Hypermarkets in Coimbatore, such as Reliance Fresh, SPAR and D-Mart, use various sales promotions like discounts, bundling, loyalty programs, and festival promotions to attract price-sensitive consumers and boost the sales. These strategies enhance brand loyalty, drive impulse buying, and encourage frequent visits, contributing to increased sales and customer retention. The aim is to determine the effectiveness of various sales promotion activities employed by retailers and their effect on sales performance. It also aims to study customer purchase behaviour in response to these incentives and identify significant elements that influence the purchasing decisions of the consumer. This study analyses data from 79 out of 100 respondents which is fit to the study and carried out from the month of May 2024 to September 2024 and primary data was collected from July 2024 to August 2024, using several statistical tools such as One-way ANOVA- descriptives, and independent t-test. The study found significant gender differences in how people respond to sales promotions. Females are more influenced by price discounts (p < 0.002), ‘Buy one get one’ offers (p < 0.004), and consider them good offers (p < 0.001). However, males are more welcoming to free samples and demonstrations (p = 0.014). While ‘Buy one get one’ offers are effective for all genders, coupons were found to have no noticeable influence. Overall, promotions such as Buy one get one and price discounts are more effective with women, whereas free samples and demos are more suited to attracting male customers.
The study done on the profile characteristics of National Horticulture Mission farmers in Krishnagiri district revealed that the majority (53.33%) of the NHM beneficiaries belonged to the old and middle age (40.00%) category. They were educated from primary school (20.00%), functional literate (18.33%), High School (16.67%), Intermediate (11.67%) and Illiterate level (8.33%). Majority do farming (66.67%) and farming with animal husbandry (23.333%) according to this study. Regarding land holding, the majority (55%) are small and marginal farmers (21.67%). They possess medium (51.67%) annual income and 40% belong to low medium income category. With regard to farmers experience, they had high (43.33%) and low level (38.34%) of farming experience. They possess medium (60.00%) and low (28.34%) less of extension agency contact. Majority (60.00%) had a medium level of risk orientation, followed by 33.67% with a high level of risk orientation in Krishnagiri district. The majority had (45.00%) medium level of scientific orientation followed by a medium to high level of mass media exposure (26.67%) in this study.
Red gram is a widely consumed pulse and a good source of protein in the vegetarian diet. In addition to its nutritional qualities, it possesses therapeutic properties by virtue of the bioactive phytoconstituents, especially phenol. Phenols are a major group of secondary metabolites widely distributed in the plant kingdom. It occurs as derivatives or isomers of the various classes of phenols viz., flavonoids, polyphenols, phenolic acids. The recent focus of phenols is the antioxidant potential that is responsible for several therapeutic effects of these compounds. The distribution of total phenols and flavonoids has been studied in seventy red gram lines, including short duration, mid duration, perennial and dual types. Total phenol content varied from 50 mg/100 g in ICPL 19003 and ICPL 19020 to 600 mg/100 g in the variety BSR-1. Total flavonoids range between 10 mg/100g to 80 mg/100g. Phytate content of the red gram genotypes ranged from 0.155 to 4.35mg/g on a dry weight basis and are indicated to be of therapeutic value. DPPH, ABTS, FRAP, and H2O2 radical scavenging activity of red gram genotypes were studied. Results indicate BSR-1, ICPL 19022, ICPL88039, and ICPL19036 have high antioxidant values. The nutraceutical properties expressed in red gram make it an ideal choice of pulse in therapeutic food in addition to its role as protein source.
For MASU related issues :
PUBLISHER
SECRETARY
Madras
Agricultural Students Union
Tamil Nadu Agricultural University
Coimbatore - 641 003
Tamil Nadu, India.
For MAJ related issues :
EDITOR-IN-CHIEF
Madras Agricultural Journal (MAJ)
Madras Agricultural Students Union
Tamil Nadu Agricultural University
Coimbatore - 641 003
Tamil Nadu, India.
Copyright © Madras Agricultural Journal | Masu Journal All rights reserved.