Research Proposal

Introduction
In-store Promotion
Differentiation in the retail store has never been more important than it is today. It is of great
interest to understand in detail, what makes a customer purchase a particular product (product
purchase decision) in retail stores.

Research objectives:

To determine whether in store promotions affect the consumer

preferences at the point of purchase and hence do they affect the

buying decision?
To check if there are any negative impacts of in store promotion on
consumers buying decision

Problem Statement:
Effect of in store Promotion on consumer behavior

Research objectives:

To determine whether in store promotions affect the consumer

preferences at the point of purchase and hence do they affect the

buying decision?
To check if there are any negative impacts of in store promotion on
consumers buying decision

Research:
In order to determine the consumers behavior by in store promotion , I will
select various super stores such as Makro, Imtiaz, Naheed, Hyper star etc,
the reasons being that these stores have good customer standing, and is will
be well known among the respondents of our research.

Type of Research:
The type of research I have selected is the Applied Research. The objective is
to determine whether it would be beneficial for Naheed Supermarket to
adopt in-store promotion.

Research Hypothesis:
Effective product demonstration has a positive effect on consumer
buying behavior.

Limitations:
The fixed time frame that has been allocated for this report means that a
very fixed and limited subject matter is going to be discussed in this report.
my main concern is to discuss whether adopting the strategy of in-store
promotion by the company leads to the profit for the organization and
increase in sales of their product or not.

Desk Research:
Most importantly, prior research has no in-sight on in-store promotion. Eye-tracking studies
have demonstrated that the value of measuring attention and not just evaluation, to better
understand how people visually process

These words are from the working paper on Does In-store marketing Work? and it clearly
describes that in-store marketing has an impact on the consumer buying point. The eye
experiment test showed the result that it does effect if the In-store marketing is effective.

Benefits of the Study:

The study benefits the manager by understanding how the In-store marketing could promote the
product and how could the consumer get attracted towards that product. The Managers are keen
to know how they could increase the sales of their product effectively and efficiently.

Research Design:
The research design chosen for this research is descriptive and exploratory. Descriptive means to collect
information from primary resources and exploratory is the observation from the secondary means.

Primary sources
Questionnaires
Interviews
The exploratory research means few observations and conclusions will be
taken from secondary sources. Like

Secondary sources

Books
Internet
Articles
Research papers
Magazines
Published journals

The type of research that is being conducted is the exploratory research and
the sampling method most appropriate for such a research plan seems to be
that of non probability and then further it being the convenience sampling.

Population:
My population will be the Consumers who buy product from the Retail stores
where in store promotion is carried out.

Sample:
Sample will be drawn from Karachi main stores MAKRO, AGHAZ, NAHEED,
IMTIAZ, and HYPERSTAR. 100 people would be selected for my research.

Methodology:
I will prepare online questionnaire consisting of 113 respondents. The research tool that I have
chosen will help me to know the main in store promotion technique that has put an impact on the
consumers buying behavior. I will setup close-ended questions for this questionnaire, because it
would be easier to analyze and evaluate them later.

Nature of Result:
The result presented would be on report and through presentation and statistical implications