- ijsr · keywords : retail promotion, advertising, personal selling, sales promotion and publicity...
TRANSCRIPT
ISSN - 2250 - 1991Volume : 1 Issue : 5 May 2012` 200
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Journal for All Subjects
INDEXSr. No. Title Author Subject Page No.
1 Convergence of India Gaap with International GAAP / IFRS
Prof. Kalola Rimaben A. Accountancy 1-3
2 Global Scenario of Business Ethics With Corporate Governance
Prof. Dr.Kishor V. Bhesaniya
Accountancy 4-6
3 VAT & ACCOUNTING Miss. Mira J. Bhanderi Accountancy 7-8
4 Carbon Trading: An Emerging Business Dr. Basanta Khamrui, Dilip Kumar Karak
Commerce 9-11
5 Developments in Indian Non Life Insurance Industry Ms.Kiran Sood, Ms.Supriya Tandon
Commerce 12-14
6 Parameters And Costs Influencing Transportation Decisions In Small Manufacturing Firms
Vipul Chalotra,Prof Neetu Andotra
Commerce 15-17
7 Foreign Trade Policy of India (2009-14) Dr. M. K. MARU Commerce 18-20
8 “A Comparative Analysis on Profitability of Selected Petroleum Industries”
Dr. Ramesh A. Dangar Commerce 21-23
9 An Empirical study on Consumer Awareness on Internet Banking in Gujarat
Dr. Vinod K. Ramani Commerce 24-26
10 Study of Factors Affecting HNIs’ Preferences for their Banks in South Mumbai Area
Shri. Arvind A. Dhond Commerce 27-31
11 Promotion mix straregy of jammu and kashmir co-operatives supply and marketing federation limited in jammu district of J&K state
Tarsem Lal Commerce 32-35
12 Intelligent Brain Tumor Tissue Segmentation from Magnetic Resonance Image using forward and backward anisotropic diffusion
S.Nithya Roopa,P. Vasanthi Kumari
Computer Science
36-38
13 Share of Women in Total Family Income – A Two Group Discriminant Analysis
Dr.A.Shyamala Economics 39-41
14 Socio-Economic Evaluation of Shg’s in Bidar District of Karnataka
Dr.Sangappa V. Mamanshetty
Economics 42-44
15 The Development of Chemical and Petrochemicals Industry in Gujarat
Dr.D.G.Ganvit Economics 45-46
16 How Can Primary Teachers Help To Assist The Development Of Positive Self-Esteem In Students Through Their Ordinary Teaching Practice?
Jigar L. Dave Education 47-48
17 Primary Mission Of Colleges Jigar L. Dave Education 49
18 Effectiveness of Readers Theatre on English Reading Comprehension
Ramesh B. Sakhiya Education 50-51
19 The Role of a Computerized Package on EFL Students' Writing Skills
Abdallah Ahmad, Baniabdelrahman, Abdulaziz A. Abanomey
Education 52-57
20 The Use of Team Teaching and its Effect on Saudi EFL Students' English Proficiency
Abdallah Ahmad, Baniabdelrahman, Abdulaziz A. Abanomey
Education 58-63
21 Study and Development of Road Traffic Noise Model Bhavna K. SutharV. R. Gor, A. K. Patel
Engineering 64-66
22 Weather Forecast Using Artificial Neural Network Laxmikant Raskar, Rohit Waghchaure, Md. Danish Raza,Mayuresh Lande
Engineering 67-68
23 Pavement Subgrade Stabilisation with Rice Husk Ash Patil N. L.,Dr. Sanjay Sharma,Dr. Hemant Sood
Engineering 69-71
24 Study of Precipitation and Stream Flow Data- A Case Study of Kim Basin
Prashant A. Ramani Engineering 72-76
25 “Estimation of Revised Capacity for Deo Reservoir of Gujarat, India”
Hiral Shah,N. N. Borad, R. K. Jain
Engineering 77-79
26 Nanotechnology in Cellular Lightweight Concrete Mr. Nakul Shah, Prof. Jayeshkumar Pitroda
Engineering 80-82
27 Plate Load (Model) Test for Bearing Capacity of Layered Deposite
Patel Ankit D., B.R. Dalwadi
Engineering 83-85
28 Effect of Service Bridge on natural frequency of structurally coupled multistory building
Upadhyay Nishith H., Prof. A.N. Desai
Engineering 86-88
29 “Controling the Soil & Land Pollution in Sabarkantha District by Using an App Lication of Remote Sensing and Geographical Information System”
Gaurang J Patel,R.B Khasiya
Engineering 89-91
30 Control The Soil Erosion & Land Pollution By Flood Reduction in The Tapi River,Surat District, Gujarat, India.
Harshad M.Rajgor,K B Khasiya
Engineering 92-95
31 Methodology for managing irrigation canal system with optimum irrigation scheduling for Meshwo irrigation Scheme
Jitendrasinh D. Raol, Roshani A.Patel,Prof S.A.Trivedi
Engineering 96-98
32 Analyis of regional water supply scheme in rural areas (Case Study: Kutch)
Niketa Patel Engineering 99-103
33 Security For Near Field Communication in Cell Phone Biren M Patel, Vijay B Ghadhvi,Mr Ashish Kumar
Engineering 104-106
34 Heterogeneous Traffic Flow Simulation at Urban Roundabout using ‘VISSIM’
Dipti S. Thanki, Asst. Prof. Ashutosh K. Patel
Engineering 107-109
35 Planning of Facilities for Pedestrian Movement in Urban Area: A Case Study of Vadaj Circle, Ahmedabad
Hitesh A. Patel,Pinak. S. Ramanuj
Engineering 110-113
36 Planning for Non-Motorized Transportation Jignesh C.Prajapati, Prof. N.G.Raval
Engineering 114-116
37 Intersection Design for Pedestrians and Cyclist Jignesh C.Prajapati, Prof. N.G.Raval
Engineering 117-120
38 Theoretical Consideration for optimum irrigation scheduling for irrigation Scheme
Jitendrasinh D. Raol, Prof S.A.Trivedi
Engineering 121-124
39 Overall Equipment Effectiveness Measurement and Review of Total Productive Maintenance
Kadiya Pinjal, Navinchandra
Engineering 125-128
40 To Study the Effect Of Stiffness on the Expansion Joint of a Building Subjected to Earthquake Forces
M.D.SHAH, P. G. Patel Engineering 129-132
41 Side Friction and Side Friction Factor (FARIC) In Ahmedabad Road Link
Parmar Dushyant J, Asst. Prof. Ashutosh K. Patel
Engineering 133-134
42 Fiber Reinforced Selfcompacting Concrete Patel Nikunj R,Elizabeth George
Engineering 135-137
43 Modal Analysis of Helical Gear Purusharth J. Patel,D.A. Patel
Engineering 138-140
44 Impact Strength of Ternary Blended Steel fiber Reinforced concrete
Samir M. Gami., D.A.Sinha
Engineering 141-143
45 Identify issues of traffic movement at landside area & remedial measures
Samir P. Mulani,Prof- Naurdin Hajiani
Engineering 144-147
46 Identification of Truck Transportation Issues at a Junction: a case study of Sarkhej Area
Himanshu. B. Shrimali, Prof- Naurdin Hajiani
Engineering 148-152
47 Assessment of Vehicular Carbon Footprint and its Reduction Measures
Chintan Patel,Prof. H.K.Dave
Engineering 153-155
48 Study of Solar Air Heaters with Different Operating Configurations
Ajaypalsinh Gangasinh Barad
Engineering 156-158
49 Traffic Flow Characteristics on Roads of Small Urban Centre
Axay S. Shah,Dr. L.B.Zala
Engineering 159-162
50 Failure in tensile testing on single lap multi-fastener joint with bolted connection
Jagdish N.Prajapati, Dr.Rajula.k.Gujjar, Prof.M.M.Pomal
Engineering 163-167
51 Study Of Infiltration Capacity At Anjar, Kutch Ravi C Ahir, Sagar D Patel
Engineering 168-169
52 Comparison of Temperature-Base Methods For Calculating Reference Evapotranspiration With Standard Penman-Monteith Method
M.R.Popat, S.N.Chavda, B.H.Pandit
Engineering 170-172
53 Electronic customer relationship management: benefits and trend
Tanuja Nair Engineering 173-174
54 VIRTUAL CLASS ROOM USING MOBILE AD-HOC NETWORK
Gaurav Katariya, Yogesh Parkhe, Devendra Patil,Pawan Pawar
Engineering 175-176
55 PARKING EVALUATION: A CASE STUDY OF AMUL DAIRY ROAD ANAND
Jaydipsinh P. Chudasama, Dr. L.B.Zala
Engineering 177-180
56 ENERGY ANALYSIS OF SOLAR AIR HEATER BY USING DIFFERENT TYPES OF ABSORBER PLATES
Vivek B. Patel,Dr. L.B.Zala
Engineering 181-183
57 Effect of Aspect Ratio W/L ,Body Bias ,and supply Voltage (vDD) for NMOS & PMOS transistor.
Rubina Siddiqui, Angeeta Hirwe, Rahul Parulkar
Engineering 184-186
58 Spider diversity of Wan Wild life Sanctuary, Vidharbha , India.
Taktode N.M. Environment 187-188
59 The Initial Human Behavioural Response to Rapid On set Natural Disaster: Earthquake
S.S. Patil, K.L. Karkare, I.B. Ghorade
Environmental Science
189-190
60 Spatio-temporal Distribution of Surface Water for Irrigation in Satara District of Maharashtra: An Analytical Study
Pawar D. H., Jadhav K.R.
Geography 191-193
61 Nagarcha wadh v kushi bhumi upyog badal nanded-vaghan ek abhyas pahani
Prof. Mane Deshmukh R. S., Dr. S. B Rathod
Geography 194-196
62 Socio-Economic and Nutritional Status of Children with Mental Retardation
Dr. S. S. Vijayanchali Home Science 197-199
63 Motivating Employees under Adverse Conditions Dr Alpesh B Joshi Human Resource
200-202
64 “Strategic Human Resource Management” Dr. M. Venkatasubba Reddy, B. Swetha,S. Jaya Krishna
Human Resource Management
203-204
65 Identifying Crosscutting Concerns for Software Requirement Engineering
Velayutham Pavanasam, Chandrasekaran Subramaniam
Information Technology
205-207
66 Gate pass Automation with Image,Barcode reading and Biometrics
Sumant C. Murke,Tejas N. Athavale, Sangram A. Nalawade
Information Technology
208-210
67 Plight of Rape Victims With Special Reference to India Dr. Monica Narang, Richa Sabharwal
Law 211-212
68 Libraries: An Essential Tool for the Advancement of Knowledge Resources & Research in Recent Era
Dr. Umesh Patel Library Science 213-215
69 An Analytic Study of BA/BSc/BCA/BCom Part I General English Syllabus Prescribed by the University of Jammu
Dr. Wajahat Hussain Literature 216-217
70 A Study on Quality of Work Life Dr.N.Thenpandian Management 218-219
71 Best HR Practices Kavita Trivedi Management 220-221
72 A Study on Employee Retention Practices of Automobile Industry in INDIA
Dr.K.Balanaga Gurunathan, Ms. V.Vijayalakshmi
Management 222-224
73 A Study on Innovation for Organizational Excellence in Health Care Industry in a Private Multi-Speciality Organization
Dr. C. Swarnalatha,T.S. Prasanna
Management 225-227
74 “Performance measurement of Top 10 Mutual Funds with the help of Sharpe, Treynor & Jenson Model”
Monal Patel, Dr. Deepak H. Tekwani
Management 228-230
75 Strategic Expansion for Growth A Case Study on Codescape Consultants Pvt Ltd. (Infinite Possibilities)
Akshay Arora,Abhilansh Bhargava, Preeti Sharma
Management 231-232
76 Role Of Education In Innovation For Economic Development - A Case Study
Dr. Ananthapadhmanabha Achar
Management 233-238
77 ROLE OF HR PROFESSIONAL IN DEALING DISCIPLINARY PROCEEDINGS CONSTRUCTIVELY - AN OVERVIEW
C Santhanamani, Dr. N. Panchanatham
Management 239-241
78 Power of Advertising Supriya Tandon Management 242-244
79 Enhancing Employee Engagement: A Need of The Hour Urmila Vikas Patil Management 245-247
80 Role of E-Learning to Enhance Qualities of Physical Education Teachers and Coaches
Gohil Rajendrasinh K. Physical Education
248-250
81 “Eco – Environmental Study on Nutrient Removal Potential of Eichhornia Crassipes from Domestic Wastewater”
D. K. Patel, V. K. Kanungo
Science 251-253
82 Aphasia – a loss of linguistic faculty Dr Alpesh B Joshi Social Sciences 254-256
83 Workaholism – A Modern Day Nuisance Dr Alpesh B Joshi Social Sciences 257-258
84 Vartman me Dalit Varg ki Samasya Dr. H. L. Chavda Sociology 259-260
Volume : 1 | Issue : 5 | May 2012 ISSN - 2250-1991
32 X PARIPEX - INDIAN JOURNAL OF RESEARCH
Research Paper
* Assistant Professor, P.G. Dept. of Commerce, University of Jammu (J&K)
Commerce
Promotion mix straregy of jammu and kashmir co-operatives supply and marketing federation
limited in jammu district of J&K state
* Tarsem Lal
Keywords : Retail promotion, advertising, personal selling, sales promotion and publicity
Promotion is an exercise in information, persuasion and influence. It may be defined as “the coordination of all sellers initiated efforts to set up channels of information and persuasion to facilitate the sale of a good or service or the acceptance of an idea”. It refers to activities and process design to change or reinforce behavior and / or ideas through communication. Retail communication is the descriptive term for the mix of communication activities designed to create an awareness of audience predisposition toward the product, the outlet, and the overall store or merchandise image. Retail promotion involves a complex series of communications to inform the target groups of the retailer’s store and its offerings so as to increase demand and profits. The four components to achieve these goals are advertising, personal selling, sales promotion and publicity. The various components of the promotional mix should be coordinated not only with each other but with the store’s total operations and its merchandising plan. In the present study an attempt has been made to evaluate the efficacy of “Promotion-Mix Strategy of Jammu and Kashmir Co-operatives Supply and Marketing Federation Limited (JAKFED) in Jammu District.”
ABSTRACT
INTRODUCTIONAs stated by Marvin Rothenberg, “stores have to segment their messages as well as merchandise assortment. It all goes back to knowing precisely who your customer is and un-derstanding the life style”. The important groups which need to be influence are the target market group of current and potential customer, agents and suppliers as well as opinion leaders such as journalists and writers, local, national and international politicians and important professional groups. The four major components of the retail promotion mix used for influencing consumer perception, attitude and behaviour in order to increase store loyality, store visit and product pur-chase are advertising, personal selling, sales promotion and publicity.
PROMOTIONAL OBJECTIVES The marketing objectives need to be clearly defined so that a campaign which uses all the elements of promotion could be developed to elicit desired response from the consumer.
The promotional objectives should have some terms in order to carry out the promotion and then monitor the results — so — called SMART objectives. SMART objectives will provide specific, measurable, actionable, realistic and time bound re-sults. Table 1 shows the promotional objectives reported by consumer stores in Jammu Districts.
TABLE 1PROMOTIONAL OBJECTIVES OF CONSUMER STORES IN JAMMU DISTRICT
.No Name of the consumer store Promotional objectives
1. JAKFED -Promotion of skills and special offers. -To enhance the goodwill of the concern.
Malik cement store
-To attract new customers. -Processing telephonic and mail orders. -To increase consumer awareness about the assortment quantity etc. -Identify the store with specific nationally advertised brands.
Janak Fertilizer Store
-To build the stores reputation.-To attract new customers.-To increase the volume of sale-To educate the people about the use and application of the product.
Adarsh L.P.G Distributor
-To provide home delivery facility to the customers. -To increase the volume of sale.
Source :- Market survey
As evident from the above table, the promotional objectives of JAKFED are not designed to inform, persuade, and influence the purchase decisions of consumers within the target mar-ket. The organization can systematically plan the message for ensuring profitable sales volume both on a short-term and long- term basis.
ADVERTISINGAdvertising is a process of persuasion that is attempted through mass communication media. It is any “paid form of non-personal communication through the media about a product, that has an identified sponsors.” (A.M.A.2000).Through advertising, the retailer make the potential customer aware of the store and its range of offers. Kotler (2000) has defined advertising as, “any paid, non-personal communica-tion through various media by an advertising firm”. Wright, Winter and Zeigler (1984) considered as, “controlled, identifi-able information and persuasion by means of mass commu-nication media”.
Types of advertising The two major types of retail advertising as shown inTable 2 are product and institutional.
TABLE 2MAJOR TYPE OF RETAIL ADVERTIS1NGProduct Advertising Institutional Advertising A. Regular-price advertising A. Prestige-oriented advertising B. Reduced-price advertising B. Service-oriented advertising C. Clearance-sale advertising
Volume : 1 | Issue : 5 | May 2012 ISSN - 2250-1991
PARIPEX - INDIAN JOURNAL OF RESEARCH X 33
Source: - Beisel John L. (1987), ‘Contemporary Retailing,’ McMillan Publishing, New York. P.475.
JAKFED is reported to be using institutional advertising com-pared to product advertising being used by private consumer stores in Jammu District.
Advertising media There are a number of vehicles from which the retailer can choose to convey a message to the customer. Table 3 sum-marizes the advantages and disadvantages of selected types of retail advertising media.
TABLE 3ADVANTAGES AND DISADVANTAGES OF SELECT ME-DIA FOR THE RETAIL ADVERTISINGS.N Media Advantages Disadvantages 1.
New
spap
ers -Low cost
-Wide coverage -Timely available
-Short life -Lack of quality reproduction -Waste in circulation -Possibility of duplication
2
Mag
azin
es -Longer life -Visual display -Selectivity -Loyalty and prestige
-Costlier -Restricted frequency -Inflexibility
3
Rad
io
-Human touch -Selectivity -Flexibility and timing -Mass coverage -Economical
-Message perishability -Lack of illustration -Limited time
4
Tele
visi
on
-Can reach specific market segments -Deep impact -Can demonstrate products -The clutter problem appeals to both sense of sight and sense of sound
-Shortest life -Costlier -Time taxing
Source: - John Beisel L.(1987), ‘Contemporary Retailing,’ Mc-Millan Publishing Company, New York, P.487.
The selection of proper media will depend on a number of factors such as reach, cost, lead time, frequency, sensory ap-peal etc. JAKFED is reported to be using only newspapers as media for advertising their products.
Advertising budget The advertising budget is a plan of expenditure to be incurred on the advertising campaign. The appropriation for advertising may be determined on the basis of the affordable approach, competitive parity, percentage of sale, unit of sales, objec-tive and task, marginal approach and mathematical models. These are further influenced by factors like advertising plans, marketing opportunities, production cost of advertising, prod-uct life cycle, type of product etc. Table 4 shows advertising budget appropriation of JAKFED in Jammu District.
TABLE 4ADVERTISING BUDGET APPROPRIATION OF JAKFED IN JAMMU DISTRICT
S. No Years
Methods of Advertising appropriation
Amount In Rs.
Percentage increase/decrease over the base year
1 2 3 4 5
1 2008-099 The percentage of sales method.
25522.40 --
2 2009-2010 -do- 24716,00 -3.163 2010-2011 -do- 18438.00 -27.76 Source: - Office record.
Thus, the amount incurred on advertising and publicity by JA-KFED is reported to be Rs. 25522.40, Rs. 24716.00 and Rs. 18438.00 in 2008-2009, 2009-2010 and 2010-2011 respec-tively. The advertising appropriation fell by 3.16% in 2009-2010 and Rs. 27.76% in 2010-2011 as compared to 2008-2009. Institutional advertising to create an overall favourable image is being practiced by JAKFED. The theme is neither explicitly nor implicitly stated. The advertising time and fre-quency do not correspond with peak consumers in buying. The organization only relies on newspapers for projecting ad-vertising message to reach target consumers. The advertis-ing copy does not attract primary people and is not news ori-ented to make announcements regarding merchandise, price, service or specific events. The retail ad does not include a logo so that customers are able to identify the type face and / or pictorial design as belonging to JAKFED without needing to see its name.
PERSONAL SELLING Personal selling is an attempt to gain benefits through face-to-face or telephonic contact between the seller’s representa-tives and those people with whom the sellers wants to com-municate. This may be based upon sales activities in stores, evening calls to try to sell services or products, or sales calls by paid sales persons either to companies or to private indi-viduals.
Retail personnel at JAKFED are found to be transaction processing as compared to routine selling reported by private consumer retail stores. The owners of these private consum-er stores present at the cash counter are creative sellers.
Table 5 shows expenditure incurred by JAKFED on personal selling during 2009-2011.
TABLE 5EXPENDITURE INCURRED BY JAKFED ON PERSONAL SELLING DURING 2009-2011S.No Years — Amount (in Rs.) %increase/decrease 1 2 3 41. 2009-2010 20,68,6,465 --2. 2010-2011 20,60,8,056 -0.38
Source: - Office record
Thus, the amount incurred by JAKFED as reported by its re-spective management on personal selling for the years 2009-2010 and 2010-2011 is Rs.20,68,6,465 and 20,60,8,056 re-spectively. The expenditure on personal selling fell by 0.38% in 2010-2011 as compared to 2009-2010.
SALES PROMOTION Sales promotion is defined “as any promotional activity other than advertising, personal selling and publicity that is intend-ed to stimulate customer purchase”.
JAKFED is reported to be providing home delivery service for cooking gas as the purchase is bulky and inconvenient for the consumer to take their purchase home with them. Various customer services including delivery, alterations, merchan-dise wrapping, handling customer complaints and making adjustments, check cashing are found to be non-existent at JAKFED. Orders are reported to the solicited on telephone by private consumers store. Retail credit is also being offered by them to selected consumers to retain consumer loyalty.
PUBLICITY Publicity is a non-personal communication which changes opinion or achieve coverage in a mass medium, which is not paid for by the source. It can either be planned or unplanned.
No publicity activity is reported to be done by JAKFED and private retail consumer stores in Jammu district.
Volume : 1 | Issue : 5 | May 2012 ISSN - 2250-1991
34 X PARIPEX - INDIAN JOURNAL OF RESEARCH
RESEARCH METHODOLOGYIn the present study, the data was collected with the help of a structured questionnaire and an interview schedule. The questionnaire for collecting information about the existing promotion-mix strategy of JAKFED in Jammu District. It was circulated among Managing Directors, Registrar co—op-eratives, Managers, Account Officers etc. Expert opinion of knowledgeable persons on co-operatives were also recorded. An interview schedule was circulated among 250 respondents of various consumer stores. To make the study comparative and result oriented respondents from three private consumer stores namely Malik Cement Store, Janak Fertilizer Store and Adarsh L.P.G. Distributor were also included. The responses were collected on five point likert scale ranging from lowest (1) to the highest (5).
HYPOTHESIS TESTINGIn order to study the difference between the perceptions of different categories of consumers, certain hypothesis are framed and tested with the help of chi-square test. These hy-pothesis are as under:
TABLE 6PERCEPTION OF CONSUMERS TOWARDS EFFECTIVE RETAIL SALES PEOPLE CUSTOMERS RELATIONSHIP AT JAKFED IN JAMMU DISTRICT Annual income of respondents (Rs.)
Highly stable Stable Neutral Unstable Highly
unstable No. of respond-ents
Below Rs. 20,000
01(7.69)
04(30.77)
02(15.39)
04(30.77)
02(15.38)
13(13)
Rs. 20,000 to 40,000
01(2.50)
11(27.50)
14(35)
10(25)
04(10)
40(40)
Above Rs. 40,000
02(4.25)
10(21.28)
16(34.04)
13(27.66)
06(12.77)
47(47)
Toal 04 25 32 27 12 100
Calculated χ2 value= 2.85 Table χ2 value= 15.51, P>.05 at 8d.f
Note: Figure shown in () denote %
From the above description it is observed that in the category of consumers having income below Rs.20,000 ., 15.39 % re-spondents perceive that the sales people-customers relation-ship at JAKFED is neither satisfactory nor dis-satisfactory and 30.77% respondents perceive that it is satisfactory; where as 7.69% respondents perceive it as highly satisfactory.
in the income group between Rs.20,00() and 40,000, 35% re-spondents perceive that the sales people customers relation-ship at JAKFED is neither satisfactory nor dis-satisfactory and 27.50% consumers perceive it satisfactory, where as 250% respondents are of the opinion that the salespeople-customer relationship at JAKFED is highly satisfactory. 3404% consum-ers having income above Rs.40,000 perceive that the sales-people-customer relationship at JAKFED is neither satisfac-tory not dis—satisfactory and 21 .28% respondents perceive that it is satisfactory, where as 4.25% consumers perceive that it is highly satisfactory.
HYPOTHESIS 1 There is no significant difference between the perception of consumers having different levels of income towards effective retail salespeople —customer relationship at JAKFED.
The observed χ2 value being 2.85 is less than the table value 15.51 at 5% level of significance (8d.f).Thus ,the hypothesis is true, the perception of consumers regarding salespeople customers relationship at JAKFBD does not depend upon the income level of consumers.
It is concluded that the dealing of salesman at JAKFED is neither satisfactory nor dissatisfactory as perceived by major-ity of the respondents. The perception of consumers is not effected by their level of income.
TABLE 7PERCEPTION OF CONSUMERS TOWARDS THE ORDER PROCESSING METHODS FOLLOWED BY JAKFED IN JAMMU DISTRICTAnnual income of respondents (Rs.)
Highly stable Stable Neutral Unstable Highly
unstable No. of respond-ents
Below Rs. 20,000
02(13.33)
08(53.33)
03(20)
02(13.34) NIL
15(15)
Rs. 20,000 to 40,000
02(5.26)
20(52.63)
13(34.21)
02(5.26)
01(2.64)
38(38)
Above Rs. 40,000
03(6.38)
23(48.94)
16(34.04)
04(8.51)
01(2.13)
47(47)
Toal 07 51 32 08 02 100Calculated χ2 value= 3.2 Table χ2 value= 15.51, P>.05 at 8d.f
Note: Figure shown in () denote %
It is revealed from the above table that in the category of in-come blow Rs,20,000, 20% respondents perceive that the order-processing methods followed by JAKFED is neither sat-isfactory nor dis-satisfactory. 53.33% respondents perceive that the order-processing methods followed by JAKFED is satisfactory; where as 13.33% respondents are of the opin-ion that the order processing method followed by JAKFED is highly satisfactory.
In the income group between Rs.20,000 to Rs. 40,000, 34.21% consumers perceive that the order—processing technique followed by JAKFED is neither satisfactory nor dis-satisfactory and 52.63% respondents perceive that the order-processing method followed by JAKFED is satisfac-tory. Where as 5.26% respondents perceive that the order—processing method followed by JAKFED is highly satisfactory.
In the income group where consumers having income more than Rs.40,000 , 34.04% respondents perceive that the or-der- processing method followed by JAKFED is neither satis-factory nor dissatisfactory and 48.94% respondents perceive that the order-processing methods followed by JAKFED is satisfactory; whereas 6.38% respondents perceive that the order—processing method followed by JAKFED is highly sat-isfactory.
HYPOTHESIS 2The perceptions of respondents belonging to different lev-els of income have no significant difference towards order-processing methods followed by JAKFED.
The calculated χ2 value being 3.2 is less than the table value 15.51 at 5% level of significance (8 d.f) which means hypothesis is true. Thus means that the perception of con-sumers belonging to different income groups regarding the order-processing method followed by JAKFED is satisfactory as majority o[ the respondents perceive .The perception of consumers does not depend upon the income level of con-sumers.OBJECTIVES OF THE STUDY The research study was undertaken with the following objec-tives in view.
1. To evaluate the activities and promotional strategy of JA-KFED in Jammu district.
2. To evaluate perception of consumers having different lev-els of income towards effective retail salespeople —cus-tomer relationship at JAKFED
3. To critically analyse the various components of promo-tion- mix on the operational efficiency of JAKFED in Jam-mu district.
4. To measure the perception of consumers about order processing methods followed by JAKFED.
Volume : 1 | Issue : 5 | May 2012 ISSN - 2250-1991
PARIPEX - INDIAN JOURNAL OF RESEARCH X 35
5. To measure the perception of consumers towards the performance of JAKFED in Jammu district vis-a-vis pri-vate sector.
6. To advance suggestions for improving the working of JA-KFED in Jammu District in particular and J&K State in general
LIMITATIONS OF THE STUDYThe present study suffers from the following limitations.
1. The study is restricted to the functioning of JAKFED in Jammu District only.
2. Detailed data was not available for long periods because of rigorous auditing being carried out due to grave finan-cial irregularities committed in the past
3. In most of the cases the consumers were not enthusiastic in reporting. In these cases the accuracy of the data can-not be taken to core.
4. Though every care has been used to be objective yet the possibility of subjective interpretation in some cases can-not be ruled out.
SUMMARY OF FINDINGS AND SUGGESTIONS In the present study an attempt has been made to evaluate the efficacy of “Promotion-Mix Strategy of JAKFED in Jammu District.”
The promotional objectives of JAKFED are not designed to inform, persuade and influence the purchase decisions of consumers within the target market. Institutional advertising is reported to be practiced by JAKFED compared to product advertising being used by private consumer stores in Jammu district. Newspaper is the only advertising media used by JA-KFED. The amount incurred on advertising and publicity by JAKFED is reported to be Rs. 25522.40, Rs. 24716.00, and Rs. 18438 in 2008-09, 2009-2010 and 2010-2011 respec-tively. The advertising appropriation fell by 3.16% in 2009-2010 and Rs.27.76% in 2010-2011 as compared to 2008-2009. The advertising copy does not attract primary people and is not news oriented to make announcements regarding merchandise, price, service or specific events. The retail ad does not include a logo so that customers are able to iden-tify the type face and/or pictorial design as belonging to JA-KFED without needing to see its name. The amount incurred on personal selling for the years 2009- 2010 and 2010-201 1 was Rs. 20,68,6465 and Rs. 20,60,8056 respectively. The expenditure on personal selling fell by 0.38% in 2010-2011 as compared to 2009-2010. No publicity is reported to be done by JAKFED.
Following suggestions may be offered for improving pro-motional efficacy of JAKFED in Jammu District.
1. Advertising should be carefully planned in order to be op-timally effective both in short-term and long-term.
i. Product advertising with emphasis on regular prices where in the merits of individual products or merchandise selection are exposed should be emphasized to increase customer traffic in the store.
ii. The advertising objective should make consumers aware about the existence of the store and tell them about new merchandise lines, new products, or new services offered by the store.
iii To impact on the mind of the target consumer about unique and favourable image of the retail business, JAK-FED should use an imaginative slogan.
iv. The existing method of advertising budget appropriation should be replaced by the objective task method as it is future oriented rather than oriented to current perform-ance.
v. Co-operative advertising with Super Bazar and CONFED may also improve its relations with dealers.
vi. Advertising media should be broadened to include inter-net, letters, catalogues, brochures for re-sellers and Govt. agencies.
2. Retail salesmanship for gaining an appreciation of the im-portance of the selling task in satisfying customers, build-ing sales volume and influencing profitability should be given emphasis by JAKFED by following ways.
i. The existing salesman should be trained as order taker by assisting customers by answering questions, locating merchandise, order processing and building displays.
ii. The perks of sales people must be enhanced and regu-lar incentives linked with performance must be given to them.
iii. Management attitude towards sales people must be changed. They should treat the sales people friendly and with dignity.
3. Sales promotion should be treated as a part of organiza-tion’s overall promotional strategy. For driving maximum benefit, JAKFED must spell its sales objectives, select the tools, develop the programme, pretest, implement control on it and evaluate the results.
4. Publicity must be included in the promotional strategy by JAKFED. It should use other media channels such as journalism, radio and television to act as opinion leaders for projecting its business and product offering.
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