Title: Effectiveness of sales promotion effort in emerging markets: a brand level analysis

Authors: Mehir Kumar Baidya, Kamal Ghose

Addresses: Department of MBA (E), Indian Institute of Social Welfare and Business Management (IISWBM), Management House, College Square (West), Kolkata 700073, India. ' Commerce Division, Lincoln University, Canterbury, New Zealand

Abstract: This research analyses the impact of promotion on sales and overall customer satisfaction for Keo-Karpin and Navratna brands of hair care products in the state of West Bengal, India. The Return-On-Investment (ROI) has been calculated on the basis of sales, adjusted for respective Customer Satisfaction Indices (CSI). Results obtained are compared between the brands to observe effectiveness of promotion on Sales, CSI and ROI. The promotional effort has a significant positive impact on sales and overall customer satisfaction for both the cases with ROI being higher for Navratna than Keo-Karpin. These findings could help improve allocation of the marketing budget.

Keywords: marketing budgets; investment; marketing mix; sales promotion; brands; branding; customer satisfaction index; CSI; hair care products; Keo-Karpin; Navratna; West Bengal; India; return on investment; ROI; emerging markets.

DOI: 10.1504/IJBEM.2010.029743

International Journal of Business and Emerging Markets, 2010 Vol.2 No.1, pp.43 - 57

Available online: 01 Dec 2009 *

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