A STUDY ON EFFECTIVENESS OF SALES PROMOTIONAL ACTIVITIES AT KERALA STATE CASHEW DEVELOPMENT CORPORATION Ltd.

, KOLLAM
A project report submitted in partial fulfillment of requirement For the Award of Degree of Master of Business Administration Submitted by AJITHKUMAR.V Reg. No: MGT 1005351 Under the Guidance Of
Faculty Guide Ms. SOUMYA C NAIR Lecturer IMK, Adoor Project Guide Mr. S. AJITH Personnel Manager KSCDC LTD Kollam

INSTITUTE OF MANAGEMENT IN KERALA UNIVERSITY OF KERALA ADOOR DECEMBER 2011

DECLARATION
I AJITHKUMAR.V, hereby declare that A STUDY ON

EFFECTIVENESS OF SALES PROMOTIONAL ACTIVITIESF AT KERALA STATE CASHEW DEVELOPMENT CORPORATION LTD., is a bonafide record of project report done by me .This study has been undertaken in partial fulfillment for the degree of MBA at IMK ADOOR affiliated to University of Kerala..

I also declare that this report has not been submitted to any other university/institute and has been completed with my true knowledge.

AJITHKUMAR.V

PLACE: DATE:

ACKNOWLEDGEMENT
I am extremely glad to present this report as part of curriculum. I take this opportunity to express my sincere gratitude to those who have helped me in bringing out the report.

I am highly obliged to Mr. S. AJITH, PERSONNEL MANAGER, KERALA STATE CASHEW DEVELOPMENT CORPORATION LTD, for providing me an opportunity to conduct this study. I express my gratitude to Co-coordinator IMK ADOOR, my guide Ms. SOUMYA.C.NAIR and other faculty members for their timely advice and encouragement in the fulfillment of this study.

I am deeply indebted to librarian of IMK ADOOR for providing me with all the reference books and journals. Last, but not the least, my hearty thanks to my parents and friends for their moral support, suggestion and encouragement throughout the project work. I hereby take this opportunity to thank all those who helped me to make this project work a reality. Above all, the Grace of God showered on me which helped me to complete the project report successfully.

AJITHKUMAR.V

CONTENTS
Chapter number 1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 2 3 4 5 6 INTRODUCTION Introduction Statement of the problem Review of literature Objectives of the problem Scope of the study Research methodology Limitation Chapterisation INDUSTRIAL PROFILE COMPANY PROFILE THEORETICAL FRAME WORK ANALYSIS AND INTERPRETATION FINDINGS SUGGECTION CONCLUSION

Titles

Page no. 1 23 1 2 2 17 17 18 22 23 24 - 33 34 - 44 45 - 58 59 - 93 94 95 96

LIST OF TABLES
Chart no. 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12 5.13 5.14 5.15 5.16 5.17 5.18 5.19 5.20 5.21 5.22 5.23 5.24 5.25 5.26 5.27
5.28 5.29 5.30 5.30 (1) 5.31 5.31 (1)

Description

Age group Sex Occupation First thing which comes in mind when think of cashews Which time taste cashew mostly Knowledge about ads Ads provide sufficient information Ads play a role in selection of cashew Products aware before visited the store How aware before visited the store Which product attract most What features attracted most Which factor influence to go for a particular product Factor considering before purchasing CDC products Sales promotion of CDC brought change in perception Satisfied with the sales promotion of CDC Customer preference in promotional tools Sales promotional activities are profitable Ignored sales promotion activities Rate promotional activities of CDC Media suitable for sales promotion Difference of CDC cashews from competitors Customers looks for various sales promotion schemes Sales promotion can not use for sales promotion Sales promotion positively affect sales promotion Sales promotion offsets competitors marketing strategies Sales promotion encourages rapid growth Correlation between more consumption & increase in profits 88 Correlation between new customers and more profit Chi- square test 1 Calculation of chi- square test 1 Chi- square test 2 Calculation of chi- square test 2
89 90 91 92 92

Page no. 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87

LIST OF CHARTS
Chart no. 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12 5.13 5.14 5.15 5.16 5.17 5.18 5.19 5.20 5.21 5.22 5.23 5.24 5.25 5.26 5.27 Age group Sex Occupation First thing which comes in mind when think of cashews Which time taste cashew mostly Knowledge about ads Ads provide sufficient information Ads play a role in selection of cashew Products aware before visited the store How aware before visited the store Which product attract most What features attracted most Which factor influence to go for a particular product Factor considering before purchasing CDC products Sales promotion of CDC brought change in perception Satisfied with the sales promotion of CDC Customer preference in promotional tools Sales promotional activities are profitable Ignored sales promotion activities Rate promotional activities of CDC Media suitable for sales promotion Difference of CDC cashews from competitors Customers looks for various sales promotion schemes Sales promotion can not use for sales promotion Sales promotion positively affect sales promotion Sales promotion offsets competitors marketing strategies Sales promotion encourages rapid growth Description Page no. 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87

BIBLIOGRAPHY
Books 1. PHILLIP KOTLER, Marketing Management, Prentice Hall of India, Millennium Edition. 2. Dr. SHARMA D.D, Marketing Research, Sulthan Chand & Sons, New Delhi. 3. KOTLER, KELLER, JOSHY AND JHA, Marketing Management, 13th Edition. 4. Malhothra Mahesh ( 2002 ), Marketing Research, Prentice Hall of India. 5. Business research method, Tata McGraw Hill 9th Edition.

Website

1. www.cashewindia.org 2. www.google.com 3. www.scribd.com 4. www.wikipedia.com 5. www.oppapers.com