PRESENTATION

ON
“Consumer Awareness about
promotional activities in home
town”

PREPARED BY-SUSHANT KHERA

PGMF0924
PGDM-M (2009-11)
 Introduction

Home Solutions Retail (India) Limited, a subsidiary company, has been

designed to cater home building and improvement market in India. With the
entire market being largely unorganized, there exists an attractive and
expanding opportunity to provide a complete solution to all products and
services that go into home building and improvement

FORMATS UNDER HSRIL

 HOME TOWN
TAG LINE – AB GHAR BANANA
KITNA AASAN
• The company launched its first Home Town store in April 2007, at Great
India Place, Noida

• second opened in June 2007 at Acropolis Mall, Ahmedabad .

• Home Town is divided into three sections – exhibitions,

markets and services
 Cont…..
• Exhibition section •Service section

 Living room Mr. carpenter

 Dinning room Mr. plumber
• Market section
 Bedroom Mr. electrician
 Living market
 Kid’s room Tilewala
 Dinning market
 Kitchen & bathroom
 Bedroom market Design centre
 Kid’s room market Best wishes
 Home furnishings
 Mattresses
 E-Zone
 “Consumer Awareness about
promotional activities in home
town”
Home town is focusing on Above the line & Below the line marketing to
make consumers aware about the home town offering through different
promotional activities.

Some of the factors that create awareness of home town

 Print media
 Television
 Radio
 VM
 SMS’S
 RELEVANCE OF THE STUDY
• How consumers are able to know the product variance.

• Satisfaction level with the brands available in the store.

• To increase footfall in store

• Generate interest among customers about the activities done to promote

various products.

• What customers think about the promotion? Is it inspiring.

 Research Methodology
OBJECTIVE-
• To know & analyze the awareness level & perception of customers
towards home town.
• To know what customers feel about the overall outlook of home town.
• To know customer taste, preference and brand satisfaction leveling
response to the respondents.
• Study the marketing strategies followed by home solutions retail India
ltd.

SCOPE-
Study was confined to Noida.
RESEARCH DESIGN-
The purpose is to find out the experience of customers while shopping
in home town.The whole research is based on customer awareness
about the promotional activities in home town & their preference of
shopping.

DATA COLLECTION-

Primary data- interview & observation method

Secondary data- collected from internal & external sources.

SAMPLING-
Targeting those who came to see product availability & comparing
prices of different products. where questions were asked to those
customers who had covered half of the store by looking & enquiring
about the product.

SAMPLING UNIT-
100 Respondents

Tools- MS-Excel
PROJECT REOPRT ON.doc
 Findings
• It is a one stop shop for the home developers & interiors.

• People recognize home town as a brands

• Awareness & promotional strategy of home town is marketing gimmick

• Popularity and success of most of the brands is based on print advertising.

• Many of the respondents doesn’t even recall the ad if asked about where
they had seen the promotion & can recall it.

• Most of the customers like the promotion “ kabadi mela “

 Recommendations
• Promotions & offers indication should also be given on weekdays as well.

• Proper flow of service delivery should be there & maintain better relationship
with customers.

• Clear and Honest Information should be provided in all the promotional

endeavors, so that customers retain their trust in the brand.

 convey messages through proper advertising & ensure products availability

in huge quantity at the same time.
THANK YOU