Case Study Of Chic-Boy

ABSTRACT The major concern of this study was to identify the awareness of consumers towards the sales promotions of Chic-boy in the area of Makiling, Calamba. Sales promotions are good marketing communication tool, and can generate interest and return customers. They may be able to add to consumer awareness to a brand at a lower cost than other promotional means. In this case, the goal is not additional profits but rather additional sales over the long term, as more consumers become familiar with the advantages of the particular brand. Consumers’ awareness is important to determine the familiarity before and after the sales promotion give an accurate evaluation of the immediate success of the promotion. In the longer term, though, the measure

The respondents of the study were composed of 190 individuals within the area of Makiling, Calamba as where the Chic-boy is located. Survey questionnaire was the main instrument used in gathering data. Likert Scale or Four-Point scale was used to determine the level of agreement and disagreement in the awareness of consumers as to the layout and physical attributes of the coupons recently produced by Chic-boy. And lastly, frequency, percentage and weighted mean were used for the statistical tools. Only 67 individuals of the total population of respondents are aware of the promotional activities of Chic-boy and there are influences that affect their buying behavior. The results of this study indicates that Chic-boy need to give more attention in disseminating the information and advertise their promotions more often to increase awareness towards its sales promotions as well to its products. The study provides suggestions for further improvement in sales promotion strategy practices and its contribution in achieving objectives of sales

It has become very difficult to grow, stabilize and excel in business performance. Over and above, business environment is changing drastically. It is very difficult to predict about future. High degree of risk is involved in it. Sincere and dedicated efforts are needed in marketing to retain the existing customers and attract the new customers. It is required to influence the attitude and behavior of buyers. A lot of promotional activities are needed. The leading companies are using difference techniques for promotion. To achieve the objectives a strategy is needed for effective application of sales promotion. The contribution of sales promotion strategy is significant in present time to stay in business in competitive market. The importance of it attracted our attention to select this topic for research