Consumer buying behavior

GROUP BUYING AT
VIJAY SALES

Group buying at Vijay Sales

 ABOUT VIJAY SALES

o Kunal

o Contact person – Mr. Sunil Poddar (BM Chembur)

Contact 2 – Mr. Vikram Ojha (BM – Kharghar)
 CURRENT MARKETING / PROMOTIONS

o Festive discounts.

o Famous Sunday – Mumbai Mirror adv.

o VSP – Lower than MRP

o In & On Store promotions

o Radio
QUESTIONNAIRE – SALES PERSON
QUESTIONNAIRE – STORE MANAGER
 INTERESTING FINDINGS

1. Satisfaction with current marketing efforts and

receptiveness of those efforts

o Trend setters in newspaper advertisement.

o MM has become clustered, seeking other things as well.

o MM has been most effective for Vijay Sales.

o Male members & educated females are most receptive.

o Cannot promote on TV due to lack of National Coverage.

3. Purchase decision and pattern

o Most common combination for purchases:

- Mobile, laptops, music etc. – Child.
- TV, AC, Camera etc. – Father/Husband.
- Washing machine, Refrigerator etc. – Mother/Wife.

o Usually Father/Husband has the final word.

o Refrigerator & Washing machines are hot cakes.

4. Group Discount & other Promotions

o Institutional sales do happen but no special promotion for

such schemes.

o Loyalty discounts given at max 1-2% only if asked but is

not promoted.

o Student discount is offered by some companies directly.

E.g. Apple.

o Can work on group discounts if there is potential.

 SUGGESTIONS

o More emphasis on institutional and group sales.

o Tie up with colleges and sponsor related events.

o Tie up with institutes and offices for their annual requirements

and gifting purposes

o Continue with MM adv. but more specific placing

o Look for alternatives too like economic times and business &
life style magazines
 STRATEGY - COLLEGES / STUDENTS

o Tie ups with colleges & management institutes.

o Sponsoring of cultural events at college and

promoting group offers at such places.

o Special student discounts on flashing college I.D.

o Promoting campus mobile along with sim – cards

for teachers & students