1.1 Theoretical Background of The Study

INTRODUCTION
1.1 THEORETICAL BACKGROUND OF THE STUDY:
Sales Promotion are activity centered advertising occasions whose design is to directly affect
the conduct of the company's customers.
An action intended to help the offers of an item or administration. It might incorporate a publishing
effort, free-example battle, offering unconditional presents or exchanging stamps, organizing shows
or displays, setting up rivalries with alluring prizes, transitory value diminishments, way to-
entryway calling, telemarketing, and individual letters on different techniques". More than some
other component of the limited time blend, deals advancement is about "activity". It is tied in with
fortifying clients to purchase an item. It isn't intended to be instructive – a part which promoting is
vastly improved suited to. Deals advancement is normally alluded to as "Beneath the Line"
advancement.
Asian Paints is certainly doing well for itself in the market with apt product segmentation and
positioning, occupying a major chunk of consumer share. Its marketing strategies are effective,
satisfying the consumers’ needs and maintaining its brand image as undoubtedly one of the best in
the industry. The company’s marketing campaigns strike the right note with viewers and keep them
interested in what they have to offer. Their Instagram presence is quite strong and up to speed with
digital media advances. All in all, Asian Paints has evolved and maintained its brand quality and
image very well. Although they could certainly benefit from increasing demand by differentiating
and branching out their services arm.
1.2 STATEMENT OF PROBLEM:
1. The study give a clear view regarding the brand awareness, advertisement and sales
promotion techniques.
2. Every organization needs to maximize its customer’s base and to retain it.
3. The present study is to find out the different and possible methods to attract the customers
towards the organization.
4. The study also focuses on the challenges being posed by different competitors.
1.3 NEED OF THE STUDY:
The study is to know how the company creates brand awareness, creates customer demand and the
customer perception towards Asian paints. Product research helps an organization make products
which are expected by the customers. This helps have an competitive advantage and leadership
position in the market. This research can help to refine new product ideas as well as improve the
existing products in the market.
1.4 OBJECTIVES OF THE STUDY:
1. To analyze how advertisement and sales promotion creates brand awareness.

2. To study how advertisement and sales promotion creates customer demand.
3. To study the customer perception towards Asian paints.
4. To suggest few sales promotion techniques to improve the brand awareness
amongst customers.
Primary objective:
To study the sales promotional activities of FlexEasy with reference to Asian Paints
Limited.
Secondary objectives:
 To study the effectiveness of the sales promotional activity of Asian Paints.
 To find out the customer opinion about the promotional activity of Asian Paints.
 To find out the promotional practices of Asian Paints.
1.5 SCOPE OF STUDY:
The scope of study includes to understand the relationship between customer and the company.
The study is helpful for the company to suggest few sales promotion techniques to improve the
brand awareness.
The success of the organisation is highly dependent on the sales. The organisation has to
implement the effective sales promotion to improve the sales to increase profits. Sales
promotional activity not only satisfy the organisational goal, it fulfils the customer and helps in
acquiring new customers. Building an effective sales promotion strategy helps organisation in
acquiring new customers to consume the product. The aim of sales promotion is to introduce a
new product in the market. This study attempts to assess the promotional activities of the
organisation.
1.6 RESEARCH METHODOLOGY:
The study guide is purely and simply a framework for the collection and analysis of
information.
The potential to improve the market and are used in scientific research to solve the problem
This is a possible method of disposal is one of exploration and discovery from the research involves
considering the best solution.
RESEARCH DESIGN:
In this project descriptive research design is used. It includes surveys and fact finding
enquires of different kinds. The research is descriptive research model used for the study. It's
actually research the different types of data storage that exists in the current state of affairs in the
detailed description of the invention the main goal of the trial is included. After the data storage
function is described in a research problem and research design begins.
DATA COLLECTION:
 Primary data
 Secondary data
Primary data
Preliminary information from study due to a particular inquiry or the investigator

(researcher) is collected by the one itself. Such data can be generated by the survey using
Questionnaire.
Secondary data
On the other hand secondary data to be collected and someone else has already passed,
however, before the statistical process are encountered. Secondary data were obtained from the
company's balance sheet and income statements and financial management of the information, text
books, periodicals and other information in the annual reports.
RESPONDENT PROFILE:
The sample size is selected for the study is 82 Retail Customers. The techniques of sampling unit
in this study is convenience sampling.
DATA ANALYSIS STRATEGY:

Analysis of the available data will be based on the financial management and statistics tools and
techniques. Mainly MS Office Excel package, test and descriptive statistics to carry on guessing
would like to use. The analysis of the companies involved in the selection of a variety of business
sectors from the companies' annual results of the comparison of technical and fundamental
analysis, which includes both.
STATISTICAL TOOL:
1.6.1 Simple percentage analysis:-
percentage analysis is the method to represent raw streams of data as a percentage (a part
in 100 - percent) for better understanding of collected data. Simple percentage analysis
method to solution to problem in observable balance in opinion of the research population
in answer to research question. The researcher has the discretionary power to represent all
the number as 1 (one) both in positive and negative and operate on a new specimen
sample three (3) with the researchers inclusive.
1.6.2 Chi square Test:-
When we consider, the null speculation is true, the sampling distribution of
the test statistic is called as chi-squared distribution. The chi-squared test helps to
determine whether there is a notable difference between the normal frequencies and the
observed frequencies in one or more classes or categories. It gives the probability of
independent variables. Note:Chi-squared test is applicable only for categorical data, such
as men and women falling under the categories of Gender, Age, Height, etc.
1.7 HYPOTHESES:
H0: Sales promotion method and Marketing strategies are effective to attract Retail Shop
customers,Flex shop Owners and End Consumers.
H1: Sales promotion method and Marketing strategies are effective to attract Retail Shop
customers,Flex shop Owners and End Consumers.
1.8 LIMITATIONS:
 The study is only restricted to Vijayawada city.
 The findings of the study are exclusively based on the information provided by
the respondents.
 Some of them were not ready to respond for the questionnaire.
 Some times respondants may give false data, error data results in false output when we
perform statistical functions in Excel sheet.
1.9 CHAPTERISATION OF THE STUDY:
Chapter 1:
Statement of problem, Need for the study, Objectives, Scope of the study, Research
methodology, Hypotheses, Limitations, Chapter schemes.
Chapter 2:
Introduction , Industry profile,Company profile, promoters, Vision, Mission, and Quality

policy, products / Services, Infrastructure facilities, Competitors, SWOT analysis, Future
growth and prospects, Financial statement.
Chapter 3:
Theoretical Framework of the study, Literature review with research gap.
Chapter 4:
Analysis and interpretation of the data with relevant tables and graphs.
Chapter 5:
Summary of findings, Conclusion and Suggestion.

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INTRODUCTION

1.1 THEORETICAL BACKGROUND OF THE STUDY:

1.2 STATEMENT OF PROBLEM:

1.4 OBJECTIVES OF THE STUDY:

1. To analyze how advertisement and sales promotion creates brand awareness.

 To study the effectiveness of the sales promotional activity of Asian Paints.

 To find out the promotional practices of Asian Paints.

1.5 SCOPE OF STUDY:

1.6 RESEARCH METHODOLOGY:

Preliminary information from study due to a particular inquiry or the investigator

DATA ANALYSIS STRATEGY:

 The study is only restricted to Vijayawada city.

Introduction , Industry profile,Company profile, promoters, Vision, Mission, and Quality

Theoretical Framework of the study, Literature review with research gap.

Summary of findings, Conclusion and Suggestion.

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