ST.

XAVIERS COLLEGE
(AUTONOMOUS)

A Presentation on Comparative Analysis on Electronic Retail Market Evaluating the Marketers Winning Approach over Consumers By Roll No. Room No.

Under The Supervision Of Professor Shivaji Banerjee Department Of Management

Importance of the project

It gives an unique dimension for differentiating the brands based on consumer preferences.

It enables one to get more knowledge about the different modes of advertisement made as well as different sales promotional techniques used by marketers to attract consumers.
It helps us to get a clear picture of consumer behaviour when exposed to different buying situation. It highlight the area of market opportunities faced by retailers dealing in electronic consumer durable products. It enables one to know as to which product of which brand is highly popular or prefered among customers. It make us aware of different companies competiting in the same platform with similar types of product.

What are the benefit of retail market?

The benefits of a retail market are as follows:Various companies Various products Single Platform

Are the above mentioned benefits enough for the marketers to market the product?
In my opinion only setting up a retail market is not enough for marketing the product. The marketers need to market the product considering all the 4 Ps of marketing mix. They are as follows:PRODUCT PRICE PLACE PROMOTION

Importance of the 4Ps for the marketers

Product
Marketers should offer what is in demand.

Price
Marketers should offer what is being affordeable.

Place
Marketers should offer by market segmentation.

Promotion
Marketers should create an atmosphere of awareness.

Why do marketers need to promote their offerings?

The marketers needs to promote their offerings because of the following reason:To make the consumer aware about their offerings in the market. To face a competition in the market. To gain the benefits of surplus sale volume. To create a continous recalling of its brand in the minds of the consumers. To form an image of reputation in the market.

Model of Buying Behavior

Marketing Other stimuli stimuli
Economic Product Technological Price Political Place Promotion

Buyers Buyers decision characteristics process

Cultural Social Personal Psychological Problem recognition Information search Evaluation Decision Postpurchase behavior

Buyers decisions
Product choice Brand choice Dealer choice Purchase timing Purchase amount
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Copyright 2003 Prentice-Hall, Inc.

Influences on Consumer Behavior

Personal Influences
Age and Family Life Cycle Stage
Lifestyle

Occupation & Economic Circumstances

Personality & Self-Concept

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Copyright 2003 Prentice-Hall, Inc.

The sources implies different form of media used by the marketers to promote their products. They are as follows:Newspaper

Television
Magazine Outdoor advertising Internet

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The winning approaches implies different types of promotion methods adopted by the marketers for attracting different consumers. They are shown below:-

Sales promotion techniques

Consumer oriented

Trade oriented

The different types of consumer oriented sales promotion techniques used by electronic retail marketers are as follows:-

Premium

Special Event Advertising

The trade oriented sales promotion techniques are the winning approaches adopted by the marketers upon retailers for motivating them to increase their sales volumes. They are as follows:Pop display Sales contest Sales meeting Push money Deal loaders Trade deals

A picture showing pop display in an electronic retail outlet

With this project I came to know learn about how the consumers acts in a particular situation. I have learned about various sales promotional approaches adopted by the marketers in order to attract customers. I came to know about different modes of advertisement used for promoting their product. With this project I came to know about consumers preferences for different brands.

Copyright 2003 Prentice-Hall, Inc.

After sales services should be improved. The no. of times of advertisement should be minimized. One to one interaction should be there so that the customers are not confused through different opinions.

Companies should make all products image at par and make it favourable for the customers to appreciate all the products of a same brand.
Firms storage capacity must be improved due to rising sales.

Brands plays a major role in consumer decision making process. Consumer used to segregate brands according to different electronic product. Favourable brands are gaining long term reputation in the eyes of consumer. Brand are easily identified and are automatically picked up by buyers if it forms a positive image in the consumers mind.