An Empirical View of the Different Types of Consumer Promotions in India

Abraham Koshy and Dang Jha Priya

No WP2004-03-03, IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: The paper provides an empirical view of the range of promotions launched in the Indian market place from 1996 to 2003. The different promotions include free gift offers, price offs, extra product offers, exchange offers, buy-more-and-save offers, contests and sweepstakes. The most frequently launched promotion is the free gift offer followed by the sweepstake offer and extra product offer. Some differences in trends are found across FMCG, Consumer Durable and Service sectors. A detailed description of each type of promotion is provided in order to highlight the different incentives offered by such promotions.

Date: 2004-03-03
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