Showing posts with label Psychology of Discounts. Show all posts
Showing posts with label Psychology of Discounts. Show all posts
Understanding the Context of Discounts in Toilet Soaps
Discounts are reductions to a basic price of goods or services. There are many purposes for discounting, including; to increase short-term sales, to move out-of-date stock, to reward valuable customers. Some discounts are forms of sales promotion.
A visit to Spar Hypermart gave us an insight to:
- What are the products and product categories on which the store is providing discounts?
- What type of discounts are given, e.g. price reduction, bundle offers, in-store discount, bundling, combo offers, quantity discounts etc.
- What kind of people are looking for discounts. Do rich people really care about discounts?
- Do discounts help in increasing sales?
- Do discounts affect impulsive buying behaviour?
Pyramid (Toilet Soaps)
0-10 = Lifebuoy, Lux
11-20 =Lifebuoy, Lux, Vivel, Harmony, Medimix, Lux, Cinthol
21-30 =Boro Plus, Emami Pure Skin, Medimix, Pears, Dettol, Vivel, Hamam, Savlon, Lux, Camay, Chandrika, Santoor
31-40 =Yardley, Park Avenue , Rexona, Lux, Dove, Savlon, Dettol, Fiama Di Wills, Liril
41-50 =Dove, Pears, Liril
51-60 =Himalaya
61-70 = Olay, Himalaya .
Observations.
· In-store discounts given on top and middle level soaps for pushing up sales.
· Bundle offers present in middle and to some extent in top level.
· No offers in bottom level segment of soaps.
Syed Munir
Class of 2012
December 31, 2011
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