ABSTRACT

                             In FMCG Product categories, it can be observed that two types of sales promotion schemes are very popular among the marketers is Price off and value added sales promotion schemes. Again in value added schemes free gift and % extra are widely used. This is applicable across International, National and Local brands of the FMCG. Furthermore from the point of views of consumer‘s benefits, there are immediate and delayed types of benefits offered by various sales promotion schemes. Among two types of benefits immediate benefits are widely used. While discussing with the experts and academician it is found that the medium through which sales promotion schemes awareness created among consumers also

plays important role to prefer the particular sales promotion scheme.

In this paper, an attempt has been made to examine the nature of sales promotion activities in hair oil category in India, study retailer perceptions with respect to these activities and also get an insight into consumer perceptions of these activities. Our findings indicate that with respect to the nature of the schemes, premiums (free gifts) were found to be the most frequently used in both premium and popular toilet soap category, followed by price offs.

Key words: FMCG, Consumer and Retailer Perceptions, Sales Promotion