Retail
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TABLE OF CONTENTS
Executive Summary
1. Objectives of the Study
2. Scope of the Study
3. Limitations of the Study
4. Methodology
5. Abstract
6. Company Background
7. Four P’s
• SWOT Analysis
• Perceptual Mapping
8. Data Analysis
9. Conclusions
10. Recommendations
References
Appendix
EXECUTIVE SUMMARY
OBJECTIVES OF STUDY
The main objectives of the study are:
i) To assess the consumer sales promotion schemes offered on Lux.
ii) To get an insight into retailers’ views regarding the schemes being offered on Lux.
iii) To study consumer perceptions regarding various schemes on Lux and
responses toward them.
1. SCOPE OF THE STUDY
The geographical scope of the study was restricted to the Ghaziabad & Delhi due to time and resource constraints. The study being exploratory in nature, the sample size was restricted to 80 consumers (mostly student group) and 20 retailers. Focus being mainly on in-depth probing, the generalizations drawn are only indicative and not conclusive.
2. LIMITATIONS OF THE PROJECT
1) Response biasness could be one of the limitations.
2) The sample chosen may not be the true representative of the whole population.
3) As the research was exploratory in nature, it was not possible to study the accurate phenomenon of the fact.
3. METHODOLOGY
In order to address the above questions an exploratory study was conducted. The idea was to probe and get deeper insight into sales promotion scenario of Lux and to tap perceptions of retailers and consumers....
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