Effectiveness of Retail Communication Tools with reference to Spar Hyper Markets of Coimbatore City in Tamil Nadu

Abstract

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.

DOI

https://doi.org/10.29321/MAJ.10.112034

Pages

8 - 14

Creative Commons

Copyright

© The Author(s), 2025. Published by Madras Agricultural Students' Union in Madras Agricultural Journal (MAJ). This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium, provided the original work is properly cited by the user.

Keywords