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A Comparative Study of four Toothpaste Brands to develop Strategy for Consumer Sales Promotion
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A Comparative Study of four Toothpaste Brands to develop Strategy for Consumer Sales Promotion By Nripendra Singh* Sales promotion has become a ubiquitous element of marketing, and therefore of the customer's purchase environment. They offer direct inducements to act by providing extra worth over and above what is built into the product at its normal price. These temporary inducements are offered usually at a time and place where the buying decision is made. It enhances the benefit perception of the product in the eyes of customers. As a result customers purchase more quantity than their immediate requirements. Despite the inbuilt feature of directness, sales promotions are a very complicated and rich tool of marketing with innumerable creative possibilities limited only by the imagination of promotion planners. Sales promotions are often referred to by names of 'extra purchase-value' (EPV) and 'below the line selling.' to purchase a product immediately, either by...
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