A study on effectiveness of sales promotion techniques with reference to Gemini plastics, Thalassery

This study, titled “A Study on Effectiveness of Sales Promotion Techniques with Reference to Gemini plastics, Thalassery,” aims to analyse how different sales promotion strategies influence customer purchase decisions and overall business performance. Sales promotion is a critical tool in marketing that enhances product visibility, encourages trial purchases, and fosters customer loyalty. The research was conducted using a descriptive research design, collecting primary data through structured questionnaires distributed to customers and secondary data from company records and market reports. The sample consisted of customers and stakeholders of Gemini plastic in Thalassery, ensuring a representative perspective on promotional effectiveness. The study evaluates various sales promotion techniques such as discounts, cashback offers, free gifts, loyalty programs, and bundled deals. Data analysis was performed using statistical tools including percentage analysis, mean score analysis, and chi square tests to measure customer perception, satisfaction, and the impact of promotional campaigns on purchase behaviour. Key findings indicate that promotional strategies significantly influence customers’ purchase decisions. Discounts and loyalty programs were identified as the most effective techniques, enhancing customer engagement and repeat purchases. Free gifts and bundled offers also showed positive responses, especially among first-time buyers. The study also highlights that timely and well-communicated promotions generate better customer awareness and brand recall. The research concludes that sales promotions are highly effective in increasing short-term sales and customer interest. However, for long-term customer loyalty, promotions should be complemented by product quality, customer service, and brand reputation. Recommendations include designing targeted promotional campaigns, monitoring their performance, and integrating them with digital marketing channels for wider reach.