CONSUMER SALES PROMOTIONS BY CELLULAR SERVICE PROVIDERS: A STUDY OF YOUTH PERCEPTIONS

Initially this paper gives relevant literature in sales promotion area. An assessment of advertisements which are meant for announcing consumer promotional schemes explores the nature of consumer sales promotions offered across cellular service providers. With convenient san1pling, the major consumers of the category-i.e. college youth is surveyed with structured questionnaire to study their perceptions about sales promotion. Findings indicate that Price Promotion is more adopted by cellular companies. Then follows the Multiple Promotion, Combination Promotion and Volume Promotion. Also perception study indicated the preferred type of promotions-Multiple Promotion and then Price Promotion. Statistical tests like, Chi square and t test are also used to analyse the collected information from youth. The study concludes with important guidelines like need of Consumer Franchise Building promotions, need to emphasize demographics and behavioral variables, value loyal customers, need to understand major information sources, recognize brand switchers and ensure control as the essence.