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Case Title:

A Study of Soap Segment in Indian FMCG Market

Publication Month and Year : July 2009

Authors: Dr. P.Shashikala

Industry: Not Applicable

Region: India

Case Code: QM0023

Teaching Note: Available

Structured Assignment: Not Available


OR





Abstract:
The case study is meant for Chi Square Analysis. The case study through a research study analyses the overall effect of various sales promotion techniques on consumer buying behaviour. It examined the perception of customers on sales promotion and also the differential effect of the two types of sales promotions namely, cash discount and free gift on the perceptions of the customers. The research revealed that all the sales promotional measures aim at building product awareness, creating interest in the product, stimulating demand by convincing the customers and reinforcing the brand to get loyal customers. The case study ends with the conclusion that the consumers prefer mainly cash discounts rather than any other type of promotional techniques like buy-one-get-one-free, contests and lucky draws as well as the surprise gifts and gift hampers.

Pedagogical Objectives:

  • To understand the basic concepts of Chi-Square Test
  • To learn the basic conditions to apply the Chi-Square Test

Keywords : Quantitative Methods; Decision Science; Analysis; Chi Squre Test; Statistics; Decision Dilemma; Goodness for Fit; MBA Course Case Mapping; Business Statistics; Quantitative Methods; Course Case Mapping

Contents:

  • Introduction
  • Indian FMCG Market
  • A brief on Soap Market
  • Price Discounts

  • Coupons
  • Contests/games and lucky draws:
  • Results of analysis of data collected
  • Questions for Discussion

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