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An Empirical View of the Different Types of Consumer Promotions in India

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Author Info
Dang Jha Priya
Koshy Abraham
Abstract

The paper provides an empirical view of the range of promotions launched in the Indian market place from 1996 to 2003. The different promotions include free gift offers, price offs, extra product offers, exchange offers, buy-more-and-save offers, contests and sweepstakes. The most frequently launched promotion is the free gift offer followed by the sweepstake offer and extra product offer. Some differences in trends are found across FMCG, Consumer Durable and Service sectors. A detailed description of each type of promotion is provided in order to highlight the different incentives offered by such promotions.

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File URL: http://www.iimahd.ernet.in/publications/data/2004-03-03priyajha.pdf
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Publisher Info
Paper provided by Indian Institute of Management Ahmedabad, Research and Publication Department in its series IIMA Working Papers with number 2004-03-03.

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Length: 15
Date of creation: 19 Mar 2004
Date of revision:
Handle: RePEc:iim:iimawp:2004-03-03

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  1. Vyas Preeta & Mehta Bijal, 2004. "Classification of Empirical Work on Sales Promotion: A Synthesis for Managerial Decision Making," IIMA Working Papers 2004-06-07, Indian Institute of Management Ahmedabad, Research and Publication Department. [Downloadable!]
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This page was last updated on 2009-11-30.

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