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Authors
Affiliations
1 School of Management, Kristu Jayanti College, Bengaluru, Karnataka, IN
2 Department of Management Studies (PG), Acharya Bangalore B School (ABBS), Bengaluru, Karnataka, IN
3 Centre for Entreprenuership Development and Incubation, National Institute of Technology (NIT-Trichy), Tiruchirapalli, Tamil Nadu, IN
Source
AMBER – ABBS Management Business and Entrepreneurship Review, Vol 10, No 2 (2019), Pagination: 58-64
Abstract
This study examines how the trade promotion practices offered and sales of the products are related and the preference of retailers towards trade promotion practices offered by the company.In this study 220 sample size is taken from the population. The study is taken in the south area of Bangalore to know how retailers are giving preference for trade promotion practices. From the analysis, it helps in finding out the effect of trade promotion in increasing the sales of products, especially in Bourbon Biscuits. Biscuit product sector is one of the fastest-growing sectors in India and also competitors are very high therefore to sustain in this field different strategically tool is needed, trade promotion can act as an effective tool in sustaining in market. This study helps to relate how the preference for trade promotion practices varies and how it depends on the demographic factors taken for the study.
Keywords
Trade Promotion Practices, Branding.
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