Strategic Thought Transformation - The IIPM Think Tank

CONSUMER B E H A V I O U R
Rank Score
Table 7: Modified data for Delhi
S1: Discount/
Price Cut
S2: Free Gift
S3: BuyOne
GetOne Free
S4: Coupons
10 90 20 20 10
8 30 60 35 10
6 10 50 45 10
4 10 15 15 40
2 5 5 15 30
1 0 0 5 40
0 5 0 15 10
Mean Score 8.33 7.00 5.63 3.33
SD 7.011 3.667 3.061 2.748
domly selected with a ‘loose stratification’
so as to take care of the heterogeneity of
the populations. Each selected person
was asked to rank the seven promotional
schemes. The ranking in the above tables
is in decreasing order of magnitude i.e. 1
represents the top preference, 2 the next
and 7 the least.
5. Analysis of the data
A look at the above tables leads to the following
apparent conclusions:
i) There seems to be not much difference
in the performance of various promotional
schemes in the two cities.
ii) ‘Discount/Price Cut’ is way ahead of
the other schemes.
iii) ‘Free Gift’ and ‘Buy One Get One Free’
are far behind the ‘Discount/Price Cut’
scheme, but it is difficult to choose between
these two for the second spot.
iv) ‘Coupons’ is a distant third, and the last
three schemes really do not matter.
In view of the above observations, we
Table 8: Comparing Schemes
Aligarh
Schemes Compared t-value p-value
S1 compared to S2 1.46 NS
S1 compared to S3 3.435 < .001
S2 compared to S3 2.329