MEASURING CONSUMERS' PREFERENCE TOWARDS SALES PROMOTION FOR TOOTHPASTE AND DETERGENT

J Isaac, Balasingh Jesudason
2018 Asia Pacific Journal of Research   unpublished
The purpose of this research is to measures the consumer preference towards sales promotions for two categories of goods toothpaste and detergent soap in Salem City. There are nine constructs are used to measure the consumers preference. Four constructs were grouped in to monetary promotions such as price reduction, rebate, bundle price reduction and Price coupon. The remaining five constructs used under non-monetary promotions such as premium, contest, display, extra volume pack and buy one
more » ... pack and buy one get one free. It is found that consumers' preference for monetary promotions is higher than non-monetary promotion. Also among the nine types of promotions used in the study price reduction and premiums were preferred by majority of the consumers. The consumers' preference for sales promotions was not influenced by the demographic characteristics of the consumers.
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