Abstract
Retailers reach out to customers and build awareness by providing more impersonalized, in-store retail sales promotion techniques to increase sales. The analysis was made for the socio-economic profile of the respondents for purchase of FMCG at supermarkets. Various sales promotional tools like price off, Buy one get one free, coupons, bonus packs, and point of purchase which were implemented for FMCG during the study in the supermarket were conducted. The study is focused on the effect of short-period sales promotion strategies on FMCG. If the retailers have to encourage the customers they have to set effective strategies to create positive attitudes and create awareness about various in-store retail sales promotions. Primary data were collected from 104 respondents using an interview schedule at a supermarket in Coimbatore city. Data were collected from customers who have purchased from supermarkets at the exit point. The collected data were analyzed using descriptive statistics and Garrett’s ranking technique was used. The study showed that the sales promotion strategies increased the buying quantity of the consumers.
Keywords: Buy one get one free, Bonus pack, Coupons, Price off, Point of purchase, Sales promotion
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