8

Total 50 100

Analysis

 From the above graph it was found that 46% respondents rate good
foravailingfree samples, 38%average,8%ratebad
andanother8%rateverybad.

Graph 31
ShowsOverall

50

45

40

35

30

25

20

15

10

0
Good Average Noopinion Bad
OverallsatisfactionwithvestaIce-creams
 Table No. 32

Opinion No.ofRespondents Percentage

Good 18 36

Average 23 46

Noopinion 7 14

Bad 2 4

Total 50 100

Analysis
 From the above graph it was found that 46% respondents reacted to
theproductasaverage,36%asgood,14%havenoopinionand4%asbad.

Graph 32

50
45
40
35
30
25
20
15
10
5
0
Good Average Bad Verybad
Availingfreesamples
CHAPTER – 5
 FINDINGS, SUGGESTIONS AND CONCLISION
A Summary of Findings:
The finding can be grouped together into two broad categories such as;

Specific Findings:
 This is pertaining to the objectives of the study.

General Findings:
 This is with regard to the market dynamics and visits made by the researcher to
companies having almost similar products profile.

Specific Findings:

1. The company adopts a variety of promotional methods such as paper insertion,

telemarketing, display stalls, participating in exhibitions, direct mail, presentations
and showrooms.
2. Though brand names like Godrej and Trident Inter Wood came into the picture but
the fact reveals that there is no dominant player in the market. So every player is
vying with each other to capture a larger pie in the markets.
3. Transparency is maintained at the levels of the organization.
4. The products are marketed through direct marketing (showroom) and dealers are not
involved in the marketing process so far.
5. The activities carried out by each and every department of the organization is
systematic.
6. Television advertisementpromotessales
7. Mouthtomouthadvertisementishelpful
8. Newspaperandradiodonotpromotesales
9. Socialmediadoesnot helpinsales
10. Majorityofcustomersaresatisfiedwiththepackagingoftheproduct
11. Demonstrationisaneffectivesalespromotionalactivity
12. Giftshelps insales
13. More than half of the respondents are satisfied with the quantity of
 theproductprovided
14. Availabilityofthe productistobeimproved
15. Discountsprovidedbythecompany aresatisfied
16. Morethanhalfoftherespondentswouldrecommendtheproducttoothers
17. Providingfreesamples wouldboostsales
18. Nearly half of the respondents think that sales development
schemeaffectspurchasedecisions
19. More than half of the respondents are completely satisfied with
theproduct

General Findings:

1. Foreign companies can invest up to 100% in most of the manufacturing industries in

India, including furniture.

2. With the vast array of modular option available in market, the consumer isn’t really
strapped for choice.

3. Italian manufacturers have now entered the Indian markets. Moreover, furniture
made from Asian Teak Wood which is available in the rich rain forests of Malaysia is
flooded in the Indian market. In a nutshell, this means to say that the competition is
very intense.

4. Many branded companies outsource the products because of which the delivery time
of the product ordered is stretched. In this respect, Bantia Furnitures has an added
advantage.

5. With respect to the foil, Bantia Furnitures offers a wide range of colors. This gives it
an edge over the others.

6. “Quality never comes cheap”. This is true but at the same time, it is also true that
quality can come at a reasonable price. With regard to the quality, products of Bantia
Furnitures are at par with the other players having brand names and at the same time
the products are reasonable priced.
7. With regard to home furnishings, most of the companies have standardized products
but the products of Bantia Furnitures are customized. This can be rightly marked as
the strength of the company.

8. Majority of the marketing executives are male.

9. The prices of the products are reasonable though they are competitive.

10. The products are of good quality and are at par with other competitors having brand
names.

11. Modular kitchens are sold more per month. So, this area needs greater focus.

12. Reasonable pricing, customized products, quality and finishing contributes in

differentiating the products of the organization from that of the others.

13. Apart from price of the product, design and delivery time of the product ordered play
a crucial role in triggering out demand generation of the product.

14. Discount is given on repeat purchase.

15. The company does not adhere to stringent norm while giving discount on repeat
purchase.

16. The target consumers are the elite and upper middle class.

17. No incentives are given by the company to its marketing personnel at present.
Suggestions
1. Everyone is aware of the growth in wealth and change in lifestyle among Bangalore’s
novae riche. So the marketing campaign should be designed to woo the customers.

2. The company should explore all possible ways in order to aggressively sell its
products. So, the company can register itself in Furniture.co.in as it is India’s biggest
online B2B plan with largest virtual furniture directory.

3. The construction industry is in boom. In order to tap the potential market, the
Company can advertise in a magazine named ‘Builders Grid’. This will help in
showcasing the products of the magazine. This can add an extra spice to sales.

4. Feng Shui items are gaining prominence right at the moment. Feng Shui describes the
wood personality as one possessing good decision making skills, idealism,
imagination, compassion and the ability to create change. The fact can help in
emotional marketing of the product and also combat competition from Godrej whose
modular kitchens are made of steel.

5. In today’s crowed market place in order to increase the size of the pie, the Company
can adopt innovative promotional strategies. One of them can be suggested as
‘Dream House’ road shows. It will help in creating and reinforcing the Company’s
identity in the minds of the consumer.

6. In order to be extra ordinary, the Company has to walk the extra mile. A method
named ‘Experimental Marketing’ can be adopted by the Company wherein the
prospective consumers can be invited to visit the showroom and touch and feel the
products.

7. Since the competition is intense, so there should be some value addition so as to

make the Company stand apart in the market. One such way is to improvise the
customer service.

8. Consumer is the king in the market. This fact should be deeply rooted in the minds of
the employees. The Company can adopt some ways to listen to the customer’s
 feedback which should be noted in writing so that it will help in continual
improvement and make the company to be in the right track always. Moreover, a

CONCLUSION

“No man has the right to dictate what other men should perceive, create or produce, but all
should be encouraged to reveal themselves, their perceptions and emotions and builds
confidence in their creative spirit!”

This inspiring thought of Ansell Adams is well appreciated by new style marketing
organizations which understand that “boxes and lines” structures can’t drive value in fast
moving environments. No doubt, Bantia Furnitures Pvt Ltd. is one of them because they
believe in teamwork. Today, the need of the Indian consumer evolves beyond “roti, kapada
aur makaan”. The game in the new-breed furniture industry is no longer furnishing. It is
about “home dressing”. To capture opportunities continually, the company must have a
continual flow of ideas. Transforming a pipeline full of ideas into a value – generating
portfolio of products and services is hard. Herein, lays the importance of co-ordination.

A home is not just a living space but one’s statement of individuality to the world. Big or
small, it’s all about adding own touch to one’s home to make it unique – a perfect blend of
form and function. With the ever increasing number of house-hold items, a highly dynamic
and always on the move job profiles, it is crucial for people to employ efficient storage
spaces that are affordable to purchase. The modular kitchen of today is the epitome of
functionality and multi-purpose aspects. With the rise in income and the infiltration of
western luxury goods have created a cultural shift towards materialism and consumerism.
Bantia Furnitures with its unique strength provides customer solution that offers the perfect
balance of quality and economy.

In today’s crowded market place, where products and services are touting themselves to
be the best, it is vital to stand out in the crowd. From the various channels of advertising,
point of sale displays and how the employees are relating to the customers. It is important for
Bantia Furnitures Pvt Ltd. to establish and reinforce an unmistakable brand and corporate
identity in all channels of fickle minded consumers. Herein, lays the importance of the
 Japanese proverb which says – “Thinking without action is a daydream and action without
thinking is a nightmare”.

BIBLOGRAPHY

 T.S.RakeshandS.Madhushree,“ConsumersPerceptiontowardsOnline

ShoppingWithSpecial
 Ankur kumar rastogi, (2010), ‘a study of Indian online consumers and their
buyingbehaviour’,
 RamalingamL.P,“BuyersBehaviourtowardsOnlineShopping”,IndianJournalof

Marketing,
 Guda,Neeraja,“E-Business-TrendsandIssues”,IndianJournalofMarketing,
VolumeXXXV
 https://www.mbaskool.com/marketing-mix/services/17246-myntra.html

 https://www.forbesindia.com/article/special/how-and-why-myntra-is-slowly-lowering-the-
discounts-it-offers/42045/1
 APPENDICES AND ANNEXURES
A copy of the questionnaire, some eye sizzlers showcasing the products of the company
and paper insertion are enclosed herewith.

QUESTIONNAIRE
1) Name:
2) Address:
3) Designation:
4) Sex:
a) Male
b) Female
5) Type of products dealing with
a) Home furnishing
b) Office furnishing
6) How are you priced?
a) High
b) Reasonable
c) Competitive
d) Low
7) Who is your major competitor?

8) What is your competitor’s strength? / What makes you ahead of him?

a) Quality
b) Brand image
c) Pricing
d) Promotional activities
9) With respect to other competitors how do you rate yourself in terms of quality?
a) Good
b) Very good
c) Fair
d) Poor

10) Which products are sold more per week/per month?

11) What specific merits do you think will differentiate your products from others?
a) Reasonable price
b) Quality
c) Customized products
d) Finishing

12) How important do you feel that the following factors play a major role in
demand generation on a scale of 1-5?
a) Price of the product
b) Awareness about the product
c) Delivery time of the product ordered
d) Presentation of the product
e) Design of the product

5- Very important
4- Important
3- Makes little differences
2- Not important
1- Does not make any difference

13) How do you promote your products?

a) Paper insertion
b) Telemarketing
c) Display stalls
d) Participating in Exhibition
e) Direct mail
f) Presentations
g) Showrooms
h) All of the above

14) A) Do you give any discount on repeat purchase?

a) Yes
b) No
B) If yes how much discount do you give?
a) 2-5%
b) 6-10%
c) 11-15%
d) 16-20%
e) None

15) How are you marketing your products?

a) Direct marketing
b) Retailers
c) Dealers
d) All the above
16) Who are your target consumers?
a) Elite class and upper middle class
b) Middle class
c) Lower middle class
d) Corporate

17) What kind of incentives are you getting?

a) Commission
b) Schemes
c) Free gifts
d) Recognition
e) Nothing at present

18) Areyou awareofBantia Furnituress

a)Yes

b) No

19)AreyouawareofBantia Furnituressadvertisement

a) Yes
 b) No

20)AreyouawareofsalepromotionaltechniquesusedbyVestaIce-

Creams

a) Yes

b) No

21)Televisionadvertisementpromotessales

a. Yes

b. No

22) Tomouthadvertisementpromotessales

a. Yes

b. No

23) Newspaperandradioadvertisementpromotessales

a. Yes

b. No

24) Socialmediaadvertisementpromotessale

a. Yes

b. No

25) Packagingoftheproduct

a. NoGood

b. Poor

c. Bad

26) Specialpricingisaneffectivesalespromotionaltechnique
 a. Stronglyagree

b. Agree

c. Neutral

d. Disagree

e. StronglyDisagree

27) Demonstrationisaneffectivesalespromotionaltechnique

a. Stronglyagree

b. Agree

c. Neutral

d. Disagree

e. StronglyDisagree

f. Excellent

28) Specialpricingisaneffectivesalespromotionaltechnique

a. Stronglyagree

b. Agree

c. Neutral

d. Disagree

e. StronglyDisagree

29) Demonstrationisaneffectivesalespromotionaltechnique

a. Stronglyagree

b. Agree
c. Neutral

d. Disagree

e. StronglyDisagree
30) Giftsasaneffective

a. Stronglyagree

b. Agree

c. Disagree

d. StronglyDisagree

31) Qualityprovidedbythecompany

a. Satisfied

b. HighlySatisfied

c. Dissatisfied

d. Noopinion

32) Availabilityoftheproduct

a. Highlysatisfied

b. Satisfied

c. Neutral

d. Dissatisfied

33) Salesdevelopmentschemeaffectpurchasedecision

a. Stronglyagree

b. Agree

c. Neutral

d. Disagree

e. StronglyDisagree
34)Recommendto others

a. Stronglyagree

b. Agree

c. Neutral

d. Disagree

e. StronglyDisagree

35)Availingfreesamples

a. Good
b. Average
c. Bad
d. VeryBad
36)OverallsatisfactionwithBantia Furnituress

a. Good
b. Average
c. Noopinion
d. Bad