“A COMPARATIVE ANALYSIS OF SALES PROMOTION

STRATIGIES WITH REFERENCE TO VIJAY SALES Ann

CROMA IN MUMBAI”

A Project Submitted To
University of Mumbai for Partial Completion of Degree of
Bachelor of Management Studied
Under the Faculty of Commerce

By

Mr. MUKHI RABI AMIN

(Semester -VI)

Under the Guidance Of

Asst Prof. Mr. Bhavesh Kapuria

Vidya Vikas College of Arts, Science, Commerce, B.M.M., & B.M.S.

Chincholi Bunder Road, Malad - W, Mumbai – 400095

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 Acknowledgment

To list who all have helped me is difficult because they are so numerous and the depth is so
enormous.

I would like to acknowledgment the following as being idealistic channel and fresh dimension
in the completion of this project.

I take this opportunity to thanks the University of Mumbai for giving me chance to do this
project.

I would like to thank my principle, Mr. Santosh Yadav for providing the necessary facilities
required for completion of this project.

I take this opportunity to thank our coordinator, Mr. Bhavesh Kapuria for moral support and
guidance.

I would like to express my sincere gratitude toward my project guide, Mr. Bhavesh Kapuria

I would like to thanks our college library, for having provided various references book and
magazines related to my project.

lastly, I would like to thanks each and every person who directly or indirectly helped me in
completion of project specially my parents and peers who support me throughout my project.

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 Declaration

The undersigned Mr. Mukhi rabi amin hereby declare that the work embodied in this project
work title. a comparative analysis of sales promotion strategies with reference to Vijay
sales and Croma in Mumbai

forms my own contribution to research work carried out under the guidance of Mr. Bhavesh
Kapuria is a result work and had not been previously submitted to any degree/diploma to this
or any other university.

wherever reference have been made to precious works of other, it has been clearly indicating
and included in bibliography.

hereby further declared that all information of this document has been obtained and present an
accordance with academic rule and ethical conduct.

Mr. Mukhi Rabi

Certified by

Mr. Bhavesh Kapura

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 CERTIFICATE

This is to certify that Mr. Mukhi Rabi Amin. roll no: 25. has work and duly completed her/ his
project work or degree of Bachelor of Management Studies under the faculty of commerce in
the subject of marketing and his project is entitled, “A COMPARATIVE ANALYSIS OF
SALES PROMOTION STRATIGIES WITH REFERENCE TO VIJAY SALES AND
CROMA IN MUMBAI” under my supervision.

I further certify that the entire work has been done by the learner under my guidance and that no
part of it has been submitted previously for any degree or diploma of any university
it is her/ his own work and facts reported by her/ his personal finding and investigation

Course Coordinator Principal

(Mr. Bhavesh Kapuria) (Mr. Santosh Yadav)

Internal examiner: External examiner:

(Mr. Bhavesh Kapuria)

Date of submission: Seal of College:

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 INDEX
Sr No Particular Pg. No

Chapter 1
1.1 Introduction Definition 11-25
1.2 Nature, Scope and Importance Advantage 26
1.3 Disadvantage 27-33
1.4 Profile of the Firm 34-35
1.5 36-37
1.6 38-40
Chapter 2
2.1 Review of Literature 42-51
Chapter 3
3.1 Need of the Study 53
3.2 Scope of the study 53
3.3 Research gap 53-55
3.4 Objective of the study 55-56
3.5 Hypothesis 57-58
3.6 Data collection 59
3.7 Sampling method 60-64
3.8 Sampling framework 65

Chapter 4
4.1 Data Analysis and Interpretation 66-83

Chapter 5
5.1 Conclusion, Finding and Recommendation’s 84

6.1 Bibliography 85
Annexure 86

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 Abstract

This comparative analysis delves into the sales promotion strategies of Vijay sales and Croma,
two major players in the consumer electronics retail sector in Mumbai. the research scrutinizes
various aspects of their promotional approaches, including but not limited to, discount schemes,
loyalty programs, bundling offers, and special events.

the study employs a mix of qualitative and quantitative methods to assess the effectiveness of
these strategies, analyzing sales data, customer feedback, and market trends. additionally, it
investigates the role of digital marketing and social media in amplifying the reach and impact of
promotions for both retailers.

by closely examining the competitive landscape, the research aims to identify the strengths and
weaknesses of each retailer's sales promotion strategies. this comparative analysis provides
valuable insights for businesses, industry analysts, and policymakers seeking a deeper
understanding of successful sales promotion tactics in the consumer electronics market within
the specific context of Mumbai.

Key Words: Vijay Sales, Croma, Consumer Behavior, Promotional Strategies,

Brand Preference.

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7
 A COMPARATIVE ANALYSIS
OF SALES PROMOTION STRATEGIES
WITH REFERENCE TO VIJAY SALES
AND CROMA IN MUMBAI

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Chapter 1
Introduction

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 1.1 Introduction

1.1.1 Introduction About Croma:

Croma: -
Tata Croma retail (formerly known as infinity retail limited) is an Indian retail chain for consumer
electronics and durables. established in 2006, it is a 100% subsidiary of tata sons ltd. it offers 6,000
products and 180 brands in eight categories. these categories include phones, camera, computers,
entertainment, home appliance, kitchen appliance, gaming and accessories.

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 1.1.2 About Croma:

1. India’s first national, large format, specialist retail chain for consumer durable &
electronics

2. Croma is owned and run by infinity retail limited infinity retail-a 100% subsidiary of tata
sons.

3. Woolworths ltd provides technical support and strategic sourcing facilities from its
global network.

4. the first Croma store was launched in juhu, Mumbai on

5. October 9, 2006

6. Croma has over 180 brands and 6000 products.

7. plush stores, floor space between 15,0000 to 20,000 sq. feet

7. 15 stores currently located in 5 cities.

8. Croma planning to open 100 stores across India.

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 1.1.3 Design of Store: -
Design of store our stores are large (15,000-20,000 sq. ft), Well-planned and designed to make
shopping a pleasure. the world class in-store experience is backed by robust after-sales service.
first there was mobile shop then after laptop & then home theatre.

1.1.4 strength: -
Croma sales people have visited clients' homes to measure the size of their bedrooms and
recommend a tv. they have also visited kitchens to measure the space left by the architect for
the fridge and recommend one accordingly. Croma also makes recommendations, based on
the energy- and water-saving potential of the products.

1.1.5 Croma products: -

Croma has over180 brands and 6000 products for you to choose from below?

own brand

computers home

appliances

communication

gaming

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 small applications large

application

imaging apart from that Croma, plans to launch new products in rich categories such as
jewelers.

1.1.6 products: -
large appliances- refrigerator, ac washing machine small

appliances- microwave woven

computers- home pcs, laptops

music and DVDs- audios and videos CDs,

DVD communicators- mobile phone

imaging- digital camera camcorder

gaming home entertainment –home theatre tv &DVD player.

1.1.7 infinite retail limited: -

about infinity retail limited infinity retail limited is a 100% subsidiary of tata sons. the
company has launched Croma, a national chain of mega stores of consumer electronics and
durables. infinity retail ltd., owns and runs Croma’s retail operations in India, while
Woolworths provides technical support and strategic sourcing facilities from its global
network.

the first Croma store was launched in juhu, Mumbai on October 9, 2006. infinity retail ltd
plans to launch stores across India in the coming months.

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1.1.8 Stores of Croma in all over India: -
Delhi NCR

Aurangabad

Hyderabad

Bangalore

Chennai

Gujarat

Mumbai

1.1.9 Store formats: -

Croma stand-alone stores – 15,000 to 20,000 sq. ft. Croma

stores located in malls – 5000 to 10,000sq. ft.

1.1.10 outlets of Croma in Mumbai: -

Malad east

Mahim west

Bandra west

Mira road west

Dahisar

Belapur

vile Parle

mulund west

Prakash nagar

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1.1.11 ordering process: -
branch manager passes the order to the head office order

according to availability of product

bring product directly from warehouse. twice in a

week.

bring products through contractor.

1.1.12 target group: -

middle class

upper middle-class high

class

1.1.13 total number of staffs at Croma: -

2 persons were present in counter.

10 staff with red t-shirt & black pant. one

female staff.

two security guard.

1.1.14 recommendation: -
they have to low down their price.

they have to increase product categories more than Vijay sales. Expand

their outlet

Croma store should make some changes with lighting system to make the store look
bright.

more counter should be introduced in which cash and card payment counter differently.

showroom should have more aisle space to move inside. some

offer and advertisement should make, to increase sale

as Croma has their own products they should have some pamphlet advertisement. ratio of

female worker and male worker should be 1:2

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1.1.15 tata Croma swot analysis: -
strength: -
trusted brand tata trusted

service offered

strong presence in Indian market

attractive promotional offers wide

reach all over India

get wide range of products i.e. more than 6000 products.

give EMI facilities to the customer with down payments of Rs 1

1.1.17 weaknesses: -
still hasn't been able to reach across all major cities. faces

huge competition.

they don’t do advertisement

they don’t distribute free pamphlets no of

show room are less

costs off some products are high.

1.1.18 threats: -
Croma Have Tough Competitors Like Next Like Vijay Sales, E-Zone Etc.

International and Domestic Players Entering the Market.

Continuous Improvement in Technology Means Difficult Inventory Management.

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1.1.19 opportunities: -
opportunity to enter into other services like hypermarket. domestic

expansion as well as going global.

more advertising to increase brand visibility. they

can increase them know of outlets.

they can invest in advertisement.

they can distribute the free pamphlets. they

can put some hording on roads.

1.1.20vision: -
the vision of Croma is to be the number one in the retail in electronics and durables products
in India, through quality products and delivery services (for larger products e.g... washing
machine, refrigerator etc.) Croma should imbibe a world class system to bring in delight to all
our associates and the society at large.

1.1.21mission: -
the mission of our enterprise is to create unique customer satisfaction through innovation,
quality, productivity, human resources development, continuously striving for excellence
with pride in our values and confidence in our approach. “the overall mission of Croma is to
be the first choice of the customers.”

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Vijay Sales:

1.1.1 introduction: -
Vijay sales is an Indian electronics retail store chain based out of Mumbai. it is headquartered
in Kandivali, Mumbai. Vijay sales was started as a small tv showroom at mahim by nanu
Gupta in 1967. it currently operates 52 stores across the states of Maharashtra, Gujarat and
Delhi. and has more than 9,000 products to choose and is located in prime location all over
India and has 9 stores in Delhi, 1 store in gurgaon,4 stores in Ahmedabad, 2 stores in Surat,
17 stores in mumbai,4 stores in thane, 2 stores in Kalyan, 2 stores in vasai, 4 stores in Navi
Mumbai, 7 stores in pune, 1 store in Vadodara. two more stores are going to be open in
Nagpur by 2013.

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1.1.2. About Vijay sales: -
Vijay sales („vs‟, „the company‟) is the largest retail chain selling electronics, consumer
durables, white goods and appliances. it has its head office at Mumbai, over 60 stores, 5
warehouses across the country. stores are across Mumbai, pune, thane, Ahmedabad, Surat,
new Delhi, Gurgaon, Noida. the company keeps adding more locations periodically. it has a
staff of over 1500. vs has been known to be ahead of the rest in adopting technology to
manage its business and improve efficiencies.

1.1.3 Design of store: -

area of 2,000 to 3,000 sq. feet and is set up at a cost of rs.7 to 8 million for stores. design

of store-20,000 to 25,000 sq. ft. & investment of rs.3000 per sq. ft

1.1.4 Product category: -

mobiles

cameras

household electronics

home appliances,

computers

gaming

office electronics equipment

1.1.5 Mobiles: -
mobile phones

Bluetooth headsets

1.1.6 Cameras: -
cam cords
Digital dslr Cameras

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1.1.7 Household electronics: -
audio and video products like TVs, DVD players electronic

musical instruments

car audio players

LCD tv

led tv

1.1.8 Home appliances: -

washing machine water

purifier microwave

ovens vacuum cleaners’

refrigerators

air conditioners

air coolers

Fans

geysers

DTH

1.1.9 computers: -
desktop

laptop

keyboards

webcam printer

scanners computer

process antivirus

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 Ultra-Books

Notebooks

Tablets

1.1.10 Gaming: -
Gaming Consoles

Games

Latest Video & Computer Games

1.1.11 Office Electronics Equipment: -

Digital Projectors

Office Printers

Fax Machines

Photocopiers

Videoconferencing System

Office Chairs

1.1.12 Major Business Locations:

Hyderabad

Bangalore

Delhi

Mumbai

Chennai

1.1.13 Mission: -
We Will Be the Trendsetters in Evolving Delivery Formats.

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 make consumption affordable for all customer segments – for classes and for masses. we

shall be efficient, cost –conscious and committed to quality in whatever we do.

we shall ensure that our positive attitude, sincerity, humility and united determination shall
be the driving force to make us successful.

1.1.14 vision: -
Vijay sales vision is to, “deliver everything, everywhere, every time to every Indian consumer
in the most profitable manner.”

Vijay sales considers “Indian-ness” as a core value and its corporate credo is - rewrite rules,
retain values.

3. listen to your customer.

4. deal with complaints.

5. be helpful.

6. train your staff to be always helpful, courteous and knowledgeable.

7. take the extra step.

8. throw in something extra.

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1.1.15 Vijay sales swot analysis: -
1. strengths: -
everyday low pricing

point of purchase

experience marketing team executive staff emphasis on

providing total customer satisfaction variety of stuff

under single roof

maintain good employee-employer relationship

2. weakness: -
failing revenue/sq. Ft unable

to meet store targets

unavailability of popular brands

3. opportunities: -
population of country is growing where the scope of market is kept on increasing for retail

sector.

evolving consumer preference

organized retail presently nearly 5% in India. so, it acts as a great opportunity to the

organization for its growth.

4. Threats: -
competition from organized retail players which are in market and are emerging. competition

from local retailers.

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1.1 Definition

1 Philip Kotler, “sales promotion consists of a diverse collection of incentive tools, mostly
short term, designed to stimulate quicker or greater purchase of particular products or
services by consumers or the trade”

2 American marketing association, “those marketing activities, other than personal selling,
advertising and publicity that stimulate consumer purchasing and dealer effectiveness,
such as displays, shows and exhibition, demonstrations and various non-recurrent selling
efforts not in the ordinary routine”

3 A.H.R. Delens, “sales promotion means any steps that are taken for the purpose of
obtaining or increasing sales.

4 Mason and Rath, “sales promotion consists of those activities that are designed to bring a
company’s goods or services to the favorable attention of consumers.”

5 l.k. Johnson, “sales promotion consists of all those activities whose purpose is to
supplement, to co-ordinate and to make more effective the efforts of the sales force of the
advertising department, and of the distributors and to increase the sales and otherwise
stimulate consumers to take greater initiative in buying”.

6 William j. Stanton, “sales promotion is an exercise in information, persuasion and

influence

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1.2 Scope:

Scope of Croma:

Croma typically refers to the range or extent of its operations, which primarily involve
retailing consumer electronics and durables such as smartphones, laptops, home appliances,
and more. Croma is known for its physical stores, online presence, and its own brand of
products. additionally, it may encompass services like after- sales support, warranties, and
product installations

1.Retail operations: Croma operates physical retail stores across India, offering a
wide range of consumer electronics, appliances, and gadgets.

2.E-commerce: Croma has an online platform where customers can browse and
purchase products, expanding its reach beyond physical stores.

3.Private label: Croma has its own brand of products, including electronics and
accessories, which adds to its scope in terms of product offerings.

4.Customer services: Croma provides after-sales services such as warranties,

repairs, and installations, enhancing the overall customer experience.

5.Technological solutions: Croma may also offer technological solutions and

consultancy services, especially in areas related to consumer electronics and home
automation.

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Scope of Vijay Sales:

the scope of Vijay sales encompasses the retailing of consumer electronics, appliances, and related
products. this includes a diverse range of items such as televisions, smartphones, home appliances,
kitchen appliances, personal care products, and more. additionally, they may offer services like
installation, maintenance, and after-sales support to enhance customer satisfaction and loyalty.

 Product range: Vijay sales offers a diverse range of electronics products including
smartphones, laptops, TVs, home appliances, and more.

 Geographical presence: it operates through multiple physical retail outlets across various
cities and regions in India, ensuring a wide reach to customers.

 Sales and Distribution: Vijay sales focuses on sales and distribution of electronics
products through its retail outlets, ensuring accessibility to customers across different
demographics.

 After-sales Service: it provides after-sales service and support, including repairs and
maintenance, to ensure customer satisfaction and loyalty.

 E-commerce Operations: Vijay sales may also have an online presence through its e-
commerce platform, allowing customers to make purchases conveniently.

 Marketing and Partnerships: it engages in marketing activities and partnerships with

brands to promote products and offer competitive deals to customers, enhancing its market
presence and competitiveness.

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Importance

Importance of Croma:

 Croma is an essential aspect of color theory and visual perception. it refers to the purity
or intensity of a color, which can affect the mood, atmosphere, and visual impact of an
image or design. understanding and manipulating

 Croma allows designers and artists to create visually appealing compositions, evoke
emotions, and effectively communicate messages. additionally, Croma plays a crucial
role in fields such as branding, marketing, interior design, and fashion, where color
choices can influence consumer behavior and brand recognition.

 Croma electronics holds significance for consumers due to its wide range of electronic
products, competitive pricing, and a reputation for reliability and quality. additionally,
Croma often provides after-sales support, warranties, and service centers, enhancing its
appeal to consumers seeking value and peace of mind with their electronic purchases

 customers trust Croma for maintaining quality standards and offering products from
reputable brands. this assurance of reliability and durability enhances the appeal of
Croma’s offerings.

 Croma provides convenience through its numerous retail outlets and online platform,
allowing customers to shop for electronics in-store or from the comfort of their homes.

 responsive customer service, including assistance with product selection, post-

purchase support, warranty services, and repair facilities, ensures a positive shopping
experience for consumers.

 Croma often showcases the latest technological innovations and trends in the
electronics industry, keeping customers informed about cutting-edge products and
advancement

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Importance of Vijay sales:

 Vijay sales offers a wide variety of electronic products, including televisions, home
appliances, smartphones, and audio systems, providing customers with a comprehensive
selection to meet their needs.

 the company is known for its competitive pricing, often providing discounts and deals that
make electronic devices more affordable and appealing to consumers on a budget.

 with a strong reputation for collaborating with reputable brands, Vijay sales ensures that its
products meet high-quality standards, instilling confidence in customers regarding the
reliability and durability of their purchases.

 Vijay sales prioritizes customer satisfaction by offering excellent service, including

knowledgeable staff who can assist with product selection, after-sales support, warranty
services, and repair facilities, thereby enhancing the overall shopping experience.

 convenience is a key aspect of Vijay sales, as it operates multiple retail outlets and an
online platform, allowing customers to shop conveniently in-store or from the comfort of
their homes.
 regular promotions, sales, and special offers further enhance the attractiveness of Vijay
sales to consumers, providing added value and savings on their electronic purchases.

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 1.3 Nature

Nature of Croma:

Croma is an Indian retail chain for consumer electronics and durables. it offers a wide range of
products including smartphones, laptops, home appliances, and entertainment devices. Croma is
known for its extensive selection, competitive pricing, and customer service.

Certainly! Croma was founded in 2006 by the tata group, one of India’s largest and most respected
conglomerates. the chain has over 100 stores across India, making it one of the leading retailers in
the country for consumer electronics. Croma stores typically offer a blend of offline and online
shopping experiences, catering to a diverse range of customers' needs and preferences.
additionally, Croma has its own brand of products across various categories, providing consumers
with affordable and reliable options.

In addition to its retail presence, Croma has expanded its services to include online sales through its
website and mobile app, providing customers with the convenience of shopping from anywhere.
the company also emphasizes customer satisfaction through initiatives such as easy returns,
product demonstrations, and after-sales support.

furthermore, Croma often collaborates with leading brands to offer exclusive deals and promotions,
further enhancing its appeal to consumers in the competitive electronics market. Certainly! beyond
its retail operations, Croma has diversified its offerings to include services such as installation,
maintenance, and repair of electronic appliances through its dedicated service centers. the company
has also ventured into the realm of digital services, providing solutions like home automation,
smart security systems, and personalized tech consultations to cater to the evolving needs of
consumers in the digital age.

additionally, Croma has a strong commitment to sustainability, implementing eco-friendly

practices in its operations and promoting responsible consumption among its customers.

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Nature of Vijay sales:
Vijay sales is a prominent electronics retail chain in India, offering a wide range of consumer
electronics and home appliances, including TVs, refrigerators, washing machines,
smartphones, and more. it's known for its extensive product selection, competitive pricing,
and customer service.

Vijay sales was founded in 1967 and has since established itself as a trusted name in the
Indian retail market. with over 100 stores across multiple cities, it caters to a diverse
customer base with its range of electronics and appliances from leading brands. the company
is known for its focus on customer satisfaction, providing reliable products and after-sales
support. additionally, Vijay sales often offers promotions and discounts to attract customers
and stay competitive in the market.

in addition to its brick-and-mortar stores, Vijay sales has also expanded its presence online,
offering customers the convenience of shopping from their homes through its e- commerce
platform. the company emphasizes innovation and stays abreast of the latest trends in
technology, ensuring that it continues to meet the evolving needs of consumers. Vijay sales'
commitment to quality, affordability, and customer service has helped it maintain a strong
position in the competitive retail landscape of India.

in addition to its brick-and-mortar stores, Vijay sales has also expanded its presence online,
offering customers the convenience of shopping from their homes through its e- commerce
platform. the company emphasizes innovation and stays abreast of the latest trends in
technology, ensuring that it continues to meet the evolving needs of consumers. Vijay sales'
commitment to quality, affordability, and customer service has helped it maintain a strong
position in the competitive retail landscape of India.

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1.4 Advantages

Advantages of Croma:

Croma, the electronics retail chain, offers several advantages, including:

1.wide product range: Croma offers a diverse range of electronic products, including
smartphones, laptops, home appliances, and more, catering to various consumer needs

2.quality assurance: Croma typically sells products from reputable brands, ensuring quality
and reliability for customers.in-store experience: Croma stores often provide a hands-on
experience, allowing customers to interact with products before making a purchase
decision.

3.knowledgeable staff: Croma employs knowledgeable staff who can provide product
information, technical assistance, and recommendations to customers.

4.after-sales support: Croma offers after-sales services such as product installation,

maintenance, and repair, enhancing the overall customer experience.

5.online shopping convenience: in addition to physical stores, Croma provides online

shopping options, offering convenience and accessibility to customers

6. loyalty programs: Croma may offer loyalty programs, discounts, and special offers to
frequent shoppers, providing additional value to customers.

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 Disadvantage of Croma:

1. Pricing: Croma’s prices may sometimes be higher compared to other retailers or online
platforms, leading to less competitive pricing for certain products

2. Limited locations: Croma stores may not be as widespread or accessible as other retail
chains, limiting convenience for some customers depending on their location.

3. Crowded stores: during peak hours or busy seasons, Croma stores may become crowded,
leading to longer wait times and potentially diminished customer experience. Latest or most
niche products, limiting options for those seeking specific items.

4. Returns and exchanges: Croma’s return and exchange policies may be more restrictive
compared to online retailers, potentially leading to inconvenience for customers in case of
product issues or dissatisfaction.

5. Competition from online retailers: Croma faces competition from online retailers that
often offer lower prices, wider product selections, and greater convenience

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1.5 Advantages of Vijay Sales

1. Pricing: Croma’s prices may sometimes be higher compared to other retailers or online
platforms, leading to less competitive pricing for certain products.

2. Limited locations: Croma stores may not be as widespread or accessible as other retail
chains, limiting convenience for some customers depending on their location.

3. Crowded stores: during peak hours or busy seasons, Croma stores may become crowded,
leading to longer wait times and potentially diminished customer experience.

4. Limited product availability: some customers may find that Croma does not always stock
the latest or most niche products, limiting options for those seeking specific items.

5. Returns and exchanges: Croma’s return and exchange policies may be more restrictive
compared to online retailers, potentially leading to inconvenience for customers in case of
product issues or dissatisfaction.

6. Competition from online retailers: Croma faces competition from online retailers that
often offer lower prices, wider product selections, and greater convenience, potentially
impacting its market share.

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Disadvantage of Vijay Sales:

1 limited service quality: despite offering competitive prices, some customers may
experience issues with the level of customer service or after-sales support provided by
Vijay sales.

2 inventory issues: like any retailer, Vijay sales may face challenges with inventory
management, leading to occasional stock shortages or delays in product availability.

3 crowded stores: particularly during peak shopping seasons or promotional events, Vijay
sales stores can become crowded, leading to longer wait times and a less pleasant shopping
experience for customers.

4 limited product expertise: while Vijay sales employees may be knowledgeable about the
products they sell, the breadth of their expertise may be limited compared to specialized
retailers, potentially affecting the quality of advice and assistance provided to customers.

5 dependency on promotions: customers may become accustomed to waiting for

promotions or discounts before making purchases, potentially impacting Vijay sales'
ability to maintain consistent sales volumes throughout the year.

6 brand exclusivity: some high-end or exclusive brands may choose not to partner with
Vijay sales, limiting the availability of certain products and potentially driving customers
to competitors who carry those brands

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1.8 profile of a firm

1.8.1 profile of Croma

coma is an Indian retail chain of consumer electronics and durables run by infinite retail, a
subsidiary of the tata digital Croma offers over 16,000 products across 550+ brands through
its stores spread in numerous major cities of India.

1. trade name-Croma

2. industry-retail

3. founded-9 October 2006[1]

4. headquarters-Mumbai, India-

5. number of locations-400+

6. area served-India

7. key people-avijit Mitra (CEO & md) Shiba shish Roy (coo)Pramod dangaich (chief
financial officer)

8. venu Gopal (chief buying officer)

9. suman Chakraborty (chief business officer – stores)

10. Mayank sanghani (chief business officer - own brand)

11. Rohit Sharma (chief of supply chain & customer service)

12. Sudhanshu Sekhar misra (chief human resources officer)

13. products-consumer electronics

14. revenue-increase₹15,851 crore (us$2.0 billion) (fy23)

15. net income-negative increase₹−957 crore (us$−120 million) (fy23)

16. parent-infinite retail tata group

website-www.croma.com

Croma has significantly increased its footprint with more than 400 stores in around 130+
cities in India, in addition to its online presence.

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36
1.8.2 profile of Vijay sales
Vijay sales (India) pvt. ltd., doing business as Vijay sales, is an Indian retail chain of
consumer electronics, headquartered in jogeshwari, Mumbai. Vijay sales started as a small tv
showroom in Mumbai by nanu gupta in 1967. it currently operates 132 stores across the
regions of Maharashtra, Haryana, up, Gujarat, Delhi, Andhra Pradesh, & Telangana.
formerly-Vijay sales (India) pvt. ltd. company type-private limited company industry-retail
founded-1967

headquarters-Mumbai, Maharashtra area

served-India

key people-nanu gupta (chairman and founder), nilesh gupta, Ashish gupta and Karan gupta
(managing directors)

products-consumer electronics

revenue-approx. 7,000 crores

number of employees-approx. 4,000, Dec 2022

website www.vijaysales.com

37
Chapter – 2
Review of Literature

38
Research paper:

2.2.1 Satish Kumar, s. Anusha, doggie v. Sridharan Rao, h. Niranjan, 01 no 2018, a study on
consumer behavior at Vijay sales in Vijayawada city -vol. 1139, Iss: 1, pp 012039tl; Dr: in this
article, the authors explore significant difference among corporate retail stores in Vijayawada in
consumer preference and choices in consumer's preferences and choices are varying across
different retail models. Abstract: today the corporate retail stores are the focal points for
purchasing decisions of middle and high-income groups in urban India. however, each corporate
retail store has its own method of retailing. storing the products differently at same locality,
location advantage, self-servicing outlets, windows hopping, large scale discount, specialty stores
are some of the models retailing stores have adopted. but only some of the models are only popular
among the consumers. consumer's preferences and choices are varying across different retail
models. in this context the present study wants to explore significant difference among corporate
retail stores in Vijayawada in consumer preference and choices

2.2.2 Dr. Pratik c Patel asst professor, 10 Jan 2020, to compare customer satisfaction for
Croma and Vijay sales, -vol. 4389, Iss: 1, pp 078536 overall attitude towards a product provider
or an emotional reaction to the difference between what customers expect and what they actually
receive regarding the fulfillment of a need satisfaction means the contentment one feels when
one has fulfilled a desire, need or expectation. furthermore, customer satisfaction can be a
measure of how happy customers are with the services and products of a supermarket. keeping
customers happy is of tremendous benefit to companies. satisfied customers are more likely to
stay loyal, consume more and are more likely to recommend their friends to the business.
furthermore, Zaire (2000) says that many studies have view the impact of customer
satisfaction on repeat purchase, loyalty and retention and they have all echoed concern that
customers who are satisfied are most likely to share their experiences with other people with regards
to about five to six people. additionally, this research is supported by la barber & Mazursky (1983)
who also imply that satisfaction influences repurchase intentions whereas dissatisfaction is seen as
a primary reason for customer defection or discontinuation of purchase. Hoyer & MacInnes (2001)
also say that dissatisfied customers can choose to discontinue purchasing the goods or services.

39
2.2.3 Preyed desai, et al 19 mar 2012, face book helps to create product and brand
awareness-vol.1009, iss:1, pp914837 found that Facebook is the most preferred social
networking site among the youngsters, face book helps to create product and brand
awareness and is affecting both males and females. reviews from friends on Facebook has a
positive effect on purchasing decision for movies, books and electronic devices

2.2.4 Mrs. Pallavi Kumari 28 Jan 2012, consumer behavior is complex and very
often not considered rational-vol .2201, iss:1, pp652148 says that consumer behavior is
complex and very often not considered rational. people of India comprise different segments
of consumers, based on class, status, and income. emergence of rural markets is one of the
important recent developments in India. India is a lucrative market with a large customer
base for both low cost and high cost products. in this digital age companies should use the
medium of social media to satisfy the customers towards electronic market.

2.2.5 Florence hu hummin 14 Aug. 2012, investigated the consumer purchasing process
and knowledge flows between individuals in electronic stores-vol 0351, iss1, pp103901
investigated the consumer purchasing process and knowledge flows between individuals in
electronic stores investigated the consumer purchasing process and knowledge flows
between individuals in electronic stores, at the same time considering the different type of
proximity that affect it. results and theories have shown that advertisement and product
information in social media are affected by the different types of proximity plays, which is
creating an impact in consumer purchasing decision process.

2.2.6 Manav Aggarwal sap 19 2012, electronic products are rapidly growing across the
world-vol 1089, iss-01, pp-225966 says that electronic product shopping is a recent
phenomenon in e marketing and has a huge growth potential. it provides the benefits of
anytime and anywhere shopping experience to the customers. studies have revealed that
electronic products are rapidly growing across the world. easy availability of - product is
one for the reasons for growth of retail electronic shop India.

2.2.7 Dr. Gagandeep nagar and dr. Gopal Apr. 30 2013, demographic factors are
affecting buying decision of consumer-vol 3071, Iss 01, pp174582 there has been a
growth of electronic products habits among the customers in India but the frequency is
relatively less. demographic factors like age, gender, marital status, family size and income
are the factors that significantly affect online shopping behavior of consumers

2.2.8 yi hush & thi Hong Chau Tran Dec 22 2013, significant impact on women
behavior-vol-0418, iss-01, pp-007896 studies that social capital and interpersonal influence
as a significant impact on women behavior, while trust has no significant effect on it in
countries of India

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2.2.9 Simona vinerean, et al June 14 2013, their study suggests different approaches
for online marketers in terms of electronic products, vol-1930, iss-01, pp-385691 say that
social media allows consumers and prospects to communicate directly with the companies or
discuss with their friends about the brands. their study suggests different approaches for online
marketers in terms of electronic products. who want to invest in social networking sites to improve
their advertisement performance? one approach is to develop trust in the minds of the customers.

2.2.10 malin sundström Aug. 02 2013, consumers are easily attracted by discount
offers and the opportunity to make a bargain, vol-3602, iss-01, pp-162913 states that impulse
buying of electronic fashion products is driven by emotional factors and the impulse purchase is
strongly connected to the consumer’s anticipation. one prominent trigger is that consumers feel
that the product is good value for money. consumers are easily attracted by discount offers and the
opportunity to make a bargain. inspiration from friends, primarily through pictures in social media

41
News articles:

2.2.11 Nilesh gupta, director, Vijay sales, 05 Feb 2024, electronics and consumer
durables retail chain, times of India. new Delhi: electronics and consumer durables retail
chain, Vijay sales, is eyeing a revenue of Rs 7,000 crore in fy23 and aims to cross the Rs 10,000 crore
mark by fy25, said nilesh gupta, director, Vijay sales in interaction with et retail. he added that the
retailer saw demand for entry levels of products coming back during Diwali, resulting in volume
growth. edited excerpts below: how was the festive season for you? this was one of the best festive
seasons we have seen in the last few years. after a long time, we saw volume growth along with value
growth. except for air conditioners and refrigerators, every category recorded growth. televisions
performed best in both value and volume growth terms, followed by mobiles and laptops. overall it was
a very good Diwali

2.2.12 Nilesh gupta, director of Vijay sales,23 Jan 2023, I’d say, it was because
the competition came in, we are where we are today , says nilesh gupta, director of
Vijay sales, times of India. despite facing competition from large retail players including reliance
digital and tata group’s Croma, Mumbai-based consumer electronics retail chain Vijay sales has
been able to maintain a steady growth trajectory. in an interview with business line, nilesh gupta,
son of Vijay sales founder nanu gupta, and director of the company, talks about the company’s
two- fold strategy: steady growth in the physical stores and exponential growth in the online
segment. this year has been tough for everyone due to the pandemic, what is your outlook for
Vijay sales for fy22? we are expecting our best growth over 2019 in the ac segment. for two
reasons: early summers this year and covid-19-led lockdown in summer last year. it is a foregone
conclusion that we'll see a huge growth at about 25 to 35 per cent.
in the past four months, we have seen good growth in wearables segment as people have now
become health conscious. very soon it is going to be 30 to 50 per cent of the mobile market. besides
this, small appliances are doing quite well. we expect further growth in that segment too. we have
seen an increase of 10-15 per cent of asp average selling price increase. we expect this to get better
for the coming fiscal, too. last year, there was a challenge in terms of adequate stocks. is this still a
concern? at least for the ac segments, the industry is stocked up till march or April however, the
way the summers have started early, they may extend into June July as well. we are also unsure if
brands have geared up for a 30-35 per cent, growth. this could pose a problem and we are not
geared up for coolers too. other than that, the government is not allowing you to import products
with gasses in them too so one has to get them filled here which takes at least 10 days. does this
mean skewed margins or costlier products for customers? margins have always been a challenge.
with the price wars happening between all the brands, margins are wafer-thin any way. I don’t see a
scope of it going any lesser now, so there is no other option now. Vijay sales has been around for
over 50 years yet players who came later such as Croma and reliance digital have scaled up rapidly
to become pan-India players. what is your vision in terms of scaling up Vijay sales I’ll give you a
simple anecdote to explain this. in 2007, despite being just Mumbai-based, we were strong at 12
stores. Ezone, Croma, and reliance digital entered around the same time. people thought our
company would die. I was merely a decade old in the sector, and these things gave me sleepless
nights. I walked up to my father and said that so many pedes were approaching us, why don’t we
leverage it. so, my father said and I quote “I started this business with zero, I am not giving it up
for anything, at no cost. I am going to continue working on this business, you are free to start
something else. even in the us, Walmart isn’t the only retailer. all the sizes co- exist. so, all you
need to do is, take care of your customer, and be honest to your team rest will fall in place,” he
said. That day is there and today, I have never looked back. I’d say, it was because the competition
came in, we are where we are today.

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2.2.13 Editor mar 25, 2023 , Croma plans to expand in tier ii cities in fy23 , by -
Indian retailer bureau tata-owned consumer durables and electronics (code) retail chain
Croma plans to continue the rapid expansion it undertook in the financial year 2022 in the new
financial year (fy 2023) as well, according to industry sources.in fy2022, the brand opened 100
new stores. in fy 2023, it will focus on increasing its footprint in tier 2 and 3 towns. the brand is
working towards making code more accessible, based on its demographic evaluation, economic
drive, and the availability of warehouses in the target market.in line with its aggressive
expansion plans, the brand opened seven stores in the month of February and a few in march
2023. the brand’s latest outlets are at west Patel nagar (new Delhi), on goal (Andhra Pradesh),
Malviya nagar (new Delhi), Pathankot (Punjab), sundered (Telangana), Kanpur (Uttar Pradesh),
Bengaluru (two outlets), Vijay Pura (Karnataka), goutier (Bengaluru), nakharar (Hyderabad),
Surat (Gujarat), Ulhasnagar (Maharashtra) and hogtie road (Solapur). the size of the stores varies
from 7,000 sq. ft. to 12,000 sq. ft. The brand has also recently entered new markets such as
Lucknow, Jamshedpur, Kochi and Ludhiana among other non-metros. the brand believes that
these are hubs to thriving businesses and home to consumers looking for high-quality
electronics, it added. “Croma is investing in getting closer to the customer by opening more
stores, at a faster pace; building digital capabilities and online presence and expanding their
supply chain infrastructure,” the brand said. the multi-brand digital gadgets and home electronics
brand retails more than 16,000 products from over 550 brands at 300+ stores across 100+ cities
in India. an offline- first retailer, it has evolved into a successful omnichannel player offering
shopping options that include both in-store and online, through its website, which receives
monthly traffic of over 30 million. Croma also plans to expand its alternative channels including
travel retail. Run by infinite retail ltd., a tata group company, Croma was launched in 2006, as a
large format specialist retail store selling multi-brand digital gadgets and home electronics.

2.2.14 Nilesh gupta, mar 22 2023 , Croma expands product portfolio, unveils
own label in led tv and water purifier , by - Indian retailer bureau Croma has
introduced the latest addition to its own-label product line. these innovative Qled TVs and water
purifiers are designed to transform lifestyles. the products are made to offer customers the latest
technologies at a great price. Croma led tv uses cutting-edge technology to provide an immersive
viewing experience. on the other hand, water purifiers offer a state-of-the-art water filtration
system to provide clean and safe drinking water for families.in 2008, with the intent to delight
customers further, Croma launched its own-label products. Croma’s own label range of products
has seen a huge growth of more than2.5x over the previous year. Croma currently has 400+
products in the own label category that uses the latest technology and are curated by in-house
experts with competitive pricing. the company offers the best value proposition to its customers by
focusing on high-quality products and consistency in supply, which fosters trust a loyalty. the
brand follows stringent processes, and quality testing techniques, and offers end-to-end post-
purchase services which can be availed by the customers. Croma is committed to delivering the
best solutions for its customers and is always exploring new ways and innovations to enhance its
experience. the new products are a testament to this commitment, offering key features and
advantages. the Qled television is the perfect choice for movie enthusiasts, gaming fanatics, and
anyone who loves to enjoy their favorite content on a large screen. it is the best option for anyone
seeking a television that offers excellent picture quality, rich colors, immersive sound, and great
features for smooth connectivity (3 HDMI ports, 2 USB ports).it has Bluetooth 5.0, dual-band wi-
fi, optical audio output, 2 GB ram, and 16 GB rom, enabled with a 1.9ghz quad-core processor,
driven by the google operating system platform and a one-year warranty. it also has great app
support through the google play store. with its innovative Qled technology, Croma delivers
incredibly vivid and lifelike colors, creating an experience that is truly cinematic. the water purifier
has a large capacity for storage and filtration for a steady supply of water. it not only removes
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bacteria, metal pollution, and germs from the water but also filters out toxic substances and
dangerous chemicals to make it safe for consumption. the purifier has an advanced copper +post-
carbon filter and manual tads controller that provides the benefits of copper, further polishes the
water, and makes it tastier. it also has a 9-liter water storage capacity and smart led indicators. the
water purifiers have up to six stages of purification technology, as well as features such as an
ultrafine sediment filter and germ elimination UVU technology. avijit Mitra – md and CEO,
Croma infinite-retail ltd, said, “we are delighted to launch the advanced technology-backed and
water purifier for our customers. bringing the best-in-class consumer electronics and home
appliances to the forefront of our assortment is imperative to providing seamless solutions to our
customers. we have seen manifold growth for Croma-branded products since their inception, and
the launch of our own-label products aligns with our commitment to making technology more
accessible and inclusive for everyone at the best price. our team has ensured new products meet the
highest quality and performance standards. “Croma has its own label products across categories
such as, refrigerators, washing machines, microwaves, kitchen appliances, earphones, headphones,
Bluetooth speakers, and more. in-store, Croma sells more Croma-branded TVs and air conditioners
than any other tv or air conditioner brand.

2.2.15 Editor, Jan 30 2023 Croma expands presence in Chennai, opens 300th
store, times if India, the omni-channel electronics retailer from the tata group, launched its
branch showroom in Sholinganallur, Chennai which is its 300th retail outlet in the country and
19th. in the state. Croma launched around 100 new stores this year and plans rapid expansion in
the next fy. coma intends to broaden its alternative channels, such as travel retail, and continue
to expand at a faster pace. Croma is investing in getting closer to the customer by opening more
stores, at a faster pace; building digital capabilities and online presence (croma.com), and
expanding its supply chain infrastructure additionally, the brand revamped its website,
croma.com, to enhance the online shopping experience for its more than 30 million monthly
traffic according to an official communication from the company

44
Chapter -3
Research Methodology

45
Research methodology:

3.1 Need of the study:

1. the study aims to compare sales promotion strategies between Vijay sales and coma in
Mumbai.

2. it seeks to analyze promotional offers, discounts, loyalty programs, and customer engagement
tactics.

3. the objective is to understand the effectiveness of these strategies in attracting customers and
increasing sales.

4. ultimately, the research aims to provide insights for optimizing sales promotion approaches in
the competitive Mumbai market.

3.2 Scope of the study:

Study involves conducting a comparative analysis of sales promotion strategies between Vijay sales
and Croma in Mumbai. this includes examining various promotional offers, discounts, loyalty
programs, and customer engagement tactics employed by both retailers. additionally, the study
aims to assess the effectiveness of these strategies in attracting customers and increasing sales.
factors such as store location, ambiance, and the integration of online and offline channels will also
be considered within the scope.

 Overview of Vijay sales and Croma: Vijay sales and Croma are two prominent retail
companies in Mumbai. they have a significant market presence in the city.

 Sales promotion strategies: both Vijay sales and Croma employ various sales promotion
techniques to attract customers. they use strategies such as discounts, special offers, loyalty
programs, and exclusive deals.

 Target audience: the target audience for Vijay sales and Croma consists of customers with
diverse demographic and psychographic profiles. they cater to individuals from different
age groups, income levels, and lifestyle preferences.

 Geographic focus: the urban landscape and consumer behavior in Mumbai play a crucial
role in shaping the sales promotion strategies of Vijay sales and Croma. they adapt their
approaches based on the specific needs and preferences of customers in different areas of
Mumbai.

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 Effectiveness: the success of sales promotion strategies is measured through metrics such
as sales growth, foot traffic, and customer feedback. both Vijay sales and Croma evaluate
the effectiveness of their promotions based on these factors.

 Challenges and opportunities: retailers in Mumbai face common challenges in

implementing sales promotion strategies, such as intense competition and changing
consumer preferences. Vijay sales and Croma encounter specific challenges in this regard
but also have opportunities for innovation and improvement .

 Future trends: emerging trends in retail and sales promotion strategies include the
integration of technology, personalized marketing, and experiential shopping. Vijay sales
and Croma can adapt to these trends by leveraging digital platforms, enhancing customer
engagement, and providing unique shopping experiences. sales promotion efforts

47
3.3 Research gap:

If you are a young researcher, or even still finishing your studies, you’ll probably notice that your
academic environment revolves around certain research topics, probably linked to your department
or to the interest of your mentor and direct colleagues. for example, if your department is currently
doing research in nanotechnology applied to medicine, it is only natural that you feel compelled to
follow this line of research. hopefully, it’s something you feel familiar with and interested in –
although you might take your own twists and turns along your career. Many scientists end up
continuing their academic legacy during their professional careers, writing about their own
practical experiences in the field and adapting classic methodologies to a present context. however,
each and every researcher dream about being a pioneer in a subject one day, by discovering a topic
that hasn’t been approached before by any other scientist. this is a research gap. Research gaps are
particularly useful for the advance of science, in general. finding a research gap and having the
means to develop a complete and sustained study on it can be very rewarding for the scientist (or
team of scientists), not to mention how its new findings can positively impact our whole society.

 Customer Satisfaction and Experience: Investigating the differences in customer

satisfaction levels and overall shopping experience between Croma and Vijay Sales could
reveal insights into their respective strengths and weaknesses in service delivery.

 Product Assortment and Pricing: Exploring the variety of products offered, their
availability, and pricing strategies employed by both retailers could highlight areas where
one outperforms the other in terms of catering to consumer needs and preferences.

 Marketing and Promotional Strategies: Analyzing the effectiveness of marketing

campaigns, promotional offers, and loyalty programs implemented by Croma and Vijay
Sales could shed light on which strategies resonate more with consumers and contribute to
increased sales.

 Omni-channel Presence and Digital Transformation: Assessing the extent of digital

integration, online sales channels, and omnichannel capabilities of both retailers may
reveal how well they adapt to changing consumer behaviors and technological
advancements.

 Brand Perception and Trust: Investigating consumer perceptions, brand loyalty, and trust
towards Croma and Vijay Sales could uncover underlying factors influencing consumer
decision-making processes and brand preferences.

 After-sales Service and Support: Examining the quality of after-sales service, warranty
policies, and resolution of customer complaints could provide insights into how both
retailers prioritize customer satisfaction and retention.

 Market Expansion and Growth Strategies: Studying the expansion plans, geographical
reach, and market penetration strategies pursued by Croma and Vijay Sales could indicate
48
 3.4 Research design: meaning of research design: research design refers to the
framework or plan that guides the collection, analysis, and interpretation of data in a research
study. it outlines the overall approach, methodology, and procedures used to address the
research question or hypothesis effectively. essentially, it's the blueprint for conducting a study,
ensuring that it's structured, systematic, and capable of producing reliable and valid results.

Types of research design:

 experimental design: involves manipulating one or more variables to observe the effect
on another variable while controlling for extraneous factors. it typically includes an
experimental group (receives the treatment) and a control group (does not receive the
treatment) to compare outcomes.

 descriptive design: focuses on describing characteristics of a phenomenon or population

without manipulating variables. it often uses surveys, observational methods, or existing
data to gather information about a particular topic.

 correlational design: examines the relationship between two or more variables without
manipulating them. correlation does not imply causation, but it helps identify associations
between variables.

 exploratory design: aims to explore new areas or generate hypotheses for further
investigation. it often involves qualitative methods such as interviews, focus groups, or
observational studies to gather preliminary data.

 longitudinal design: involves studying subjects over an extended period to observe

changes over time. researchers collect data at multiple time points to track developments,
trends, or patterns.

 cross-sectional design: examines a snapshot of a population at a specific point in time. it

provides information about the prevalence of certain characteristics or behaviors within a
population but does not capture changes over time.

 case study design: in-depth examination of a single individual, group, or event. it allows
researchers to explore complex phenomena in detail and generate rich, qualitative data.

 mixed-methods design: combines qualitative and quantitative methods to gain a

comprehensive understanding of a research problem. researchers use both approaches to
triangulate findings and provide a more nuanced perspective on the topic.

49
 For this study exploratory design is adopted to identify, analysis and explore variable and factor
that affects consumer behavior of both Vijay sales and Croma

Exploratory design: exploratory research design is a methodological approach aimed at

exploring new areas or generating hypotheses for further investigation. it's often used when
researchers have limited prior knowledge about a topic or when the topic is relatively
unexplored. here's a detailed overview of exploratory research design:

 objective: the primary objective of exploratory research is to gain insight into a research
problem or phenomenon. it seeks to understand the underlying factors, motivations, or
dynamics that influence a particular topic.

 qualitative methods: exploratory research often employs qualitative methods such as

interviews, focus groups, or observational studies. these methods allow researchers to
gather rich, in-depth data and explore the perspectives and experiences of participants.

 flexibility: exploratory research is characterized by its flexibility and openness to

unexpected findings. researchers may adapt their approach based on emerging insights or
new directions that arise during the study.

 preliminary findings: the findings of exploratory research are often preliminary and
tentative. they serve as a foundation for further investigation and hypothesis development
rather than providing definitive conclusions.

 sampling: sampling in exploratory research is typically non-probabilistic and may involve

purposive or convenience sampling methods. the focus is on selecting participants who
can provide valuable insights into the research topic.

 data analysis: data analysis in exploratory research is usually qualitative in nature.

researchers employ techniques such as thematic analysis, content analysis, or constant
comparison to identify patterns, themes, or recurring ideas within the data.

 iterative process: exploratory research is often an iterative process, with researchers

continuously refining their understanding of the topic as they collect and analyze data. this
iterative approach allows for a deeper exploration of complex phenomena.

 hypothesis generation: one of the key outcomes of exploratory research is the generation
of hypotheses or research questions for further investigation. by exploring the topic from
various angles and perspectives, researchers can identify potential relationships, trends, or
variables worthy of further study.

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3.5 Objective of The Study:

the objective of the study is to assess and compare the sales promotion strategies
employed by Vijay sales and Croma in Mumbai, aiming to identify their effectiveness in
attracting customers, increasing sales, and gaining competitive advantage in the market

 to evaluate sales promotion strategies of Vijay sales and Croma in Mumbai.

 to identify effectiveness in attracting customers and increasing sales.

 to determine competitive advantage within the Mumbai market.

 to provide insights for optimizing sales

 to assess promotional offers, discounts, a loyalty programs utilized by sale

Croma.

 to analyze customer engagement tactics employed by both retailers. Compare

the reach and impact of advertising and promotional campaigns

 to investigate customer feedback and satisfaction levels related promotional

activities.

 to explore the influence of location and store ambiance on sales promo

effectiveness.

 to examine the integration of online and offline promotion channels.

51
3.6 Hypothesis:
for the subsequent research, alternative hypothesis is formulated in the study to assess the
aspects that affect a comparative analysis of sales promotion strategies between Vijay
sales and coma in Mumbai and to draw accurate conclusion.

Hypothesis: 1

(H0): there is no significant difference in the effectiveness of sales promotion strategies

between Vijay sales and cream in Mumbai.

(H1): there is a significant difference in the effectiveness of sales promotion strategies

between Vijay sales and Croma in Mumbai

Hypothesis: 2

(H0): the customer engagement levels during promotional periods at Vijay sales are the
same as those at Croma in Mumbai.

(H1): the customer engagement levels during promotional periods at Vijay sales are
different from those at Croma in Mumbai

Hypothesis: 3

(H0): there is no difference in the types of promotions offered by Vijay sales and Croma in
Mumbai.

(H1): there is a difference in the types of promotions offered by Vijay sales and Croma in
Mumbai.

Hypothesis: 4

(H0): the promotional pricing strategies used by Vijay sales and Croma have the same
impact on sales in Mumbai.

(H1): the promotional pricing strategies used by Vijay sales and Croma have different
impacts on sales in Mumbai.

these hypotheses can be tested using appropriate statistical methods, such as t-tests or
analysis of variance (nova), to determine whether there are significant differences between
Vijay sales and Croma in terms of sales promotion effectiveness, sales uplift, customer
engagement, types of promotions offered, and pricing strategies

52
3.7 Data collection: primary data: the primary data is that which details we collect first time
from the market and also used first time in the research. we can also say that the information is first
time in the research design. to collect the primary data questionnaire is prepared structure non –
disguise questionnaire is prepared.

primary data: - questionnaire secondary data: secondary data are those data which are already
collected by someone for some purpose and are available for the present study; secondary data are
already collected by the company’s records and other library’s Books. When the Secondary Data
Are Sufficient, The Researcher Has to Be Satisfied with The Primary Sources of The Data.

Secondary Data: - Magazines, Newspapers, Websites, Books, E – Journals. Do You Think

3.8 Sampling method

Meaning of sampling: sampling refers to the process of selecting a subset of individuals, items,
or elements from a larger population to represent it for the purpose of a research study. the selected
subset, known as the sample, is studied and analyzed to draw conclusions or make inferences about
the entire population. sampling allows researchers to gather data more efficiently and cost-
effectively than studying the entire population. different sampling methods, such as random
sampling, stratified sampling, or convenience sampling, can be used depending on the research
objectives and characteristics of the population.

1 sampling methods: random sampling: every member of the population has an equal
chance of being selected for the sample. random sampling helps ensure that the sample is
representative of the population, but it may be impractical or difficult to implement in
some cases.

2 Stratified sampling: the population is divided into subgroups or strata based on certain
characteristics, and then random samples are drawn from each stratum. this method
ensures that each subgroup is represented in the sample, making it useful when there are
known differences within the population.

3 Cluster sampling: the population is divided into clusters, such as geographic areas or
schools, and then clusters are randomly selected for inclusion in the sample. cluster
sampling can be more practical and cost-effective than other methods, especially when the
population is widely dispersed.

4 systematic sampling: every nth individual from a list or sampling frame is selected for
the sample. systematic sampling is straightforward to implement and can be more efficient
than simple random sampling, but it may introduce bias if there is a periodic pattern in the
list.

5 convenience sampling: participants are selected based on their availability or accessibility

53
 to the researcher. convenience sampling is quick and easy to implement, but it may not be
representative of the population and can introduce bias.

6 snowball sampling: existing participants recruit new participants from their social
networks. snowball sampling is useful for studying hard-to-reach populations or
phenomena, but it may result in biased samples if certain groups are overrepresented.

7 quota sampling: researchers select participants based on predetermined quotas for certain
characteristics, such as age, gender, or ethnicity. quota sampling allows for more control
over sample composition but may not be as representative as random sampling.

8 purposive sampling: participants are selected based on specific criteria determined by the
researcher. purposive sampling is useful for studying particular subgroups or phenomena
of interest, but it may not be representative of the larger population.

For this study response collected by adopting convenience method

Convenience method:

convenience sampling, also known as availability sampling, is a non-probabilistic sampling

method where participants are selected based on their easy accessibility or availability to the
researcher. in convenience sampling, individuals who are readily accessible and willing to
participate are included in the sample.

this method is often used for its simplicity and convenience, as it does not require extensive
planning or resources to implement. researchers may choose to use convenience sampling when
time, budget, or logistical constraints make it difficult to employ more rigorous sampling methods.

however, convenience sampling has limitations. since participants are not selected randomly from
the population, the sample may not be representative, and results may not be generalizable to the
larger population. additionally, convenience sampling can introduce bias, as individuals who are
more accessible or willing to participate may differ systematically from those who are not. despite
these limitations, convenience sampling can still be useful in exploratory or preliminary research,
as well as in situations where other sampling methods are not feasible.

54
3.9 Sampling framework

entails a structured approach to ensure representative and insightful data collection. initially, a
comprehensive inventory of all Vijay sales and Croma outlets across Mumbai serves as the
foundation. subsequently, outlets are stratified based on key variables such as geographical
location, outlet size, and target demographic. this stratification ensures a diverse representation of
outlets across different categories. from each stratum, a random and proportional selection of
outlets is made, forming the sample for data collection.

various data collection methods, including observation, interviews, surveys, and document
analysis, are employed to gather information on sales promotion strategies deployed by the
selected outlets. the collected data is then analyzed to identify trends, patterns, and differences in
sales promotion approaches between Vijay sales and Croma outlets in Mumbai. this sampling
framework provides a systematic and comprehensive approach to understanding the sales
promotion landscape of these retailers in the Mumbai market. The model used in this study is
consisted from research within India. the primary data was collected through pre-tested and well-
structured schedule from the consumers. the sample size consisted of 100 consumers, male and
female drawn within have given back the duly filled up questionnaire. out of the total population
35 respondents have been taken as the sample size in order to achieve the objectives of the study.

Age
15-24 24-35 36-48 Above 48 Total
50 15 20 15 100

Gender
Male Female Total
70 30 100

55
 Chapter-4
Data Analysis and Interpretation

56
4.1 Questionnaire :
1. which is the first company that comes to mind when you think of electronic retailer?

2. which store you prefer for electronics purchase?

3. how often do you visit a retail outlet for shopping?

4. what is more important for deciding for purchase of electronic product?

5. how do you rate yourself as

6. would you shift to any other store if they offer discount?

7. what type of products do you mostly purchase in retail stores?

8. what encourages you to select a retail store?

9. what is your mode of payment in retail outlets?

10. kindly rank your experience in Vijay sales and Croma store on the following?

57
4.2 screen response: -

58
 4.3 Frequency Table: -

1Q. which first company that come to mind when you think of electronic retailer?

Gender Age VIJAY SALES CROMA OTHER

Male 16 – 20 20 23 14
Female 5 1 0
Male 21 – 25 9 18 2
Female 0 5 0
Male 26 – 30 6 17 12
Female 0 2 4
Male 45 and above 1 4 0
Female 0 1 0

2Q. which store you prefer for electronics purchase?

Gender Age Yes No Maybe

Male 16 - 20 25 18 10
Female 4 2 14
Male 21 – 25 19 32 28
Female 8 10 5
Male 26 - 30 36 20 17
Female 8 11 8
Male 45 and above 0 7 12
Female 0 0 6

59
Q3. How often do you visit a retail outlet for shopping?

Gender Age Once A Month Occasionally Twice a Year Never

Male 16 - 20 7 28 6 1
Female 0 12 2 0
Male 21 – 25 18 4 0 0
Female 5 0 12 0
Male 26 – 30 14 18 4 0
Female 2 7 9 0
Male 45 And Above 1 4 0 6
Female 0 1 0 1

Q4. what is more important for deciding for purchase of electronic product?

Gender Age Design Quality Variety Price

Male 16 – 20 12 15 4 18
Female 8 2 12 6
Male 21- 25 21 19 2 28
Female 2 1 8 12
Male 26 – 30 18 32 32 12
Female 6 13 11 17
Male 45 And 20 7 28 4
Above
Female 3 8 3 3

60
Q5. How do you rate yourself as?

Gender Age Brand Loyal Brand Switcher

Male 16 – 20 28 12
Female 9 14
Male 21 – 25 12 19
Female 4 12
Male 26 – 30 31 21
Female 10 19
Male 45 and Above 6 3
Female 0 0

Q6. would you shift to any other store if they offer discount?

Gender Age Yes No Can’t Say

Male 16 – 20 8 32 19
Female 19 2 13
Male 21 – 25 13 8 12
Female 2 4 8
Male 26 – 30 29 12 7
Female 11 9 11
Male 45 and above 13 20 23
Female 4 13 7

38 | P a g e
Q7. what type of products do you mostly purchase in retail stores?
Gender Age Mobile phones Laptops Digital camera TV, DVD Player Refrigerators,
AC
Male 16 – 20 39 50 32 11 1
Female 11 9 20 9 0
Male 21 – 25 12 19 18 17 12
Female 9 12 7 12 19
Male 26 – 30 21 9 11 18 21
Female 4 11 4 2 29
Male 45 and 3 0 6 19 12
Above
female 1 0 2 12 6

Q8. what encourages you to select a retail store?

Gender Age Price Product Variety Service Product Quality

Male 16-20 18 29 14 21 15
Female 6 11 5 18 9
Male 21-25 21 8 21 7 11
Female 11 13 13 11 6
Male 26-30 13 12 11 6 17
Female 4 4 9 14 8
Male 45 and 23 16 15 2 21
Above
Female 4 7 12 11 13

39 | P a g e
 Q9. what is your mode of payment in retail outlets?

Gender Age Cash Payment Credit Card Debit Card

Male 16-20 9 25 17
Female 4 10 5
Male 21-25 19 5 23

Female 11 11 13
Male 26-30 22 7 17

Female 4 19 9
Male 45 And 25 20 11
Above
Female 6 3 5

Q10. kindly rank your experience in Vijay sales and Croma store on the following:

Gender Age Strongly Agree Neutral Strongly Disagree

Agree disagree
Male 16-20 12 2 1 12
15
Female 7 6 0 14
9
Male 21-25 19 19 12 19
11
Female 5 15 19 12
6
Male 26-30 21 20 21 21
17
Female 16 7 29 19
8
Male 45 And 11 19 12 3
Above 21

Female 9 12 6 0
13

40 | P a g e
 4.4 Data interpretation

1. Which is the first company that comes to mind when you think of electronic retailer?

Frequency Percent
(%)
Croma 4 20
Vijay Sales 3 15
EZone 5 25
Others 8 40
Total 20 100

Frequency of visit

Croma
Others 20%
40%
Vijay Sales
15%

Ezone
25%

Interpretation: From the above graph it interprets that 20% customers go for Croma
Stores,15% for Vijay sales,25% for Ezone, and 40% customers go for other Outlets.

41 | P a g e
2. Which store you prefer for electronics purchase?

Frequency Percent
(%)
Vijay Sales 2 10
Croma 4 20
Ezone 3 15
Next 3 15
Others 8 40
Total 20 100

Frequency of visit

Vijay Sales
Others 10%
Croma
40%
20%

Ezone
Next 15%
15%

Interpretation: From the above graph it interprets that 20% customers go for Croma Stores,10%
for Vijay sales,15% for Ezone, 15% for Next Stores and 40% customers go for other Outlets. it
means mostly customers prefer to visit Other Retail stores for electronic purchase.

42 | P a g e
3. How often do you visit a Retail Outlet for shopping?

Frequency Percent
(%)
Occasionally 7 35
Once a month 3 15
Twice a year 5 25
Never 5 25
Total 20 100

Frquency of visit

Never
25% Occasionally
35%

Twice a year
25% Once a month
15%

Interpretation: From the above graph it interprets that in Retail stores 15% customers visit
monthly, 25% customer visit twice a year, 35% customers visit occasionally and 25% customers
never visit to for shopping, it means mostly customers never visit outlets for purchase their
requirement.
43 | P a g e
4. What is more important for making a decision for purchase of Electronic Product?

Frequency Percent
(%)
Design 4 20
Quality 8 40
Variety 2 10
Price 6 30
Total 20 100

Decision for purchase

Price Design
30% 20%

Variety
10% Quality
40%

Interpretation: 30% customers said that they influence by Prices provided by Retail stores. 20%
customers said that Design is important whereas 10% said that variety of Product encourages
them, but Product quality is rated at very high that is 40% which encourages the customers to
come to stores.
44 | P a g e
5. How do you rate yourself as:

Frequency Percent
(%)
Brand Loyal 9 45
Brand Switcher 11 55
Total 20 100

Frequency of visit

Brand Loyal
45%
Brand Switcher
55%

Interpretation: from above chart it can be conclude that 45% customer are Brand Loyal and
55% customer are brand switchers in buying process.

45 | P a g e
6. Would you shift to any other store if they offer discount?

Frequency Percent
(%)
Yes 16 80
No 3 15
Can‟t say 1 5
Total 20 100

Frequency of visit

5%
15%

Yes
No

80% Can’t say

Interpretation: from above chart it can be conclude that 80% customer can shift to any other
store if they offer discount and 15% customer may not shift and 5% cannot put their view.

46 | P a g e
7. What type of products do you mostly purchase in Retail Stores?

Frequency Percent
(%)
Mobile phone 7 35
Home PCs, laptops 6 30
digital camera camcorder 2 10
home theatre TV &DVD 3 15
player
Refrigerator, AC, washing 2 10
machine
Total 20 100

Frequency of visit

Mobile phone
10%
10% 35%
Home PCs, laptops
15%
home theatre TV &DVD player

30% Refrigerator, AC, washing

machine
digital camera camcorder

Interpretation: The above graph shows that 35% of people visit for buying mobile phones. 30%
of people visit for PCs and laptops, 15% for TV & DVD player, 10% for Refrigerator, AC, and
washing machine and only 10% visit for digital camera camcorder in Retail Stores.

47 | P a g e
8. What encourages you to select a Retail Store?

Frequency Percent
(%)
Price 7 35
product variety 2 10
Service 6 30
product quality 5 25
Total 20 100

Frequency of visit

product quality Price

25% 35%

Service product variety

30% 10%

Interpretation: 30% customers said that they feel good about the service and ambience
provided by Retail stores. 25% customers said that Product quality is important
whereas 35% said that Product price encourages them, Product Variety is rated at very
low that is only 10%which encourages the customers to come to stores.

48 | P a g e
9. What is your mode of payment in Retail Outlets?

Frequency Percent
(%)
Cash 12 60
payment
Credit card 5 25
Debit card 3 15
Total 20 100

Frequency of visit

Debit card
15%

Credit card
25% Cash payment
60%

Interpretation: As per my study is concerned, out of the total respondents 60% of people make
cash payment in big bazaar. 25% of them uses credit card as their mode of payment and 15% of
the people makes payment in Retail Outlets through their debit card.

49 | P a g e
10. Kindly rank your experience in Vijay Sales and Croma store on the following:

Croma Vijay Sales Total

Price 12 8 20
Quality of service 11 9 20
Varieties of product 10 10 20
Offered
Availability in 13 7 20
differentStates

14
12
10
8
6
Croma
4
Vijay Sales
2
0
Price
Quality of
service Varieties of
product Availability in
different
States

Interpretation: from above chart it can be conclude that on price, quality of service,
varieties ofproduct and availability in different States basis Croma is better than Vijay sales.

50
51
 4.5 Suggestions:

 Croma and Vijay sales should provide large parking space for its customers so that
they can easily park their vehicles.

 The infrastructure is needed to be changed a bit during weekends as heavy crowd

comes in to Croma and Vijay sales during those days.

 Croma and Vijay sales should include more of branded products its product
category so as to attract the brand choosy people to come in to Croma.

 Croma should keep offers in regular intervals so that there should not be a long-term
gap, because offer is the most influencing factor which is responsible for customer
purchase decision

 they also concentrate on tv advertisement they should show ads and

promotional offers in a regular interval in languages like Hindi English.

 Hoarding should be placed uncovered area.

52
Limitations:

 This research is conducted on a sample size, so it might be possible that the information
given by such respondents may not match with the replay of total customer available in
the store that time.

 The study was restricted to only the customers of Croma and Vijay sales.

 The time constrain was a limiting factor, as more time was required to carry out study on
other aspects of the topic.

 The result and analysis based on the customer survey method and small sample size has
taken only 20.

 Findings are related to particular areas it might be possible that the answers given by the
respondents are of biasness.

53
Chapter No-5
Conclusion

54
Conclusion:

 Vijay sales' emphasis on discounts and bundle offers appeals to price-sensitive

customers, while Croma’s focus on loyalty programs fosters customer retention.

 both companies should leverage market research to understand shifting consumer

preferences and adapt their sales promotion strategies accordingly.

 collaboration with brands and manufacturers to offer exclusive products or limited-time

promotions can further enhance the appeal of their sales promotions.

 implementing innovative digital marketing techniques, such as personalized offers based

on customer data analysis, could help both Vijay sales and Croma reach their target
audience more effectively.

 ultimately, a well-balanced approach that combines traditional sales promotion tactics

with modern digital strategies will be crucial for sustained success in the competitive
retail landscape of Mumbai.

 both Vijay sales and Croma employ different sales promotion strategies in Mumbai. Vijay
sales primarily focuses on discounts and bundle offers to attract customers

 on the other hand, Croma emphasizes loyalty programs and exclusive deals for members.
The effectiveness of these strategies may vary based on factors such as target audience
and product offerings.

 continuous assessment and adaptation of sales promotion strategies are essential for both
companies to remain competitive in the dynamic retail market of Mumbai

 Vijay sales and Croma should also prioritize customer feedback and satisfaction surveys
to gauge the impact of their sales promotion strategies and make necessary adjustments.

 building strong relationships with customers through exceptional service and post-
purchase support can enhance the effectiveness of sales promotions by fostering brand
loyalty and positive word-of-mouth.

 in a rapidly evolving retail environment, both companies must remain vigilant to

emerging trends and competitor actions, continually refining their sales promotion
strategies to stay ahead of the curve.

 collaboration with local communities and participation in city-wide events or festivals

can provide additional opportunities for both Vijay sales and Croma to engage with
customers and drive foot traffic to their stores.

 lastly, maintaining transparency and integrity in their promotional activities is crucial to

building trust with customers and sustaining long-term relationships, contributing to the
overall success of their sales promotion efforts in Mumbai.

55
Finding:

 data analysis: analyze the collected data using appropriate statistical or qualitative
methods, depending on the nature of the research.

 identify patterns and trends: look for patterns, trends, or relationships within the data.
this involves examining statistical measures, such as means, standard deviations,
correlations, or regression coefficients, as well as qualitative themes or codes.

 compare results with hypotheses or research questions: evaluate whether the findings
support or refute the hypotheses or research questions formulated at the outset of the
study.

 consider limitations: reflect on the limitations of the study, such as sample size,
sampling method, measurement validity, or potential confounding variables, and how
they may affect the interpretation of the findings.

 discuss implications: discuss the implications of the findings for theory, practice, or
policy. consider how the results contribute to existing knowledge in the field and what
practical implications they may have.

 address future directions: suggest areas for future research or further investigation
based on the findings. this could involve proposing new research questions,
recommending alternative methodologies, or suggesting potential extensions of the
current study.

 formulate conclusions: based on the data analysis, pattern identification, comparison

with hypotheses, consideration of limitations, discussion of implications, and future
directions, formulate clear and concise conclusions that summarize the main findings of
the study.

 contextualize findings: situate the conclusions within the broader context of the research
area, acknowledging any inconsistencies with previous research or alternative
interpretations of the data.

56
Recommendation:

 address key findings: begin by summarizing the main findings of the study briefly. this
sets the context for the recommendations and ensures that they are grounded in the
research results.

 identify implications: discuss the implications of the findings for practice, policy, or
further research. consider how the results can be applied to real-world situations or how
they might inform decision-making in relevant domains.

 offer specific suggestions: provide concrete recommendations based on the research

findings. these suggestions should be actionable and tailored to the target audience or
stakeholders. consider the practical steps that can be taken to address the issues identified
in the study.

 prioritize recommendations: if there are multiple recommendations, prioritize them based

on their urgency, feasibility, or potential impact. highlight which actions should be taken
first and which can be addressed later.

 consider alternatives: acknowledge any limitations or constraints that may affect the
implementation of the recommendations. offer alternative strategies or approaches if
certain recommendations are not feasible or practical in the given context

 provide justification: explain why each recommendation is important and how it aligns
with the research findings. use evidence from the study to support the validity and
relevance of each recommendation.

 address potential risks or challenges: anticipate any potential risks or challenges

associated with implementing the recommendations. offer strategies for mitigating these
risks and overcoming obstacles to successful implementation.

 recommend further research: suggest areas for further research or investigation that can
build on the findings of the current study. identify unanswered questions or areas where
additional research could provide valuable insights.

 summarize: conclude by summarizing the key recommendations and emphasizing their

significance in light of the research findings. reiterate the importance of acting based on
the results of the study.

57
Bibliography

58
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nilesh gupta, mar 22 2023, Croma expands product portfolio, unveils own label in Qled tv and
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malin sundström Aug 02 2013, consumers are easily attracted by discount offers and the
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60
Annexure

61
Questionnaire
 Name _________________________________________
 Age___________________________________________
 Profession _____________________________________
 Gender __________________________________

1. which is the first company that comes to mind when you think of electronic retailer?

________________________________________________________________

2. which store you prefer for electronics purchase?

Vijay sales
next
Croma
Ezone
others
why? _______________________________________

3. how often do you visit a retail outlet for shopping?

once a month
occasionally
twice a year
never

4. what is more important for deciding for purchase of electronic product?

design
quality
variety
price

5. how do you rate yourself as?

brand loyal
brand switcher

6. would you shift to any other store if they offer discount?

yes
no
can’t say

7. what type of products do you mostly purchase in retail stores?

mobile phone
62
 home pcs, laptops
digital camera camcorder
home theatre tv &DVD player
refrigerator, ac washing machine

8. what encourages you to select a retail store?

price
product variety
service
product quality

9. what is your mode of payment in retail outlets?

cash payment
credit card
debit card
10. kindly rank your experience in Vijay sales and Croma store on the following:
strongly agree
agree
neutral
disagree
strongly disagree

63