Effects of Sales Promotion Mix on Customer Satisfaction: A Study with Reference to Shopping Malls Author Dr. Satnam Kour Ubeja 1
Abstract The retailing sector in India has undergone significant transformation in the past 15 years. The organized retail industry in India has to grow 20-30 per cent annually and would triple or become four times in size by 2014. The purchase of goods or services includes a number of factors that could affect each decision. Customer satisfaction is complex and even more important for retailers today than in past. The objectives of this study were to examine the combined effect of sales promotion schemes on customer satisfaction with reference to shopping malls in FMCG sector and to compare the effects of various sales promotion schemes on customer satisfaction with reference to shopping malls in FMCG sector. Mall intercept survey was conducted to study sales promotion mix on customer satisfaction in shopping malls of Gwalior city. The sample included 200 active mall shoppers. The sales promotion mix on customer satisfaction were identified by a structured questionnaire and captured in 18 items of sales promotion mix. These sales promotion mix items were refunds/ cash back, anniversary schemes/ festival schemes, contests, product warranties and weekly/ monthly offers etc. The study will help the managers of shopping malls to understand the underlying sales promotion items and which sales promotion item is mostly liked by the customers of Gwalior city and help them to craft their marketing strategies. Profiling customers by their choice of sales promotion mix provide more meaningful ways to identify and understand various customer segments and marketing strategies. Keywords : customer satisfaction, sales promotion mix, shopping malls, organized retailing
Introduction Marketing is a very creative, dynamic, challenging and exciting topic; its meaning always changes according to time and environment. Marketing it self takes many dimensions in different time periods like: goods services, experiences, events persons, places, companies, ideas, styles, data collection pattern etc.(Kotler,1997,p.276) In other words we can conclude that from exchange of goods and services to sale of ideas various things are included in marketing. Marketing can be defined in different terms such as it is the process of exchanging goods services and
ideas through the set of activities, these facilities of goods and services flow from producer to consumer, therefore we can conclude that marketing is just the process of activity which match with the market demand and it is the transformation, flow of ideas from primary to final stage or ultimate consumers, and it is based on ultimate profit, target customers and market segmentation. Retailing comes from an old tradition and is rooted in the social fabric. Retailing is also an important social institution, because about 30 percent of what we spend
Department of Marketing, Prestige Institute of Management and Research, Indore, Email:
[email protected]
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goes on products and services that we buy from retailers. Definition of retailing also indicates the way we study retailing to make it more efficient and profitable, and clearly marks its contribution to our society. A shopping center, shopping mall, or shopping plaza, is the modern adaptation of the historical marketplace. The mall is a collection of independent retail stores, services, and a parking area, which is conceived, constructed, and maintained by a separate management firm as a unit. The everyday definition of retail and organized retailing can be described as the act of selling of goods and merchandise from a fixed location. An important aspect of the current economic scenario in India is the emergence of organized retail. There has been considerable growth in organized retailing business in recent years and it is poised for much faster growth in the future. Major industrial houses have entered this area and have announced very ambitious future expansion plans. Today, organized retailing has become an experience characterized by comfort, style and speed. It is something that offers a customer more control, convenience and choice along with an experience. Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Organizations need to retain existing customers while targeting non-customers. Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/ or services to the marketplace. Customer satisfaction is measured at the individual level, but it is almost always reported at an aggregate level. It can be, and often is, measured along various dimensions. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of performance of the organization being measured. Their satisfaction is generally measured on a five-point scale.
Review of Literature Anselmsson Johan (2006), he has developed and validated a conceptualization of shopping mall satisfaction based on field studies in Sweden. He had observed that Customer satisfaction may be viewed as an individual’s emotional reaction to personal evaluation of the total set of experiences encountered at the shopping centre. Also, customer interactions with shopping centre establishments involve a variety of different activities. Researcher had taken 8 factors to find out the customer satisfaction. Furthermore, this study had also investigated whether sources of satisfaction differ in importance with respect
to gender and age, generally two important variables for retail segmentation. The result was focused on number of characteristics of shopping malls in comparison of customer satisfaction. Researcher had found that selection was the most important factor of customer satisfaction. Erasmus Alet C. and Lebani Kethuswegape (2008), Store cards are generally much easier to obtain than most other credit systems, and are therefore afforded less respect than, bank credit cards. Many consumers who adopt store cards are not necessarily competent to manage the credit limits that are so generously approved. Store card is mainly used to give the facility to consumer, enhance their education system and give proper information and protection. This paper was mainly based on to know the main reason to use of store card by consumers and consumer behavior and as well as their satisfaction level. Researcher have found that as credit card facility were increasing from 1995 to 2005 near 75%, because this gives consumer to use money without cash facility, than why customers were using store card? Although a store card is similar to a bank credit card, it is more easily obtained than a bank credit card because customers’ financial status is not necessarily reviewed with the same severity during application. Ha Hong et al. (2008), this study had proposed framework to explain customer satisfaction responses in the banking and supermarket industries. The proposed model was grounded in the traditional B2C link, and explicitly incorporates advertising spending and perceived quality into the theoretical framework. As per the study advertising spending of a new service campaign, along with customer orientation, can influence consumers’ expectations about service quality and lead to satisfaction. Hekman et al. (2010), in this research, researchers have found the result that, customer satisfaction surveys have become a common source of performance feedback for employees and organizations. Researchers had given some new aspects that customer satisfaction was primary factor for the companies this time for strategic decision making and to find some factors for compensation of employees. Customer satisfaction in most of the cases were gender biased they had found because this was mainly attached with the behavior of people and performance which is always related to gender. Kai Kristensen et al. (2001),Customer satisfaction and customer loyalty were becoming increasingly important factors in modern retailing, a market characterized by slow growth and intense competition. In this paper researchers have explained that European retailing was changing
Effects of Sales Promotion Mix on Customer Satisfaction: A Study with Reference to Shopping Malls
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rapidly, developers were concentrating on increase in store size and ownership. Store chains were increasingly being branded in order to increase differentiation between chains, subsequently increasing store loyalty. Private labels have obtained a more dominant role within the last few years. Because of this growth, market was gaining the competition and tried increase customer satisfaction and customer loyalty.
Research Methodology Goyal et al. (2009), Ghosh et al. (2010) Ha Hong et al. (2008), Joseph J., KR et al. (2000) and many more researchers have done work on sales promotion mix, shopping malls and customer satisfaction. With the help of these researches I have found some factors of sales promotion mix, which I have used in our research to find out the effects of sales promotion mix on customer satisfaction in Gwalior city.
Scope of the Study •
Study was focused only on sales promotion mix
•
Study comprised of different shopping malls of Gwalior city.
•
Different customers of various shopping malls have been taken as a field.
Objectives of the Study To compare the effects of various sales promotion schemes on customer satisfaction with reference to shopping malls in FMCG sector.
Hypothesis To know the effects of eighteen sales promotion schemes on customer satisfaction, the following null and alternative hypotheses were framed: Null Hypothesis H0 : There is no significant difference in mean satisfaction among various sales promotional schemes applied in shopping malls. Alternative Hypothesis H1 : There is significant difference in mean satisfaction among various sales promotional schemes applied in shopping malls.
Data Sources To design the structured questionnaire the18 items of sales promotion of customer satisfaction are taken from extensive study of sales literature viz. journals of marketing, international journals of marketing, various business review and marketing management magazines etc. The primary data has been collected from 200 customers of two shopping malls, spread across Gwalior city, above 20 yrs of age and who have already purchased Pratibimba - Volume : 14, Issue :1, January - June 2014
products from shopping malls. Apart from these 18, five categorical variables are also used to know the effects of all factors on customer satisfaction.
Sample and Design The design of the present study is empirical in nature and for data collection random sampling has been used. The sample comprised of the respondents above 20 years of age and maximum age group was above 50yrs ages who have visited the malls having experience of shopping from shopping malls and also sales promotion mix.
Data Collection The questionnaire is split into three sections. First section deals with the demographic factors, second section is related to 18 factors of sales promotion mix. The questionnaire had given five point scales rating; highly dissatisfied to highly satisfied and comparative weights one to five, where five is the highest rank. The data has been collected from customers of different shopping malls later classified on the basis of gender i.e. 100 female and 100 male customers.
Tools for Analysis In the application of statistical tool, care has been taken to draw a real picture without any manipulation. Paired-T test has been applied to compare the sales promotion mix with each other and also find their effectiveness & variances. The statistical package like SPSS (version 17) has been used, MS – Excel also has been used for analysis. The levels of significance tested were of five percent level.
Paired-T Test The Paired -T test has been applied to test the significant difference between mean satisfaction levels between each sales promotion mix and rest of other sales promotion mix, similarly, each one group of factors and another group of factors. Mean of X = Σ X /n, S = √ Σ (X- Mean of X) 2 / n-1 T = (Mean of X -µ) √n / S
Reliability Test After the testing of questionnaire I have tested reliability of whole data on all factors. Reliability test has been made on whole sample for testing the reliability of customer satisfaction. With the help of Coefficient (Cronbach Alpha); I have tested the reliability of factors. Reliability of 200 samples for customer satisfaction has Cronbach’s Alpha (.891) (see Annexure 1) which is excellent, according to different theories of reliability 39
value above 0.7 is appropriate, low value below the 0.6 implies that reliability is poor. No item has been removed from the questionnaire.
Results and Discussion Annexure 2 indicates that, paired-t test is applied to compare mean satisfaction of customers with ‘buy one get one offers’ with other sales promotion schemes. Results of t- test indicate that, null hypothesis is rejected; there is a significant difference in mean satisfaction level of customer from buy one get one offers and other sales promotion schemes (P value<0.05) except for discount/ cash discount offer (P value>0.05), i.e. buy one get one offer and discount have nothing but same thing or they have equally likely weight-age. From Annexure 1, It has found that mean satisfaction level is higher for buy one get one offers as compared to satisfaction from other sales promotion schemes, i.e. the mean satisfaction value of buy one get one offer is 3.75, which is quite higher than other sales promotion schemes. This result indicates that Buy one get one offer gives most satisfaction level to all types of customers, if other sales promotion schemes have been applied by shopping mall retailers at the same time. These customers belong to all types of demographic variables, like – age, sex, location, education, occupation and income. Annexure 2 indicates that, paired-t test is applied to compare mean satisfaction of customers from discount/ cash discount offer with other sales promotion schemes. Results of t- test indicate that, null hypothesis is rejected; there is a significant difference in mean level of customer from discount/ cash discount offer and other sales promotion schemes, because all the significant value of other sales promotion schemes are less than the tabulated value,(P value<0.05). This result indicates that if we compare discount to any other sales promotion schemes customer perception is totally different than discount or cash discount, i.e. customer satisfaction is totally different and higher as compared to other sales promotion schemes to discount / cash discount. From Annexure 1, It has been found that mean satisfaction value of discount/ cash discount is 3.69, which is quite higher than as compared to mean satisfaction from other sales promotion schemes. Result also indicates that when shopping mall retailers use the discount or cash discount offer with other sales promotion schemes except buy one get one offer, then discount gives more satisfaction to the customer, with respect to gender. Annexure 2 indicates that, paired-t test applied to compare mean satisfaction of customers from free gifts offer with other sales promotion schemes. Results
of t-test indicate that, null hypothesis is accepted; there is no significant difference in mean satisfaction level of customer in free gifts offer and anniversary schemes/ festival schemes, product warranties and weekly/monthly offers (P value>0.05), i.e. if retailers of shopping malls have offered any type of above four schemes free gift / anniversary schemes/product warranties/weekly/monthly offers then customers may have adopted any type out of these, but if we see the mean satisfaction value From Annexure 1, I have found that mean satisfaction is higher from free gifts offer as compared to mean satisfaction from all other sales promotion schemes, because mean satisfaction value of free gifts is 3.53 quite higher than other sales promotion schemes, except buy one get one offer and discount. So, if in the market retailers want more customer satisfaction with the help of these 16 promotional schemes at the same time then they can get more satisfaction with free gifts rather than other sales promotion schemes. Annexure 2 indicates that, paired-t test applied to compare mean satisfaction of customers from Sampling with other sales promotion schemes. Results of test indicate that there is no significant difference in mean satisfaction level of customer from sampling scheme as compared to other schemes such as bonus/ extra, exchange offer, stock clearing sale, annual rating points on permanent cards and spots /movements offers (P value>0.05), i.e. with sampling if retailers have applied bonus/exchange offers/stock clearing sale/annual rating point, so customers do not feel any extra satisfaction. Result indicates that, null hypothesis is rejected; there is a significant difference in mean satisfaction level of customer from sampling scheme as compared to mean satisfaction of customers from all other sales promotion schemes, i.e. if shopping malls retailers will be or have applied sampling with other sales promotion schemes then they could see difference and customers feel more satisfaction. From Annexure 1, I have found that mean satisfaction from refunds/ cash back, anniversary schemes/ festival schemes, contests, product warranties and weekly/ monthly offers is higher as compared to mean satisfaction from sampling schemes, this shows that customer use sampling with other sales promotion schemes but feel more satisfaction in refund/anniversary schemes/product warranty/weekly/monthly offers. However as compared to all the other remaining schemes mean satisfaction from sampling schemes is significantly higher, i.e. 3.26> all other mean values, this indicate that on the same time sampling gives more satisfaction as compare to lucky draw/scratch card, catalogues/ contest/spot offers. Annexure 2 indicates that, paired-t test applied to
Effects of Sales Promotion Mix on Customer Satisfaction: A Study with Reference to Shopping Malls
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compare mean satisfaction of customers from Bonus/ Extra offer with other sales promotion schemes. Results of test indicate that there is no significant difference in mean satisfaction level of customer from bonus/ extra offer and other schemes such as refunds/ cash back, exchange offer, stock clearing sale, anniversary schemes/ festival schemes, and spots /movements offers (P value>0.05), i.e. customers feel same type of satisfaction level when they are using any above sales promotion schemes. Result indicates that, null hypothesis is rejected; there is a significant difference in mean satisfaction level of customer from bonus scheme as compared to mean satisfaction of customers from all other sales promotion schemes, like coupons/lucky draw/scratch card/annual rating point/contest/ catalogues/weekly monthly offers, i.e. feel differ customer satisfaction as per situation when any sales promotion schemes they have used. But, from Annexure 1, I have found that mean satisfaction from product warranties (3.49) is higher as compared to mean satisfaction from bonus/ extra offer (3.34), i.e. when both sales promotion schemes have been applied by shopping malls then product warranties give more customer satisfaction level. However as compared to all the remaining schemes i.e., annual rating points on permanent cards, contests, and weekly/monthly offers, mean satisfaction from bonus/ extra offer is significantly higher, i.e. in other sense bonus give more customer satisfaction. Annexure 2 indicates that, paired-t test applied to compare mean satisfaction of customers from refunds/ cash back offer with other sales promotion schemes. Results of test indicate that there is no significant difference in mean satisfaction level of customer from refunds/ cash back and other schemes such as stock clearing sale, anniversary schemes/ festival schemes, product warranties, weekly/monthly offers, and spots / movements offers (P value>0.05), i.e. in other words we can say that with refunds and all above choices which have higher P value, customer choose any thing according to situation and need and feel equal satisfaction. Result indicates that, null hypothesis is rejected; there is a significant difference in mean satisfaction level of customer from sampling scheme as compared to mean satisfaction of customers from all other sales promotion schemes, i.e. with other sales promotion schemes and refund customer give first preference to refund and then other because there is a difference with other and refund. From Annexure 1, I have found that mean satisfaction from refunds/ cash back (3.39) is higher as compared to mean satisfaction from coupons, exchange offer, lucky draw, scratch cards, annual rating points on permanent cards, contests, catalogues, this indicates that in these Pratibimba - Volume : 14, Issue :1, January - June 2014
cases refunds give more customer satisfaction on the same time as compare to rest of all sales promotion schemes gives less customer satisfaction. Annexure 2 indicates that, paired-t test applied to compare mean satisfaction of customers from Coupons with other sales promotion schemes. Results of test indicate that there is no significant difference in mean satisfaction level of customer from Coupons and other schemes such as annual rating points on permanent cards and catalogues (P value>0.05), on using coupons/ annual rating point/catalogues, customers experiences are similar type in satisfaction. Result indicates that, null hypothesis is rejected; there is a significant difference in mean satisfaction level of customer from coupons scheme as compared to mean satisfaction of customers from all other sales promotion schemes, because that all are significant differ than to coupons and their (P value < 0.05), i.e. experiences of other sales promotion schemes and coupon are totally different and preferences are given by customers also totally different. From Annexure 1, I have found that mean satisfaction from exchange offer, stock clearing sale, anniversary schemes/ festival schemes, product warranties, weekly/monthly offers and spots /movements offers is higher as compared to mean satisfaction from coupons (3.12), i.e. these offers attract customers more rather than coupons and give more satisfaction, applied on the same time or not. However as compared to all the remaining schemes i.e., lucky draw, scratch cards, contests, catalogues mean satisfaction from coupons is significantly higher, and this indicates that coupon is much common and highly satisfied sales promotion schemes with compare to rest of all. Annexure 2 indicates that, paired-t test applied to compare mean satisfaction of customers from Exchange offers with other sales promotion schemes. Results of test indicate that there is no significant difference in mean satisfaction level of customer from exchange offers and other schemes such as stock clearing sale, annual rating points on permanent cards, spots /movements offers, (P value>0.05), this result shows that exchange offers and other three sales promotion schemes are closely related to each other in terms to give customer satisfaction. Result indicates that, null hypothesis is rejected; there is a significant difference in mean satisfaction level of customer exchange offers and other sales promotion schemes such as lucky draw, scratch cards, anniversary schemes/ festival schemes, contests, product warranties, weekly/monthly offers, and catalogues (P value<0.05), i.e. these sales promotion schemes give differ satisfaction as compare to exchange offer as per same situation. From Annexure 1, I have found that mean satisfaction 41
from lucky draw anniversary schemes/ festival schemes, product warranties, weekly/monthly offers, is higher as compared to mean satisfaction from exchange offers (3.27), this indicates that on the same time with compare to these sales promotion schemes, exchange offers give less customer satisfaction. However as compared to all the remaining schemes mean satisfaction from Exchange offers is significantly higher. Annexure 2 indicates that, paired - t test applied to compare mean satisfaction of customers from Stock Clearing Sale with other sales promotion schemes. Results of test indicate that there is no significant difference in mean satisfaction level of customer from stock clearing sale and other schemes such as anniversary schemes/ festival schemes and spots /movements offers (P value>0.05), result indicates that stock clearing sales is closely related with other three sales promotion schemes and if any one out of four has applied by shopping malls give similar type customer satisfaction. Result indicates that, null hypothesis is rejected; there is a significant difference in mean satisfaction level of customer from stock clearing Sale as compared to mean satisfaction of customers from all the remaining sales promotion schemes. From Annexure 1, I have found that mean satisfaction from product warranties and weekly/monthly offers is higher as compared to mean satisfaction from stock clearing Sale (3.33), i.e. customer give more preference on product warranties/weekly offers as compare to stock clearing sale. However as compared to all the remaining schemes, mean satisfaction from stock clearing Sale is significantly higher, this result shows that stock clearing sale is much more effective to get customer satisfaction as compare to rest sales promotion schemes. Annexure 2 indicates that, paired - t test applied to compare mean satisfaction of customers from Lucky Draw, with other sales promotion schemes. Results of test indicate that there is no significant difference in mean satisfaction level of customer from lucky draw and other schemes such as scratch cards, contests (P value >0.05), result shows that either lucky draw/scratch card/contest any one scheme has used by customer give similar type satisfaction. Result indicates that, null hypothesis is rejected; there is a significant difference in mean satisfaction level of customer from lucky draw scheme as compared to mean satisfaction of customers from all other sales promotion schemes, in other words lucky draw is totally differ as compare to rest other sales promotion schemes. From Annexure 1, I have found that mean satisfaction from anniversary schemes/ festival schemes, annual rating points on permanent cards, product warranties, weekly/monthly offers, spots /movements
offers and catalogues, is higher as compared to mean satisfaction from lucky draw, i.e. lucky draw does not give more satisfaction to the customers as compare to above sales promotion schemes, or it is least customer satisfaction variable as compare to above these. Annexure 2 indicates that, paired -t test applied to compare mean satisfaction of customers from scratch cards with other sales promotion schemes. Results of test indicate that there is no significant difference in mean satisfaction level of customer from scratch cards and contests (P value>0.05), this shows that only contest is similar as compare to scratch card with reference to satisfaction. Result indicates that, null hypothesis is rejected; there is a significant difference in mean satisfaction level of customer from scratch cards scheme as compared to mean satisfaction of customers from all other sales promotion schemes, i.e. customers having knowledge of different type of sales promotion schemes. From Annexure 1, I have found that mean satisfaction from anniversary schemes/ festival schemes, annual rating points on permanent cards, product warranties, weekly/ monthly offers, spots /movements offers and catalogues is higher as compared to mean satisfaction from scratch cards (2.92). This whole result shows that scratch card is very less effective as compare to rest all sales promotion schemes except catalogues. Annexure 2 indicates that, paired-t test applied to compare mean satisfaction of customers from anniversary schemes/ festival schemes with other sales promotion schemes. Results of test indicate that there is no significant difference in mean satisfaction level of customer from anniversary schemes/ festival schemes and other schemes such as product warranties and weekly/monthly offers (P value>0.05), i.e. these all sales promotion schemes give same types of result in the market with reference to customer satisfaction. Result indicates that, null hypothesis is rejected; there is a significant difference in mean satisfaction level of customer from anniversary schemes/ festival schemes as compared to mean satisfaction of customers from all other sales promotion schemes. From Annexure 1, I have found that mean satisfaction from spots /movements offers is higher as compared to mean satisfaction from anniversary schemes/ festival schemes (3.42), this shows that spot movement offer is more effective in shopping malls to get customer satisfaction. However as compared to all the remaining schemes i.e., mean satisfaction from anniversary schemes/ festival schemes is significantly higher, i.e. if spot movement offer is not applicable in shopping malls at the same time rest other any sales promotion schemes have applied then anniversary schemes is more effective.
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Annexure 2 indicates that, paired-t test applied to compare mean satisfaction of customers from annual rating points on permanent cards with other sales promotion schemes. Results of test indicate that, null hypothesis is rejected; there is a significant difference in mean satisfaction level of customer from annual rating points on permanent cards and mean satisfaction of customers from all other sales promotion schemes. This result shows that annual rating point is totally different type sales promotion schemes as compare to rest others. From Annexure 1, I have found that mean satisfaction from product warranties, weekly/monthly offers and spots /movements offers is higher as compared to mean satisfaction from annual rating points on permanent cards (3.18), i.e. annual rating point is less effective I front of product warranties/weekly offers/spot movement offers. However as compared to Contests and catalogues schemes mean satisfaction from annual rating points on permanent cards is significantly higher; this indicates that contest and catalogues are less using sales promotion by customers. Annexure 2 indicates that, paired-t test applied to compare mean satisfaction of customers from Contests with other sales promotion schemes. Results of test indicate that there is no significant difference in mean satisfaction level of customer from contests and catalogues schemes such as (P value>0.05), i.e. both are nothing but a same thing in terms of customer satisfaction. Result indicates that, null hypothesis is rejected; there is a significant difference in mean satisfaction level of customer from contests scheme as compared to mean satisfaction of customers from all other sales promotion schemes. From Annexure 1,I have found that mean satisfaction from contests (2.92) is not higher as compared to mean satisfaction from product warranties, weekly/monthly offers and spots /movements offers, i.e. this is weakest sales promotion schemes as compare to above three. Annexure 2 indicates that, paired-t test applied to compare mean satisfaction of customers from product warranties with other sales promotion schemes. Results of test indicate that there is no significant difference in mean satisfaction level of customer from product warranties and weekly/monthly offers (P value>0.05), i.e. customers are getting satisfaction from product warranties and weekly/ monthly offers are on same level. Result indicates that, null hypothesis is rejected; there is a significant difference in mean satisfaction level of customer from product warranties scheme as compared to mean satisfaction of customers from spots /movements offers. From Annexure 1, I have found that mean satisfaction from product warranties is higher as compared to mean satisfaction from spots /movements offers (3.49), product warranty Pratibimba - Volume : 14, Issue :1, January - June 2014
is more important as compare to spots movement offers for getting customer satisfaction. Annexure 2 indicates that, Paired-T test applied to compare mean satisfaction of customers from Weekly/ Monthly offers with other sales promotion schemes. Results of test indicate that, Null hypothesis is rejected, there is a significant difference in mean satisfaction level of customer from Weekly/Monthly offers as compared to mean satisfaction of customers from Spots /Movements offers schemes. From Annexure 1, I have found that mean satisfaction from Weekly/Monthly offers (3.50) is higher as compared to mean satisfaction from Spots /Movements offers. This result also shows that in comparison of spot and weekly offers customer give more preference to weekly offers. Annexure 2 indicates that, paired-t test applied to compare mean satisfaction of customers from spots /movements offers and catalogues schemes. Results of test indicate that, null hypothesis is rejected, there is a significant difference in mean satisfaction level of customer from spots /movement offer and catalogues schemes. From Annexure 1, I have found that mean satisfaction from spots/movements offers is higher as compared to mean satisfaction from catalogues schemes.
Conclusion The objectives of this study were to investigate the customer satisfaction with respect to sales promotion mix in shopping malls and to study variations in customer satisfaction with respect to sales promotion mix. As per study of Anselmsson Johan (2006), Bromley Rosemary D. F. & Matthews David L (2007), Goff C. Brent, Boles S. James, Bellenger N. Danny & Stojack Carrie (1997), Sproles and Kendall (1986), an attempt was made to profile the customer satisfaction in shopping malls. They all have identified many factors related to sales promotion mix; from which I have selected 18 factors of sales promotion mix and tried to measure the customer satisfaction in shopping malls with respect to sales promotion mix. With the help of paired t- test I have compared each factor to rest all factors and analyzed which sales promotion factors have more effect on customers in Gwalior city. In addition, this study shows that the average customer of Gwalior city in our sample was very attracted towards buy one get one offer as compared to any other offer; secondary discount is more famous among the maximum customers in Gwalior city. |Scratch card was least effective sales promotion mix for customers in shopping malls for getting customer satisfaction. Customers are recreational in their shopping but they are not sales promotion conscious, they want variety of 43
products but with quality and good services. They are coming to shopping malls for purchasing products but for getting customer satisfaction, they do not get attracted to any type of sales promotion mix, but they always want to get direct benefits in terms of buy one get one and discount offers which is available in shopping malls.
Scope for Future Research With the help of this study researchers can do their research on the basis of gender and they could find that which sales promotion mix is having more impact on females or males. They can also find effective combination of sales promotion mix which can be applied by shopping malls for females or males or they can suggest that combination to organized retailers. If researchers will take age also in this research, they can find the appropriate age group which has impact from sales promotion mix.
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Annexure 1
Paired T-Test Samples Statistics
Std.
Std.
Mean
Sales promotion Schemes
3.75
Buy one Get One Offers
.993
.044
3.69
Discounts/ Cash Discount
.951
.043
3.53
Free Gifts
1.050
.047
3.26
Sampling
1.013
.045
3.34
Bonus/ Extra
1.011
.045
3.39
Refunds/ Cash Back
1.202
.054
3.12
Coupons
1.058
.047
3.27
Exchange offers
1.097
.049
3.33
Stock Clearing
1.114
.050
2.94
Lucky Draw
1.147
.051
2.92
Scratch Cards
1.096
.049
3.43
Anniversary Schemes/ Festival Schemes
1.039
.046
3.18
Annual Rating Points on Permanent Cards
.984
.044
2.99
Contests
.989
.044
3.49
Product Warranties
1.020
.046
3.50
Weekly/Monthly offers
1.000
.045
3.31
Spots /Movements offers
1.089
.049
3.06
Catalogues
.956
.043
Annexure 2 Comprise Table-Paired-T Test in between All Combination of Sales promotion Mix
Pairs of different sales promotion mix
Sig. (2-tailed)
Pair 1
Buy one Get One Offers – Discounts
Pair 2
Buy one Get One Offers – All Schemes
Pair 3
Discounts/ Cash Discount – All Schemes
Pair 4
Free Gifts - Anniversary Schemes/ Festival Schemes
.072
Pair 5
Free Gifts - Product Warranties
.576
Pair 6
Free Gifts - Weekly/Monthly offers
.683
Pair 7
Free Gift- All Schemes
.000
Pair 8
Sampling - Bonus/ Extra
.081
Pair 9
Sampling - Exchange offers
.863
Pair 10
Sampling - Stock Clearing Sale
Pratibimba : 14, Issue :1, January - June Points 2014 Pair 11 - Volume Sampling - Annual Rating
.166 .000 .000 or .001
.162 on Permanent Cards
.144
Pair 12
Sampling - Spots /Movements offers
.183
Pair 13
Sampling- All Schemes
.000
Pair 14
Bonus/ Extra - Refunds/ Cash Back
.373
Pair 15
Bonus/ Extra - Exchange offers
.199
45
Pair 4
Free Gifts - Anniversary Schemes/ Festival Schemes
.072
Pair 5
Free Gifts - Product Warranties
.576
Pair 6
Free Gifts - Weekly/Monthly offers
.683
Pair 7
Free Gift- All Schemes
.000
Pair 8
Sampling - Bonus/ Extra
.081
Pair 9
Sampling - Exchange offers
.863
Pair 10
Sampling - Stock Clearing Sale
.162
Pair 11
Sampling - Annual Rating Points on Permanent Cards
.144
Pair 12
Sampling - Spots /Movements offers
.183
Pair 13
Sampling- All Schemes
.000
Pair 14
Bonus/ Extra - Refunds/ Cash Back
.373
Pair 15
Bonus/ Extra - Exchange offers
.199
Pair 16
Bonus/ Extra - Stock Clearing Sale
.922
Pair 17
Bonus/ Extra - Anniversary Schemes/ Festival Schemes
.128
Pair 18
Bonus/ Extra - Spots /Movements offers
.548
Pair 19
Bonus - All Schemes
.000
Pair 20
Refunds/ Cash Back - Stock Clearing Sale
.449
Pair 21
Refunds/ Cash Back - Anniversary Schemes/ Festival Schemes
.509
Pair 22
Refunds/ Cash Back - Product Warranties
.078
Pair 23
Refunds/ Cash Back - Spots /Movements offers
.217
Pair 24
Refund- All Schemes
.000
Pair 25
Coupons - Annual Rating Points on Permanent Cards
.283
Pair 26
Coupons - Catalogues
.307
Pair 27
Coupons- All Schemes
.000
Pair 28
Exchange offers - Stock Clearing Sale
.242
Pair 29
Exchange offers - Annual Rating Points on Permanent Cards
.110
Pair 30
Exchange offers - Spots /Movements
.525
Pair 31
Exchange offers- All Schemes
.000
Pair 32
Stock Clearing Sale - Anniversary Schemes/ Festival Schemes
.114
Pair 33
Stock Clearing Sale - Spots /Movements
.624
Pair 34
Stock Clearing Sale- All Schemes
.000
Pair 35
Lucky Draw - Scratch Cards
.714
Pair 36
Lucky Draw - Contests
.356
Pair 37
Lucky Draw- All Schemes
.000
Pair 38
Scratch Cards - Contests
.216
Pair 39
Scratch Cards- All Schemes
.000
Pair 40
Anniversary Schemes/ Festival Schemes - Product Warranties
.220
Pair 41
Anniversary Schemes/ Festival Schemes - Weekly/Monthly offers
.142
Pair 42
Anniversary Schemes- All Schemes
.000
Pair 43
Annual Rating Points on Permanent Cards - All Schemes
.000
Pair 44
Contests - Catalogues
.065
Pair 45
Contest -- All Schemes
.000
Pair 46
Product Warranties - Weekly/Monthly offers
.821
Pair 47
Product Warranties- All Schemes
.000
Pair 48
Weekly/Monthly offers - All Schemes
.000
Pair 49
Spots /Movements offers - Catalogues
.000
Effects of Sales Promotion Mix on Customer Satisfaction: A Study with Reference to Shopping Malls
46
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
